Ad Serving Platform: Describes the technology and service that places advertisements on Websites.9 a2 J- E4 ^/ R5 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).# v. u5 [ r/ V- A ^
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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. / y7 r3 V$ `, z: o6 I# z( d* ]! n4 g 0 W% G7 a2 O8 k% H' qAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…" ^3 I7 g! F! \6 v# [! \$ i7 i9 m+ |
- x4 e2 N( t. ]+ U$ ~5 p+ ]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. ; i# ^% G' y- c! N4 N5 |! Z5 }4 w* u, m- N
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; Z- t- _# q8 y4 z) r5 E2 S/ g
4 E' C! C2 j! o; q% g/ CClick 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 w9 c/ q2 ?3 _$ } % F% R% l- y( J$ T7 uConversion 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.. P4 E# H( J, O6 d1 N* T
5 o" `0 o! k: l+ ]$ o FCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' J/ Z( G6 W2 c E, Q1 u$ ]" ?& [1 ^/ W
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.! f/ I# S: K6 Q: Y& j
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Creatives: See “Advertising Materials” definition. * q% V# A4 @7 l# I+ \- v; l( D T5 ^% \, h5 z: l$ v6 k5 f
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.* Y- {& y$ m2 j4 p6 f
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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…).6 _! B8 S1 i% j) H5 i# b: u' t
& P/ V" j/ Y! @Footer ad: Is located at the bottom of a web page. ) ^, h( q) J+ T' z8 f. b 7 p" I, v2 W1 }" W9 s( U+ |) W# {Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 I1 X3 r2 z p7 [
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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.0 P8 Y# ^. Z" z, X( P2 u) G
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ s- s) S" e2 T6 |" u$ z. _$ S! |
* h4 G( @" a" ~* H4 Y/ O" i9 xIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. h: H$ g- Q8 \( G& x $ m! Q" e: P" LInsertion Order: Is a written authorization to display advertisement on Website(s)./ c, M- p! V. r7 @+ C
# o5 }- t/ F! TInterstitial ad: Is a full page ad displayed before or after an expected content page& Y ~0 o" U$ N/ d0 ^1 G
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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). ; R M0 P+ `/ j3 s W1 z& e1 H8 Z# y
Keywords: Search terms or phrases targeted by the advertising campaign. 5 N$ u, n, J7 I H; _" u) g( k1 [2 h" e w% i S: |
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. # o" B, Z( \" _8 o 9 K2 L9 D4 [( CLinking Text: The text that is contained within a link.0 n. f! c3 q% B! o5 h
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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 250×250.5 x% ]% A& v2 Z9 K( \' h) y
4 E% {4 N; v# |# ]& W6 j# XPay 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.4 u( M/ m( \( m6 S" a2 v
. I1 U ?" l3 E }2 M5 GPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ F$ r) D# \) p: p+ l! h
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. $ x1 t# w# ~& ]: E" d; w" T/ I" l& }, \* H! ~* c0 y6 Y9 i
Pop-up: Is an ad displayed on top of the page visited by the surfer.5 Q. [4 U W; o5 W4 f$ h+ t
1 ?* ~5 ]" e- V& ?/ i6 IPop-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. $ I9 Z/ q6 R5 O. d ; g4 m2 `) q4 l, RPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.: d" B' |* a% C, `8 c0 `: A/ v
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). - i6 c$ t( E3 Q& @5 ]1 R* O% E) W: a" D% Q
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.3 J) U7 |/ d* H/ E. L S b' ^
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 7 d0 e; D/ \' w" N# F# u+ u; C7 Y2 F6 U; A
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., e8 J. g$ m0 _) w3 _3 v
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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. G0 I! j" {' l- u2 }5 l 2 r- G8 |" M; B! mRevenue 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…). . s- g; M7 J$ t$ g# H5 F 4 T' m$ s3 g2 t; l1 |Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).& R6 i R7 t$ _8 g9 ? G
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ! a+ M/ t& C- ]" E, i5 H1 y! N " J6 w E7 z: A+ I3 I% o. d4 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. 2 h: v' z+ |" F7 l3 o8 P; \( c- E( K
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