Ad Serving Platform: Describes the technology and service that places advertisements on Websites.: y& y2 p+ M: U2 q* |+ R/ E0 U
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)., r' F6 c3 g3 d* S5 \
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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. " g0 A& ]8 K2 F/ c% S+ K. D1 i+ c, Y; c8 t0 B2 H& n& z
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…: Y0 v3 h6 E, k
# ~. `; {5 C. a: q; rAdvertising 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., p0 @3 m( T. n! M; k8 Y
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ( K/ i4 }% Q/ J5 m6 j2 \1 t6 D. { 1 t9 L& H! u: hClick 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. : i) Q- N+ t5 U: R, T% r . O1 S0 m9 X$ o( e8 W+ LConversion 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.3 `& e+ |) C( p( d! y, n5 h6 R6 \
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.9 h3 Q+ s# m5 k% @2 d! b R7 n
6 L; N0 M0 }0 |, z! _/ J6 T4 `Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.- i2 V" x/ N# j# I z' x& V! [" B
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Creatives: See “Advertising Materials” definition.! F% M3 @7 P3 q0 c
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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. $ J! D2 m3 X: \. i0 t. {; M$ [' e2 I6 K7 O' D, Y' i
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…).% @4 o9 }; T% N, v3 n
8 W1 a3 J" Q7 m6 |- {8 dFooter ad: Is located at the bottom of a web page. 6 a4 i$ i5 A, s
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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. 7 e& s; |" u7 g * _/ d. H# k' v2 v7 O# ZGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.2 M) o+ U& s. S. f6 V! n4 U# E4 d
3 j4 i% ?7 _; a+ AImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). , \% X: {8 h0 o9 ~ $ y) L. C. u# Q( ^$ x6 T' b8 TIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.5 l E$ g6 X; C7 A/ f. R. w
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Insertion Order: Is a written authorization to display advertisement on Website(s). 2 p* I# x. r% A( J! C; F z 4 v0 ~/ q8 x1 L# L1 A4 ~Interstitial ad: Is a full page ad displayed before or after an expected content page2 N& w, J; I5 K X5 Z
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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). ! v( R' Q0 ^ H
2 i# W: h" X. r5 jKeywords: Search terms or phrases targeted by the advertising campaign.' ~2 Z9 B O4 Y5 m5 \4 z* ]2 `$ T; ]
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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: J' g e0 y8 `7 \" H' j+ j
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Linking Text: The text that is contained within a link.% l; t$ y. p) I( v7 B' C8 u, 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. , O1 W3 Y: o3 {1 w0 O- Y( S* n& D1 @7 e& i2 l" g) Y6 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.) R) Z/ z! y+ k, q' V
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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. : I7 p7 ]& v& v: U2 w, o4 ~0 c- h; l6 E4 i: T( e# F: I
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. # S& M+ v; o# u) @3 j6 o9 I$ N % Y7 Z/ W9 q4 Q6 e7 D, PPop-up: Is an ad displayed on top of the page visited by the surfer. 0 j5 R( J4 `5 \9 |0 n- L! b+ W) R1 e; h
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.. h+ n9 u8 D* M, r+ w. z% `' _. y
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 2 m9 R B4 Y* `: U7 }; `% {- H1 w7 e0 F' J( V5 ]9 z& |
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).& W% h2 F! \+ g! Q$ s
$ m& p% U+ ?, `' YPublisher 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.+ S/ I" `& m: o/ j( d0 G! N
. b, d( k2 b0 b- t$ l& hRank: How well a particular web page or web site is listed in a search engine or advertising results. 2 ~" X7 Z6 I- Q5 C6 S & r( F% R, d& h/ B# eRetargeting: 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.. H# }% D6 S- D. t2 G' m
: Y& x* U& [5 ?+ C6 ?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.9 R2 {- i \ ]" Z
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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…). . l# p$ ^. r5 M. D( f4 w8 j( Q$ D , A7 z3 l/ k1 ?0 x& y# lSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).6 j6 `. \1 M; N2 s# B
+ L: x' B* ?( n* s/ z, YTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 F7 k- e4 a9 {" 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. - ?$ i2 g4 i3 u6 k% H7 E- D7 o 1 c. \1 x+ ]9 f, Y& X& M) ]; l8 S" Y5 D R8 Q; T6 C) W- M# f/ y- ?
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