Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / O& k7 x9 a3 e. e6 |9 a0 TAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).: O6 G: N$ x4 @- k9 s" Y- ^- ?
( Y( A$ p$ O! [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.; V8 P7 P+ g, Q% F6 E/ ~6 C
C" O- I- [- o7 J" W; \Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 8 g" }, J, z- e; {& u 0 P& R: O' M/ j5 X4 n4 V. M, HAdvertising 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.& ~9 S7 O* y( |' T6 h
/ c: `3 y! g! n$ m8 `Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.* K$ r' u' A. L5 o8 e2 n
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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., Y; _ o0 Y2 W- ~
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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.. H# j0 x/ |* A- \' N
( g7 ~& |- ^4 Y! d* x: mCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.% f. b5 s5 J0 s+ }+ H4 L: Y! d8 h
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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. ! G! I; e$ k7 q2 s. O+ Z1 L) X8 g2 Z- ?! ]0 }2 z7 J2 V9 m
Creatives: See “Advertising Materials” definition.) m- _) R" J8 A$ I
. ?" }5 S7 v/ P* s. ^2 h# reCPA: 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.! s3 m& b' y# I1 g, G5 S
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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…).' E& N! q5 U% B7 x
& v$ K: K0 v3 K+ U3 T9 WFooter ad: Is located at the bottom of a web page. # C# x) W, U1 O* _2 l / b' ?2 b: N* g r1 @) R& v. kFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.. k0 i4 v0 d2 c/ u( t6 M
6 {1 I2 d+ X( q" ]* h1 X2 NGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 2 `* q0 D5 {9 I( d. V' M: C% g: }
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).+ j3 j7 s+ q* F% W
# B. b8 V* Q3 i) D. M4 o% _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.# P' V# c! r7 }3 r7 S
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Insertion Order: Is a written authorization to display advertisement on Website(s). 0 Y! y4 B7 y/ h2 d/ z( d( |, f7 v+ V3 F# z- z, K6 a2 W
Interstitial ad: Is a full page ad displayed before or after an expected content page ! G( S i. D$ }- G ' ^% r0 d) j; d P& VIn 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). 8 M# P* |; Q. ]/ x) i% I
; i- s; K( P! q4 O0 W! OKeywords: Search terms or phrases targeted by the advertising campaign./ c( Q2 C' i& ~9 U% z. U( K) k1 u
L8 ^' M- b8 S! I4 s( N8 oLanding 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 o6 }; k, b$ B# t% f& X+ } Z7 U6 P" x! i7 G0 y/ R
Linking Text: The text that is contained within a link.$ C5 o0 Z( F4 m0 F
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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. 4 D9 O; }# C* L 8 X) `5 E+ N! X- g* s0 i9 ?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. + k' M& O' k9 V9 w! d6 P0 R _- X* r% X" Q4 x: SPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - i1 s2 e: T2 j3 _2 u5 H4 v " H/ S: y8 o+ [# K1 U1 h4 HPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." D' @1 k% w5 {8 O. {( X# w
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Pop-up: Is an ad displayed on top of the page visited by the surfer.+ a- }3 f- O. {" i
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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., z1 P w1 _ O" L M+ {: Y
7 T- r5 E+ H0 u( Y3 wPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ' J4 a6 M6 r2 H* e, F2 s8 r8 ]4 }$ p, [# L
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). " g, J1 Z4 Q9 Y& I2 q# ]0 n7 v! @0 _( B# |) M) S3 U
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.. R$ b. t0 V: F- u
. M# C5 C* p* F9 m5 M" m- SRank: How well a particular web page or web site is listed in a search engine or advertising results.' H, }/ R9 g; Z" g3 Y
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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. 3 l; I$ |6 X7 ~. v+ `7 H ! _ J/ F4 ^( G! B* Q( iReturn 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. , g: z# h+ C! [5 j5 v. E1 m; Q* L( g2 ?; |
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…).2 s+ N% T# ]6 p; P% t5 D+ g
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).6 V* y% T, O8 W0 F
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. & w: U) q$ I% k% _* M 4 D) u) [2 s# K$ I1 V# x, u1 w4 `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. # o K1 A/ p( ]& _' s9 B. ^4 W& W/ H7 j% y6 I1 s
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