Ad Serving Platform: Describes the technology and service that places advertisements on Websites. $ n% U9 V1 i6 r8 b# ~% O' W* aAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s)." k. k: @9 P; a7 e% s, 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. 6 S1 H$ T6 @" F- c8 Y, d/ w; S
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / Q* d+ k9 k4 Y' ]( k6 Y: C4 v9 M2 K9 X1 W: _: \ Z1 p9 V8 k
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. . O- k; J4 S" f$ e8 M% N * E1 ] J. M7 ` Z: g; r) BBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.( b( a2 \# A5 I; j! `2 f. o6 u
% v# t) j. T0 A, ZClick 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.7 }! P8 B! B. O3 J9 I+ I. @
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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. - d. a0 W6 j% k$ O: z Z: u 5 _" s5 J' {7 D3 J* o* r" PCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) F/ `' S6 z! f9 p' V
$ B3 Y V9 C8 r7 QCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. + I. i3 `4 P% } 2 J+ B: i ]( ]$ j+ ]! S& hCreatives: See “Advertising Materials” definition.2 f1 E4 L" w7 R" B" ?0 b' F8 ]) E' w/ l
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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.) g. `. B7 N# n3 v" _
2 T2 |: ]! W: L+ H/ bEffective 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…).$ p3 z* z7 I( O6 X+ Z0 E
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Footer ad: Is located at the bottom of a web page. 8 H+ ~& ?- [$ D. e( e+ v2 X6 s* w4 H
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. / N- u. m) e* z _/ H: j 4 B& z" j. V, U4 F5 EGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. " q) a ^1 v; G9 w* ^ 3 F* k0 I0 u' _. V k! i1 WImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).4 t! S9 R) l* P8 F/ }3 N, k
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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. 0 h8 x% ~6 {& v1 ]5 H/ D$ {4 f) u+ N& |# w$ \
Insertion Order: Is a written authorization to display advertisement on Website(s). / X2 N+ L$ W/ {, r7 T 2 _8 `3 F) k; C1 k9 a$ E% ^$ mInterstitial ad: Is a full page ad displayed before or after an expected content page7 d$ U) y* I) s- ^& F
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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). ; P% c H F+ J: S% r; U0 E( n & c+ j4 S4 L+ ^+ ?1 _; g1 Q3 }Keywords: Search terms or phrases targeted by the advertising campaign. $ f6 s1 d& w4 h/ N4 I6 `. l [2 W) V8 K! ?
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.- z1 k' ?2 C: N( j. R
& k) z2 Y0 l0 I$ ~- Y6 pLinking Text: The text that is contained within a link. 9 i+ C. D$ [, Q: j( l. M: J8 E1 K5 W/ y# s' f
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. % L. J, G$ G, f$ j" r2 [1 q1 M 6 @) ?* \% J hPay 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. * O% f* f) z" \ 6 w" N. Q( n9 k3 F7 L, hPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 8 D) d- M% d0 f/ Z* d' T
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. / n7 }# Z( t% t% B+ ]& Y! f% ~ 0 n3 z! k' c. {" J, O0 RPop-up: Is an ad displayed on top of the page visited by the surfer.8 h& g% b i; D# _
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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. : S4 g9 H& B1 b+ Q( G. a- T K! |) W) y& C/ s
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 O5 U0 t3 N/ H" U* V2 b% \/ C2 J. \7 x
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). + C6 t! _- x2 g8 h: x2 j, g5 l# M+ O# h9 B, ]3 g; {% e
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.' L. x6 ~* [3 v5 b& c# c& ^
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 1 z: A% @; }: Z% F7 P) E1 _7 ]( w/ m7 i; q! n2 U
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.+ u0 m6 a9 k. @* W0 K/ E# B, k
- n' `3 P5 W- JReturn 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. . n5 W U/ U, K3 z+ S& J0 l0 `) O$ d6 J N) a% f
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…). # z7 e1 F- W/ X+ h4 O; c : v/ L+ x4 R3 S" z9 n3 l7 _' qSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 1 H/ z+ d# x) w% |$ l: r. [ & o7 j% l3 z' k5 r6 ^Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 B4 d8 ?& O& u& | r
9 _7 }6 G0 x3 g B$ ?3 AUnique 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. M% E0 W. H7 K7 x/ H
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