Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ( r0 @# }% ]" p# YAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). . ~6 l9 H% @6 l9 l, @% a3 q! @% M% f7 y" q' y& d0 X5 J+ N
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. 6 q3 U% c9 E3 F* a. _2 M# { ) D! Y- B; P6 o5 C7 p) K/ gAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( A* {- o+ M S! u* b
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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. . f, B( I2 S. a# t6 H+ y8 s! c* D! J) m
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. % z, d! c# I2 F4 n4 W. X2 i ! n9 A3 S7 y, i6 M! p0 nClick 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. ( J0 S8 ], B0 N0 p 8 S6 P: O# e/ L2 J) vConversion 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. - Q9 M) H0 v5 p9 M3 o4 n ; ^! G! {7 p' S# h9 [Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. # [4 G$ [# r3 l- O+ o' w) L: k i/ C! D: t6 d) I1 |- P
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.4 V3 ?- U, i) a7 y3 h
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Creatives: See “Advertising Materials” definition. 9 T$ ]( a+ c: d$ D5 ] 4 g2 E7 Z: m. n8 p8 y! peCPA: 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. 8 I8 g% O. G; O- w* B& v9 g# I, A& x" t/ S% y; Y1 t
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…). # n% J; K0 o9 i1 F) w# M; \2 B6 j% o3 Q2 g, a, K
Footer ad: Is located at the bottom of a web page. ! x$ e( Y" {) o& e; Y1 p* N9 ^* }5 _$ r$ ]' ?& D
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. & i) n8 W6 e8 N- p, w- G6 O% i+ k$ o
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.! C0 O; B# D W
- Q+ r) I, X. tImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ w. M; b+ f/ d, c2 m
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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." T; f/ V, ?* |$ Y7 V
1 @5 t9 ^- A( u* @& UInsertion Order: Is a written authorization to display advertisement on Website(s).) T8 o% C1 s+ x! Z% ?! T. }: M
0 c# H6 q+ K! K$ ]! @Interstitial ad: Is a full page ad displayed before or after an expected content page & C5 Z2 h4 I& W) s+ F/ h3 [7 H$ T$ Q2 ]& z
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). # l' Z& f8 h) h9 r4 V/ j( N, U" l# i3 J
Keywords: Search terms or phrases targeted by the advertising campaign.: }) h! Q% l6 ^/ ?
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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. 4 m6 Q( V' R8 P7 H: T D$ ~9 @) X' ^1 T: h# D
Linking Text: The text that is contained within a link.6 w# W/ A D1 _% C: n( P
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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. $ U0 D. t2 u/ o( o/ L2 ?8 h ( m9 H6 W# \4 y3 E0 ]2 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. ! R1 z% Z3 |2 q% W& i* }* d* P$ T
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 Z! h" Q6 S# o4 ?7 K" O
- C) v% J, e4 `/ dPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. # b% ^( C/ S2 N3 {. F6 @7 s% W& h! l4 v/ S# @- K! q
Pop-up: Is an ad displayed on top of the page visited by the surfer. 0 @3 j' X/ K; y' ~. F 8 y5 k+ n- ~) T* ^1 ~7 p* ZPop-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. 7 w/ J/ ]9 _. X5 S9 k6 L3 E% b! R# K
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. , x; Z: F& |- z5 [; @* u. C+ U% Y1 \, _* Z+ y0 T3 t
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)." H4 `$ g6 N. b3 U2 V2 s' K
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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. & z" ~: r. F$ a% t7 h+ c6 g( I7 f [$ \
Rank: How well a particular web page or web site is listed in a search engine or advertising results./ c3 E; B; y1 t* k1 f1 x& \
+ @- x0 ~ V# N% \' u8 ?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.1 h9 i |9 y( h9 |1 f9 s, A7 H
9 K$ H- l0 S& x$ tReturn 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. $ P6 _: R2 O7 [* K5 `% R! J% N1 w* P* l H- J% f
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…).; z( c% B# z( M; |9 Z; J
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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). 2 f8 P% A& ?+ S1 Z4 m" @$ A7 M* n1 x' L9 s7 k% ]
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.0 k& F2 L* ~2 q+ f, R
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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.& J1 W' o. m6 U% _3 E) }( g$ L) d
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