Ad Serving Platform: Describes the technology and service that places advertisements on Websites.) M+ K* n/ A0 e! I! |' {& z
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). # B' o f8 N" p1 ~1 N! _0 L* g) K0 h8 }* I2 T! V1 I- K" A) C
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. 8 Q+ O0 y; D; x8 l( A: n( d ; {% Z9 _! O! vAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…" t$ M( i. W$ B. U8 P% C* N
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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. : w/ w' I; M/ y; E' A8 w1 u; @! f z
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions./ e- ]0 D$ L/ {
9 M5 H& ]* C6 R2 tClick 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. ( h5 A( h+ J+ n" a" A. N7 @; o3 T( |" P7 W
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. 1 @/ o. R# G4 I) R# E- v5 B3 g. |+ Q* ]: `0 O7 S
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.3 a# d5 @) n8 V0 ]. ~
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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.; O$ f$ F3 S( E& [" m0 C8 q7 u
5 G5 {9 M! X. y0 ]. X( O0 D; C' h: ECreatives: See “Advertising Materials” definition. + e5 m2 b; f9 c) R + p0 ] r8 [9 ]6 ReCPA: 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. 3 L. d+ G- C# `- I' V$ m4 U8 \( w2 E, V) q# x @
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…). % I2 S: h+ q. e A3 y( |) w( L$ V$ e* d7 I. ~. @: [
Footer ad: Is located at the bottom of a web page. # n. F" P! ^) S7 t) L5 A, @3 _. d9 z3 n 8 w4 m' V% t7 b" t2 Z$ |8 c7 aFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 4 t& K: ^: z( s+ V# ], @2 G5 r0 J% ?
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.- W2 t5 t" B9 H" N+ ?
' ^5 k/ S/ z8 f# D; mImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).5 R2 d+ {) z* n# y F5 W" R
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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. : O3 |8 \% t7 \$ j0 u5 V4 ?# v) j5 q/ F4 L
Insertion Order: Is a written authorization to display advertisement on Website(s). 1 ~4 M9 A7 O9 Q/ T: \8 ]: I/ D" [3 P9 v3 `' d4 P, `: N
Interstitial ad: Is a full page ad displayed before or after an expected content page - v! Y/ w' ]4 B G" @+ U * O9 q' u6 `5 ^) KIn 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). " a1 n0 Z8 {& v3 w) m- {/ a' K- K. Y. y; T
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Keywords: Search terms or phrases targeted by the advertising campaign. 4 R- {* o9 y% A! Z3 h" j# B0 f3 V7 _: a3 l2 K3 m
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. & @7 r, X' [; f B% c5 A9 Q9 z' ^: o. C
Linking Text: The text that is contained within a link.7 @) k6 B3 U; F
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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.. A8 O0 l% d( z1 X
4 g" [/ U8 p# G! C' jPay 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.$ I O5 x1 R* |- I ]: L
7 y6 ?; f. M; z* Z6 }Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 2 H) M- x7 b+ c+ f4 T* C
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. / e& W0 T l9 u% q8 j4 ?2 y0 B* w# g7 `
Pop-up: Is an ad displayed on top of the page visited by the surfer.2 t. y" Q3 m2 W4 `$ ^! J
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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. l' E, _5 J3 T8 j 8 A I' e1 l8 T/ n" k: FPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.) V. R* f8 M$ ]
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). " t* j5 {, b4 d 0 l/ w7 j& p5 o, ?" {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. 1 q! _7 k K9 e f& \. {4 h" W$ ]( ~; b" }- O2 U
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 3 d/ N' G: A/ H6 w% Z$ o* I" E: l0 b, {2 i$ ]! J, q$ v9 e9 z
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. " w# e; }+ ]: c7 N" ]* P( ]( F % v2 @* E% `; }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. 9 V8 Y+ E' D" y7 M6 ?$ w 2 ], v: y# ~% \' M) bRevenue 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…).0 }/ O% b- d2 e) g& d4 i, C- N. _
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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). 8 w5 m5 m( i: ?: n' B: G$ Q3 w1 ]6 b
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. & a6 X$ L; M- [# P- p/ q& K8 a+ d( Q6 j5 s& r/ s2 y! h
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. . | V7 G& L( }% m# c& B! j) [. F4 u! t4 H8 a
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