Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & G, w' |# P- bAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).* `% Z" e( w/ }; m1 j% b+ L1 g
2 s- X' s7 l3 s' rAdvertising 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. 1 _$ E7 \& C# A& c, h: Y: _9 X7 z " H, S/ P0 m, @/ } t8 c% mAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… # T0 m+ t- t3 |9 D" S" U& n5 j! O& J3 h4 I6 \
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.8 g( Y6 J! y. r: U( M( C. r
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ) ~+ _3 o6 q( v1 g6 t9 V: l, i) e2 W7 r
Click 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." G9 N0 K" o$ J u. e1 g) h
8 x. e- Q& ^+ L. NConversion 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 }' B- v. O" ]( J $ E6 F/ q+ F6 F; b' d; e- Y# U5 NCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ( `5 v2 e" M- r+ ~" T+ {, f9 e ) ]; Y' s+ T* kCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.& j* g# Y+ u% @ X
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Creatives: See “Advertising Materials” definition./ `4 |( s$ h5 w
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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., l& Z# p% z1 ?6 k1 ~
4 V/ Q" o" o2 H8 g9 S: g) }5 NEffective 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…). / c2 A2 `( C3 X ; E/ `% O- ]& w( w- v; QFooter ad: Is located at the bottom of a web page. / o( }) e+ n" k6 q1 n' p0 }" z) w' m& }. h* {; g, R; }4 R) i/ w6 H
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 5 A: N; Y/ }0 f4 [ 3 f8 c7 W9 I( YGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. , u( p0 J* O- R& ?/ h; W: t7 t) q0 J
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). # A5 r4 _$ S- L" I* l& Q% o( w4 j3 `! |4 ^# {3 W
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.2 W7 r' T9 O* r0 y9 x# ~1 G4 I
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Insertion Order: Is a written authorization to display advertisement on Website(s).2 T3 a! X/ i6 H* y( k0 n7 ?0 z
- e4 b7 E1 j t6 nInterstitial ad: Is a full page ad displayed before or after an expected content page( C0 h) V1 u }" u3 H9 u2 p/ E! h- k
1 b; Z/ Y( G3 E# _6 N+ _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). , W3 g3 a, q& |* s% L6 F) p9 F2 I/ o# Y9 L2 S
Keywords: Search terms or phrases targeted by the advertising campaign. : }- J) X2 B" Q . U' ~6 ?: L; ]' @; k& e7 dLanding 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 a2 |, o6 v4 v" q( W/ ^ , Q1 N9 h' i# K7 x" O' J; bLinking Text: The text that is contained within a link. ' J6 X2 U8 ?! X0 V/ s: _ 2 ]' K) c/ \# Y( w- L% QNTV 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. 9 t7 ~ `) c/ l& p ' |1 A" U L% T! a+ E( P% e& CPay 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.+ X2 Z1 Z& s# {* q4 ^7 v5 V& d7 @
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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. # ]1 W4 n- l d, r/ d q/ s# x S5 F7 O$ p+ F. F6 D) ?
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. & V) a( Z7 G {4 u+ |( T1 T" ]. _( ?' P$ r* j0 p, b6 f9 C
Pop-up: Is an ad displayed on top of the page visited by the surfer. 4 q8 I& ~$ E- T( I0 n/ K5 N* }/ k% s8 S3 q
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. * @5 _: K( `9 `; m2 {6 f( S9 f$ ]! ^; K" g1 O
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ( H! G8 n1 {. E2 v# J9 B & D9 b, E! _& P; i& ^Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 s) \- |9 O2 F7 O9 ~. s1 o/ B4 } S4 s, r9 H1 W
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. : w2 I9 S2 x/ a& M1 `6 ? % y4 n: b4 r7 U3 m$ wRank: How well a particular web page or web site is listed in a search engine or advertising results. 1 s# T8 M2 K! a9 @9 b4 J% }' H' N, f4 d. r
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.9 d3 z* p6 `0 m0 H! s- U% Y9 U9 d
- x. W0 N- Z: }8 e8 X/ Y- M) rReturn 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., l) Y0 |7 x" q& l$ S0 v
5 Q) z) M; q) Z; w4 NRevenue 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…).4 C4 _3 p! u5 l. p
5 R8 e5 m* N9 {4 v7 k- {$ vSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).4 W* r! q! _5 \) {
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. / q9 _+ o; H' C$ s0 g 1 y: r; `3 m* ]. [7 A6 |& @% qUnique 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. ( Y/ B4 S+ X; U' W+ |$ o9 B9 q' p3 C ( ]* y* D* N3 p/ P 8 G: H( c, h- }8 o9 M
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