Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / L; O9 E" u2 b- v4 v L4 c0 kAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ! @- U% S' [* \) M( N s: p6 B% v* i/ D; a6 Q0 H6 P+ i
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. Q; t$ i" V4 H: p; S% D
|. x O6 y) D, H1 `/ ]4 v5 w8 kAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 3 z6 W/ \5 \- x, K" z! n) i) v / F% Z4 H9 O* t8 hAdvertising 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- M* b* [6 x2 l , p4 F" J* k: QBid: The amount that an advertiser is willing to pay for a click or a thousand impressions., E5 s: g3 Y: x
3 X( D5 r$ V- z7 LClick 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. 2 K1 P4 B( H7 U4 g. l$ A+ d; f; x E# L 8 F5 r, F3 w& h x; mConversion 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. * r, [& F0 u5 T6 s' s0 I. o" I- p/ A1 Y( R# K8 ]. X
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 5 B* Y1 ]+ v7 H7 {2 S+ G4 S- o' j9 q- C
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.% K2 F7 L. X0 I1 w8 e6 N: s
* u7 T- [# L1 m$ x `Creatives: See “Advertising Materials” definition. 4 `8 Y, ]# c* ^! K! ^! { : u" W' i( f3 A) h# b4 R; ieCPA: 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.; t& ?. t. D9 _
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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…). - d3 N# U4 E+ S) r, }9 ] y1 J! @ ( _6 {8 e7 c9 V. y8 aFooter ad: Is located at the bottom of a web page. # T2 T1 l+ `* E! L) W N ; x; g8 Z# @+ S* Q, HFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 ^5 p% T! h* z' k$ d4 Y3 J' b 5 ^, O5 Z! S3 I( W+ pGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.2 U# I* c @ F+ q& E* Z0 L
& h! @, m2 K# Q: \Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).; O2 S7 O" p9 a) F0 m
9 _1 F7 X4 S6 \3 iIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 0 q/ d1 B" M! f% O/ H+ y3 S) j8 ~" N: D3 N" x1 X
Insertion Order: Is a written authorization to display advertisement on Website(s). 8 _4 x) ~* |: H& K6 \" z' e5 F/ `" M: ?; ^' M, K8 w
Interstitial ad: Is a full page ad displayed before or after an expected content page 4 i" a, u6 u5 q! {( r9 _1 Z: J' ^* |. t2 \9 C+ z4 ?
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). ) p" T3 f. N) X o
( a" _* n' s4 s* qKeywords: Search terms or phrases targeted by the advertising campaign.* U. Z- m& f- r1 ^0 b
# I9 ^) a. }3 {) QLanding 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. R: w, b+ o6 r- Y1 [/ i* S" o+ R* ]( B+ P, ^9 `' g
Linking Text: The text that is contained within a link. & n1 @" |6 h0 [' `" e2 x) s( B2 f. e
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./ O9 m& _7 e: z! U8 x4 }
- t. u T; w* f4 z4 @& f! ePay 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. 4 _4 E$ q9 q0 k- y6 O; R8 o + V( p* j/ [0 C$ t2 NPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 n+ g. H1 g7 n1 s u( c3 l 6 z1 N3 v; \( Y1 t1 f/ P# b8 I( MPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. : s, \0 s& K# v% D8 e" P8 u2 O b * C" A% S4 `4 j( B9 o: B, {Pop-up: Is an ad displayed on top of the page visited by the surfer.9 t# }/ v6 l1 u( y
- `- w% x" S/ W: ]0 T( g6 R4 M2 [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. - j, ^" q2 w1 K' b5 x3 Z% b. U* t( _8 r3 w4 `, x4 |! V4 ?" w
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.# ~6 D& o4 ]. F+ `
% |% P8 N$ P0 w7 J% ^Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).$ r: W6 A( R2 m+ ]* k
4 [2 L* I. H( F0 l- hPublisher 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.. D7 `6 v2 U& e/ y7 H
A1 c# A4 ]7 K2 X& X# r1 gRank: How well a particular web page or web site is listed in a search engine or advertising results.$ c& `* R9 T( u2 @3 |
3 v( {0 `4 U* ~& N$ K: `1 y5 {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. * c. Y; {: Y5 Q" O& K' |; r& Q6 \- {+ W l* _+ Q9 u5 M6 {
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. & X5 W' O0 y; l6 n! J+ j $ t I7 x+ N/ k2 @- kRevenue 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…).+ a, i" x' D# X' @
! K5 X! V0 P) HSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)./ N1 r, O. q" ^- J2 b" |' `
4 M1 g3 X( j! u5 _ \2 w+ TTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 o7 ]- q! G0 R/ g+ d5 z( y
" f5 t. i$ |8 E! aUnique 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.3 k* @9 w* j/ u5 i
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