Ad Serving Platform: Describes the technology and service that places advertisements on Websites. - I/ |! F0 ]: x6 X# P' SAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). % f9 {2 e6 [' S* B/ M 3 r! N) G7 j* r! t( rAdvertising 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. ! A+ l$ ~' n3 E5 Y - K& M% \5 b# t wAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) A# C2 ~7 |. b) Y- ]4 E- Q" q9 I1 H+ u: U! N
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.% t3 b0 {8 |( t0 p! o
1 U6 x/ E# l7 TBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 7 Q! b+ J$ Q% B8 h% J# R# l0 i1 Q5 @; Q7 t
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. " A; e( Y/ s1 A- n8 a" t- Z; o- i4 T+ {) y
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. 9 C8 N1 X- N& w6 M, h* M - |4 s/ b$ v2 W7 R: k. t2 \; xCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. $ w& o# o* I: ?. g) Z* T, Z* s5 f: E/ L7 f7 p, S9 y/ {" k
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 8 b; M- v0 y3 p* z: ?- [ A1 @' v% O1 e/ CCreatives: See “Advertising Materials” definition.+ G0 F# x8 D/ B- V+ C I' J
& V" F, r% |2 b% Y1 [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.) o4 I" Y" n. j- C- w
. f' K: V8 J+ q0 \5 Z; Y- S5 [* |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…). W) g7 }6 m& Z0 Y: {7 M & { Q. f+ M( t% |; e" j# W! yFooter ad: Is located at the bottom of a web page. . u" a! o7 w# f 6 Y% T1 o0 d! k# S* Y$ BFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. $ n' \; r! R! u- n; i: t+ X$ @, e# D
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. " M# m6 v/ m# H2 a* s7 j4 U: y3 O* ?9 {" k
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 B, y, }. N- _$ G2 }/ `0 E
4 p8 K% r) o7 U& X ^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.9 d* N# I4 B1 d; x
3 \; n F. L# A; P! M5 i7 HInsertion Order: Is a written authorization to display advertisement on Website(s). 3 U. I: g4 @ Z % L9 G# d1 V, ]" ~/ J: f' K0 i6 f8 XInterstitial ad: Is a full page ad displayed before or after an expected content page * U- N9 F' G# ? 8 q3 t; q0 n8 F9 ~6 m/ ZIn 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). 1 G, E: `, {% Z6 p) f# m. ^: q& j 1 V! o0 k: j' G5 bKeywords: Search terms or phrases targeted by the advertising campaign.: }4 K1 y Y4 v- Z4 b0 d
! W/ j% {7 q! QLanding 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. ) H8 Z8 R6 _$ h( I. P. m$ ~' w& ], ]/ k. c" F$ ?, q1 w
Linking Text: The text that is contained within a link. / b: r v; C( m7 N% z8 d; N' [2 V9 ~3 o
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. 8 m: l0 B- Y8 Q5 ?. b, T ( H$ M) g9 e; l4 l" dPay 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. F- y2 n7 s3 u5 n8 e
. j6 t3 L& F b$ m5 o' M* OPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ' \" ^' @! q. k( L6 s! E) s & ~+ K' v/ A# b/ U2 U: qPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. V* c+ I" W- V! ~1 M: C w! b3 N: v/ _$ U. U* c
Pop-up: Is an ad displayed on top of the page visited by the surfer. 3 w. b2 R) Q/ ^$ |8 G & P$ t2 C8 ^) V) V' OPop-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. 2 o! k$ }( R7 O, ~& ?5 l 5 ^* P& W' h7 o8 pPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website., U( {5 O0 a7 P6 B
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).* [$ E8 ~3 V3 z& 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. : q# n7 L9 L* ~/ i/ G- n3 l+ }% }3 y: t1 d3 D o) e
Rank: How well a particular web page or web site is listed in a search engine or advertising results.; t" Z4 Z# o, g* X4 J) X# N6 z
$ r% O( N! ^: P5 u0 cRetargeting: 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 p( ~" W4 o2 ^4 }. f. u0 S& Z$ }1 l: d& I: f" f( p5 k
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.- j! q$ W# @7 h/ o0 m: J( ]
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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…).' H! R, M8 _: @
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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).. r* u, j3 C; v) V, f4 a ?
; Y% |( n% Q( c' G2 Q; j( j1 d$ `" ]Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.: V2 O y0 _5 T0 ]
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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. ' R( s' g& I; H( T1 ]2 a9 [8 t- g+ M% Y. v4 L5 k& ~7 ]# _
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