Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 6 z2 I2 g$ I( K- kAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).+ {! D4 x0 \. f3 L( j
1 m/ z% m h- w( X- e1 J+ kAdvertising 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. 2 b" s7 l. w$ x ( G: \6 ~1 J& a- A/ q7 J. AAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( [% r$ a# ^' c- U" w& ]7 w# u, R
* F% F3 X7 A+ f% y5 mAdvertising 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. 1 B% c( N; f6 A6 C1 H # T p: ~; W2 W+ U$ L/ K2 _Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.' P' r+ `% o9 n7 N
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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. 1 M+ \5 `. y+ j# ]8 H% y + [" v& {- i" @0 \' V/ d9 X( NConversion 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. 4 f! i% W& l5 T& l# u/ G% O. v t1 E$ ^2 _ S% R/ q6 l9 |
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. s( q* B! G( |" E, ~- G ?2 f( E+ i
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. . P/ r3 S% C' m# _% Q8 O# l! _+ s8 y# i% p3 S4 }0 s8 `# I# J* p
Creatives: See “Advertising Materials” definition. 4 V2 Q0 q0 ^3 e5 {+ S2 q9 J% T/ J 8 D& }6 r5 M$ B4 M. X" {, ueCPA: 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. + u: D& k1 W0 w/ a Y2 ?4 \ : n& ~# r. |: e1 Z& wEffective 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…).3 m$ Z3 \6 N* f0 ^+ }7 P* @% h N: f( B
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Footer ad: Is located at the bottom of a web page. $ I: K' C: d+ r, M) e
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. r! ~$ _/ S& L0 m6 B3 V: |, m ) {# O. {+ Q* mGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. & m6 [8 [& G% W7 T6 y H# f! y3 }4 k z9 Q8 P4 z, S/ ]Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! a; O1 n8 K: O$ V& e$ c) C( {; I5 F1 r1 I4 a
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, z1 w0 n' C+ {# |" U
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Insertion Order: Is a written authorization to display advertisement on Website(s).. ~ r4 y1 {1 J1 V
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Interstitial ad: Is a full page ad displayed before or after an expected content page( o# Y, E! e, _. o0 h U
' l4 D6 m4 h! A! K, }! g( GIn 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). , e! E6 C: ^( o
6 f& ?& l8 U2 h7 e5 f/ Y9 ]6 m1 b9 yKeywords: Search terms or phrases targeted by the advertising campaign. " w! u7 B. N) @& B1 B4 L) I 4 i" w1 }0 T# V/ ]5 RLanding 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.8 G v5 u6 @5 D/ D* [! [! ^
' H6 O6 ~" H. I$ }, R N* U) HLinking Text: The text that is contained within a link. * y! c# P: _# Q# J" @7 _6 |4 ]$ U" @8 D) N8 c6 ~1 t) X
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.- s9 j) T' S, f0 K
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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. 9 c: P+ g! Y+ n9 l( f7 l M1 t- C" c
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - A$ L" A ~$ k5 {0 H# f ( e' Z0 i9 v5 Y6 ?' UPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.9 j6 `/ c5 `" B' g$ b
% F" U2 B( ?" v5 P' V3 _Pop-up: Is an ad displayed on top of the page visited by the surfer.1 j) o, ]3 y8 F; S) X# c
$ _- W" P& d8 g4 v) [6 cPop-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./ N9 x! V3 T& }8 O
7 |- g5 n9 r. ^6 J E0 k9 W' sPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. , ^# k3 {) J2 j2 J& H/ c6 ]8 p, ~1 O" A% R
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).- r; I2 j6 |0 a; Q
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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. 0 f% F1 c; t0 k5 s7 Y1 X- I6 n 8 Q% ~- W- X$ ZRank: How well a particular web page or web site is listed in a search engine or advertising results.& \: y8 x9 h; `/ e) g) `7 S$ b
: l& P/ T8 w# [' J$ v# V+ d- pRetargeting: 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. 5 K0 a, f8 } n( L6 o) T) T/ ?- F6 S# `3 F+ N: D+ A X) n6 O
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. ( r; g* v+ R! Q9 P* z" W2 k! m3 H& a4 @: Q- s7 \
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…).. v- A! i4 x4 n t4 ]( }& Q" K$ V
9 P! Q, l/ g: b/ Q/ v- MSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ' i* `. o2 a# {! o6 u; K ! j& p, u% F7 G& LTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.+ c' `* \+ L: ^1 j$ h6 H
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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.0 g8 K, T/ ?! ?) b4 _1 F& l
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