Ad Serving Platform: Describes the technology and service that places advertisements on Websites., ^8 B" h O" O/ \) U6 F& q! 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).5 }6 v8 h. q3 h+ b, x7 P$ T% q: y
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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.* e6 f* {$ [" J, H" g2 y9 Q* v7 M
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… " B5 y3 r+ N& [+ p+ v. ` 0 K& Y4 Y7 ~2 \* nAdvertising 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. 9 C( k8 v' C' T* A: i* H- u _7 X$ P, E* b, Z7 t; c; S
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ' I x) N8 p o ; |2 z* L4 X ]1 K3 s$ ]$ C6 f9 fClick 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. 0 N( e! @3 ]0 x- b, P8 Z( F- _7 c& e9 g& 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. u1 j+ D, }5 c/ z* V
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. + c" Z1 i2 H6 V( I0 ?& X* Y T, [- G5 x0 uCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. # y1 W+ B0 ^4 ]2 D) L: M* d2 g2 U( k
Creatives: See “Advertising Materials” definition.# U x5 D7 U6 V7 X
) _4 b5 I t ^5 y" Y1 z3 a* | YeCPA: 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. 0 t- F" p. C* l1 L4 ~; Q1 m ( W9 A. b0 ^7 f- u gEffective 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…).! D) t5 n+ `; u, ?
; B% U% B8 j6 w# E. [! KFooter ad: Is located at the bottom of a web page. 7 n( j" ?- n( P1 a# X) j
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.8 ~) ] @0 q% X1 z+ a( K
. }7 ]1 p* [, }8 U, nGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ( E- W, X+ q/ c$ {7 E3 a4 ` 7 f T z3 ~8 G6 q/ G' q# A% SImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ Y$ r( [# F; X [. g$ c
9 {7 G3 z+ S7 T: f. IIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.1 {5 _; ^" ^0 Q0 c9 U
6 w! f/ k0 p7 g' fInsertion Order: Is a written authorization to display advertisement on Website(s).* p% p8 ~' ^ N9 A/ d
1 e$ Z9 \5 c# H: p# i3 `Interstitial ad: Is a full page ad displayed before or after an expected content page$ |& G/ d2 j& G+ r7 T" |
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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). ; c: }' s m& Y! T# `) R# l% E) P: y- r% Q9 }* a1 A. U
Keywords: Search terms or phrases targeted by the advertising campaign. 5 l3 r/ m5 t+ p; ]8 s . h* i j# ?4 k: k4 J, _& ?5 B- c; @8 _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.. V6 K3 |# a+ i: T3 A6 r
( F8 B. a1 S1 a- ]- L, wLinking Text: The text that is contained within a link.$ M3 e0 H! X3 }
% E5 Y2 u& k. _& }2 E1 Z3 k' }8 pNTV 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. 4 |8 e3 g. g& g$ D7 | v, ~( i' P% T$ {6 f% sPay 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./ L o# Z. C1 J" L2 K
5 A- A$ d* D5 IPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ) e/ }6 p4 z+ C! b+ W/ \" Z- L3 M
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.. A3 t ? ] ~3 h( p0 U' M a4 u' Q
# n4 A& ]% p5 c5 cPop-up: Is an ad displayed on top of the page visited by the surfer.1 a; [, r* F2 Z8 D( |. w5 U
4 K/ n2 Y9 v5 |" fPop-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. ; x, Q: H! Z$ A5 R. B% A 7 i$ `, h. l4 NPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ G: a' o: P* {4 x7 ]5 w
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).. z: y+ |$ s. e
' P) [6 p" Q7 f. J9 {2 v% L, yPublisher 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. 4 F# ?$ E" w1 S% Q! S9 k# q& p7 D3 q& l$ d3 I
Rank: How well a particular web page or web site is listed in a search engine or advertising results. * i- W1 M% y" K) W" N' c $ G/ T t& g9 W7 wRetargeting: 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.3 ~# `! [# j- ^+ r
% }- J3 u3 p/ z, ?! m4 u1 N0 r* MReturn 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. 7 k3 ]5 s8 F6 ^/ s- | 3 v; ?6 I7 j+ kRevenue 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…). n7 |5 {+ j. t" X2 N2 p: {
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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).* x, h, p# h7 i( K
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.1 r9 _8 ?0 U5 P7 t
% G( Z( m$ i+ m) i# y, |* ~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. $ E: R( K' D0 _ u! y) V1 P: W# |7 n2 d* M M8 h5 ?
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