Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 3 J4 N1 }, }) u5 h- e6 |3 ~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). - o) {; g5 q4 }. ?. b * H) Q6 X: ]8 H* P3 F- t* H' XAdvertising 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. $ s* S3 w; z; U0 y : L. }* ^/ F% T+ d( D1 ZAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…4 I8 W( ?' Z0 ]' b7 V; e2 b( d* m
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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.) w* a) M+ E2 s& n8 p
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.7 A+ b+ x2 i% f* w. c3 B: ]
$ U5 M$ E; g/ |0 ^8 PClick 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. 1 A7 B- O4 J6 c q" O$ P* h3 ~, {) O# Z6 }6 O
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.8 c ?0 q& {6 G9 c4 Y" d, S
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. - c. T# \' s- ?1 R; T / o0 L y, _" }% Z! I7 n, [ _9 O5 yCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ( F/ M Z7 T* G. I w1 \5 ~- |& Z8 S' T
Creatives: See “Advertising Materials” definition. $ _9 p. ?0 ]6 m8 K) A9 ]6 ^$ l2 i% @3 y3 z7 l) e
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.% H' V. Y7 D" f3 j
# r( {$ i4 f, V4 n$ q$ ]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 p8 N# q/ Z" _8 H% h * A6 o+ k& [. \Footer ad: Is located at the bottom of a web page. ) i5 V+ ^- R% i; {5 z8 c2 r& T2 R, m& W$ ^+ q
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ) ]- l' M- k+ C6 P6 L ; x4 w& s' Q" _9 T$ c; dGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor., H' o3 _2 @0 H8 w( g7 B
8 A8 M& L; w. m# v( T- j4 b$ X- XImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). $ n- ^* W2 f2 d9 H7 }8 w( b 7 f- n6 W* N+ t5 l" M0 X" Q0 P. XIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.+ d) A5 b" \ E- i+ }2 s' M8 {1 m
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Insertion Order: Is a written authorization to display advertisement on Website(s). 6 \4 \% k$ q* y( o- e& R+ l& O$ A! P k8 `8 e) `; ~$ l5 a4 [
Interstitial ad: Is a full page ad displayed before or after an expected content page2 v2 w# ^8 G: q# t$ h x# L
& @, q% \: M; b5 c3 e, w ZIn 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). 2 _& q; z7 ]+ u# K" {
! h5 Q, c4 {3 K/ }4 A0 n; o% q4 vKeywords: Search terms or phrases targeted by the advertising campaign. : ]0 X" _9 g$ n& Z0 {: _8 y* P9 J4 C! V+ \
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. : u( ~- N3 o* Y/ p4 T) _; F! a2 c6 G1 Y' ]4 y* X9 x( D, D- V
Linking Text: The text that is contained within a link. 1 R6 _& ~9 H! p/ V8 M8 r& z3 x5 B5 j / r2 O5 v- ]7 c! u- K0 p& VNTV 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. 9 k$ Y9 R, p5 y7 K$ Y) ? * k' `- T2 y3 |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.) G# m- M3 q2 p5 n1 t5 K: y
% s2 d6 B# w! b, OPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. / ^8 |: e, c& O. ?' o* g+ f- |5 a4 l % e' D. e2 v: Z1 k' QPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.9 [) _) i& c, W& }0 ~) M
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Pop-up: Is an ad displayed on top of the page visited by the surfer. & L& ^0 S& S( Q6 J; ?1 [" P0 h1 r( j+ S0 T% a
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. 9 l" R" y. t# w: ]- ^3 N. D- t& H& T9 i" ^
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 G' M0 b- T% l9 s6 } ]% a 8 I# Z" f- z/ W6 cPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).: A6 x- Q. {' }+ o, k/ }2 T0 F! }
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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. 4 U; J4 S. D% ?" f4 H1 ?) k7 E# n- y9 F( q+ |: S+ |; ^8 j
Rank: How well a particular web page or web site is listed in a search engine or advertising results.0 M* p6 B7 ] w
/ k8 O! Q! `* }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.% E2 ^+ ? i9 \; a+ t9 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 H1 I) |7 U/ {/ x& ]: _3 S; }0 z. B9 k$ D
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…). ; x) g9 M: ~! J* M/ L2 P# ` S; i+ j ^/ _3 E6 s" [! J3 D
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).; _# o: X2 J) l: o a7 t
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.3 y q4 L2 P: j, W k
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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.8 Z( |1 v$ J! Y3 r
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