Ad Serving Platform: Describes the technology and service that places advertisements on Websites. [, f8 `4 ?! W9 B$ K' l
Advertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s)./ l; S! {) P" m
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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." x5 T3 e0 n$ B( A2 T1 l6 f! T, j
+ r" `8 \; W: K& Q/ o2 x5 HAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…; k5 i r0 W3 {* B
$ j2 M2 f& _0 b1 U2 `Advertising 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.8 i! G) g9 n+ x2 s
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. * Y) g$ \' ?2 y: }# l) L& n8 J' f 3 k: t" p, E5 F; \8 H iClick 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.& o( s; z4 h1 e; p! Z, ?6 F
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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. " q$ q( J8 @! v 0 X& c' k8 p1 |Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. - ~, T/ D( p9 {; _4 B2 h% I# H* S5 Z
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 5 v$ H, V- k/ D4 {4 k# M! z# U' t' r: x4 b& K7 D L
Creatives: See “Advertising Materials” definition.# c( X! k6 ^/ Y/ K' _) j
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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.) |( E/ y4 m4 ^* D
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Effective 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…)./ M) v" U$ W4 p& r$ [- I
* n( ^* u& E$ h4 }" UFooter ad: Is located at the bottom of a web page. 2 H$ q" A! F* z/ v # f* ?4 L" V2 K* q" v+ rFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. - G+ |6 O( [: f7 v' o - H' I( ^- |/ } F; [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. - Z/ m3 W& r P3 _& n+ D/ G, V4 l J0 j0 v1 W; ]Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). i9 F7 c$ |- \ . k& Z4 s7 k; V1 f q: ZIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 9 \- S. i; p" Q" {0 n9 ]& C 6 @/ I( \: B, W3 ?7 e% Y5 iInsertion Order: Is a written authorization to display advertisement on Website(s).5 q% c, @8 e; D: a: M
' T. u" s7 I% ]. p O WInterstitial ad: Is a full page ad displayed before or after an expected content page 7 s/ k* q* h3 x% L / N! A) `+ e) X3 F& ^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). - T. @, i! y$ t2 y- f, b) x. |2 Z4 z1 o1 u( }: \8 g" t
Keywords: Search terms or phrases targeted by the advertising campaign. ' |% q& L4 g9 }$ |8 w8 i/ G4 y8 q # ^6 ?: H: b+ `8 b( N( c8 V+ dLanding 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. # X8 p5 [& q6 O* @( R2 D }9 T( h+ {* w# C3 m$ x
Linking Text: The text that is contained within a link. ( u0 W1 T( s( `, z 1 E1 r# p4 s3 A$ tNTV 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. ' z( w9 U! [! k3 \/ i3 Y( C" o0 s0 n( n! H* ]: C, V* k/ O7 @/ Y! q
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. [5 m5 p8 q" I& c& H, [ " U: c0 S2 ^ X5 m& B" ~Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - Z# e) z# M2 c0 c ) t7 J/ W0 p( n, |) F' Z+ \1 }Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.: `: X& m) X( u+ s, J0 ^
! D5 D: d2 G$ A& V3 D) tPop-up: Is an ad displayed on top of the page visited by the surfer. 2 E9 i# e# S# T: t# B0 R2 u/ G% F/ X, V2 p) r% o! v8 v. k- c
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.1 `8 S& \" c% f" ]1 H
d: D9 l& r6 K4 j+ GPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. # ?2 G/ V- k6 P* g2 r2 T- v; `+ n: b, k; }2 n: Z% S/ x2 ~. D
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).# @- J) i( u' Q
/ b$ |% s3 A* ]* PPublisher 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. * M* p5 H0 j1 y/ c/ [: Z( R! C) Y- J& A, j ?$ U
Rank: How well a particular web page or web site is listed in a search engine or advertising results. * i% c9 Z) u9 |( a" l. g, |! j( Y2 X; n3 |0 y) Q' W
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.# s3 v5 K. m( d \$ u) c5 e, E
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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.9 x r' Y8 [) B% S0 q" j9 D
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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…).) E9 ]8 x& m( V5 n* G
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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). & x/ f3 P; P+ s* e$ X# j& S8 v2 Q9 G0 D9 {8 Z
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600., K# \8 o6 v2 k: N- k; A4 j
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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.6 y- k) v* m# y6 w2 K/ K/ S
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