Ad Serving Platform: Describes the technology and service that places advertisements on Websites.9 ]- J, C3 b* C5 u( S
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). 2 b& ]# ?) M9 y8 n8 v! v! ~/ p, o- V' Q( [# e9 X3 Q) s# _" {
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. " }% d) F/ G9 W( ] 5 P0 h/ ]( w) T, c4 @! TAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 9 F, D4 d W- `* }4 M7 r' n3 `8 T, N: p& R
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.$ @1 g. h5 \: }+ w8 s! S6 V
: O$ a* X% }, ]5 jBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ' e7 }3 L X4 K1 t0 a! o* x' Y 2 I- X8 j( Z# p: x$ A SClick 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.$ G5 J% D. z* z8 f7 l5 Q# {/ Z2 K9 h# R
x1 D- O: U1 C! {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.: A& p1 a6 h# X
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ! j% o- P7 h2 v& _ ~9 L% ~' l $ _3 i8 c" C+ b+ z% h' u* RCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.( e) T1 I3 o8 G
/ ?3 O2 n8 ?- T" t& ZCreatives: See “Advertising Materials” definition. , o# V2 h4 v: W# i4 l- u7 E7 ~, p% I8 O
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. # C. i M" j: e5 o! r* N/ R3 x1 [% w9 m
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…). 5 e* I' X/ J5 z8 m' ]* o" _ 1 X4 l+ |- x+ N% [- `4 QFooter ad: Is located at the bottom of a web page. " ~$ d9 q- p, f & b* _; `& D+ E- e* rFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ' }4 P& y, W0 h- {% ^ 8 m" c7 l8 q+ g- X' O- BGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.' e9 J/ Z/ }- [( A, [
. g& J0 S+ K& g# u- q( r# V3 gImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).' }! ^% p& i9 d8 u; 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. 8 ~, c i/ z4 B- y! { : Q# U4 k% k2 B1 oInsertion Order: Is a written authorization to display advertisement on Website(s). 8 a* M5 m- l$ A7 A$ d 0 V3 Z" z6 b; `" h X- s, c8 lInterstitial ad: Is a full page ad displayed before or after an expected content page " s) ~! w9 f( L; @1 B$ m z" O+ |5 l. d
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). 2 Q0 o3 @# o- k) V! _9 v& H! U. q+ z, b$ S4 r- @3 p; O
Keywords: Search terms or phrases targeted by the advertising campaign. + f3 O( P* g' s! x2 N . G3 K$ E. q+ Q" xLanding 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. " Q, `: N% m& ?4 V( _+ ^& o" U8 }: X3 u8 R, k" D9 |' V
Linking Text: The text that is contained within a link., F! C. V) n3 b6 i4 U( k2 [
2 I3 h/ U. u; f" m- ?. ]& V- KNTV 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." G5 k- u8 [, _7 {8 D
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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.* u' N$ \4 x) L6 s0 t
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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. ! y" i8 D- |3 I, q6 I. h) b5 I3 E/ t6 _+ W2 s' i8 ?
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 9 m8 _* q! a; `- N8 Y# e 2 {8 g% M7 H% g- f! dPop-up: Is an ad displayed on top of the page visited by the surfer. 0 O6 X0 y( r7 i8 b, L J r7 A $ S, P. ]0 d8 l: R/ l1 K3 z0 H2 N$ B2 zPop-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.7 g( V8 ? p; ]" _
8 x& g) |: c" ]- h, ?8 ]/ v' BPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.! Z, s& d5 p- c# C: |4 l+ y; m/ g
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / r5 r2 [! |" O 0 j% f0 o. d6 f8 QPublisher 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./ e. Z+ C- B [2 Z$ a5 l3 _- ~
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. " }- p% Q$ U3 T0 V2 n1 `2 v+ F" [1 d, `! a) d: R" Z" Y: k1 n2 q2 x
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. : e5 \% @, g) n4 R4 g3 E / Q( E0 p' B( `" w+ }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. + M% D) \; S8 u7 l ! j/ j6 E+ L5 `2 {0 YRevenue 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…).' G0 D+ P- E5 ]+ r
( p9 t* @+ [$ T/ L" BSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).0 |/ h9 ]6 l9 ?& n1 G) q9 T
5 l) U7 }0 N4 x$ E& w, b; d- aTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. / d6 ~( b' N( r; p " j" R( F' P7 nUnique 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.* ^0 _2 W- u J& B4 z# `+ s
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