Ad Serving Platform: Describes the technology and service that places advertisements on Websites.6 i% E9 p4 j& L0 p2 O
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).% |8 ]! h/ N( j8 ~ M3 D! F
6 e6 u/ v& e' PAdvertising 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. % `0 v6 {2 o7 j5 z ! U9 q6 P4 W) A' |. UAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… N: }) l+ g2 \" J" K% m7 t3 L- d. T1 m( u' k+ t; [
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. ; m2 p4 s6 O9 T: b4 C0 J' ^3 V9 q6 Q' r0 `! ~
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 4 K0 }8 U, S6 j. k - h( q7 d8 @6 G: XClick 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. : p- J; a! Q3 c% z# h/ c% d; I0 e1 @# z- E
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' K# t# [1 {! j % [/ l4 W, Q1 gCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 8 J. i6 R: _1 ?: g/ G" J + t5 X5 s/ f4 K6 I5 ?Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. / Y2 [1 _3 z; l# x2 I6 n0 A7 g6 J9 z, K
Creatives: See “Advertising Materials” definition.' k! p3 _) }* P. W S
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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.! q3 D) j6 ]! P1 S5 u
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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…).) _' C5 a" {2 T
# x1 ?6 ?5 o1 LFooter ad: Is located at the bottom of a web page. & }# o w. l# ?9 |% O h & p! ^- ]+ C6 e; mFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. + y3 I' q& r* H# G6 ]+ Y7 K6 Z 3 a$ H5 C( |& vGeo-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 C$ \) _: n2 }* b; Q7 l, ^: g4 H# z: b+ f9 p# S, d- t
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). % L0 ` X+ _* A , E- p2 B" H* t& y: eIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 2 f o" [0 L/ ?. K" l- {$ f % a( h* c v) m1 @Insertion Order: Is a written authorization to display advertisement on Website(s). 3 ~+ D/ Q8 d+ A# G& N" b8 Z/ m; f @" h7 _
Interstitial ad: Is a full page ad displayed before or after an expected content page g$ G0 ?3 H9 G& [& z, i% m
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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). % K6 u+ C! k4 N9 m
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Keywords: Search terms or phrases targeted by the advertising campaign.* `; d- V2 s3 u9 i! u+ F& f2 D
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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. 8 z& _ z+ P$ Y# v0 f- K' b/ Z( v : J; w, }9 b; c5 ELinking Text: The text that is contained within a link.7 Q2 c9 |4 {- D* I1 r0 P6 I
/ g, v/ B0 r$ r, c* a$ X% W$ ~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 250×250.3 {5 j7 \; o v; {- `/ ]2 W" Z
# J. d+ x9 d6 i u8 u" m/ vPay 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.) y4 @% C; Y3 j1 q- |
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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. S8 n! [, G8 i7 x3 U" [ ! b6 E1 b3 s& m GPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.! G6 {0 k+ _2 Y3 s3 I6 f1 f% K; e
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Pop-up: Is an ad displayed on top of the page visited by the surfer., r( y. `/ y( K+ H. o/ }- R$ ~- V$ s) \
9 R0 B) N0 b. e5 A {* n. v; n+ OPop-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.0 A" u( b3 h5 q& v
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.! ]0 G% M n5 w/ W
7 D/ f V! Z# ^8 u8 KPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). \% M9 ?8 R% x
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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.5 Q% ~- B; V4 V- Q( \: ~) f) a* ~; V
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. u0 M7 C/ i' n: V' ]) ? : k' v/ z1 M) R/ J$ q$ Z' X1 b; LRetargeting: 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.% C9 O- c. ~9 G v8 B% t- q; h
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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. ( }& \2 _. P* m" s 5 ~" N1 z+ {" Q% B1 x# |! r- S$ nRevenue 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: t' H4 d6 f/ ? ?+ \2 S5 d 3 T3 p# s% u1 l( aSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).+ H6 Y+ Y& X& I7 N2 m, j
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.- x4 A# t, G# N9 f$ w1 A# j# `
2 e% E9 R1 Q. ~# m" ^4 z! xUnique 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. - S$ | X4 |' H; x 7 \$ z( h) l/ Y, q* J8 X, \ 6 v% Y) }8 _& a
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