Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ) U3 X, J* j1 gAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). * e( G% a' B8 o4 b) H6 g% L # v9 h4 D# Z& CAdvertising 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.* G* l/ T& o( `% @
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 6 Q3 R! T# n) H: E t7 Q2 q/ { F; K2 `* t7 y# {
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* l6 h& e! l
- }/ A* o; e2 w5 QBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. : i2 r/ l) W/ B! n& }. T6 i+ ~7 l* A8 A$ i( n( b# r {
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., }# @3 y2 z2 d6 c5 r4 K7 v( m" f
4 |; I/ m+ H) I: Z- v" C4 `$ V: ~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.# k \7 W$ k" o" D4 n
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 4 w/ l& m4 j* H& Z k/ V) j6 a
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 5 c: l& P% o% g# p% e4 K5 t) R8 j1 _2 y3 v
Creatives: See “Advertising Materials” definition.2 }" J( u; J& q4 m
* M. g6 [+ @$ N; w. ]9 e2 }% Y' LeCPA: 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" ]$ u: A4 ^' y5 ]! W) L ; E7 w' F$ @* T5 ?6 \8 d$ xEffective 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…). s" I5 J: p- r. m8 Q0 n/ E7 ^9 |+ `! P2 E% G
Footer ad: Is located at the bottom of a web page. - ]( ~4 W/ z: K; m9 T1 @5 k
6 U0 _6 P" A* g1 JFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. : X& o# }& m* U( ? 9 ~/ U7 `) s0 d- H8 D6 hGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.3 ?: g6 \( t- D% k. b0 ^
- W2 m1 T( ?, G, [Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 M. z% k% F6 ^/ F
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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." q: }! x' Q9 ^, V% \2 C3 a
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Insertion Order: Is a written authorization to display advertisement on Website(s).8 b5 _6 a9 E% N. T- s3 i
' s: H( G, b) F' s) a& R' b' }: j. gInterstitial ad: Is a full page ad displayed before or after an expected content page , I F' j9 D6 e/ P& d# [+ X6 U, @# d
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 G. ^# l6 W% ~) O 6 v" ^7 G$ S5 h$ A$ q4 vKeywords: Search terms or phrases targeted by the advertising campaign. & @7 g. ?# ^) z7 t5 V$ M* |! n1 m1 R# [* n
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. / _/ p7 x2 z( d2 S; ^% R( @" m$ l" L$ N# i& G9 T- a
Linking Text: The text that is contained within a link. R7 z8 g' ~' R 6 B7 T# ~/ @- Y' t" w- j LNTV 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. K* J) c" t7 e A
# l: _; f& d x a4 DPay 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.7 L+ E6 B) s K' X! `
4 Q6 @4 y/ j" lPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - R5 r8 R& R+ i5 T
! A7 Z3 V5 A; X5 D% @Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. / b$ T) z1 S* l- \1 P6 F ' u, X7 r( U2 ^ D/ cPop-up: Is an ad displayed on top of the page visited by the surfer.2 z0 }3 S2 h9 `, O8 X. }& p4 c
5 D1 ?9 _/ D8 JPop-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.; ~9 s) h, m/ b, ?2 v0 k1 t
' h3 T( C6 r2 a* ` Y1 }7 J8 v$ MPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website., o( q# c& R" p/ n5 m% b/ M% Z
1 ^, j3 T3 V* O8 _( yPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). . K+ f5 t+ o- |2 i + }. e. I0 l0 [$ p" i& ePublisher 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.6 P# _1 ^+ O, V$ {: ~$ p
, u4 d! Z& J1 v9 Z" jRank: How well a particular web page or web site is listed in a search engine or advertising results. " Z' M% k5 C2 X+ |8 y' N7 n / B8 ^- {; y+ pRetargeting: 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. & ~" b3 b/ g- x' | 5 ^6 }+ g2 _% i ^4 NReturn 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. $ _& P2 k8 H% {* ]/ y% ]/ A8 d( [0 a. H0 @4 r1 g
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…). 2 y$ v: c4 w# `* @2 }; J- x, q5 I $ N7 p9 J$ M$ O1 b7 J$ ZSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). * f5 T/ S& a" E+ o6 S$ F+ s. b+ v; p# ]; g* C" g' @0 r
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.6 n$ h; v/ h4 @6 y! ^: z0 `
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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. 4 v8 j% G. x/ z 3 n! i2 X8 t1 S) ?- t) E {$ n$ i# [- E' m3 a% E
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