Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 4 c0 Q5 B" I$ ^$ V1 N) g5 QAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ( F @7 n0 D9 h9 M' D% {: [1 r + K9 R3 D I8 ? FAdvertising 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. 2 V8 \4 B& |; t6 b- E: E$ j) h, n. c" u8 I2 V. e
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… , h& _, k4 G7 R5 X* u" `, R2 R- L7 S5 {
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. $ T" ~- |% Y. r/ d# k- ?6 q) \ & P1 _9 H7 y" @; F' b$ YBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; N3 j3 d2 y1 q! {2 P7 ? A% X( t
+ l* G9 C4 ^2 J# A m* j) r+ s$ g, XClick 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. , d; j% R3 w( t. i6 J; E% R2 C* Z7 |* C) D E# 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. / P- Z- A8 b% W9 G6 h* \6 S" B+ `1 i5 S, s* c! W& C
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.! A8 n+ Q% ?4 g4 l0 J
2 H. C0 r; ~. P- F% \# C" U# TCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions., y, z0 ]" A' x
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Creatives: See “Advertising Materials” definition.6 j' F% o. ^- A3 j- v: n
. @$ e: x3 c6 b$ W" U+ Y6 oeCPA: 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. ( W- ?( G* H, A( e$ A0 s$ ` H5 q* J& o5 W4 f
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…). 9 M5 F2 Q5 h8 d# O' Q6 j1 d i. `, d( v
Footer ad: Is located at the bottom of a web page. % f b9 r% W" r8 ]0 F
4 s+ N! S0 O0 N5 W1 p0 P& i7 xFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ' Y, W. W1 z2 R5 I+ k) ^; D$ g/ y; m1 H
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.. p3 V) t( }7 X2 i$ \0 Y
& S, E4 E1 @2 i" i4 H/ J+ A6 ?Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ; i5 L8 B8 { p" U5 W% q6 r & ^1 v% M8 Z9 b' N, k5 [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.5 d6 v3 I9 |. ^; b. f4 B3 U/ y- T
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Insertion Order: Is a written authorization to display advertisement on Website(s).8 g$ ]9 ^) V9 g% }, \
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Interstitial ad: Is a full page ad displayed before or after an expected content page , f5 z% ?/ r1 y/ \( g: N ) N' {# Z' K DIn 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). / X/ W$ x0 m. Y; F; i. B4 _, ^& i ' N A! R# B' RKeywords: Search terms or phrases targeted by the advertising campaign.4 Q' {* B5 W0 q [
3 K, u$ W1 G3 z( z' S/ N8 ?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.4 E6 J1 m3 @# H' K$ m% i
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Linking Text: The text that is contained within a link.# x& I8 x' N" {0 |" P: N8 z
6 [* z' T' A+ [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 250×250.3 Y1 n5 z! Y+ I$ s! o7 Q
* s1 a7 F: |9 [: `1 kPay 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. " e* s2 e+ q% y2 H7 ?$ D' X' ^" k7 z9 Q. q+ C
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 X/ f5 n( ?" b6 M ; O e+ Z6 j, HPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. $ g0 { ?% w/ a2 @" V, F + ?8 ?# u: v. o# MPop-up: Is an ad displayed on top of the page visited by the surfer.2 C4 S3 \# l# W0 |$ {
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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. 4 z- B+ v/ O6 y6 k) N, N; Y. e: ~0 d- e
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.7 Z3 D) y+ n9 w' e1 H* k
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).) f. j4 r6 I9 r
9 _5 o2 @1 }- P. l0 y/ 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. 0 n+ u) |- q4 s. `* z# D 0 y" m& m, E, F. c: DRank: How well a particular web page or web site is listed in a search engine or advertising results. t+ Z1 m% b+ N) H% o
/ u# S$ d. @1 B" l3 DRetargeting: 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.* U- V/ y8 [% k* O4 u- _
( X+ o v3 h H7 fReturn 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. 0 D8 F- [4 T6 m& x6 ^; j 4 d- y# y9 h, i' w( HRevenue 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…). 4 X1 ]# o# g# L0 g P/ a' z- k b# s6 h3 p! p# ^' ^Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).% m4 x- @7 h! c7 h0 a
- E& m5 g9 ~- K9 s9 PTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 7 a. t ^3 A6 k( M' {6 f' [; B" r! e: x$ M4 K
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. 8 l! ^* R' i' b# G$ {9 l/ ]7 |5 d9 D. X T- O4 j9 u- m
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