Ad Serving Platform: Describes the technology and service that places advertisements on Websites.3 B* ^( D+ E* m& E& V* |9 k4 |
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).8 u: J" \! @' a
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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. " M/ b4 @! F( u% E : q0 }, k! L1 J5 K1 J# WAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… - x- F5 d% V6 r, _! d8 g; q% p3 W1 l: {) J* f9 F3 J$ c: {
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. . c( Z; [; |3 B0 A& a C* C% V1 }- L/ Z* d+ Z( X B" v
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.- ?( D4 L7 \0 Z+ {4 L" ?8 s
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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.% T6 y) | n) ^% C" U" ]
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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$ n8 s4 R& z) {* k: v9 r, a0 X, [; b% b' B4 h
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.; R' a1 M; P- G' o; [8 l
5 N, l: b! @& V" ]# J9 tCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.% U* a; X* L# y+ u0 D5 X
* X2 \- Z: g3 i$ z( j seCPA: 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.. l8 M: F# X$ B: t) e+ x
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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…). 6 [; K7 D; U! H [. B; x2 k9 P9 Z4 H2 h, ?/ P
Footer ad: Is located at the bottom of a web page. ! @4 D, w5 b4 j, v% T1 S
6 W$ B' c7 D/ w! z9 _0 K" GFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.% v( o# g+ d, b+ h# ?8 p4 E
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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.7 [) E8 B" E8 ^0 F
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).' ^0 `" `4 r! I ^; I" _: z
; y' G& r- Y* \ y+ e" v+ N( SIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 2 I1 N) w" e W* w# m! Y8 q% ` 9 w3 ` [; Y: J/ e" uInsertion Order: Is a written authorization to display advertisement on Website(s). % C" [8 @' c7 y# `7 j" E( Y$ M9 Q/ T! Y" X x8 V( v! C/ o& S @; }
Interstitial ad: Is a full page ad displayed before or after an expected content page ( ?* H" W: F- e 8 N; a9 t$ {9 g; c& E- QIn 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 l( H! u% I: B3 d( W" K
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Keywords: Search terms or phrases targeted by the advertising campaign. / p( ]; |6 H* d1 _; H! d - ?7 `7 ^1 |- j3 gLanding 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. 6 t" y/ D# D* X5 Y! L+ c& S1 U# j. `: r% Q( S
Linking Text: The text that is contained within a link. * A* o) W7 I5 T. X, g' P$ x6 c4 G+ \8 F
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. # j6 s5 S, P6 F' h. P" w6 b' ^2 P; I! g
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% w! E' }# j, X- I$ V
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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. + L# H! B# ?; [1 ^5 @( o D
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.8 x8 e, S& L2 X
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Pop-up: Is an ad displayed on top of the page visited by the surfer.$ b3 |; B" ?- D* `
8 \2 j: i4 m5 x+ t. A3 APop-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.- z0 Q1 g$ ~9 a/ g
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 K% @3 P7 D/ }4 `9 W ( L8 Q5 b! S+ jPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).5 Q$ ^3 b* D# _3 }6 N% w
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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.' ^2 K8 h" e0 |, |- @( Y. L* h
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 6 g, K& Q& M! O# Z+ D$ F 2 I( f) F; W1 P ?; M- PRetargeting: 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.7 ~8 F9 X" I8 g# ~
0 _: x7 U( J! f1 `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.8 n6 a5 h, N( g. a1 Z
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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…). * y$ n& E0 a( m$ X. O* ~' ]. ?$ @% t( Y
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 9 ?' |" F! S! t( u) Y% P4 r3 ` ! t0 O2 {8 A8 \Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 9 @* ~6 B# x! A! ^ y5 b3 l P; E! ]% O& j! B
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./ D! Q% E3 T; f% @# k6 Z6 ^2 O
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