Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 7 X W2 v; o1 o- n1 fAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ) [3 @$ w+ j. H+ j' y/ h& ^: t5 q/ m
Advertising Budget: The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets. 5 b/ O9 e: G/ \8 A' [3 o( C% B. R( P
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 4 O% Y3 J/ L1 u6 \) V; E2 L & S! T2 S1 u1 B. {7 rAdvertising Material: Means the text, graphics, logos, designs, trademarks and copyrights for any type of advertising including, but not limited to banners, text ads, pop-ups and pop-unders created by an advertiser. 1 b" n6 l6 u6 {3 t4 o# O ) z. }9 S6 S+ N0 ^Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.1 M4 L7 w# J4 f: T! n, |6 r X
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Click Through Rate (CTR): The percentage of clicks on a link. This is usually a percentage based on the total number of clicks divided by the number of impressions that an advertisement has received. ) b0 F1 f: i6 w4 K b* |7 f0 L, P3 E" H# W& [6 W/ U2 U
Conversion Rate: The relationship between visitors to a web site and actions considered to be a “conversion”, such as a sale or request to receive more information: the percentage of people whose clicks have resulted in a sale or desired action in relation to the total number of clicks on an advertisement. " O5 q4 z w) n' a# {0 B; o( `- ]8 }! `; B8 c5 K. f
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' s+ Z# e! Z, p' C" B $ Y# [6 f b w: hCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 7 |6 i( L% ~, T 3 h2 |- P7 z7 A: V1 B8 ^0 WCreatives: See “Advertising Materials” definition.! A* g$ i# s c
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eCPA: Means effective Cost Per Action. It’s a business goal set up by the advertiser (which can be a sale or a lead) to determine how much he spent to reach that specific goal. 7 ]4 V( k+ q6 {$ q 3 ]- Z; ?5 d0 t$ p7 R& \6 rEffective Cost Per Mille (eCPM): The eCPM is used to calculate the effectiveness of an advertising campaign, independently of the actual pricing model. (CPC, CPM, CPA…).* `8 m5 c* X# ~% [7 s4 F# p( W
4 i$ y; O. @+ v8 S; ZFooter ad: Is located at the bottom of a web page. % O4 r% {5 n/ x4 ~: O U
- T( m3 }% p: t3 `4 P& \5 xFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 F3 R5 u9 E# u5 l; T 7 \& c x! G' k5 E5 ]Geo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.0 I( J3 P4 Q" Y
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). , B, T7 M' J: D: P5 P1 p/ n2 D! d1 s7 Z( A) C3 {. j3 u2 _$ m9 S. f8 {
IM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.+ ^, H1 p4 `: G8 F. l4 _0 @, w- d
3 c: h* U" Q/ ?, m* R4 eInsertion Order: Is a written authorization to display advertisement on Website(s).: ]+ i. z. a& J
6 K& J, ~, O, ]" {, jInterstitial ad: Is a full page ad displayed before or after an expected content page {% A( v6 j) {# s6 i 6 @/ E7 l v5 Y! iIn Video ad: Is an ad displayed in a video player. It can be a pre-roll ad (displayed at the beginning while the video is loading), a post-roll (displayed at the end of the video) or an on pause ad (when the user pauses the video). ; e5 l% _6 j( }1 K( h- N0 K) N8 p, o5 t2 M9 z
Keywords: Search terms or phrases targeted by the advertising campaign. ; d2 K% A- \- w, j @( I# { P/ s$ P& l# F6 cLanding Page: The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase.% s2 s- g% A$ x4 {+ L# _
# T; W" _( u9 f% n; d+ PLinking Text: The text that is contained within a link. 4 M. H* O( U) {$ D7 O. Q ) f# S9 A. L7 D) w, r( K+ P6 W: ^% ]NTV ad: Accronym of Next To Video. It concerns specific ad spots located near a video player. It’s usually a square ad in 300×250 or 250×250.( A! f: }& E& }
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Pay Per Click (PPC): Advertising model based on a fix cost per click. Medias can be text links, images or even flash movies. The advertiser pay a cost per click and can target its ad to specific countries, languages, categories or keywords. T# f( G- M0 g6 w) J! q 7 i; H2 ]# C# r4 p. tPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. " n8 p$ i5 Q* `$ a
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 1 l2 N0 }7 ?/ J; O' a+ R: p$ U 7 D+ u5 `% F) APop-up: Is an ad displayed on top of the page visited by the surfer.6 M4 u; p( y. u3 w# Q! l
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Pop-under: Is a full page ad displayed behind the page visited by the surfer and visible when the surfer closes the page he was viewing. , d" `( i/ J5 o! w; A7 Y9 L! S/ S1 {# x
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ' {+ C3 N* m/ q % ^% h; q" \5 C* L6 ^: W* g% |Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).; D: N1 e9 o0 p1 h" o5 u( |2 \
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Publisher Earnings: Means the total revenue generated by the Publisher using the Advertising Materials. Publisher earnings are based on the eCPM generated by the ad spot. 8 v( H9 ?! T$ R2 l) S! Y4 y3 @ + s2 f9 P0 i& C0 Y6 Z! WRank: How well a particular web page or web site is listed in a search engine or advertising results. + _. c) W! j: A' n' M/ Y 2 B1 I$ a1 K3 X& yRetargeting: Means targeting specific users who have already shown some interest in your product or brand. It works with a pixel tag which places a transparent cookie on users allowing platform to retarget them when they browse other websites.+ _2 `* h b6 a- B7 q5 O' I+ x' @% b
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Return On Investment (ROI): The percentage of profit that results in a marketing or advertising campaign. Naturally, advertisers want the amount of money made to exceed the money spent. , h% ~7 T) ]- d0 S+ R; I$ q: J6 C' H$ c+ ?7 C+ G! U! E& T
Revenue Per Mille (RPM): The RPM is used to calculate the revenue generated by an ad spot, independently of the actual pricing model. (CPC, CPM, CPA…). / {: A R9 W( C% P" F3 H% |- J) }
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ' i, [1 U, T, q8 M+ q Y) Y9 P0 H, p& P# x8 v ~
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 ?% p1 n# q) M* g
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Unique Click: Means the number of times, as recorded by ad serving platform a user visiting Publisher’s Website(s), as identified by IP address, clicks on Advertising Material. A click on Advertising Material by a particular visitor shall only be counted as a Unique Click once every 24-hour period. & v- v7 m: O% n) B; y% P7 ?6 u: V, \3 ^! V" o
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