Ad Serving Platform: Describes the technology and service that places advertisements on Websites. , ?" y0 ^6 e2 d& N2 e( ]" B; jAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).; g! \8 n0 V* @- C$ l" Q# \. L3 R
' [5 u: h9 e5 F+ b* y& BAdvertising 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.2 H* x0 X" \" G4 q, R D; k
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 I0 S+ N' U: E! E: _ 7 m4 w, I4 h# ~5 `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.. K) X. H- `/ c& H& g) H0 l3 m
. R6 n0 U$ d+ `+ M X8 _% [- f9 Z: MBid: The amount that an advertiser is willing to pay for a click or a thousand impressions., |! {5 Z; i0 ]2 Q! j. y
7 g2 F/ |* W; M% ?" G$ xClick 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. ) \( V: `' I0 Y6 W" q. s: m: L" @2 P4 x) V6 `+ \# a
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.+ n# o6 o+ G( X' J
! u4 o8 m9 L! i# fCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ) O. C# f( }4 c* e' u8 n- |9 I" B1 Q u. Z9 Q% t
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ; S4 [* P9 g$ a& X0 Z - u, k- H! x; r/ |$ T7 Y6 F) I. rCreatives: See “Advertising Materials” definition. + o+ B" x) L* M: Q4 x , |3 U3 z# _/ f6 ^: ?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.4 M2 t# r4 P) P3 @
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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…)./ D, j. [5 n8 g) Z' \0 O
8 v: F. r0 _5 j+ |6 c7 E# V+ `$ H: p# W8 ]Footer ad: Is located at the bottom of a web page. , y0 u/ l/ q! Q% [" b; M3 O3 @* \( F
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.2 [7 `- k% @8 p- C- [$ j" h3 Y9 d" q
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Geo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. k( X- Q' ^. O1 O2 X3 u
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). $ N: e" s3 \) q1 l8 Z+ C 6 q+ f" w( u s* L: 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.( h" O6 v M# t" Z; P, d) j* _
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Insertion Order: Is a written authorization to display advertisement on Website(s). 2 P) L8 Q) N$ \" E z6 m0 [- |0 ] m* }; R
Interstitial ad: Is a full page ad displayed before or after an expected content page ; c' K, T" ?4 P* B1 l6 M4 e) [ & m7 Q( h, j, pIn 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). : g( x, M) V2 m
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Keywords: Search terms or phrases targeted by the advertising campaign. * r1 K" l, N1 @% f% K( i" s: ?5 m q! m9 {+ x, wLanding 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., w) b3 y" T+ r5 n
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Linking Text: The text that is contained within a link. ! n/ `* d/ m8 r* |7 n# g; y3 g8 V" i V: G) X( p: U
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. ) E- U8 @' |; N8 D |$ V8 ?. f1 v n5 N
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.& G$ g8 f O# W- T" K
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & ^7 K7 k' y7 F6 k' n- |9 ^ R* l- Q1 ?; T/ I8 X4 n( C {+ T
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 p% A% F$ f4 R, f9 W1 b5 L0 I
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Pop-up: Is an ad displayed on top of the page visited by the surfer.& g1 Q- i# v0 \, L% Z7 y/ N
* M' ^7 T% O4 |/ I5 b+ @* @4 t" rPop-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.3 E6 c# O4 k& h- Z. H! Z$ V
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. " S# w* F+ u2 T" l" N4 J) i% i( ?2 i, V [0 p4 ^ [
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' G- V' d9 c' q7 H- {- \5 `
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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.9 u" `( ]9 m6 m( b
" o6 g" i5 ]' V. y* {+ I% FRank: How well a particular web page or web site is listed in a search engine or advertising results. 4 i/ p! `* g0 {8 e0 B% r1 R# a) G1 V! ]' H8 r" R3 l
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. . g1 \: [$ ~: e5 t# b 9 b8 F2 n" w! c* g) w4 sReturn 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. 4 S) e; z- s: A. |* X% {6 b. B$ @3 ?; _$ S
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…). ; m& Q& i" y: K9 h* E ~) L b- R ; }) ~, s3 G- d/ f* U3 z7 d: U) hSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)." {7 O( Q, Q" m
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ; y7 h% z( W4 M. f: l 3 g) w; n4 e, x2 b% Q2 ~3 xUnique 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. 9 b) u! z O' Q% Y % C8 @5 H' E( V& g4 ?6 X; S8 L$ X' T8 z# v
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