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Ad Serving Platform: Describes the technology and service that places advertisements on Websites.
" a& |; }( S% e& w, S6 [5 JAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).: X/ J; J6 V$ i
0 c+ k+ c. ^" Z; b1 M6 U5 OAdvertising 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.
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! t' A/ Z, q" `4 I5 S1 U# TAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…# C9 n5 Z+ T* x2 B
+ `2 I4 g4 x, N6 m8 @9 F5 k$ WAdvertising 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.* f! s( l. q r/ i- c7 {
$ e( Q8 B0 a3 LBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.5 `1 c6 N0 _9 D
( h$ D' F# X7 ^$ C- JClick 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.
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2 l1 F1 }6 H4 _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.
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7 d2 B1 K6 _$ [% @Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.: Q" c1 F$ X3 c7 G
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.
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Creatives: See “Advertising Materials” definition.
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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.
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8 q% `: x: C& l) v) eEffective 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…).
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Footer ad: Is located at the bottom of a web page.
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.
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, q% M0 {4 ]$ {8 v4 ^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. w K* |/ L' J% ~ H! K# a% o2 t
1 B* A( @8 W' RImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).
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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.3 W8 I, o9 M& i
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Insertion Order: Is a written authorization to display advertisement on Website(s).
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2 a& C4 W e9 }1 M& `Interstitial ad: Is a full page ad displayed before or after an expected content page
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In 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). - P* P/ p6 n4 ~8 O2 @
5 l- @9 W# H ]& T- JKeywords: Search terms or phrases targeted by the advertising campaign.% _6 L7 G; u9 m7 P/ O
7 a, Y# {- V5 ?9 q3 L7 o* `4 g; TLanding 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.8 @, g6 G! ]( h7 ~
g# {: E0 X" G5 L* V( jLinking Text: The text that is contained within a link.
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+ f7 C- y- k8 j+ Z9 O& Y+ \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.
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' f' j8 N/ z2 OPay 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.0 G1 \* q; d3 A8 Y5 O# O
5 Q' T7 E) ^" p* EPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - c) s" a4 s3 d+ v# A I, Y+ _/ {
! Z: m& ^& t/ v P5 J: H) ZPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.
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5 Y; _) }8 Z, l& f8 pPop-up: Is an ad displayed on top of the page visited by the surfer.
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+ z! A' \% ]6 x! l/ ^, O! zPop-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.
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, S, T$ L& m% A' |Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.- }6 H3 i; T( `! n6 |5 C( p/ Q5 L
; D S( P2 x7 o1 X9 V3 q. n" hPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).
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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.: G& n% y' k7 \
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.
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Retargeting: 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.
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" E3 ?% I1 N' n! R; ~5 hReturn 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.
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0 z- Q; e D1 \1 x8 URevenue 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…).$ v( J- g( o0 M1 M( _
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).5 P/ M8 v. Z* J2 F; f5 z$ p; t
7 I1 q5 E' q& F/ q! q/ F* Z# k( xTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.
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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.
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