Ad Serving Platform: Describes the technology and service that places advertisements on Websites.# C9 f: A3 C2 J' D( A
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)." [* c. t2 C( C. _. l. Y
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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.$ [3 g w1 d2 P" m) ^
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ A, }' I+ o3 d
9 e5 O! _- ~: u9 ^* Q8 iAdvertising 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.+ M7 w( b* O9 i7 [2 q# ^9 X
( c% Y. @& d5 \; R1 DBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 8 s) Z1 \, @: m1 b ) ?/ v3 K- J0 \# d, d! {6 D# O2 aClick 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. 4 \) Y" z2 _0 N' K, o5 b $ u/ J5 G1 t2 t( H8 aConversion 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.# y/ @% J% \+ a0 M
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.3 j! ^9 y- r7 _# G7 b4 ]
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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. / R) I" \ J, ^5 }/ e0 J8 Y" M6 m 4 d' N, Q4 w2 b3 y' r5 N5 r9 RCreatives: See “Advertising Materials” definition. % J& R1 \8 i7 e4 ?; L( F* D 7 B$ e* ^+ F4 e9 M. d& p' o5 VeCPA: 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. % F* M% B; N. c- f$ C1 \8 U ' s% k0 l$ F: K! v$ GEffective 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…).* `& d$ V6 {4 O/ s* O+ t
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Footer ad: Is located at the bottom of a web page. T3 c; W! P3 b- B/ w8 I
2 X! t( P1 s) jFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 h# v% l& u% d! F4 k 1 X) N* T8 x; l$ X6 A2 M3 HGeo-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 i1 E) z) x2 [1 ~+ k7 u5 p$ J+ i. U3 E% J! X0 @" E% N. T* C
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 7 J, v# M5 n: |- g( L3 n# t: b" H% @0 S! z9 R- y) q) c
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.0 z+ h+ h0 k8 n' @8 y/ `/ n
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Insertion Order: Is a written authorization to display advertisement on Website(s). * g' r3 y$ N2 @/ n l * t( }* X0 R/ B3 ]Interstitial ad: Is a full page ad displayed before or after an expected content page3 k: w$ i: ]3 V }5 L( i
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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). : M7 E; k; O1 [/ {8 l& V, L
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Keywords: Search terms or phrases targeted by the advertising campaign. ; q. v' G H2 O) T" V$ d. r- S3 C' q5 ]" D
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.0 J! G. I, J, @6 y
* j( n5 W8 c9 C& k( K# m% {* |Linking Text: The text that is contained within a link. W) d+ a( A; s9 k( L0 l$ w$ t9 s W4 m! K
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.& \* y; x. Y8 a) z* {4 o0 ?
+ H! L: k8 t0 M5 ^: KPay 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. ( Y9 x& o2 w `0 N1 A1 I9 W : `& v& b5 h! c9 H( ~3 s; V3 TPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. " ~2 r# G# U1 u3 l
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. . O* k. a- o! n. q% W ! P6 S6 u% X6 \$ H% F, v" U* oPop-up: Is an ad displayed on top of the page visited by the surfer. / x7 o. n! i5 N$ b" } f* g ; B9 _9 v y |/ _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. 7 P4 \2 }: O1 Z9 R3 X6 @1 a; p& E7 ?* k) i8 x- L: d4 C8 u9 G
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* M9 V0 `( I r; i
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).- v8 D& U' l) } k
. d# _8 M; n; o' w# o- o2 kPublisher 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. 4 P' P( u3 R% [ X' \; a( O }! Z* p3 W y, T( ~
Rank: How well a particular web page or web site is listed in a search engine or advertising results.& J. r* i; K0 w9 |1 f. v
4 y# q b9 n& ]4 ?7 I! ]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. 0 V% p$ X- }, H8 F2 {1 R" ]# j( j/ c
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. 8 {! K( x0 A' c/ t% ^" f W9 f7 g+ d* g9 l( F# J9 ~: O
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…).) Z2 T' @, G( S
% {7 b) H- H0 ~" x$ p KSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). / W5 q/ }1 ^' b3 p* s: I% A. [9 U% \3 A" V
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 u0 ~! C* |) ]/ X + G' m5 ^ f7 |( \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 m( z+ x4 B3 ?- w+ D @2 j" r * E/ ?+ M; h/ _" D1 n1 X% g: h! n/ o1 |) ^
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