Ad Serving Platform: Describes the technology and service that places advertisements on Websites.( O+ S% g: r q% C! N8 R
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).# V+ P- o+ z! o: ?. o! K
- n. N( X4 h, J% NAdvertising 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. ' Y* }9 U; \7 `6 E9 e: q 0 V" W" G8 e0 }& j9 hAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( E( ]3 l; d3 `: L5 \4 ~3 I- d
* R" h. |& M* p4 aAdvertising 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. 8 x+ `4 X% D! g2 Y- b/ v ]0 r C( a3 R- e7 GBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 v. U9 S9 I; Y1 w" h, g5 E$ G) |* _- w: ~- V8 N* W5 o
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.% k; e6 g# g+ L' v
2 I7 {- o! t, ]' D8 TConversion 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.% A$ y# k% c* ]# a( N/ i D
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.' y% c/ g2 p2 _4 _8 R" P
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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. % q- m- X& G3 J6 y) A$ w/ n* Z4 H6 c7 b$ I7 @8 J& G
Creatives: See “Advertising Materials” definition. 2 {( E) {; E1 a m% ^7 q & P7 R* J% l0 |* W4 SeCPA: 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. 1 ^! E# n' i4 _/ b( L4 d9 K' _0 S/ c" l; e; ^( x7 D
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…).2 A9 L6 E ?* |. g
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Footer ad: Is located at the bottom of a web page. ; F7 f) D* T6 I% t ; E1 g2 R- q# X: l! U# d# q/ t; ^Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. : N9 S* Y( A: `) X. W 9 e! b J6 [0 ~6 jGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.: c1 p) T, e( e: `2 i
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ( ]' u0 J: @+ R& b' B ; ]. Z: S# X) N& T" r: ?& T) MIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.1 O* X2 {& g8 d% o$ Q
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Insertion Order: Is a written authorization to display advertisement on Website(s). * I4 o. `; L$ A2 ^6 G' N* l+ A w
Interstitial ad: Is a full page ad displayed before or after an expected content page 6 J. ?2 \) _+ Y! q- E: e; H7 l9 N6 e% T7 e" F9 @
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). 3 [8 b; d# E' ?5 x6 o
6 v5 m3 r0 T& TKeywords: Search terms or phrases targeted by the advertising campaign. 8 q; ~3 K$ G; }! i6 `! ^" x5 `/ o $ w/ \; k$ T. w8 T' qLanding 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. : w C( F/ U6 N' J8 `1 _$ ^( {1 Z: U- k S! d/ E
Linking Text: The text that is contained within a link. ! F5 {+ n& ^1 a& H" T2 S ) b5 `% I: E% ]% o/ @; R8 e$ w 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. ; b _3 {! _5 {) J. S# C5 t' E 1 s+ H5 q& _- r9 E$ `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.% q4 B( V- x( @. j6 H
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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. 4 p: J7 S0 Q; M* a3 t# {- M4 j6 Z& ~3 X
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.) q0 E8 u( B$ A! B. }# N( M ^, M
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Pop-up: Is an ad displayed on top of the page visited by the surfer.* B! G/ n W5 D3 G5 t# u
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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. $ S, }. n }' T1 Y8 N ( _2 r! A1 P$ o4 CPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.% B3 M6 J5 z/ p" g# e0 r% t
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 X5 k* W0 w" l( b! a4 g( V8 S' H& u' U7 y* \ M9 @
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. ' ~1 I: \2 x0 D% e T5 |" \4 i- C, j: P$ G3 p
Rank: How well a particular web page or web site is listed in a search engine or advertising results. # o+ p5 Z/ F) e1 Z6 @( V' `3 h; ? . F8 N: O% R( T" vRetargeting: 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 O0 Y/ `4 B5 J- Y % t9 m$ Z# z- _3 `8 r$ R6 \7 WReturn 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. - D& A" Q8 e2 g( F$ S8 V2 o . W! O+ e4 y" d, P! a6 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…).2 a$ m, f9 `( z8 Q5 _
2 {. O+ L0 r5 f$ b b1 E9 E7 |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 h* O. r8 v, `; y0 y' O- K- ?/ b
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 9 n) {& ~; ~! M, n' W* ~7 a& g% }# I8 J$ }, h4 ]
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.% l$ x/ S$ |9 u: S( c- S+ z4 M
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