Ad Serving Platform: Describes the technology and service that places advertisements on Websites.. a0 ~3 n3 b+ O/ s1 n# {+ Z- D
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).* t' F& r3 `& A g
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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. * V/ M4 ^: i6 s1 v2 ]) y4 V 5 s6 b% {8 {0 b; L: ^) hAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… + B9 C1 W1 ~: j3 |# }2 r& ^2 q5 l0 Z# i6 P
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. & p4 g P% A- [! z 2 Y3 W3 u: q, x$ p9 M% h. S" uBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 8 x1 z9 r+ g% D( ^7 r: X& v 7 F3 s" K z( L6 i3 b2 d$ eClick 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& t0 ?+ m8 J% M/ X/ g& r( ~. M l- y6 J5 z
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.2 u5 O4 E! U" j" p4 t, H+ J7 O4 w
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 4 v1 S' M" Q3 {( f \! O9 q! B4 r! B
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.9 c' l e/ X. n; u) S7 ]
- v; H" e! ~# c8 ^ ]2 UCreatives: See “Advertising Materials” definition. : k- P& U! P* { 4 w9 W6 X/ F$ I% m; UeCPA: 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. + u/ G" u' @3 d4 P `0 S* n! h- I
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…).5 u$ s$ \: P. V: [ R4 |
1 G$ q1 d1 v4 |" R& v" q$ H: Q1 K' G0 S" iFooter ad: Is located at the bottom of a web page. $ `+ |7 y2 d& p+ y; D
3 S. `# o B8 CFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. $ E. l' d3 j9 b& N 9 Z' E- B- b% J0 fGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. / h, O" G( C# i+ v, u1 A" Z3 u6 n3 M
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).6 a" I* @/ B7 e C% |
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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.+ e+ t% ~6 e3 l) T( y7 v8 y k
9 d: S# Q, Z- l d) hInsertion Order: Is a written authorization to display advertisement on Website(s). ; a( M# E8 b% z$ Y: L: W" z& C7 E$ j1 W 9 E4 z' n# Z; i4 x& M8 C5 AInterstitial ad: Is a full page ad displayed before or after an expected content page% q7 R- ~0 q& ~' z. ~
) J( x; \. z) v/ WIn 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). * a k. t9 o7 y8 F1 d" `) R% Q1 @. x
; i/ s3 I, ^9 w6 |' v* ?. [Keywords: Search terms or phrases targeted by the advertising campaign.) q# h* s" T- s
' p3 B- q% x, \2 ~1 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.$ g6 Z# F( ~* o, e
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Linking Text: The text that is contained within a link. 5 T" n2 Z9 A/ W- k2 \& P+ |& n% N7 w: {8 J
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.* p: O Z7 s$ c1 G2 i* u
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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. 1 H* r( g. U& E5 o 8 s9 q) B. f; X7 c: kPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 4 d+ K" V4 _8 u% U; B 5 k% l3 C) I. Y6 }/ |2 q6 |: w0 C4 {Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. / J- M0 G7 X4 J% Y! t. d, R, G 3 n% v$ W/ F) H0 V( j- p7 X; _Pop-up: Is an ad displayed on top of the page visited by the surfer. ! P) V% g0 @. w3 S- N$ p , S, z8 G& _9 x3 i6 I/ h3 XPop-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. . o9 {+ _* o! R0 q# ^& @, M 7 \- _/ k$ u s' g! F9 T/ Z. ^4 XPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.2 Y. A: D3 Y6 _! J( T* k8 Y) h
/ {5 Y& ^7 y+ [0 {! vPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).2 ] l5 [' ?9 k+ E. Z
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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.. ?( o" ?! ~& [4 ]2 L' s; x
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.2 m& F6 Y* b! |0 ]6 P& s
# g8 t8 ^2 B+ [# ARetargeting: 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. 5 L- @- ?" Y# n i. \2 M' A1 T* g; W: r1 e% C) Q% N
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.' K1 z7 w- p5 j' q8 y
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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…). $ q" N$ w, N9 y+ S. z- d ! T2 ?2 Z5 w% i' ?- q% h9 Y" KSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).9 h! [& X+ b$ Y# u i
6 k. H2 @( Q7 x7 h3 S7 ]5 BTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600./ H u* e# i; C& X7 b2 U
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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. ( m5 I- |" ?3 o, s " m/ r9 L" T+ P9 T: ]: @+ A . P+ D4 L* Z2 y* Q- [- f- n
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