Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ( o; j3 q4 j& s( zAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). / }( }7 @( {8 Q( S6 T( P. P3 A1 n2 t7 I3 A9 |" u. y9 N/ Q
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.% R" X7 \/ ~ J5 W6 ?
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…, W8 c, b# P. J5 X% z4 }
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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.2 y+ y+ E( h* N4 ?
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " v1 X! T0 }$ y2 V- v! U 9 [, R5 m2 U9 fClick 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. 6 A6 J1 b: W- e1 O" D( I; W- P: H* w/ U+ ~$ F3 L- f$ q
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.( x z2 A+ V. \6 G) X% f. Z: W k% ~* h
" A4 a" J5 c5 s6 FCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 7 p, b' L1 \4 T# t4 h# v& p* O h o0 }# f
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ' a' u, H- i# t* y+ c5 P. G4 o3 F* E3 i1 u, i( m# p
Creatives: See “Advertising Materials” definition.$ E5 F6 i3 f3 K! _
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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. ' ^# t0 `& n2 e) g. M' f7 N! }) `3 v6 s% t2 T; k3 e& ?! Z/ @( \
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…).7 B) R2 l% j C) j, x
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Footer ad: Is located at the bottom of a web page. 3 f0 u& Z! M- Q* E. I% ]+ W: { % p% o8 v$ K" xFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.) u% G3 G" U7 Z6 \! l$ N. `: u
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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. " W2 @( F& T' s! l+ B2 f) P ! \. A6 V1 w- t9 hImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). & t% e! p) X* F% ?1 Z* H& L2 {) ]1 G2 ]2 u
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. 5 z) ^) A7 U; b$ _# N2 g" \2 W2 h
Insertion Order: Is a written authorization to display advertisement on Website(s)." Z% [$ n* q* k, l& R! J6 s
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Interstitial ad: Is a full page ad displayed before or after an expected content page 1 z2 X8 `7 T: a$ W+ S, g T6 U8 P3 _5 Z$ G+ p
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). 2 x+ G: M5 ~1 ?! {' Q6 i
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Keywords: Search terms or phrases targeted by the advertising campaign. 2 z+ b9 u; h; @/ J* L/ k 3 X" ?1 N1 U$ c" m" PLanding 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.: I; F% s* {1 p/ A
% c3 Y0 u: q/ lLinking Text: The text that is contained within a link. 4 F( _! f3 c/ m8 {) D1 v* h0 o3 z2 K( n9 @' X: l' Z
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.! ^ }9 g5 `" Y- X6 Y& f
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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. 8 D" [0 ?! D( g0 w) P7 |" W2 x! C( n3 t8 j
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & a- u1 N8 Z5 x& s/ l% \
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 6 \' t% X( x: J' u) J8 `! O6 `% ^" Z0 e( r
Pop-up: Is an ad displayed on top of the page visited by the surfer. ' G3 W/ n: {$ Y2 d # b# r. x# @2 x- p5 b% o" kPop-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 ]# e1 {9 ~5 _6 `. e
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 2 x) ?( \/ c) K' g; v8 N6 ~( G, }+ f) b- x( a* W' G
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).) l& B8 V: V; T3 Q" P/ q; P
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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. ; b; y' o( S6 }0 a" W+ ^ ; D: w; m4 m3 m( P1 VRank: How well a particular web page or web site is listed in a search engine or advertising results. : x8 Q, q7 I, Z! J+ W : n3 D$ H( A0 C+ O! TRetargeting: 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 l$ [- T$ v* o* @% M/ M
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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. : {% K( ]0 }4 j; a4 X% I+ k0 f! s4 Y. T& O: V& Z9 d8 R; l+ v
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…).. O! D- Y. b7 _
" z$ p2 Q% S9 D/ cSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).( D2 u$ X+ b" i$ _ k" c1 y
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.* e- t* p9 M; {9 F1 \2 ?2 W7 p
, x2 T" Z( [/ f) Y2 f- DUnique 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.3 s4 S! U u4 }; d1 D, u
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