Ad Serving Platform: Describes the technology and service that places advertisements on Websites. o+ b2 m6 E$ |6 \" ?
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). ! H+ U* i: I) E' H5 w8 m' S' U* P% b9 ^6 G7 \5 B8 O( U) ?
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. 9 f, N* E4 H/ r 3 Y: _: l0 ~4 W9 p& sAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… $ B0 C7 }1 i0 O/ U( Y / m; e* r l. a) Q) xAdvertising 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.1 Y" N1 W2 c; `/ Z6 Q
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 N+ M) {8 H2 @/ ^5 v0 P# P2 e& J: F/ G# j
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.. f0 M2 l) Q% a* d4 `2 [( C3 V' k
" ]' D: K9 x% T, W8 ]6 nConversion 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. & y, n/ v$ b# ?1 F # L: x4 _! d; B0 I1 U8 aCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.( D/ q) u0 ?; p/ N: r
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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. / e' ~* ]/ _1 a* A. }+ D ( s0 Z5 A W9 k4 rCreatives: See “Advertising Materials” definition. & @3 u# ~( ]: i. q2 f9 [ V: r5 l) `: H# D1 Z1 EeCPA: 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 C% r7 y `/ C( f . g2 u: @- \6 _) dEffective 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…). ! {9 p) [2 T L2 D8 z. B3 f! ~) M1 w' o& U
Footer ad: Is located at the bottom of a web page. & V m- H5 y5 B ) x$ N4 m6 }, `5 y2 BFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.( l, E6 F& E+ g
1 Q* T h7 u. {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. - ^( S! d' v; t. O8 a6 T' Q$ }, `3 W( i0 n% _# n
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)., z8 v [+ O& i' A- o
p) \7 _' \/ q$ nIM 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 t7 |( ~& u3 ]1 }! L$ j 7 e. K5 l. Z/ r ?7 k0 gInsertion Order: Is a written authorization to display advertisement on Website(s)." ]) h. o* D- D0 ~# }
& C7 V( G% n. PInterstitial ad: Is a full page ad displayed before or after an expected content page8 P+ }9 u1 k' p1 e- p% i
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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). $ B3 j4 `$ M* z3 ?, |% e' b
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Keywords: Search terms or phrases targeted by the advertising campaign. / }- n+ `/ A+ w3 W 1 I ^# l6 m/ A6 p' w4 ALanding 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. H( h# J, L, m7 r" r; z! a2 s
2 C3 s7 i* \% P6 @. `: nLinking Text: The text that is contained within a link. ) b4 K2 a5 |3 N) b6 B- y' c- v* u0 U9 Y7 ]
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 o$ I' r, n" f% A# u! c) I2 N
+ v; `/ Z# R: j$ J% O3 sPay 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 ~# m+ i9 u: y" R; P) ]% 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. 6 s4 p1 w+ e+ A$ {, j+ ^' s" i% W4 A( O9 J
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 7 b, P( L1 }& A0 k, d w 6 A( r! k1 u, i1 u' EPop-up: Is an ad displayed on top of the page visited by the surfer.& b8 h4 P6 ~. Z- R, G
: z1 e, `, r6 u* C7 J# tPop-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.8 f/ H3 D/ ]6 ?, [! r1 m8 l
$ o7 O% H8 ]8 oPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.1 a3 |& M9 X ]$ z2 E' d$ T% m
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ' t. M1 a% ?; ?/ d$ O0 h6 U6 I! I. g; q
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. w, o" E6 M. ^; J2 Q! i ; L* S) F* G v* PRank: How well a particular web page or web site is listed in a search engine or advertising results.% x- R) b# ^* ` j6 m9 ^
2 T% `: U+ E1 U8 u! H6 @, qRetargeting: 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. 0 o1 W& o9 e, T8 m5 D6 @1 V2 N# @4 u' @& N
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. " o) d5 v0 q% G8 m/ J9 A/ j; o ; A5 _2 w; C0 `$ u: 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…)." }" R' [. n! ~! @3 `2 Z; T* a
" l( V! e4 l8 l1 \6 P' q8 n6 g- SSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).. R1 U- ]0 l9 M
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.4 y4 V. x: x0 g! G, q
$ W; E" h: b" U4 ^! vUnique 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& |; Q+ q& B3 O4 U b5 [1 j# W" F( V9 r
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