Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 9 x% i7 y& J: R, i7 lAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).3 j' ` H9 i1 K
8 e7 c% ?4 i, z- ^) S. K; z% RAdvertising 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. 3 L& k! N R# i% l" Y& g 8 M/ @9 X- D4 Y4 R% ]Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… # U+ t9 r, C3 x; i" L : T, g7 m* u% f! i4 E# M* 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.( B# V: e' X; s: e# Q/ u! R3 Q( x
R6 J& ?3 d. l- U6 ZBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 s( q$ m3 P4 T% q2 { 5 S1 r Q' t ~; p0 m# L) uClick 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.9 U1 C- \( I$ ~- C" {
" G5 I( O9 ~$ g7 QConversion 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.% h. [( O% o+ s7 \
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. " C+ L" H( L$ `' y- a 7 @. ~* V; h1 _% ]- JCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 7 q0 m6 J( H/ A K) W 4 ?& \* g0 K; l; O# c& \, F# tCreatives: See “Advertising Materials” definition. 7 }+ }* E5 d" g. a1 a $ W: A+ @! U2 D& g6 f( F; Y0 W& `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. 2 @3 @$ K& @2 V1 Y' B; D' v9 d" R, B * r8 ^, o6 k8 L* KEffective 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…).7 W0 ?' [# s$ w' h
% p1 R& ]' G \ pFooter ad: Is located at the bottom of a web page. / Q7 t0 ^% x {- \* D
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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.9 I' Y7 Y3 v& q5 `/ H
/ }4 f6 `9 S! U) \8 A% n4 VGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. - A! i( C, S7 U: r; T! n - o9 R$ s) G; r! A$ f4 M/ v2 r% OImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ( A' W) M4 ~) {: L2 t ) U! e( m0 x( F8 E- R+ ^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. " k+ o' S3 k5 z& ? # x3 v% D5 [2 R4 b* v; lInsertion Order: Is a written authorization to display advertisement on Website(s).9 x; I' N; M( R5 v# y
, k& ~& V. Q4 r7 `6 h4 a2 Y) FInterstitial ad: Is a full page ad displayed before or after an expected content page ! U7 g2 ^4 G4 p% z; F% ]/ F . ^% i) o U$ e$ KIn 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 ~- R' w) ]8 R- C1 T G8 G) y# L/ a1 M1 }# X
Keywords: Search terms or phrases targeted by the advertising campaign.5 p0 m( x5 R2 K
( O5 Y8 A5 u+ q! z; T3 HLanding 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. ) n% ^5 X1 y3 p: d- I8 M+ h- `; A; c
Linking Text: The text that is contained within a link. ' b. A" A- z* V; o& x- O - R9 ^6 v) m5 _5 q: Q K# lNTV 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. * A5 ~" ] Z% d+ P 4 \0 H; i0 _! V; Y. Y& |" P+ }+ pPay 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.$ K' \4 b( k$ @2 Y
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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. & q" r" }6 }1 \. K% ] L, E: N' E8 X
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.9 s$ r/ [& H7 z. [
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 6 {* |( p: a D: Y/ G8 v, }1 p' h2 E
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. 9 c( s9 _2 B6 [( `* _! H ' `, a, q* H* aPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 t% B3 X* \" ]/ k6 T( G1 \, Y* ]5 {
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).! G( F/ l3 k- F# J/ M
% K' j% y6 ]1 `+ {& mPublisher 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.) g; @8 Q- y! z' B' B
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.! Y9 ` a9 K1 t. T( ~
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Retargeting: 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./ B, p& ?' C9 o' _
: |; M$ Y7 Z, E0 QReturn 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. / L7 x$ }# @! o3 e1 ]/ M7 Q2 C4 K! c$ a ! K2 i5 ~# i0 J8 G( `9 {: `+ PRevenue 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…).* K/ |2 L, c( D1 _% p
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).; w5 S/ i, G; B- a2 c- _9 ~
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.; X1 M) F( d5 s7 V( R$ B
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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.- f* A! H1 T0 ^0 ?% f w# e6 R
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