Ad Serving Platform: Describes the technology and service that places advertisements on Websites.. x. L3 W& _- 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). ( j% x/ T. G- |6 P - V0 F" u8 g4 ]+ K) E1 `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.* ^- B0 ~2 d$ {8 h
& \- `$ y0 y1 ?( k4 I8 l' D& uAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) c9 ]5 t5 y2 I) b g 6 l# o- H+ t" f3 m3 r# P, RAdvertising 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. " z' t. }7 W1 x! ^" F 3 ^: d" k" v, k4 Z+ u- u! f1 r! WBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ! k2 z+ k+ E6 m8 c6 w) d i 6 E! `# G- t- R$ |! f6 [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.. r& B$ ]0 J6 i8 s$ A) D& e& i
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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.3 @ \2 y, a! K; N) [- c
" J7 A) H5 M% p4 K& o+ C; s8 r$ ACost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 3 ]' ]( R# M. c) i; q5 _! Z) C+ V' C" N9 a" r6 g/ W+ }
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.( b. D! t$ O# C. P, O2 h! \& D# P7 u
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Creatives: See “Advertising Materials” definition. 6 `# _# r; g0 `$ x+ W+ | Q1 N! s! J9 b, _, w
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.! M9 L- {& ^; A- a# M1 {
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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…). " E8 t9 v2 g0 {4 J9 S / h1 S5 I% b: _( Y yFooter ad: Is located at the bottom of a web page. % O- s/ u: P4 v1 f1 ^1 T8 A, g
% A9 o2 E7 Z" CFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.% f1 z8 a- }) l6 y# _. A
0 J( C& Z% ]( A/ z$ W& l8 C7 ?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.; A8 p' d& F' a5 l3 A
7 b$ o3 {+ C0 Q; J7 A4 o( sImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 z& W1 S/ X( R1 \9 j5 M* n: R/ f
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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.- o2 |2 j; O3 O6 B, N7 U
+ |1 v; X8 V6 ~. N* ^( ^7 x3 V' TInsertion Order: Is a written authorization to display advertisement on Website(s).! S) i# w$ j- C; b& L
/ Z9 l" G+ Q% N" T3 d" ?Interstitial ad: Is a full page ad displayed before or after an expected content page& y, f( z: h3 ~6 a
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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). n0 P+ t9 f5 C6 f, ~( F( H9 x. ^% `4 J7 s
Keywords: Search terms or phrases targeted by the advertising campaign. ! j h0 O0 y+ Q$ C. w5 S$ W# V9 Y- @3 x
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.4 n1 t) ^+ a% X% l! l
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Linking Text: The text that is contained within a link., M4 ?( m; R' Y4 g1 k2 p
- A2 B5 h7 c- Y7 ?1 kNTV 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. # Z8 W/ |0 K) O: r/ c. H' F 1 C% z6 W1 s# MPay 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 U4 E% d" }: ^$ J! g8 ~ ' F6 v* _5 s# rPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ' d3 j1 v. Q8 N7 y 8 [: e9 T2 N E- S8 YPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 S+ j% F/ S6 E2 N1 t& H
2 v% c8 J2 ?: S! Q( e! QPop-up: Is an ad displayed on top of the page visited by the surfer.7 u2 O8 C; h2 X% a
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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. 8 N. }9 a2 r/ x6 a* `, L) Z1 m) z ^0 @" m2 _
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 v0 x2 y$ ^. K6 i T % {' m3 J+ E9 k+ L- PPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). , x' k" B. ?# @3 b. W1 n) V9 Z; D; r+ f
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. 3 T S; o$ S1 Q$ V. p" L; b) g D2 b. {
Rank: How well a particular web page or web site is listed in a search engine or advertising results.; y" G. p, \( D& z9 E
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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. 4 P n5 \/ U- y. x* c* e; m 8 G, p8 U- c/ B, l) w- r0 @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.. B7 ]7 J. I7 {; \
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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…).1 w* z$ d* K y1 [+ |
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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). * q. z C4 | g8 w$ b4 }# H9 I! M) } H0 R. n0 k) _& H
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.! ]# Z$ \5 Z1 `1 |* l( u8 y- K
$ N& G5 u* @. w$ q. W2 M* cUnique 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 `5 z6 b! k u+ J& I # w# [* W; v' k- f & q' h0 U) p! _( r
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