Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 1 [& B% a* O% @& e/ t: C6 r0 _- q/ EAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).* ~% o, ^' V; T3 W' E& T8 _, B9 g2 F
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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., I) ~! O2 W4 v' b
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…3 g( _& Q7 U% X4 g+ `
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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.& o! N8 t# f- y3 X! G3 D7 L
7 _' Q8 ~( }& w" N% i7 h6 YBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ O3 x& @( U* P4 [# O$ v8 v
* Z H( \: g8 L5 G$ u# `: L' FClick 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.8 e4 T5 b/ P0 \$ `" I
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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.+ }7 E; o w" R! b R% Q
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.1 c r4 P1 A" T+ S
" Y; i1 U( r! v" M+ @Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. # k6 b' t Q4 G w) D9 [7 e. d8 X' I) `9 W2 T! w, H
Creatives: See “Advertising Materials” definition.2 D/ |9 P2 \ f* D, g
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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 V4 A% k* l7 f1 k
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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 B. F2 _' Q. t5 ]% f9 o$ ^6 b" D/ | ) s' H) B( ~5 z7 v! N7 N. fFooter ad: Is located at the bottom of a web page. / ~ W& q7 w6 g# V& L % Z$ X$ R( x9 b9 OFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 5 ~. G' N7 }5 v, {0 `- c% Q4 i. }, h/ v9 ?! Y8 A9 n+ U7 |
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. 9 h! Y- C0 F/ I; m4 g" h8 J: \- p; O- h- `7 l1 Q
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).6 p% s+ k+ U, c9 K' Y& Q
; L* M0 j9 {- Q) h" C9 p+ kIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.2 u) O/ v* u. G4 V( i
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Insertion Order: Is a written authorization to display advertisement on Website(s).) t/ E+ k6 [( x0 ~1 b
1 N) R4 ]1 v4 N! WInterstitial ad: Is a full page ad displayed before or after an expected content page* w) e c3 O% M f U
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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). 5 B: {' @5 E! f" O1 S. x: Z* A* T8 z6 M; g5 N; x
Keywords: Search terms or phrases targeted by the advertising campaign., _, r: X0 `+ B: B% c( _
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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.! x$ d: G+ L& |3 v% ]
; C3 j/ { V9 O+ E X2 n6 {Linking Text: The text that is contained within a link. 9 O5 j* f, U8 a/ a4 V# g' u) c/ ^" J7 _
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 @1 X$ m, Y1 m ]! E( K5 c- ] x
; n) h& ]. i7 w0 Q- n; F# B3 T* dPay 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.0 }2 U2 v4 z$ P \
: W7 M% R6 { PPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 8 H W8 B+ p' Y$ ~1 k
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. - D0 w. ?7 M/ w/ v* g+ w% a5 K7 N$ j( M: \6 {( q, g1 y
Pop-up: Is an ad displayed on top of the page visited by the surfer. % U; r) v" ]. ~5 N 6 I1 @$ i6 Z! ~4 d9 T; |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. # d q9 s9 }: ~5 ~( s' a5 o1 r' N, c ( w5 B2 ]- [3 m9 \. iPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. + ~1 d' U6 f5 ]5 y, @ O9 \ : [9 ~# i# a" q+ {4 LPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).$ K/ d- k3 M! q* h1 L2 p# C# ?
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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. 5 p! o9 d: @ u: t1 ~+ z' d6 n: X5 {' @) x. J/ k" N& _
Rank: How well a particular web page or web site is listed in a search engine or advertising results. ! G# x" T R) x $ `- s- ^' C- i# m4 KRetargeting: 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. {2 y/ e: R8 x2 W0 ?
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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. 6 g% g P7 [5 w/ T - g. J- o& Z: t, Z" o' HRevenue 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 Q$ X Y, c+ x
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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).9 S6 v/ E8 {- |8 S" @3 W' s
. c- v8 c) }8 V& @, }) DTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 6 G8 L( ]7 `' y6 U1 e 5 i6 B' @; U" R2 E8 @7 gUnique 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. 2 t$ M6 b( D$ j) N- k% w. o) ? : f( l* l+ d' n6 y7 A# @" I9 \/ M7 N: [, U- }7 q5 N
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