Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 E2 Y5 s0 V/ f, R8 [ d4 V$ d
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). `! ]5 p3 w( _+ ^% W6 z) C. U3 v# n D1 F% t3 }# s
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. # G6 o$ [& x7 u' ?9 r, Z9 p ' ~* @: J+ m0 x1 ~9 A5 s4 ?) Y4 XAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) k2 e, N {& O3 W- O; q+ t$ A8 m6 X) k+ Y: Q1 f
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. ( ?$ \* U. A- n6 C8 M% V' P1 T1 e- l2 x
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.0 Y* b9 [$ A3 d' y9 b8 N
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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. ) h' c) W$ Y0 z7 _# R2 E; Q; N. u) I( k1 `! B
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. 1 h8 d r! a, b- [- a3 g3 a# C0 N; w& S4 t/ p
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 4 q. S2 B d4 n4 D9 T! _$ y4 z* t; u3 i/ m: g5 Q+ P9 [
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. , N d- q* F! T7 e6 Q2 Z: z* X5 Q, q. Q4 I2 C' B
Creatives: See “Advertising Materials” definition.& I- L( i2 |; S& V
- z% |. H9 P4 k2 b" teCPA: 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. ) }7 D$ ]+ [; J& m' ] - a% U3 r7 q2 S' r* ?# LEffective 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…).3 `' w/ W( T u$ i7 T0 A" W
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Footer ad: Is located at the bottom of a web page. & }3 A% P! x" T6 k, j1 S- ~$ w) ]. Q. c! F
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.: D S6 Q! O9 v/ i4 X I
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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.$ c0 G! H- ]1 k
( `/ j# w4 k1 E- h4 \% Z/ VImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 a: v; s3 [$ V+ g
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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.# M. s8 v K5 ?3 w
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Insertion Order: Is a written authorization to display advertisement on Website(s)." @; |+ G7 Z0 V9 k
; v1 ~/ v% m6 H# t, \Interstitial ad: Is a full page ad displayed before or after an expected content page/ m3 X- T3 F' O
n* h1 C' i/ b% b# D2 GIn 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). 5 H3 P7 p% b6 A6 E. D$ B
& a1 J' P1 Y5 i0 P9 I, ZKeywords: Search terms or phrases targeted by the advertising campaign.& L S* p, z0 Y# d6 L+ V
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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. ' D; b# I S; A8 p+ o1 x , ?) O# l2 a$ Y7 J2 S3 ? eLinking Text: The text that is contained within a link. 8 |8 u% B5 x% M6 s6 B) l f5 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. # J$ H4 G0 e9 w6 S' N/ C+ X9 w3 k - M8 N8 \% X# R* [; l( A7 _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. 1 t- |9 V, T/ M! N7 Q " G0 \7 ~5 g* U$ oPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. * f1 U' z/ R2 l5 X4 N 2 |( V; I0 B- F& `& H9 IPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. $ ~2 W T6 }' ?7 _- J( X, n: G( _. C7 E, J
Pop-up: Is an ad displayed on top of the page visited by the surfer.3 Z! I. w2 F. I4 b) o
4 l8 t+ K2 h" V% r9 t% U, \5 B/ aPop-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.! m5 n! g+ |! N0 f* @+ T& n W( W( t
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.5 m: m* n" [% \9 X
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 4 G% F9 [; {, ^/ q( J, K+ P % `( M. ~/ X* Y& ^6 ]+ ^( V5 oPublisher 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.; r" I: o- v5 U: H$ q( u8 E' F3 ]
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.* w ?# d+ F$ ]+ x- Y$ L; H& s! G% x
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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. 4 W7 Q8 ^. L, m 2 W: M" B4 P3 l- l# _, l7 wReturn 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.# f; o$ g2 n; f" d
" O" {/ _" a5 T: 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…).; a5 r1 ^7 \4 v2 L/ o) [% {
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 5 x6 F M6 C$ s8 W0 Q0 w6 P5 A6 v+ B O
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.; D8 ~, C" i* R# f% y# r
& W* A, y3 Y& d9 j3 E 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. & v# G9 ~4 x% U. u. D: A4 i3 y5 w7 F
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