Ad Serving Platform: Describes the technology and service that places advertisements on Websites.7 n1 U; F, Y4 W" Q; e6 {9 K) R3 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).' n. \- L _/ Z
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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. $ x: o$ u9 @& g& \1 x $ a2 g/ @& \4 a/ X/ i$ @Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 1 H" i" E# B, L' m f( m% b6 h. t Q. M& q L- X* V; 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./ P- q; m! q7 O5 b7 q( O
0 r8 K9 n" A W( e6 R6 gBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. : Z4 ~, }6 ^' ^# B" s 6 b C# E" @4 E; ~! f9 RClick 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.' P& j' g, H! _& {" q
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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. 2 i% g! }% [* J3 n 6 R4 b! z2 |) C5 SCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. * n1 o$ `) M {, N3 ~' \1 n/ V, K& l Y1 m& Y# B6 X
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.* s5 @) Z U% ^2 K& s S1 @
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Creatives: See “Advertising Materials” definition.- V$ T; ]8 F0 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. & i' S5 r" Y8 K7 r% Y) D( J: N. H" j: f# v' r# h6 x
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 e n9 |! z! w6 r& n' V0 I& S6 g6 A4 D6 ^
Footer ad: Is located at the bottom of a web page. % K) W, K3 ?8 g) c& V: o
% r1 V( r. Y h: U8 v7 p) L8 PFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. - F7 c2 O% I! j3 Z+ S1 `# ]- C/ i" w5 y2 n! c* |* ]' B
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. + k, b" {/ L' b; n+ A' Y' R' l% V. D3 G% z) \. K4 s
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).1 d3 v' U# s$ {3 P
) N% C, ?+ K4 u7 l1 eIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 6 Z* y2 `; \1 y% c& s% @0 S; q( y/ _; [1 {
Insertion Order: Is a written authorization to display advertisement on Website(s). % a" F. D5 e5 }* U7 M5 ~4 o' U, A, v( j& R
Interstitial ad: Is a full page ad displayed before or after an expected content page7 u/ s; f( x0 |5 F9 o+ |
6 n( K3 w' t& P* h8 D+ sIn 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). ) f3 ]% `1 x. V2 l3 Q3 G9 a
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Keywords: Search terms or phrases targeted by the advertising campaign.3 I# G5 ?/ x% m& U8 F) E7 ^; f
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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.: K R" V! G" d1 A x
8 Y- c- p7 R, T0 Y5 ALinking Text: The text that is contained within a link.7 t& \: Y R$ r* G6 O" {" {
! r2 k4 x1 P* h+ T# D6 HNTV 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. + @% [1 M$ _% k/ \4 i, ^ + R' ]" b) Y& d+ L7 J8 F. ]! ^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. % D$ s' A) Y! s6 m2 u& y' n3 f6 o3 a7 y1 f; _, A O
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 C0 E1 I9 i) I1 N& `5 e* f
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ( e' G- ^ a" }& ]* d- [+ U) v; j% {7 o
Pop-up: Is an ad displayed on top of the page visited by the surfer. 8 Q+ Q9 b. i! F1 B5 ~1 u% o* T1 l7 P0 f3 q+ ?4 o' `7 O# A- r
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. + }& G. N7 t, r 9 r. m* y; z# M' M6 K* iPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. + v& P3 I$ x; X- f" P% w3 Z) Y7 q5 ] @ |1 V) _) Q
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). % P3 ]) Y: i) K& J! G2 N7 A- d/ r3 S( {9 N7 L5 {& F; E; ~3 D1 _$ @
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.# K1 c, t' d0 | }' p" X* G
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.7 Y$ o" Y2 Z8 i( D t
. e) H$ a2 @0 }0 b, aRetargeting: 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 a( `" _3 n X- ^; G8 D7 o
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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. " |; |$ j: w( ?/ ]- N2 u' X 6 O( \! V, x) C" _0 `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…).$ I8 U A6 f: C9 E* f: X8 V& q
- B! \( s! s6 G5 N' OSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 4 b- d4 {& W" b7 l0 E6 T( Y8 b& r: u$ D6 Y [
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ; e1 P/ ?# |" H# W8 m9 S) ?; ~$ r, S6 {0 G3 D0 _: M3 y5 L, k/ K
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. 8 l: v8 P0 _; @- C! ?, c% |- [) j9 i" `$ O: `) u2 L
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