Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / M3 E7 a1 u% {- v5 {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). $ W. {: E/ u9 t$ @* G# i# N5 L0 N5 h- ?5 c5 Z# ^
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.. n# c. A' \9 e
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 8 U% W+ c- V, F6 ?. w9 j& f! P# W1 C# x% V, B3 U2 l
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.; i2 n7 Z# i2 e+ p. W2 j4 i* r3 p f" H6 q
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions., V$ H+ B+ ?3 A( N- K# _- i
! t# _# r3 S8 X: bClick 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. , k$ W& F) @( `# J% V$ q$ i6 ^) @
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., G7 `* v$ Q. X5 C' T: p. Y2 n3 m
8 A4 V+ o# b3 h: [/ M5 K. Y# OCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.& h2 O$ J% Y/ B2 P# K# y2 E
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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. E! b6 C1 Q1 F' I% }0 o; g! I/ Q8 B( x1 M
Creatives: See “Advertising Materials” definition. 5 h* G" ^7 s! U0 V1 ?5 s, s$ Q8 b0 o/ d% J- j- Q$ Y4 k
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.0 }* G2 w" ^2 Y5 n! `
8 Y) P" |7 y+ [3 T; Y$ x5 k: B; {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…).* V5 l" l) A" t) ]0 W) [
4 ^# v$ K7 o' v3 e( {+ QFooter ad: Is located at the bottom of a web page. : f* M: c+ f8 @
# Q/ s6 R9 q% R6 Z. iFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.( r. T) M4 _/ W) i
+ I/ ?' B2 }. ~/ @ i$ U& zGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.# F* T t- `4 C& { R
1 f2 M1 B2 ^0 I7 }+ A2 E4 xImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ ~$ Z/ w% v+ m Z I! x
I# R7 ]' Z, J' E+ W& k! \; OIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.' z; }0 N7 r* q$ a, s1 r F
' F5 e, P: N- U GInsertion Order: Is a written authorization to display advertisement on Website(s). " T( h* A+ w. K# c: v9 {$ [% b* A' j$ x
Interstitial ad: Is a full page ad displayed before or after an expected content page" Z) Z; H N7 f9 ]( C0 Z4 ~& }
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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). * t& P/ N' f5 l R3 n + j! z4 W/ b: z$ D5 x4 p$ ~% RKeywords: Search terms or phrases targeted by the advertising campaign. |. t! {9 H1 L8 D3 x5 I ! a3 T/ @. y" C+ S/ O- ]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.2 \8 N- f9 [+ E$ r1 \
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Linking Text: The text that is contained within a link. 1 }7 l, o- B9 e j) h0 n; @7 g( ]9 ~; J/ R0 \
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.) u6 |& J/ A: J3 S l
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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.( f: v. n, d0 g# M U/ N( w
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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. B. z9 E7 L! x' G6 [2 I
O6 \( k; ]+ @9 Q' y, x" KPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. , x0 L1 n2 ]) a/ Y, _+ L * o3 R# S( x3 p1 rPop-up: Is an ad displayed on top of the page visited by the surfer., V" Q, A( a1 [# q/ B
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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.( L7 _3 K/ e0 R1 g" T( Q) t
) N0 [. c+ v6 v0 ?Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. . R* B8 J3 F- W7 C% D& b" U0 E; }+ b& }: ?; C
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / q: {4 m }$ x; x/ Z( l8 _# S7 [1 e) @3 W: G! M
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.0 J |$ a* g) R" R8 ^
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.2 s- R8 f+ y: I+ _/ O! B1 M- R/ k
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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.) l3 e f% Z7 u5 F) J( w
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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.6 O5 B% d8 t r
# P. ?! C: `& P) Z4 ~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…).: A6 F5 h, S' _/ H' s- C
: D Q& ]% a+ t8 b: s8 CSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 2 P1 E' r j2 c( Q 6 u! R6 G( N' L" J0 L( w& }7 z& yTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.: q" f" d! Y4 [+ c m, L
9 r( k2 n9 ]5 F& [- r/ g9 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.8 ^; `7 G8 E( H6 P9 z: S
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