Ad Serving Platform: Describes the technology and service that places advertisements on Websites.+ U( k$ n' d6 Y: U! j+ _: G# 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).& H. m% E7 r' t5 g
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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. $ L T2 L1 G; M% v" `* K / _$ |& i( q" Q; \% R0 sAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… {9 e3 G& P9 L2 F7 a! k
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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. # Z. L0 n, Q4 ~1 o7 k7 R1 M3 j: L; Z; O3 Z* K1 Z4 Z
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; |1 Q L* D) N
8 w& d5 _3 U1 u7 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.0 O/ R! L% S/ d2 E$ f* F
& \ f7 ^& _) s% G% I0 \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.9 ?% z8 U: F% k4 }% c
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.( T2 W! L/ t \% b; y! ~0 o
* M. u4 Q2 G* M; `Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.6 d; b3 s. V# Q
5 N- n i5 P, N7 R; S) \8 fCreatives: See “Advertising Materials” definition.3 u. J* `0 O: N6 t( X; T8 L
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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. 0 B+ u) U! w7 j) o9 G/ b C0 v5 I o( R/ B
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…).8 c# q5 ^. _5 R1 Z4 j& K4 @
# W3 a- Z4 S+ d( Z* z! ]Footer ad: Is located at the bottom of a web page. & C3 w; x5 ^/ M+ Q8 \
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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. ! C( ^' S, n. _6 G# ~, d0 Q* ?# ?
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.* r2 u0 W1 ~/ b0 P
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). , T4 ?& l9 l+ p ! k' v0 I" D9 i# m0 ~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. # j. f5 L0 ~! ]1 i: O X7 L7 `( v# R7 `% p: v7 z$ W
Insertion Order: Is a written authorization to display advertisement on Website(s).6 ^; \2 X. c; f; x# F5 \" [* H
7 a2 \5 c) E9 a# G, mInterstitial ad: Is a full page ad displayed before or after an expected content page- ~2 ~' `2 t- q- l5 l
" e& ]# U( [5 b2 T D B$ 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). " ~" @- h4 E3 _4 D! @6 ]
3 }1 v" e0 x# a, ] g0 Z, h$ hKeywords: Search terms or phrases targeted by the advertising campaign. 2 x8 F" T5 Q* d" n0 N0 b- H* r9 P" C3 D g
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.+ Z, d# ?& M' A9 a% J
/ Y8 n1 a: Y, o" k' D3 uLinking Text: The text that is contained within a link. . z: K( s6 e R( I2 } N3 w- o3 K6 O ~& l7 p! J9 x3 n
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. $ |+ ], r* \9 v; V$ q ( M3 z" G- c8 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.; h0 I) h0 W; d v' G5 K* k6 n. a
9 E0 j$ X. [4 ^0 i2 [& V, G BPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ) h4 \. }( H: @- o1 d
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. + \# h1 O8 w4 O( |9 q; j2 \2 R: ?4 k' I
Pop-up: Is an ad displayed on top of the page visited by the surfer.' w/ @3 n; L8 `, f0 L2 q
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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. . |; G& m% s# ^8 G9 b s T , y8 K9 r v% q7 A! L+ j, k; c# Z. jPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.$ G: i7 W) S8 G* P
, J. z& R# c$ \Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).$ p; _) |+ G2 \
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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. " m9 U9 b+ a1 V/ T% x I, j' R. }! {
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 8 M0 a! t* C+ o' d; i! r. r, V! F8 S7 U
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. " @- F& t1 U- U- N# k: e/ o. H& x& B4 h: K& N I
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.% F# d# g J3 Y
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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…).. W' t, y2 s% q9 C7 T" k* k
8 `1 o- i4 V# {7 lSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 2 _7 Z) z3 U. v) k4 n; u0 \# r/ a4 L% t! S
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. $ i& y b6 f' A: C" j; V 4 T# L- ~8 A% f' B8 tUnique 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.; \' ], \; I) ?8 d6 |
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