Ad Serving Platform: Describes the technology and service that places advertisements on Websites.& f; U: ]$ |/ Y% I5 W5 x" W& D( ~6 ?0 k
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).% C% f+ D, `* N) `: v) y
' N$ H3 }: ~4 g) H1 RAdvertising 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.* ?* G" M* e4 k1 r
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ h+ r, ?' z. m+ k# L4 w- {
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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. * P' ~3 m1 u: z- @6 C0 P2 J" C, x8 q/ B3 ~
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.- e1 a* f5 T; m- u7 [
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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.7 V, C: w0 @ P0 _" L2 S
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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. & d$ g' n+ Q8 w& I3 ^ 7 x& Y, U# U' F ~! \8 SCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.2 f3 ^7 p. o% B* k& E) a5 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. * a2 c; H3 ?2 s- P4 o/ N/ m - W* l' d8 s' ?! V2 p: O& q# PCreatives: See “Advertising Materials” definition. 4 c" Y. W. y! l n& o! |+ f% w. o6 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. - s4 Q) J4 g4 r1 U D * j0 ?6 I3 [5 n9 r2 tEffective 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…). / _- e% H8 I1 I0 e' J $ c2 S) S+ O! DFooter ad: Is located at the bottom of a web page. 4 l/ n+ A) N& l0 {' k8 F- U
/ i: i0 H7 K6 WFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 6 E7 C; i6 T4 C4 T2 ?" x. O% Y5 V& k) } e, ? P
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.& \3 r' y5 ? F0 o% X& A, u w
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).2 r$ b, j0 V% I) u8 d( a& h# V
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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. H) C/ a& B* @9 @( h$ a" m+ |- y( K0 n. D: w
Insertion Order: Is a written authorization to display advertisement on Website(s).& _1 @: T! }! s1 q, m5 j
3 A& D# R+ i* X* c# sInterstitial ad: Is a full page ad displayed before or after an expected content page ( |1 n3 Z( f" {3 e7 m1 X7 N/ j& Z+ q
In 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). 6 U' \4 f+ m$ i5 D' t' u' H/ L
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Keywords: Search terms or phrases targeted by the advertising campaign. & C6 R3 v q6 {1 N Y; V / D6 n2 e% }! b! \% [; e4 KLanding 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.& C* L: K! u$ f0 C9 y$ i t/ k7 b
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Linking Text: The text that is contained within a link.' J, F" r& e; s8 u o
% n6 {9 G8 u. A( z" q" j0 h K' WNTV 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./ d2 s0 y8 o4 m- 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.& Q5 j: o: v/ Z
# X( I" {: B# nPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 2 [7 s8 }- M4 ?) Z! Q6 z. X# t: ~5 a- i" a+ W
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.- B" A! ]( Y, w8 h6 d/ k8 P
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Pop-up: Is an ad displayed on top of the page visited by the surfer.' @7 x1 ]1 x4 X/ L0 }. g
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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." y% n6 }, l+ T! c+ ?; m: I9 R
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website., e) U5 e* d9 I6 J4 L8 Q& ~7 e
, c1 \2 B3 v, l7 C, u; [Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / C+ B. e2 I6 h! ?: v& P2 j" o. _) c" j/ e: j# o8 P/ h
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. ( f0 Z& N/ R6 j2 ]: N2 r* _: F' }3 Q8 f
Rank: How well a particular web page or web site is listed in a search engine or advertising results. V; y- }) {& r( F2 E ' O4 l! ]8 _0 ?/ m3 L9 p3 QRetargeting: 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.: X; j0 X" b7 j' K% ~
3 B% F6 u' Z6 S+ g7 [* L+ W$ HReturn 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.; I7 A! X2 l$ A6 w. m2 ?. H. P9 Q6 B
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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…). : N! w. F! G K - p8 t1 c6 I6 {2 Z$ _! U, { ASearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 1 x& x, a! O z2 i' {8 ]! Q! H/ R. `7 Y. V
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ' Q# M4 V$ d$ P; e* [9 o/ C. {3 ]8 I% _+ t3 r% ~" U
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.0 _) k0 G+ u1 ~% F9 X9 F& k
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