Ad Serving Platform: Describes the technology and service that places advertisements on Websites. . |3 [1 |) _+ |# G2 y7 x) }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). ' O' w+ y, [6 E8 ~3 @: o 0 J4 }% ^ `# i0 a: O0 YAdvertising 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.$ m. Q: L0 g3 j: c4 m
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… % L0 V7 j/ p5 y' a4 E0 M L- W- }. V5 s; A8 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. / O+ E# J9 M; f3 E( `5 d& U. t! n7 y( S3 v% G9 D
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 5 O: o$ A. T- r2 u, f$ |& O' [# k" d/ b q% I# S0 _9 R
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.% j% V+ B1 i6 f: i2 Y& B1 J3 x+ W$ `
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Conversion 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 |1 K5 n% g! O4 [: T; ~# D( \" N 7 s* C& P3 Q4 N% O" e$ ^Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website., T/ w1 B$ Y6 T. n& Z+ G# m1 O
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ) V+ a* M& {: K8 E8 ~3 O, l. d& U* l' q
Creatives: See “Advertising Materials” definition. : X9 g- g* t8 P/ {* @/ D8 u3 d- m' [' ^+ g2 t- b# F; b
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. ( g3 W( f8 R5 z0 b$ O; B9 z. e3 p+ t% X9 J+ C. r3 r
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…).6 u; a; D! s+ ]/ K* M* K! v$ J
$ @8 d3 R. Q" s. T& m7 GFooter ad: Is located at the bottom of a web page. 5 m- r/ [, t- Q4 Y2 e) W) D
! j) e9 ], S2 l* QFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. % ~: ~5 L* U* V/ |: d, f! L5 E6 a5 Z( t& c
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$ U% R" |/ t& d6 _9 F 9 f& u5 b* B$ { u vImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 9 s$ N% g/ C, a4 u 7 f1 Q& |# D- V: d4 xIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. . }9 D( [" }6 c( u8 B+ l* v" P" ~" p/ X+ Z: e0 K
Insertion Order: Is a written authorization to display advertisement on Website(s). 4 ]( L( Z' i9 C+ m3 H& W" g, i6 }$ R) C! K M1 q, |7 D
Interstitial ad: Is a full page ad displayed before or after an expected content page 0 _5 _2 z# A. x5 y 9 U/ y2 V9 W5 N0 W; }. P7 sIn 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). % I6 K* s/ |) I0 O5 O5 Z) n
# L2 x( C, ?, _- UKeywords: Search terms or phrases targeted by the advertising campaign.7 q* r, a6 p9 K6 A% S6 P
) O e9 P% }$ g( V' n y" ZLanding 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.# c9 M6 s- R( {" W( N1 T% m
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Linking Text: The text that is contained within a link. 1 X1 s. j' ]# c9 q : ? l2 y. G, s1 E( ~6 }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. ) p; O) u- j! O& `7 \& e ) _4 g: T, E7 E4 y4 aPay 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.* t4 _+ T4 o3 f% g$ W( Q5 f
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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. 9 p) J T: _& W% w/ L- h% j- x
- h8 g/ a; ^7 D- V3 l. S, S% ^# u. mPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 3 j3 e& D$ f( x1 f3 P9 D8 F * t$ A$ S" D+ w. y" _$ Q' n+ x/ _/ s JPop-up: Is an ad displayed on top of the page visited by the surfer. k6 ]% l0 Y( b" j) h2 b, T& C6 J2 P2 L& b: h8 x9 F1 j+ k% z
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.( e( Z8 v, D! R
3 J/ K P7 ]' [: q8 MPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.2 U5 a# a0 g6 q, _$ j9 ~# R. @
1 _6 g$ d+ O0 x4 b O8 Y& DPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).- ~3 T, J) m1 T4 I& l
1 `2 k" m0 \; FPublisher 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. , {! w7 h' x+ i: M: k; D. t" R- f9 _8 w
Rank: How well a particular web page or web site is listed in a search engine or advertising results. ! L8 x' R2 M1 @2 E , N K; |& f% ]' w b5 W1 {; p( |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.5 R3 U% K/ m3 f9 O+ W7 O5 i7 q
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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. 9 i0 R5 Z/ i2 X* C' K % n# j5 L1 P$ L: C' U9 ERevenue 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…).' J6 \' L8 ]" p7 B8 e
4 T2 |+ q5 |6 r# ^' gSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). # q+ p; D5 G- t \9 a; |6 b; c7 V* v' j1 t# ] l) x( b
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. # S: `! h7 g5 ] " n2 O k+ _0 y: q- X# t' i+ oUnique 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. " a } ~4 S0 K$ G$ r : C. K' L z* Y. _0 x/ ]( r/ n) N$ s" g
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