Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 h2 ?* B( ~$ A t
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).7 T8 ^9 x* w/ `6 m" E" }8 w
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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. # ?& k7 R0 y4 W* n. t$ _) ~, S7 V% Y+ a
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… @6 i1 p% Z/ l( L0 k
8 z; z9 x' l# m) A) P3 o, y( m. t( _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. {1 {, l# n, r, c# F2 h8 k/ X0 K( Z( C. I9 W$ i D
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " v8 ]" T3 X. w/ t5 t m; `. T4 H. a8 L: [" \! u) r" L
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. ) p) G) t3 \7 O! X1 e" L9 I! @6 d: k, t
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.% Z9 K# P" t4 p: W: |2 h, l/ `
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.$ X+ L1 r0 Z% L+ [; r
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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. 1 R$ f4 h7 e! C- u5 i9 k, O- @5 ^ , o j8 ~5 n$ I2 u1 y fCreatives: See “Advertising Materials” definition. & Z) O+ g6 |" I9 T- H 5 \) N+ a i' l. j- VeCPA: 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. 9 f1 J1 G( K$ m' m/ }% `$ P9 Y# u2 w- U
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…). : _8 x5 ]% l3 j! i3 _& H) w* E* H; p9 p; O# Z
Footer ad: Is located at the bottom of a web page. # W, A7 Y" \3 \/ o+ {7 K9 @- ~: y0 I0 @6 z z- R4 ~4 Q
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad., I1 u" R7 I ~& s
! P {# S2 u @4 g5 I; T4 T; IGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 5 t7 _# d" F" k& m5 r7 ^2 c5 N4 t5 Y& N" R6 F+ W# A7 u! x* x
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).+ ?$ s5 w/ X% @0 c
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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. ~( \; F8 i: R( S
$ ^, L' X. P2 L& W3 U) \* B A" WInsertion Order: Is a written authorization to display advertisement on Website(s).: f! H1 j4 Z- e1 G
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Interstitial ad: Is a full page ad displayed before or after an expected content page0 U& B- m- \' |: X6 ]$ y
5 ^1 v1 ?9 m6 h6 R3 k! T/ nIn 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). $ G9 N$ t; l6 {3 l, }
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Keywords: Search terms or phrases targeted by the advertising campaign.5 n m: G1 k% l- J/ k, s) l1 `6 F# a
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Landing 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. . i) j* w7 y6 T( }% t* ]' i" E4 v- w [) y: ` i
Linking Text: The text that is contained within a link. " }% o8 z. @ a2 C" r/ n5 \' s 2 v% I& {" F$ u. n+ Q: ^+ j) aNTV 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.- t/ K3 ^ y( g9 B/ J! R
8 ~0 w* e: g$ T6 v3 B- g7 w7 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.6 O" |/ Q! U. ^4 Z" I, T$ |6 ?: J
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 1 v# d3 a0 y t1 O" {
" k8 {# ]5 H; g4 wPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.2 w: c+ `8 k% W
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Pop-up: Is an ad displayed on top of the page visited by the surfer.+ t" E' J! l3 J$ b9 n
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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.' w$ H+ `: h$ h% j+ h! {
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ( a, q$ u2 Y( x0 b' l! W 4 }) ~- k' O# R7 \& ?Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 9 ?+ A# C5 {) w- n8 c3 [* Y3 L( e/ ^/ D$ l2 T' [' X; Y: `# J
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.7 S5 w# }8 ]9 ~$ i2 \0 E" J
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. ; V4 c+ V* [/ d2 F7 o6 k3 v3 l u7 C- N# a& Q9 G" U
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.9 J7 B9 R! B6 ?4 \& X. K
1 K! S" v: e. y5 yReturn 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. 0 Q7 J5 f- t# u0 G: D) M* u) r. O7 ^" h
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…). ' V- |0 ~4 _: l5 O$ g6 [6 [4 o4 u( m+ l6 j$ ^, L4 ]/ P u# M
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). " f' F, j, L- X8 S: }* B9 h% F; A5 r( r. ^; Z' [
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 W: k& X7 r3 F9 M1 M$ |2 U9 S# {* k3 ~; |
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 T7 `$ n, g: F5 Q . [9 s* J' z! Z& P. G $ H7 n5 M. Q/ a. F% P; W4 n( Y
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