Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 M/ z4 [3 m- d" J! x# i; W2 I& I
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). 3 |/ N, u" c0 [7 `% K& O: ^ 2 g* ?; W& [# L6 Q% vAdvertising 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.; V0 t4 Y' [6 N
' x3 z% y" e! \3 a" _Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…3 U# \) r" _. Q o& l* j
/ V" h" Z! a* E) x _! {2 v0 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. ) }: r+ V8 a/ L; |* f9 Y% p+ X& \& T9 a5 r& h- _4 t6 c' y
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.: @2 `! ?0 D0 \: [+ ?4 x
1 W- O- O! e9 K" W; 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.) j6 f7 m) G( g8 |: {+ H% h
. d5 w* O; C/ h0 P+ xConversion 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.1 R5 G' w4 d5 {8 z
' b5 W U) k8 X) X5 K TCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ) A) Z4 E7 B$ x2 x9 n+ s9 t$ e* M) I
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 6 K# p. K+ R) A/ C2 g3 F* W ? * r8 {4 m7 _& }. P8 ]Creatives: See “Advertising Materials” definition. ! Z0 s2 m+ U2 X+ w4 v# w9 s1 F, O( B! i: {' |" ~' ^0 _ g$ G
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.: B8 D6 j# i' c( V
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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…).0 j( m8 }- i: o3 ]) N7 D. I: e
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Footer ad: Is located at the bottom of a web page. - S* d$ n/ ~5 f* S* d$ |
. E3 z, A$ z4 ZFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 9 m* o. ?' F8 b& o; t/ Y ^6 g 3 E+ }& g8 X6 s2 l, EGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 4 I9 {+ [0 L% [9 L) z: X2 F1 s- X) z+ T$ P( W- S5 Z4 J
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 9 i+ T$ o/ Z3 Q- e, y3 |( y% V5 R2 G& g6 q! \7 _# @
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& F7 t* ^" i. F . d# J! b* e# m! a) o oInsertion Order: Is a written authorization to display advertisement on Website(s).; `0 D, K/ o0 s3 X4 a. ~+ E
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Interstitial ad: Is a full page ad displayed before or after an expected content page: M0 W: b2 L5 F4 {
0 K" g3 n! R8 a. L+ }* HIn 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). 9 v# U! Z1 O$ u
1 E1 {; d) W' Y7 nKeywords: Search terms or phrases targeted by the advertising campaign.+ M4 E. v; h/ e1 T+ P
) u8 ~3 m* Y: TLanding 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., |$ x1 y+ O& ]
% A. t8 c0 u) o j$ H8 j2 fLinking Text: The text that is contained within a link. 4 a5 K3 a1 x# ?' t : x# t% W% `. xNTV 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. 0 Z8 |/ G) a4 A! s! h7 _; X9 e- x% X5 d4 X2 I1 w: M; k2 |8 @* D
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.+ z/ v& l( t& ^/ d' V7 I
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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 m/ k x/ [! _1 g$ Q) _+ u
4 U2 S; a0 Q( p: j3 ~3 B) N( MPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. * w9 ]# j# D" h7 ]9 N / Q! g6 j7 c& t2 ^: w2 ~Pop-up: Is an ad displayed on top of the page visited by the surfer.- Y5 X/ q9 E+ W# b
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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. 2 d ~" J; d! ^! H+ r/ z8 |" }5 u4 h
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.( r% Q \1 C( B. S: a
* m, l' e: w% l. s/ g tPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). # k8 Z5 o7 [' ?1 d8 V % m/ c) ], i' f/ z3 ]6 f' 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.1 [ U+ ]+ C3 D" l
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 7 ?1 v; I+ r7 Y& b; u; j p/ M @( Y * y& J2 Q. e; tRetargeting: 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.# u: _% a" J7 }6 ]- Q) A% o4 W7 P
7 L/ v) M H1 w( ZReturn 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. ( ^ v. P7 x' [/ w( y) P( B 9 K& P X( g& S1 m/ f, y+ mRevenue 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…)./ v# I# X8 w+ D! I7 i
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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)." `% h4 X! L) C$ Q) `* S& h3 [
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. k0 t z* h6 A. E! d: O! D% Q5 W( `# e3 Z+ Z/ I
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. ! N0 N7 Y; c8 {! k4 r. [- g1 c ; t6 G# w/ g/ B* @8 f' L/ u9 g& J& |4 Y
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