Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ' p: t( v& c5 b" bAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).: E& X( q# V/ l, U1 Y8 ?+ [$ r8 ^" J
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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. & Z, z% f+ E7 O( R1 t j! @/ I( a' R5 A0 t9 I" G( A
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…; e- ^% x. L6 G' |) q
s4 ~# |5 C& M2 w0 }) f; nAdvertising 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.6 l2 ?0 M( _& c2 w1 G
: w9 r* ~. W0 _1 U; B! w4 xBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. + |# Y" w$ n# g( Z8 G/ M& S5 ~8 Y5 o/ M- n: t" \1 o
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.% s) R9 O4 U8 {! j; d$ c. }
3 U3 Q, V7 E1 V& a' }/ [( L' bConversion 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. . i' V' ~( z+ n " ]) S8 I I# NCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.2 P1 W# C* N7 j& p2 W# k
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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.' R% o' R: v; V; B1 ?9 W/ g
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Creatives: See “Advertising Materials” definition. 1 P# ~& U& t8 u! X6 D; O9 m5 M: J$ X ; Y- m! H8 A: D( EeCPA: 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.+ ^+ }% k; q: O) H
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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…). 5 E/ j* m7 v! u! {9 M! V * _- O! l: i- l' vFooter ad: Is located at the bottom of a web page. 4 L: `8 e. k7 g+ _ ( |" t; p$ A3 I( \Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.2 h" s) D+ \! b4 N" c
: B3 h4 {/ x! {; {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. & n" m6 z6 s: ~; h7 [ $ ~8 [, z' y( z: N3 x, ^Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).% b6 g4 E, y% O0 Y( Z
8 F/ l' [! h8 M: ^8 _$ A9 oIM 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 ^1 j' a( T9 Q 3 `# j& _' Y) X+ T( f( NInsertion Order: Is a written authorization to display advertisement on Website(s).1 r7 R8 I3 Y* @8 x
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Interstitial ad: Is a full page ad displayed before or after an expected content page + J% |. v; W, i ; x% Q$ U9 h T3 }: AIn 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). 0 {/ d1 ?( g& Z! N) j/ g+ B* q* q9 F( N
Keywords: Search terms or phrases targeted by the advertising campaign. : S$ ?8 F. \ I* b) L2 h2 j/ Z% R0 \ F/ r. j) j
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. 9 J. A5 m' K9 L8 E, m2 G ?, j* m _/ f/ R: B- e( o5 {
Linking Text: The text that is contained within a link. ) n+ c; ^8 p. H9 z u1 o0 s5 z8 E- v% u+ Z
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." C& V# r. |. u5 i2 t' [7 p
1 ^2 L B+ X8 P3 T6 o0 w3 u I7 ZPay 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. 3 H7 P( B6 N; T1 P2 r" I0 U ! Y1 \/ H1 Q: {4 LPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. / y3 S' Y& y" W; F
5 t" m' L8 a5 J* EPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 r2 x9 ]/ f5 ?/ d* ^- b
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Pop-up: Is an ad displayed on top of the page visited by the surfer., A- [! j% n4 q# 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.% m3 p# l& c" ~
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 i( { g/ x- l* }9 Y/ x# `# r2 J. Q I7 K; m4 w+ n4 ~8 r
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). % v3 A- z- q+ d, u0 X $ U: p$ H( I. y1 G! dPublisher 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. 6 C- S3 R8 Z* h( P. i2 B) Z1 v; H 8 i! \/ O' H6 ^# r4 D6 }6 l: B! MRank: How well a particular web page or web site is listed in a search engine or advertising results. % x' }& H9 @- G ( |% e# }% e- E* ~8 N0 _. _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 |- p4 k% ^% S: t
/ s4 i* Q) H+ {: l' T7 h3 vReturn 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. p- @% J. U' H+ C$ z7 \8 p, W( B: L( V
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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…).! }; o2 x' X0 |3 ^ |' q/ A" S! M
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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).2 `$ E9 i5 m) x
! O% C' B* Z, |# q# `Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. $ ?/ X0 T0 _ r6 z, W; D, d5 i , D- p& B/ v! I4 j4 R5 q& VUnique 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.4 |8 N/ u. p# w
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