Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & m5 a7 N0 E1 b: i+ F# PAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).6 T- ?9 y" m' r: B1 q' e% j# p" e
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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. X/ W' _# I* z% |
1 u8 Q. k3 n" qAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 t2 r% f( R" a1 s) [3 d 4 x: M% ]- |, E/ ~9 a/ J6 h r! PAdvertising 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. ?& v3 R7 c2 M" E& X3 P ' d: Q' D9 `- |Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ D( Y: P8 B/ N6 g) k
8 b; Y4 ^# q2 K. ]: o0 {. s( X7 S" ~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. ' \4 h* d9 h" h: U) i( H) U: P4 X/ q6 P6 n! }7 [) W
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.3 R1 ]) Y6 v; G5 l) R4 H9 s0 y
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. # d! l, A7 d- b N/ w5 _ 0 G0 L$ v0 F" S/ RCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.: A: T" w* d6 h
' g3 t3 V: N1 F! }# T9 U, cCreatives: See “Advertising Materials” definition. ( ?* J5 I: E( y + w; O3 @. C4 v# q5 t% }* h, `1 aeCPA: 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.9 z [5 N* ]6 N* p. o* x# X
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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…). 6 K! T1 C! c) c8 o/ q" h 5 v% ^5 ^5 V" p/ T% pFooter ad: Is located at the bottom of a web page. % g& @% _( {- l & ~5 _6 A( s/ V0 w, ~! ?Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.# [3 K7 d+ P/ ?! o1 K9 Z3 E
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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. $ R: V0 H* e! Y & ~* G3 w/ \, g" \0 rImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).4 W- [! y/ r8 c1 E- b- f
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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.3 e2 Y) |, q( o+ ]# r/ X8 H0 ~
% Q5 b$ `: {5 W' i8 p- pInsertion Order: Is a written authorization to display advertisement on Website(s).& z* W, W8 B. {! N) t% v
! v" e8 Z2 c' m2 ~" o' W3 K4 T9 ?Interstitial ad: Is a full page ad displayed before or after an expected content page4 m3 g2 R, `! B. a9 ^4 a
+ |1 Q$ o& ^7 B; 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). Q* d/ p' V6 i5 h8 t) q
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Keywords: Search terms or phrases targeted by the advertising campaign. - o+ O; w4 W' w9 z$ ^) u7 E( Q9 i$ D9 F5 F1 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. 8 w1 L* G: G5 x7 i3 c e8 u3 N$ ~3 O7 A* H( _) Z
Linking Text: The text that is contained within a link.8 _8 M' D* z. ]+ S+ \% q, G
0 C0 n R4 ]: u: J' K$ b3 \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.! q; H2 z/ W: Y; f/ |! F+ u
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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.$ R4 Y4 y& q- e0 l' J9 K
& K" A7 a# B( }+ q9 jPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. x# ~) Z8 D- Q9 i1 g# n! M. s+ _" ]! U
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 9 c j2 r0 C$ \0 _3 q. @3 u3 m" ^7 p [. B
Pop-up: Is an ad displayed on top of the page visited by the surfer.2 l, G: p' X4 W4 y. ]9 ]' {$ \7 b) O
7 Z1 M( R1 f2 j4 W* Q0 h) ZPop-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.( M8 C" P) s6 |8 q& B. z* t+ v4 Z
u& j# q! q6 \8 C/ fPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. , _8 m6 o/ N( \0 n" I8 @% F. I2 S * E: ?: k( B5 u z+ ` W4 ~Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).7 d; A, v, }6 l, t% z( \( \
0 r$ d; }' v6 z; S$ YPublisher 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." S, w1 D- Q) j) F0 I
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 0 H; j% R; i( Z* B5 P9 T) [( ~" }( X% n0 l% e& @& P8 l" c4 _
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.5 ~+ p5 H, K8 J: r5 x* _6 i9 Q4 S" S
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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 I7 }% ?6 |* l2 s- L( m
, V" J3 D1 w+ r0 }% G: vRevenue 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…).7 m4 V- N4 X- R ~
+ R% p/ w1 z t; B7 x' FSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). # y5 ?! X& F5 g( q3 N. E, ~5 ~1 j: s- n, [5 F9 s# E' q
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 6 `4 Z* r0 _0 }- h0 E" k. U6 | , P8 ~4 u$ Y/ yUnique 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.3 w8 }& i4 U9 D& x% W
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