Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & t5 G0 r% O- {& Y: [8 W. mAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 3 g# y* [, F9 i6 X3 B- j" h3 g S# j+ p( ~5 c/ t
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. * W! f$ }0 { X0 _$ n! }$ } & Z R4 }8 U e& X3 P7 TAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ' s! t/ E- F* H1 v( d' q" E$ Q- G1 w/ W1 j7 w
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. " ~. R s& S9 n ; C4 s" e; i0 |) q: P. e% }. ^Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 6 c) P/ X! F, E- f2 F' ?& j- s/ Z5 e7 Y
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.: e9 k! ?% Z; _: W
2 g# l- q: _6 F$ s, M+ h3 m# TConversion 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. $ D5 h4 w9 G3 q- o1 ] \8 N+ \" O 9 e; o& B3 p+ r7 n/ j5 iCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.- @4 V8 j5 g, q( S
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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. / q, q+ h$ t& Q: e % h3 }- r0 a' T( _1 ?0 s, \4 }+ GCreatives: See “Advertising Materials” definition. % j3 \7 m$ r# j3 I - ?" J# f0 N! b6 Q1 j6 x/ SeCPA: 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.8 o. T6 ~9 u( ~: J# s6 I; O
$ @$ ~8 F2 \: QEffective 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…).3 R6 r, c( Y0 A" k0 `" o
4 N1 _4 r/ s" I5 ]- yFooter ad: Is located at the bottom of a web page. 8 d! `0 `& V1 ~
) |" r( Q9 e: M" AFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 9 {0 I9 E) ~+ L7 [& K ; X- S' ~! y8 o3 Z5 F0 T8 cGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.7 ~4 W5 B2 y* p4 c
0 H2 {% ?. D$ L3 t' h" R/ ^9 LImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).7 {* h- o6 A0 _$ L0 s7 B$ P5 `
0 z$ y# Z1 \4 h5 ^. jIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.$ f; A. F( S a: E" F* y" Z5 A' ^, n
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Insertion Order: Is a written authorization to display advertisement on Website(s). 2 _/ O) X2 e" s1 @ H6 L: |2 ]2 b% C. p, m) J: I2 M
Interstitial ad: Is a full page ad displayed before or after an expected content page 5 {: ^. {) W: w" u4 A d6 |. z V |1 p' mIn 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). % ]# X6 Q8 N; U( W9 A* w ' v7 y' n$ R; j/ ^* a, n9 IKeywords: Search terms or phrases targeted by the advertising campaign.' U3 D) m7 h& G9 C. `& a9 e M- l
8 x, @4 e. @* [7 G- ^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. $ b9 }5 x: A5 H 4 ?) t T$ j* D |1 k, g, HLinking Text: The text that is contained within a link.: k9 N" @1 `9 H' q9 l& w6 ?7 l3 v
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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.+ f2 s! U6 A4 w T5 O
. q* b. ~ d3 W) p: w) BPay 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.9 o" k6 p5 R7 ~* o' W
2 g8 S& W6 ^) }0 m }+ R& MPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 q5 G& u5 y: h+ m0 ~* }- ~6 `3 j+ @, \& v
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. " f- |. a5 T# O, b5 I$ C2 X , S3 E+ ]* W4 zPop-up: Is an ad displayed on top of the page visited by the surfer.; B% o8 U* @, u: a: H
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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. . j3 P# y" R8 w) X0 {* b: s# c1 q, y7 J8 S
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. . ]9 {/ `. n! e; _& ] " J! g# r9 @5 Q) {: B5 fPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 y# `5 T2 y) C& D. @; n d7 L * I/ s r+ n. m3 ]$ p( e: TPublisher 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 k* V4 v2 _$ T3 Z3 P. X
/ \* c, e! ]& R" ^: [& uRank: How well a particular web page or web site is listed in a search engine or advertising results.* d4 j; {; ^: a
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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. 6 \9 o+ f# N5 n9 g# }9 X& G z" ?7 k3 E9 ]. V& R
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.+ S3 R' J3 F! I, m. `$ P! T' _8 b9 b
/ _' Z' R( ~1 {0 U vRevenue 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…). % S3 | {7 |; c- [5 {( [- u; Q- Y9 Q5 O7 o# P
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). D; X3 _0 E. W# s3 \; U6 r $ A* ~4 _! W8 x, S' ?; MTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 5 G" }9 _6 W6 f# Q$ M5 {3 H, J0 P* G% P
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. & M. e3 `1 R& b2 k+ Q: R) b9 W1 _# c2 d2 i3 h
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