Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 j& ~6 o" X$ ^ `: ]( F6 T* }- M9 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). ( }) |; X0 |6 L/ O; k3 _8 p" V" o 5 Y1 _. C! d8 W$ I- vAdvertising 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.$ q6 z8 f0 D5 d( C2 K
6 [$ v* \+ F: I1 A2 [. }) |Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 7 u; s3 `6 v0 _2 j0 R$ N1 v. H& H) @
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. 9 S1 M+ E7 O. H; \# t2 _6 T 0 k, y7 t6 g5 o/ o, y; b) pBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.2 D" c( I% D6 @ t1 I3 R% X0 ~
' x6 U! q9 u5 R0 q. ^1 `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. , E9 N1 k: Q$ D* p6 x$ ]; f) j5 s3 L5 ]3 R
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.# ?2 {* F& g6 F9 X. V7 A6 V0 [
. ?+ S4 H% y! E6 Z. U" kCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) s e% l5 j# o; j# o2 z9 T! v
* s- m: v$ e, G- m* z& oCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.* m7 W* S$ P) L- h4 Q
$ p( f" n; X0 V+ ^4 P! E) |Creatives: See “Advertising Materials” definition. & V9 t# m% i4 v ! t3 ~3 F, ?+ i3 reCPA: 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. , c, B$ | {7 n8 s s7 K, {$ |% sEffective 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…). C6 }4 m) S- Z+ A5 N$ Q) z
- L5 _+ } F2 A: w' X CFooter ad: Is located at the bottom of a web page. - M# A! Z% Y% Z% [! W7 ?- Z" W& f
) c$ q# d# ~+ {6 x( ZFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.- A& n( k ~0 }0 u0 y. \
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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. 2 S& Y2 h! d. r/ q2 i, w% U $ V+ m/ P; q" c( s; Z- c! yImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).) N% g$ O0 ~1 x6 e% Q! q5 q
( f" i, m9 m& k* `1 O& }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.! D1 k/ ~+ j* A! T
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Insertion Order: Is a written authorization to display advertisement on Website(s).5 _- R4 }1 r+ F* }
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Interstitial ad: Is a full page ad displayed before or after an expected content page , R6 F+ S5 q% P& {; J 0 z3 d1 G: e0 b# S+ _$ |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). ) K/ f$ j; L l/ T
) d$ V9 ~6 M1 @( f3 u, R+ HKeywords: Search terms or phrases targeted by the advertising campaign.! I3 ~- h4 Z$ f, j) `$ u: L' U
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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. j4 |& m# Q" H/ G- f3 n 1 n6 {1 \) j8 \% E, ?. z/ mLinking Text: The text that is contained within a link. ]+ o+ X) z5 N' V( M- W& c# @: p7 p; [6 k' e7 d$ v
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. , ~2 s2 A2 ?- R6 Y 9 C' q' a4 I8 N# `! a x7 \, ^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.; y0 x9 l. l7 H8 ~% Z, {
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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. + w, M. x8 S- b% [
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 4 @# S, F s; j0 ^2 f: _ 4 y _8 E/ v+ hPop-up: Is an ad displayed on top of the page visited by the surfer. U0 P1 m9 \: z. M ' w1 a6 h. n2 D n5 k* `2 m$ sPop-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. ( z8 {8 M8 y+ W : a, n% m0 o) `, r8 kPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.; n: R" J- N) _4 T
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). : U8 D( z* W' W$ a( N/ X A$ ~ ; N, m- q$ B B; ~3 T3 v t% CPublisher 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.+ s8 L8 q5 }: E* n. R% T6 Q; T' I( l
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.& i {1 O8 e; |: s7 M" B; ?
0 ~# M# b. q& T9 c1 N8 k6 ? ]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.# V# e- I4 N, X0 E3 u
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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. $ n, D( e: O8 C, G$ P9 Z8 }2 a3 H* m; {9 o1 b1 W; L
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…). 7 `8 V3 M1 l" T6 L5 C: c# `% |8 E. y6 m
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). * }. M2 M. g: f; S* E4 d 7 ~+ U( X: A2 p8 T* p7 pTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 2 N! w. C0 [$ E5 ~( ~" _3 t& u7 i% ]3 o) b9 `# f4 O" d
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. ( m+ K6 {1 o; v6 a: Q' y3 I! c i) C2 g: R
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