Ad Serving Platform: Describes the technology and service that places advertisements on Websites.9 D! A' `0 S* c2 k- l' V; `
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). # v1 m$ E2 u4 v6 E/ j2 V) X7 ]- n" F* R5 w# Q6 o0 X+ L* |" w$ u. Q, [' Q
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. ! y( f( \. w: l5 \/ |/ x% V8 ?( `5 Z. _/ j% a$ N2 H/ d j
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… - ~1 ~3 k# v: k2 w2 g' d: H9 Q- m, k# U" E6 H# ]
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.. s/ q/ n1 j) f9 o) S
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. : m! t/ G5 e3 \9 r/ a4 Y$ u% N# a4 k9 m
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. ' G+ j7 G" `$ M k& i' y) V/ ~6 i+ F 3 g. f* ^* M7 [# vConversion 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. 7 E" I- Q' O* U6 W) \7 j 4 o# l" W' V o7 VCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.* j* P4 g7 Y# W# K, \
# g# P- X8 j* l+ c& aCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. % Y! ?; b8 B0 o2 l2 z; \ 4 k) Y$ j# q2 v; H- M1 T) ~Creatives: See “Advertising Materials” definition. 6 z# o, Z4 X; n2 {1 Z5 \9 l. b. R+ |9 w3 t1 Q# O' _
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. 3 G) f2 I( i3 u% b6 w0 D2 x# s0 \$ l# B3 j( c
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…)." i' `2 y8 h3 q/ J8 j
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Footer ad: Is located at the bottom of a web page. 3 R5 a6 s! a4 n8 x0 G
; X; p& T! N# ^& ZFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. , S4 s! W4 C2 R& k& H - i- L$ N) S7 q: WGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ( Y ]" n. b# Y/ H* g, w $ z {, d: H7 Z9 q( NImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).+ u6 D8 u8 K! B* y4 G
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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.! a# T( a8 N% A3 Y+ u9 K/ L
7 `. ^. J! t& f( I% q: qInsertion Order: Is a written authorization to display advertisement on Website(s). 5 L4 F" [5 N, v4 X! N; _ : @% g" u5 G* k3 |Interstitial ad: Is a full page ad displayed before or after an expected content page" m% b* {2 j/ |
" }% A8 N$ W5 V9 UIn 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). ! e7 J+ b/ G; L- L
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Keywords: Search terms or phrases targeted by the advertising campaign.4 w; J) @- }- O2 Q2 v
5 K ]$ e7 }6 v y1 JLanding 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.; B0 j. ~2 [1 D3 q
4 O8 N$ y" G; }: z$ ZLinking Text: The text that is contained within a link. - c H3 `9 E. O' x) i4 p! i) I u/ P% y, X C3 E2 B
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. ! Q5 p2 [1 b1 \6 U) ?( ~ t& ^1 m7 O6 Q5 tPay 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.: G7 X. g& }) S/ ]: v ?' o0 K
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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. 8 x: P r8 \! m% f5 V1 Y/ i3 |2 q$ M" X, r* c6 B6 A6 \; ~
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 j, j7 q s5 U
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Pop-up: Is an ad displayed on top of the page visited by the surfer. " T' N9 \* _, D# G- g9 ]5 @2 t+ z 8 p0 u) }, G6 b$ l' x3 A; KPop-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. ! y" c' f8 s4 W, U- m: z& \3 ~& K1 q7 ^- L
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 ?% D( Y& T$ {* t( \9 b% `' a6 u3 O7 i% N9 ~0 ~- h
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 ]3 I* R- b% B8 N2 e% ?4 |. ]# c- R' t- [ {
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. 6 l% a0 L5 h4 o 3 i8 a& Y% r' D, [Rank: How well a particular web page or web site is listed in a search engine or advertising results. & q/ O, A% S) F& B: Q* g- V8 i: J* F2 w) M" F" R
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. * U3 y% M9 p Y/ c0 K$ O) W' c0 A/ I) D2 k G+ y
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.6 y+ j) J' ]$ q7 K
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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…). 0 _) E6 i+ s) C% K' j V, B7 U) U" u% q: L* B' G9 E# ~Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).- E, {- n2 ^3 }
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. . m3 p: f, h g L; W) Z9 y * f8 ^4 e0 Z( h1 [( s! l/ ^- W3 T3 mUnique 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. 2 a. v2 A+ k' { 1 V# e5 @4 f0 z1 `2 w; ]0 i+ v/ b$ q: `+ l# W
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