Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ; T: \1 g& T8 B1 IAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ' p2 i. T1 B9 ~7 _" S3 @! f" D" p% G' r
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." U L9 A/ \; Z4 @8 N
/ ?2 l" }0 i- | p DAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 3 ]5 r8 `" ^) v2 `( z7 w 0 [% H+ D% p+ V& k& u- a s. _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. " ]* z( w' I2 J0 ?3 Q " b: f+ _7 }1 FBid: The amount that an advertiser is willing to pay for a click or a thousand impressions." X& ^9 u: M* U# M
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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. & L: f4 D, o, N* I# A- }2 b& S/ [! A0 `
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.6 P1 m. A- a+ b; a" m) \
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' X% S4 A( [( w7 P. R) p. P; o( g% T4 T% u# Z! u% Y
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ! b: z$ P* u9 g: v0 q$ N$ K4 C4 M! W4 y
Creatives: See “Advertising Materials” definition.3 i5 Q- r7 z. c' E6 ?- p
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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. ' D H6 N# p; ` K0 B% K. B' Y0 `& W% X) X V7 l6 U1 S
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…).7 x( P! A( T5 a5 j5 W9 |
$ R3 N1 ]8 b$ T2 AFooter ad: Is located at the bottom of a web page. 1 j% y5 _( M6 r# {6 G2 ^& W
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.( B( x, f4 `* `6 _7 w3 W
. ?, ?- f3 m8 R) eGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.$ S2 N" `5 i. j6 N6 \
5 r1 v- g0 \+ g0 [6 v F- Q0 NImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! ~4 ~& q; M# _, C8 ^8 t F+ y. A0 V1 G6 \5 ]) 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.: l8 T/ K3 a. k* [* V0 w
7 A7 s7 J0 o. `% lInsertion Order: Is a written authorization to display advertisement on Website(s).+ P& n m% ]' J3 V- n
. A& \; C7 m9 K1 E5 X; xInterstitial ad: Is a full page ad displayed before or after an expected content page0 D/ w% T4 s4 l- E
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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). & W4 R' c8 L- D5 J% T i# {9 t" J. K! M J2 M$ s! s* r
Keywords: Search terms or phrases targeted by the advertising campaign.4 M" N# c; O7 A
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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. ) U' @. l' o$ G* W& |, y' }7 y! W a$ v9 B: e0 a+ }
Linking Text: The text that is contained within a link.) u" @5 {6 L9 m+ B# Y- L6 @: c; D
6 F ]# ?: G7 lNTV 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. [ d1 O3 G/ a5 k5 Z, i
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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. 3 A6 K+ V# o$ l/ \7 ^( l+ Q! F( a$ e3 |8 W
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 8 V( f4 g1 }7 R0 |- M& j( x8 D7 d+ R3 @% G
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.) m$ B6 X( U m ~* I2 W
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Pop-up: Is an ad displayed on top of the page visited by the surfer.3 ^3 {/ m3 F" |5 w& P* [0 i
2 }: |; k4 k8 M' X9 g6 D/ G' Q: 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.: j% z! l" a, }$ Q
5 F5 |" B2 J6 E% v6 M/ x9 VPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 8 w0 k# b7 v5 W2 H q0 | 0 x6 g7 B; [! S/ i: `Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)./ t1 G- |5 y$ Q. \
3 G! D0 r" |! ?2 z- `, DPublisher 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. * z- h8 r% j5 S0 |3 c* @7 t7 o* q! T! I
Rank: How well a particular web page or web site is listed in a search engine or advertising results.5 J2 r$ O/ D0 u8 H6 v: w
( o) v. b3 v" Z% \2 gRetargeting: 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 T! }) g& @ s! P1 ^) ?8 s& l0 C8 N L+ `- w* F U! J
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. $ d# ^ U$ j+ j9 J* ^! [3 _! P$ c
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…). 9 ^9 w3 J8 K% M6 ~3 ~% H, T 4 _( d) ]6 A2 m( @: T% rSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 8 X4 r- Z" ~$ c! |7 O7 w" D r+ v" L5 W8 S$ K4 Y8 V! T
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& w& V( i5 F0 M0 s
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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. * W. N" R; U8 t1 `, b! A$ V$ _; p E. ~! K
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