Ad Serving Platform: Describes the technology and service that places advertisements on Websites. % N4 t3 D6 |+ ]. W0 o+ t, lAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s)., E- t7 c' |: H" w9 |$ d. f
' N/ f8 J% ^, n, ~! D$ a9 {3 L5 `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.9 z9 `+ i `! ^1 P2 m, Q
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…; Z1 V, A l% h7 m7 }
; _8 s+ ]% x5 T, J3 `4 BAdvertising 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. 2 k( Y! u: d& v- o7 c' e5 l( l% P2 Q- U/ A% ] J
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. : v4 ~& q' t1 F* j8 x ) R" `3 E3 i f: GClick 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.6 v0 f2 O0 [4 y
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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.3 p- f' j+ c. M2 K% n% _ w) @/ `
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 1 I& [0 u8 D! @ 4 S3 G# J9 V; V6 _& G5 RCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.$ o3 w" Q7 w- T2 l! J' {
; d7 e% L* D/ ^3 A1 HCreatives: See “Advertising Materials” definition. . u4 B. c H0 U1 z/ P6 o8 J O3 r3 J U2 K1 Z6 T0 S8 T5 M
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. 6 i D4 J3 s" m / e/ {3 @, Z9 w# C+ O1 J) }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…).' s; u' [8 h8 G2 L0 |7 K# N
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Footer ad: Is located at the bottom of a web page. 0 F! Z* V. F# a5 N& T
1 ^" ~ Y M& @. d/ ^+ K9 wFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. . W$ ]2 g i' b5 k' K, u1 g% l! }( R& f& G3 }
Geo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 9 q( i: N& P4 _/ ]6 | & S$ ?2 l0 F1 e& n, { v- EImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 5 K0 T" L7 Y8 w8 L6 n: K0 M 8 K( I1 |2 ]$ ]' IIM 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: z+ Z6 t7 ?6 c7 C5 }- u& d( ~* t2 Z4 C
Insertion Order: Is a written authorization to display advertisement on Website(s).; V0 e$ p% p8 s% z( k. G
) x: p2 K9 g/ t& o/ f9 R4 V& i7 i3 dInterstitial ad: Is a full page ad displayed before or after an expected content page: Q' }0 X0 Y" c" l# s
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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). ( B5 C' e- Q8 E2 |* L2 p! ?4 V4 a0 r! l4 k8 T4 K8 z
Keywords: Search terms or phrases targeted by the advertising campaign. - m$ `+ ~3 }# r, R+ @ 6 S2 h; V: c7 SLanding 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 O% a3 W& P1 f, l
3 g( `! Z; S$ Z9 b3 HLinking Text: The text that is contained within a link.' P; c) u/ y& ?+ J8 H& d f2 p
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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. % r4 q; d& ]+ ^* ~+ O% J7 b4 {( k5 T - p* n8 }0 B# t% N$ ~7 w7 nPay 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. 8 j1 L' E$ g9 |; _0 u& { ~ + n" V& W# e+ w6 Z4 U) {Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ' M6 a# w7 m H0 C( W3 s+ ~/ M
2 V+ ~' m7 h$ }- @8 EPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." J0 N- I( m# A6 l7 t7 ?0 z" L
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Pop-up: Is an ad displayed on top of the page visited by the surfer., j4 V0 ]4 Q# D0 w
% t% V# B3 d/ Z: K# SPop-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. 2 a7 d* f! v; k" ` J, q: K, O& z# J" x# [# b$ }5 ]Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 3 ~7 {* m+ B$ `+ B' m1 H ! ~ R2 s1 X* g/ NPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). . ?6 p' W0 K( r8 h$ y* A& T& |! b% c6 G& {, P' D/ {( m
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.5 @: V* M8 @- @0 h5 K- [8 j
; N; f# h% [2 ?9 c) p: cRank: How well a particular web page or web site is listed in a search engine or advertising results. 2 B7 f# o9 O7 D$ y3 W& c, r' J$ j2 {- B7 j. d3 O
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. , _ O$ Q9 S: u' M8 R* i4 ` * l% t4 h1 y4 a' x1 N, XReturn 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.2 s; p4 H' i( x; m
, ?- M- C) {! LRevenue 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…).' y( N# ]/ L8 E1 c* x
' c6 k* n" |( ~( U: n, qSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 2 u4 s9 J, ~7 e/ c) ]4 U ; \- }) Z2 R4 fTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.1 x. g# M% l4 q9 J" q
9 f6 P# J8 g) I# V. n9 F$ x; |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.6 o& d P: T7 T
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