Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ; R' b1 @- \4 }. x' g! tAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).+ K2 _8 P8 x& ^0 t+ h# D
# o* ?$ J5 R) _) w, }. B" LAdvertising 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. 0 X( h& S3 x5 j3 J 5 ~% |+ S9 h% S1 y. a% _( m, `Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…& J* @: p. E3 J
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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.2 s) q$ ?. y8 n% u6 w7 r5 O& h( a8 D
% \3 d, o9 w: {Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 3 d" E( B# C6 j( x* K& c# Y7 r/ Y: A: p/ L
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.0 e2 t; I' }3 W6 x1 H! m5 P
+ H4 u7 p$ `: X* V$ u; A3 cConversion 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.# i8 O' P' Z0 X
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.2 Q3 R& |3 r6 [& C$ x
s {1 c/ _* g" ?1 VCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions." r; v4 F9 l6 L8 y' \
% S0 H5 x: G- c2 KCreatives: See “Advertising Materials” definition.8 e) i+ w( D3 J+ `/ E, 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. 5 v) V7 D3 I ^+ @ ) _1 B2 f* w- S( D' Z% l$ O) T$ e7 dEffective 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…). 9 x) f- n( s5 `* a5 v& x+ M# e) d* ]
Footer ad: Is located at the bottom of a web page. # r5 z) p/ J" Y6 t% Y+ d# o" |
( e7 O# a. z8 l" EFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.! }% K& R: O, j+ }/ z" l8 Z @, u
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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. % {! ~* E/ Y) X( \" S# v7 n2 ^) p9 p5 K" A5 x6 W; M$ n7 ]
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ( V) A H. ~2 i; k3 ?1 ? @ i( p% ~ - ]1 E" ^' g6 h6 L. f" R* q6 k' 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.3 k# N" q% {6 c. m
2 O: z$ t% {9 p* ZInsertion Order: Is a written authorization to display advertisement on Website(s).8 }% @, W% R3 \) ]
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Interstitial ad: Is a full page ad displayed before or after an expected content page ; s% \. J/ X) a6 o) }! t# v* B $ i; R3 O9 ?9 d2 {0 aIn 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 c% |8 E7 P* r" G+ M& T6 q$ f
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Keywords: Search terms or phrases targeted by the advertising campaign.; e3 P5 P" s- C* [/ R
7 _1 N& D- S; q, l4 {& B% Y* B) \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.% s5 v3 {# B: `3 j8 j* s
- O4 f h6 }/ r8 G$ B' ULinking Text: The text that is contained within a link.2 l7 w) T! }9 j8 r- R/ z
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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. ( w( v; x; |3 Y) F! x 0 U% S2 s. T. G6 g- I! {3 l* N, d" }- X uPay 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.) E: W# H6 y! l+ J, L; m# j+ S
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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. 0 Q( m9 P. w% U) v, z* L# X; q- W
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.4 W O9 h0 C* Q; m
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 4 f$ c. L: m, O 6 [$ E/ ^$ C5 ^- {+ p( UPop-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.& `0 \! U6 J+ A/ B/ ?0 M* r
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.0 r9 `+ k6 t# O9 t
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 p& _% e4 ~) }1 `, a% x: z, r# ?+ {( ~" q2 s
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.; Q/ s0 A7 e. z; t. W. G& ?
9 j6 }; o0 d4 k1 J" d9 c9 ^( Q* gRank: How well a particular web page or web site is listed in a search engine or advertising results. ' x$ k; Y" l& Q: X1 d 6 a% H2 X0 `, p3 _2 W4 e5 DRetargeting: 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." a- o7 E% Q' [# q8 N, d2 ?
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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.& p/ D% R+ j ~" o& G7 j: p
% Z# t) U! V' _/ o$ i7 Z) SRevenue 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…).( ^$ t2 D+ l$ s; J2 }
5 g) M. y" v. z" F: r2 k; jSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).8 o; T1 r' G! }0 J" D4 z
, J0 U) A5 N6 d7 \3 k: ]' E& uTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.9 F9 \( a4 D7 m! ~4 T" F
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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. 6 N9 r2 K& K( x! K/ w& C% Y8 \ 6 B) |% T; E, m: d 4 g4 U$ M" ?+ a% P2 p2 }- Y; b; w$ [
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