Ad Serving Platform: Describes the technology and service that places advertisements on Websites./ O9 l# c1 D9 a" a% \) I4 n9 b
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).. ?# o5 e% F* J4 l: H
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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. & \/ B2 I7 }: q* c! S - w( O- r: d3 r: U( c' ]Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… , ]% u1 Z5 W Q7 y) {) X ], k3 ~
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.0 _/ x+ b! H$ r& g1 F. ]2 d
3 K; Z5 d* Q5 q0 j3 b( uBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. & n: ]$ p$ z3 Z 7 b8 q+ N0 F. m/ eClick 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.& Q, U u! M1 x7 R R
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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. ; C6 m1 Z3 l) _ ' v" e" v4 I$ x* W8 KCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. E; _1 {: n9 y- d
! Q% n* E) F& h) Q( U0 c; hCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ' N+ z1 x( c- ]7 g# Y0 g a+ Y: D% ~. F
Creatives: See “Advertising Materials” definition. : n) M, v m. a( s5 T( ^ % s5 M* O- _7 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. . I/ @8 e j* W& n3 z7 E0 x : R4 R$ | X T5 rEffective 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…). 8 L Y( S. W" C' P% ?+ n. t: q . b) z4 k I* L3 w% TFooter ad: Is located at the bottom of a web page. ) q9 p7 p( Q$ J
" r# T$ K5 N! T K! jFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ' l e Q$ s( z' I0 R" |4 i/ P' \, H/ n! x
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. ! @$ ^+ h" C( o1 S : D% x8 k: R1 c2 B: a8 mImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). _5 q( A3 T! R8 w6 q* \% M9 F% r/ Z) m3 l7 p4 Z" {4 z
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.) m2 h: A- s# z- a
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Interstitial ad: Is a full page ad displayed before or after an expected content page D% X5 R; s. \3 J3 J: Y# C0 X7 ^& E' Y9 Q4 S8 K
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). ' |( S' M5 W3 d8 ~! r& V
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Keywords: Search terms or phrases targeted by the advertising campaign.4 E0 q! N; `3 r6 v! W! [ L
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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 n& C Z, U. c
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Linking Text: The text that is contained within a link. ! L! @& i8 _9 s1 R% ~5 c2 s0 b # Q8 J2 K2 L0 ` G' sNTV 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. 5 o' T' y; y: Z: ]% J6 `) D) f 7 \6 @2 I, l3 T/ K- zPay 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.5 T: A2 ?( o, j K0 n2 V9 T
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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. . S% f1 A1 W% W9 h& j _( @$ z # K) Z' B) c3 H& vPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.$ e( a' c7 f) C r& f2 f
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Pop-up: Is an ad displayed on top of the page visited by the surfer., D5 ]$ t3 W) {% v8 c$ w5 q5 M
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Pop-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 ~$ d6 ]* H' T! Y m
$ l% v( V8 x2 _: T/ @% M! o, S5 P7 e6 MPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* D* G& J+ X, s% i# V# Y( `$ J2 J C
0 R/ ]6 t/ _: J) I: z# KPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).3 i. R1 Q5 T* b6 `* s
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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.8 F3 L. A7 G1 q7 U/ y# o& D& G1 T
- B# V, [, W3 B, O+ a9 n7 qRank: How well a particular web page or web site is listed in a search engine or advertising results. 4 N9 ^: |8 U, ~" |" o : k6 w" Q9 X% x6 W" 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.+ z X" ?, ^/ X5 u+ q; d# w; f
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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.- j8 L# {! R0 M$ K+ Y) B
. y I8 L' L+ {# G4 \# URevenue 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…).9 g8 Q }2 [7 k7 y/ v0 x% `8 T" ~: W A
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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).$ M: T2 e% z# v3 `7 a3 @, @
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.; g/ v) j! K! v; U9 j! D& B6 i
2 u! L5 i! c, @! ^( p( ]9 n6 KUnique 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. + m3 A1 a% }# M: \& {+ I8 t* Z' B1 @; A9 x0 T& n
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