Ad Serving Platform: Describes the technology and service that places advertisements on Websites.$ p# N' g! f) F' N+ ?" C$ T: u
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).3 |( q3 H2 L5 P) r: c7 }2 X" t
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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. 4 ~% |7 J" h2 x* V : y& m# w" N, q$ s4 m l2 VAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…8 `% f& V# F: T& ^' ~3 _# ]
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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. ?2 n" U/ [) ^* M6 D6 U0 u2 B
; S( O5 m4 S3 j$ rBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 3 w% l: V+ \5 _) ]% F# F8 F# l* t5 a- E$ t: e& u D
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.. l" B& ]8 x# c' W9 h% z
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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. ( V$ y" L0 i7 n/ P6 C: _( L; o2 R( S8 ?8 n( B" X
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.+ H# z3 V+ }( M6 @
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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. ( f! o& A$ E1 p' h8 l/ r$ }! v5 p! q5 _ W7 m
Creatives: See “Advertising Materials” definition.5 ^) I& Q" R N$ m
6 H* H; l. D) E5 q2 Q) {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. , Q1 d3 `2 ~4 l/ N% I. [- N5 u1 p+ H; S2 B" u6 \
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…).3 @ [7 f4 T, r
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Footer ad: Is located at the bottom of a web page. ( l3 q" S0 q* _0 g
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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." a) ^! ~# r X# t7 p0 @2 @
& k9 }+ o' Q1 L% o2 ~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.' U* E9 d1 B- ? Y P6 T4 M$ a" [6 K" m
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). L! A5 k* B' v# O& 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., F% p( P/ d4 x. w/ b" P% F* a
0 o8 c7 c& N3 w! K8 U: _1 gInsertion Order: Is a written authorization to display advertisement on Website(s).$ l, r. b2 v$ ?0 y6 c' e
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Interstitial ad: Is a full page ad displayed before or after an expected content page. ^5 ~! N- G# p
2 ]" _ m3 _* ~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). ) s/ K$ N1 K% O1 [' u
% `8 z4 G' w7 [- w* {. }Keywords: Search terms or phrases targeted by the advertising campaign. 7 {4 ?+ n) I8 t9 Q6 H% ?; U# E2 Z( w: t3 L8 M5 l+ o
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. 5 r" F7 H! x& `6 t9 s9 |6 c) Y- V7 {% T
Linking Text: The text that is contained within a link.9 ^5 S: k3 ~+ {+ W5 i5 F6 k
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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. 7 @" j3 R* d( z# |/ F h, x) D& {$ ?+ ~
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. / H7 u x, J7 d1 E* g , l! R& A# a- N; a$ ]. FPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. + u5 ]+ w; a( V: O. R# z& r4 |& I7 o/ M: Z3 k' I0 k5 i
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 7 T) m9 {2 m R) `0 E8 [8 y! i% O7 J+ w2 y% ?5 [
Pop-up: Is an ad displayed on top of the page visited by the surfer.1 w/ D/ X5 J. z; n& i6 f, P! X( h# h
8 |3 I+ n: u' I1 B; R+ 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.* t8 p! ?' j! x, N% g1 Z( S
# B2 `: O, }; w8 X! |$ ?! V+ n2 RPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.; `9 O# F2 ?7 A' D
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).2 ?) c" U4 [+ l
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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.* |" O. B' _4 z2 q* y7 Q. Y, \
- N: A: }8 e x/ ]8 I# G9 E) YRank: How well a particular web page or web site is listed in a search engine or advertising results.2 K1 U0 h ~( v4 `8 r
, T' q( x1 m. N6 t4 n0 DRetargeting: 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. i5 N* I1 V" u2 K! \& I
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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.7 C1 }/ K: J0 F# _
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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…).2 A F0 e* C; \- z/ F0 b* z
1 V7 U5 H% i o4 E. x5 E% F* @! L+ DSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 8 {& q: f: P' t1 z, S 4 \0 U' X5 Z' {8 M* TTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ( ?( O2 P* O, m( c2 K + V- x7 N, c2 u- ZUnique 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.5 t i/ v" r0 _6 W
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