Ad Serving Platform: Describes the technology and service that places advertisements on Websites. + ?1 ^1 G, F* g; S; c+ JAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). : c& G: I( L# W/ Q, K B2 b- \) a- N4 p) j! E3 L4 E* X+ J
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., H; }# Z8 C {- L8 ^
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ; ?. v! M7 ]3 e5 p/ P' b: F , s% |# j% S% Z! w1 R6 v3 `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. 4 F$ s0 l/ e- k1 Q2 f7 L' [ D1 c. W8 X. H" E" I) }; `; w
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ( ]( h& n% T- @ ' }% d: i. y3 r" U% y& o* PClick 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 m2 z4 P7 H' y, F: n! `; s$ H) H0 F1 Z
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 X2 i/ q; Q$ z4 o+ \# a
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. , e6 N/ k, Y/ w3 A, @4 V3 }6 S3 d, W9 w
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.6 e0 @6 z4 O# M' B( Y. L& i$ `! F$ y
! X' n3 ~- Z9 J5 {' H" kCreatives: See “Advertising Materials” definition. 1 K) v+ l; K9 [$ @% x* @) o. @9 P) I9 |! f
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.6 y8 z9 V4 K9 G# E
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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…). ( X& c V3 E) u$ c3 Y& B1 h. }: g9 X" x. w$ Q+ S+ l
Footer ad: Is located at the bottom of a web page. 9 t5 o# n7 Z, |3 t! w1 c0 c- C' V
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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.8 X& `. D/ t& L, t: f4 D8 m# z0 L- R
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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. * J$ i( n- ?6 z( p # X* s- h2 R( f( z/ xImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).4 c9 \' |- M; K% } c$ x: C
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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.4 \! B6 d! E8 P: A8 Y
$ z2 _! h% z7 K# k* D' z% p0 uInsertion Order: Is a written authorization to display advertisement on Website(s).3 M; l3 L. R5 k& ]6 B3 j) W
! x# J: @4 X# _; f' {Interstitial ad: Is a full page ad displayed before or after an expected content page( _8 B% i8 m( U# X6 Q
0 X2 A7 n4 i2 cIn 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). & h x `) d3 a, K
& g1 y! _8 g* _Keywords: Search terms or phrases targeted by the advertising campaign. 3 y4 `2 W. ^+ K) q1 S; B$ x1 N : i) y+ q# B6 }. {3 ZLanding 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. 3 \3 `, ], o( u- W! J% s/ g: v0 S' o& G+ Y F' |$ D5 ]
Linking Text: The text that is contained within a link. ! x7 h. |! L. V1 H0 t9 `. f" ~! i! }" [& A9 F* c1 {. ~
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. # \7 `/ ?* A7 }1 q; x. a 6 E; L- ?; A3 L' RPay 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. 2 R) q' P0 J9 h1 K' c* X$ e/ l! w4 i0 n. ?7 K1 b& I# E9 G. L
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. @# X% J4 X7 U6 D u+ J. a+ P
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.+ l) [( f* C4 ^& p |
9 `; J8 C: t8 O4 e+ R) [& @5 KPop-up: Is an ad displayed on top of the page visited by the surfer.* W( q; Z- I8 j! P4 w/ z
& l/ w: e8 `4 u; h; S- o) J% DPop-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. + h; \/ a. y, l) a" s$ q! Y! \" p3 U) ]4 `: F$ H
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website." b$ r% {1 U) y1 R7 i9 W
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 8 u8 ~* r: ~2 d7 i8 ^5 L; k, d& D I( ^8 H# n
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.- E3 R8 w9 X& M7 ]( \
" U* Z H' M# t& Y8 bRank: How well a particular web page or web site is listed in a search engine or advertising results. 9 J8 H3 T/ i) q s( C + \+ G' P f0 c9 \' z! \; P0 u9 ^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.3 {, L) }3 w. M ?3 r$ A
/ y% f! w. L) b# n+ \3 C. _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 j2 @- Q% I4 ^1 I1 _* a; R5 k3 z. m. y
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…).# d8 n3 o( U+ D/ o
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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).( `6 \- A% z z
7 o6 e' ~/ L/ T( |Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600., B$ m/ e% f/ g. m; [+ N
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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.( v+ Y% D" } Y' P7 o
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