Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 3 a% _* O5 b5 T+ ?/ OAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ) R4 n# x. d$ p1 D0 v( ^" T% Z* P' }) B
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.( t5 ]- L [ d& Q" z0 X
6 E) ~% h! c6 ^! c: }9 D/ @) ~Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ! e) a: W; p! [9 W: h- ] & }7 u+ s/ E; }4 f1 N! ]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' X# J- `& ?+ c! L) _: X( G* k
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.( o7 |2 v" R0 i8 j2 S
: v& `; r5 G8 ~, S/ u1 g1 ?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. 5 K: ~) o: U4 `5 G8 |; S6 f: m8 W: z. w9 z5 N, n
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.+ v) `. f' S, `; D4 q
0 a7 R+ t( W9 S8 I0 s/ X% J2 fCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website." X$ d0 r6 o5 T7 m, D6 @) P$ F
' |1 J$ q. V# r% d, GCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. m" D6 ? d l4 d4 L% p& J. _1 |3 d3 N6 z
Creatives: See “Advertising Materials” definition.9 s8 D( G, s; J% p' M0 u6 N
( u) I+ D4 l3 K) \# e0 Q6 ~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. 5 R, w1 b& x+ g& ^& }! C8 z. L% B2 B) N# 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…). + g7 v$ l8 P3 B \: Q' X4 a4 h' S! @: s9 `$ N% \6 f4 i$ `) U
Footer ad: Is located at the bottom of a web page. " Z j0 L# V* l8 Q, M/ B+ c+ c) a1 w ! Y& v: e% Z- t" B/ HFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. : ~% Z( J; G' w+ a5 b6 b' ]6 R$ |3 u9 X+ {2 \
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.4 U" ^/ o$ ]: b" \% ~ J
! f: N& I' k8 F7 S' g; OImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). % A0 o8 E: W3 p( ~9 w0 A+ M6 n4 D& G+ Y; {$ D. e2 a) ?8 {
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. $ i- ?) d' W1 S/ r# P + B! P9 h' E- [. S* b+ |Insertion Order: Is a written authorization to display advertisement on Website(s).' O; ]' ~( B w8 J! P( c
8 [/ p. S. w* w: M* p: dInterstitial ad: Is a full page ad displayed before or after an expected content page : S1 o0 q q# w/ h& T c" b* b H& i, ~7 l& a! g9 p+ |) U4 Z b
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). $ X, A+ l+ S& l) l- O2 U9 M( `" I p0 o& S# F: P
Keywords: Search terms or phrases targeted by the advertising campaign. F) _! R. |- Z8 _
8 _0 X, [" _0 j/ I* l S1 a9 N3 mLanding 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. * J& f L4 q0 ^ 9 `5 T# a: Z% c! Q, jLinking Text: The text that is contained within a link. , Z, b5 Q8 b# b- b ) W% k+ o! O7 iNTV 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.# a4 ]4 U6 H \& l* w& \( |: [. F
& V/ n" X9 N3 Q% iPay 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.) e* H- a) X% {; C* Y! k
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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. 4 F+ u: f) y0 E [' R+ b ^0 L1 A' K' }. u7 q
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 M; \6 Q. M& x9 y$ I5 ?
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Pop-up: Is an ad displayed on top of the page visited by the surfer.# U7 T7 k; ~7 Y& B7 I
. A8 e* N$ Z; K# V* { ^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. ( ~4 p' x! X* a+ k; o, L/ o) g& V2 r. h( Y2 M
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.' n! l8 F0 K* c( F( g B0 j
7 x, _/ q5 i9 A+ v# jPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). , o% F# V% h% d( ~8 X/ L$ z; ]) \' i2 [6 B* v( s7 u
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. 4 T$ m3 H- @) X4 U8 | : m, o( x; Z) n) y, P3 M8 {) nRank: How well a particular web page or web site is listed in a search engine or advertising results. % z8 }# ~; Q+ O! h b0 U0 l % X$ d) j2 K5 O) Z' s/ L! RRetargeting: 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.4 u% l& r9 M: j4 }3 K
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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.% g0 a% R( h# B4 u. U
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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…).$ f; x6 D* j, V$ Y( j$ l
( J6 t, A8 K. A1 `3 }Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). + K: E7 G9 f/ S8 o# _. e : W5 O0 m- b+ X2 B! N) QTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600." c( A3 @9 k+ c+ ]9 q9 e
5 o. [: G1 ] A4 a8 g& A* q0 L6 LUnique 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. % |8 e/ G6 d: D4 n$ V , z6 A2 s, X6 v / u# c% G- \; c( x- O1 I* @, i- U
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