Ad Serving Platform: Describes the technology and service that places advertisements on Websites. $ F" M& T; S/ M0 \ }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).$ Q9 b) I. p4 o* s
4 G: g8 O% Y& d) WAdvertising 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.8 W( F9 y/ w1 G3 M, l
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…7 q% |, `# g) J& T
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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.& c% N6 a2 V6 l4 E; z
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 0 i2 }" t6 W- s5 x" S# U1 K7 D/ k0 u
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.1 V* O5 |9 V! k2 M9 M, f
" s+ @& c8 _" P" _0 OConversion 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.: m( m& m4 ^; K5 l$ W/ r9 {
' E9 Y& X- O: S2 L7 B/ fCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.' @8 u; V2 p/ c* j" 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. ( y+ }% c9 Z) G' X$ U6 @ + g D9 d, n4 G. v* @" |Creatives: See “Advertising Materials” definition.* j, P9 Y% e: @) y, J
/ S6 U& a/ X! o/ V1 p" S6 P8 O( UeCPA: 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. & o* ~2 g: h! W) x4 h% ]3 S" T4 H& `1 b. B4 A7 X
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…). + z7 q) W7 K( C2 O$ R# W 5 o2 B- p! P T" | B0 QFooter ad: Is located at the bottom of a web page. % w) I% b6 {: ]3 ^/ \ z 6 Y) S, D* e( Y0 x2 [: ~$ }' eFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.6 ]9 W$ z& i7 r
5 f- e8 t8 G9 c4 z! z- q Y ~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. . \& b ^ C+ x) z% ^* @( U. K8 T * g. |! F6 R( l! t$ p/ |Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).0 N# W5 V, }0 O. r/ i$ u* X
8 M b4 x& O P7 o; I( `6 @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.7 Y* ^* \# w. ]0 k
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Insertion Order: Is a written authorization to display advertisement on Website(s).1 d# P) F" p7 s! ^+ `
" u- B E9 g/ x& fInterstitial ad: Is a full page ad displayed before or after an expected content page 5 J, H4 {4 c0 y 0 M, q' [) B3 C# h% 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). 7 C. T0 o7 s4 j0 b- E/ R
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Keywords: Search terms or phrases targeted by the advertising campaign.) B c7 p! n$ g* 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.+ _( J$ F/ M! r: j e( e
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Linking Text: The text that is contained within a link. ' a9 ` o$ o& ]9 V) {2 o* v# N( M
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. ( K$ | D& i* U/ R/ h 8 `/ e5 D- x( c' [, r9 ~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. * B" B( m$ O& ^8 ^3 b, n8 M+ x" j' v- K( k% I# g0 c! a5 g$ B
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 4 L# W0 T, u3 R; h 1 n; I# r( L. K. q6 ?- `# y$ [( ~/ tPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.+ }% x% O$ ?& K$ `$ R" i4 g
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 5 X: z/ y v# Z; h! K " n6 J7 s# N6 }' [+ U. \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. 6 b5 d5 v" V2 M& f; _1 M 6 C; t9 R2 G) s& o1 G9 M, A& kPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.( q& l+ w6 Z# z
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).* [/ G1 k/ v5 ^: V+ ~8 [
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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. Y& D+ g2 B3 X/ [5 k/ Y( k2 c* |; Z* M9 y
Rank: How well a particular web page or web site is listed in a search engine or advertising results.. e/ H7 q6 ] q- L/ z
1 A8 t. `) d$ d5 q8 B0 xRetargeting: 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.& z' O1 t M& U* V6 S' G
7 V7 x) T8 E8 \' }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. ' n5 k$ V! X: _% R% ~/ n H3 |' n9 f
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…). 2 k: ~ {8 h2 P; K: B, J+ w. U0 F8 w5 y8 K- {, {' M
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 8 U. j. i! |7 ]2 ~% i( T$ c. t) x8 o4 g
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. # [& U% O/ d7 r# j4 ?% \! s$ ? y6 a! X3 c a
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. ' Z4 S1 |: x# o- P1 G2 @ % Y6 X% ^/ @* r: f, t6 Q) m) I/ M9 }& }8 X! p
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