Ad Serving Platform: Describes the technology and service that places advertisements on Websites.$ b; p* Z8 S0 ?6 e9 p% 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)./ |" m- n& z* {$ X7 f% H
G% g3 |) Z/ F0 M1 h7 IAdvertising 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.7 v: D4 S# d9 q3 T% _
3 G1 J8 n2 N8 D" ~9 _Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… - t/ b/ m6 ^4 o/ c2 H5 c4 }. ?* H5 Z+ a" x
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.) j) G: t$ j9 b
/ F* @3 w8 U& d! }, lBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; Q2 A% m/ t7 V) f : `3 w9 P& @& g1 Q4 A- |- ^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. 9 C2 R2 X7 @5 J( q2 q5 d! x& F0 P! l. R+ k/ k+ D, _, M1 F
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.' @: `' _- B" ^8 E. Q6 s- D7 |: ^
! r# {8 \& N9 `) h) MCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.. \; r7 C: F! H5 B' _3 ^
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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.' Y* q% @/ @) B& V
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Creatives: See “Advertising Materials” definition.! P% j5 J( s/ h
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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.9 ?, i% G/ j2 w! |# c1 p
9 g' c! w' `( K6 fEffective 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…).- h5 K4 Q- F) c" R; p0 O: b
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Footer ad: Is located at the bottom of a web page. 9 @0 l- O) N, J2 w+ N 3 k* S8 q0 M; c( tFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 4 ~( i5 r: a3 n) N' u6 M/ E. f7 X2 o; U, b' t
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. 2 q- `4 S" b" `; I / v3 n$ _/ y+ K9 ~8 p% y; Q1 q2 mImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).) B" R9 l7 w( \0 e
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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. ) a5 X$ _ M0 D4 b3 t1 S, L3 L! Q + Q2 c& A9 I0 l# `# f, ]* YInsertion Order: Is a written authorization to display advertisement on Website(s). 9 ]; _6 ^9 [: e/ M' e ) K. f( E4 l3 w" `4 f# |4 PInterstitial ad: Is a full page ad displayed before or after an expected content page' b3 K) V$ j& c6 B; G' X- r
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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). , o8 ?% z4 x: ?0 @
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Keywords: Search terms or phrases targeted by the advertising campaign. ' g( X0 E& k1 K( D0 D8 B5 m/ d/ I- X: B
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. - [1 H/ g6 U, f5 g |! z 8 K9 y: N5 n% M2 I w1 y/ v4 aLinking Text: The text that is contained within a link. 6 K9 w* Z: i6 W$ B4 V ! x/ A- A+ ^: F8 k$ r# L4 a% `8 fNTV 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. $ @% m) b. t# t/ B+ F9 n3 i( [5 g1 B" l5 P- t$ c
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. " y9 q6 A% x* ^7 |$ H4 m $ i+ G& `7 |7 f" `. C& N' U/ XPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. % S+ j1 X8 S0 e5 p% L/ l) s7 ]* |- m+ a
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 8 `- z9 \6 q7 t+ K& \ # i; W; d8 W6 p" `$ l5 BPop-up: Is an ad displayed on top of the page visited by the surfer. 7 H! U3 V; n6 g7 [: W! W/ \9 c5 B. K$ i: ^
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.3 z: F' ]* D) U3 J' Z
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* w/ E. r4 u, g$ o
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). * a" u* t7 w8 C+ w( X5 j 1 W9 c# v: z* G ^$ q8 a5 G4 J- vPublisher 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 n$ \3 g. |9 n: O! ^
2 X! i k+ |! Q. }7 c* w6 y1 ]Rank: How well a particular web page or web site is listed in a search engine or advertising results.) i1 c# y# n% x# u% c
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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.! }% t2 F8 N0 M6 E
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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. / D/ X3 {3 m, r2 W8 w5 U& y & D6 P0 z: d5 _+ TRevenue 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…). 8 T2 V V' S+ Y5 i) X1 T ! _9 M- Q' v9 B; g5 sSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).$ [+ Q4 u: X! J) J/ f
9 t r) v8 f1 l" p$ z$ s8 ~Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.4 X! x+ e0 L. ^# ^8 R
0 T( [" ?5 i6 {1 \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.5 J6 K, o; P9 i Z
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