Ad Serving Platform: Describes the technology and service that places advertisements on Websites., I; E& @' J' w7 ]$ a' R$ B# K
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).. W6 o% L! |" ], q8 B
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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.- r G. u3 n+ X8 g+ d- ~% B
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…+ Y; m9 o( n: J* e! O8 O
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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. 8 O) N9 I. j! [. R/ \4 E$ \2 U" h6 |7 o# n: s0 |
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.9 s( b9 t$ `- ^7 O& M2 l* |) C
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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." j) Y5 s" f7 l4 w0 v# Z) x: B
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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. - Y C G; L6 v: d; p1 b+ [3 g8 g4 W% g2 U
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.% q6 X$ t3 i, l( A' h, E6 q, T
2 E) a9 j$ K# O. o; l3 l; y$ B" oCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.& H" y! I3 e9 b1 M! R
) `) V b0 M- L. qCreatives: See “Advertising Materials” definition.' B( R6 v: Q; k# H+ w ~4 W
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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., l; a/ Q3 [2 D$ n; m; m& r0 b
" P c7 n" s0 @. y7 @Effective 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…). 6 z3 @' W0 E; {' R2 _0 p" [+ i+ T3 q
Footer ad: Is located at the bottom of a web page. & N( M' `1 L* B 4 I5 p& { P0 z3 Q+ D6 i! aFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ( d( z) J$ I+ a( ]; k' c ' X2 I0 v _0 V% U7 _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. 8 m4 x% ~: C5 \8 t 0 {* i- ]2 Z' v3 y' f2 v9 |Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). / Z. D }8 k# E: T1 o/ u6 f# G 4 C* \0 H8 ]1 k1 X+ fIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 8 b4 s2 V9 w% I/ R 8 ?7 Q* k+ f; ^ f6 W+ ]* \Insertion Order: Is a written authorization to display advertisement on Website(s). W( S; o+ X7 S/ `) }$ C; k
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Interstitial ad: Is a full page ad displayed before or after an expected content page , X+ v& {5 a" w- U/ X$ G% x2 t2 F4 K7 O! v* p
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). 3 Q0 `$ f& ]) H8 m8 b9 C# ?# I5 ^; ^7 Z$ |
Keywords: Search terms or phrases targeted by the advertising campaign.1 _6 L: ]# V- P3 Z* i& X3 R3 G
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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.- a/ a( b3 \% O
+ n: y; ~, t [& c; |! TLinking Text: The text that is contained within a link. 8 O9 j9 X: P8 d9 P. N- d : G* a D Q M0 e. Y5 B: ^& ~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. 8 B# b- E5 V+ }4 z 7 J: [) \/ v: k% m; _. }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.+ z$ v: U8 A; W# Q* z
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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. 4 v4 G5 j% H& B$ ^& h
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.* ^+ W) O: f' c9 _! E+ s2 Y
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Pop-up: Is an ad displayed on top of the page visited by the surfer.5 w# h+ p7 Q3 h& m3 ^2 p
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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.2 Z) L) h$ \8 E t- @7 T
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.# B; N i5 x3 O& ?
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ! D. k0 i$ B$ [) B6 `& v& Y+ r( A* w. P" L
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 v1 w" [4 u- n0 h" {5 g8 M# j
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.% u W k8 `$ O# j1 E+ p
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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. : X/ @5 }4 Z6 l/ q Z; W0 e* r# ^% l @. o6 }0 `
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. . i: }7 g1 O2 E+ Q& k' G9 E. T. P& N& D# S8 I5 A* U# t
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…). . _& P/ D8 W/ D- ^* z' A9 i0 e1 F, d2 J0 b
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). " c. v! G8 \8 e/ R# f X5 ^0 a1 o' G. d \1 ]. y6 `: K' T
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.4 ~7 a- R8 ~" y8 L6 T" w0 y/ ~: o* B3 n
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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. . I: d: J( b% U% k' E) t z8 H' l* H. ^7 y
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