Ad Serving Platform: Describes the technology and service that places advertisements on Websites. % i, p& G6 R) J* @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). # c2 M3 B- C7 ^1 d % h* L6 I6 w NAdvertising 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.5 S/ W- g+ `) S& j! B. [' j* s' E
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…/ b5 ? V7 U, @! W
) d8 ?8 {- e0 x9 N/ o" fAdvertising 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. - ]9 `% m* ~- p# A6 N* P 1 V; ]* _: P% \3 s. m9 ^! Q% g: ?! |Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. : [3 i7 ?# q" b5 T3 C+ u1 g1 ]! P6 ^* e% @; s; c! k
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.3 A; W A8 P* |; C* h7 R. {! X3 A6 M
/ M3 T' ?, y) @, i. u! jConversion 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. $ [& c) J8 t: I, g* _" T1 e; z 1 i" v5 y/ H) `6 h, m1 U" Q9 @Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.$ _& T+ s7 L5 Z$ m5 t
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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. 8 _. C; j; D5 E- U1 q% Y4 Y0 v7 V1 t & P! v) i0 p' ? |7 ~Creatives: See “Advertising Materials” definition. ( l6 V* s6 L4 K5 l _4 Q" X& { : _; ^; w U: i' M0 z& _8 xeCPA: 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.0 V" Y- q. ]# i5 Y6 Z+ Q2 t" L
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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…). 9 g9 o- E: S# A1 V3 t. w3 h; h: v5 l! U- L
Footer ad: Is located at the bottom of a web page. 8 @6 |# r1 z8 m8 X
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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.* h; l: |* t, [( ~9 u
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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.4 X" V2 \8 ^) @0 T3 J# L0 H. M
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 7 \. e* u7 K( f1 Z# J# G* e8 {9 W0 \7 B) J
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% ^' k$ c* w4 ?/ a- L+ \5 G5 d
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Insertion Order: Is a written authorization to display advertisement on Website(s).5 B1 u2 A9 O1 O! Z6 { L1 }3 r P
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Interstitial ad: Is a full page ad displayed before or after an expected content page# `+ c; h, M8 }7 \+ t0 {+ @2 T1 W1 y: P
8 \( t. Z4 }( I: x" Y/ I8 U5 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). ) ^, c! m" v2 q# y' ?
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Keywords: Search terms or phrases targeted by the advertising campaign.3 J. j6 k s9 ^: Z3 `9 h0 A
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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.$ |/ H# v, e6 K
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Linking Text: The text that is contained within a link. " m0 ? q& F' i* q9 l2 `1 ?* p 8 B$ i8 N# Z( S0 ^3 QNTV 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. 2 X4 j, f" |: K/ f S4 S/ ~( O8 L# ]- x5 WPay 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. 2 Y$ |2 o% \$ W9 N! g" `, R T" k9 B l: U5 T
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 1 M2 _% b% }, d- V3 D0 F* i% Q2 R
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.; H/ B2 w) g& r7 y9 a! a/ Z
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Pop-up: Is an ad displayed on top of the page visited by the surfer./ v% b0 x: P( C# A! r
' G2 n, S8 z# x0 f, P+ WPop-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.: X. m6 x D/ t! e( f! K
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ( `. ~& \7 [0 ^* X: U 4 r3 I3 d( V, v; ?' qPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).4 x' R7 L4 x% I8 }2 m
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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.7 L' C2 U1 t9 U
e" y0 f$ ^+ s* |, RRank: How well a particular web page or web site is listed in a search engine or advertising results. ( h) ?, Y; [( O8 O d5 v: H* e) A6 I C+ o! q! M4 L
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. Y8 H6 \+ `5 h2 {* ^ % ~+ @( \9 D% m# R( uReturn 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.1 q- Z% R, K0 {4 g. G
% G9 }$ l" a' O3 |0 s+ J. }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…). 9 k0 a" J A9 R. k! R/ S6 ? " ^' o; K* E- K% f) RSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).0 P- G& q! w1 h2 U. I+ d
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 5 N" R2 {2 T6 t1 G 8 j1 B4 Y' I: j5 K) xUnique 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.& ^+ T$ @! S0 M: R; ~- e9 J
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