Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 3 [& C$ r+ U) v H: E/ K& CAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 0 q) U* ]( R8 E1 Q: M7 l3 f7 _* q: ~
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.; h5 B5 B/ V% P/ a4 l
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…' J6 _: b2 q H; n% @
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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. 7 T) b& P: j4 Q. d0 B3 N3 p @$ v3 D2 Y% y& c6 r" `
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions." |4 V+ h2 q6 q% j
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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.9 l( T: ?* Q' S. A; Z5 D
! H8 s3 B0 p. v6 c1 K, h$ q* C3 BConversion 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. : B$ G6 K2 D+ Y0 }8 E$ g9 M2 T0 N# p& A) h3 }
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ; R; q% D$ S; y$ s . q3 _% R. y5 S8 Z ~Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. # B8 b1 B9 K+ U3 H2 G! F# u ( B$ w3 e9 |; H1 W+ v% `6 bCreatives: See “Advertising Materials” definition. ! |2 P! X' s( v9 B6 c9 l6 ?8 U4 ]2 q- @" \! \1 `" B. `" E, \
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. 8 Q8 o# M# D' C; h4 ~5 j) R* h 2 S: A- U* d/ m( p7 X! 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…). b; I; i& R1 D' l8 O6 G2 b 9 M: }- m# }2 m; bFooter ad: Is located at the bottom of a web page. j0 I, H% Y% L7 }3 H8 M7 t# W
8 j, \$ a d' v ^' rFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 x7 \: B$ I V& f0 B4 G
# j( F8 P: p% i9 L WGeo-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 z, T% {8 J7 w
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! B# ?0 _4 \( L5 F" o4 T0 {8 N, V- T. U# v. P8 G
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. 1 G. f# K3 D8 Y. O& p/ L+ Y$ @9 {% y% `
Insertion Order: Is a written authorization to display advertisement on Website(s). : H4 f4 ~. k) Z( ?4 T2 I/ G' L . ^: w) J- g7 H8 W9 s) ?, y+ p$ HInterstitial ad: Is a full page ad displayed before or after an expected content page& T& \ L$ a2 s4 J
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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). 9 e5 z5 I# g0 W# x - g! J( Q9 R* n% ~% ` e& WKeywords: Search terms or phrases targeted by the advertising campaign. 6 \- z$ O+ I# d: o& y! V5 i 9 ?$ _& m7 D* M3 c8 B' ~9 iLanding 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." _) h3 d% q% N% q0 @% ]) m
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Linking Text: The text that is contained within a link. 8 v. O: }5 L% h; F2 e" j , B* F, I5 ~ S V6 \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. 6 j. U+ T! W7 E/ b2 _4 V- L4 `3 ~7 `4 f- i
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.' i& l6 K% U* L* e( B
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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. ; X+ p& U: x# M8 u' {
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 8 k* S4 q( P) X* T $ {2 N& v/ W7 ~8 P TPop-up: Is an ad displayed on top of the page visited by the surfer. " B/ u h( z3 l! L5 ~7 R: r. r, |7 ]
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.6 h+ ]# P. d4 }6 ~
5 Z* ]6 n5 T7 }# {9 V& vPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.( x# n6 f" @" d3 t/ T: [0 N
j" _" d, _" ?' ePublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / L8 R; V$ \$ f. @ e1 ~, X' w+ H2 X2 g& w
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.4 E# @% K0 f0 ?
P$ |) }1 d! J- KRank: How well a particular web page or web site is listed in a search engine or advertising results. 8 U: _4 ^ [/ Y7 L y9 w 5 y3 @+ j7 F- V( P7 j& c; j6 kRetargeting: 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. , d$ Z7 Z7 W6 j. ?" v. Z" W2 [1 i 5 E( u. `+ ?9 Q" DReturn 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.6 W6 U- H3 p0 ?3 U3 ~& ~( u+ [. A% ?, c
# l; F f+ F+ I5 z" ]* [" xRevenue 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…). 0 e* M; w' t- |! `6 C 0 k% Y( b" e Z# ?Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ( V1 a. ?1 A# \; N ' \1 V, F# O4 e* vTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ) w1 K; { g8 l$ X& n( S3 H( k8 S* o" _# {: t' S
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. % X6 n. H0 D8 _; A5 o9 h% C" [# V) y$ @ , a: J0 x0 |6 h3 b3 k: h8 j6 t0 S' N% b. f
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