Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 0 H0 I9 T9 g. `- cAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).1 ~7 P" K( @3 r/ I2 O- T
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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. ! W. f% F( d! [1 p6 ~8 l ! t0 S2 w' C9 M C, mAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 7 b5 `" L# k. A . x- Z6 M! D8 O, O3 I6 fAdvertising 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. S; k" s' `, \ 6 m6 O! J# b/ b$ r7 |2 \Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; R. K7 L2 j8 W2 n ; S- e1 ~, \: a. p$ ^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. " R+ H* x6 Q+ u! ]- B0 f0 Q1 p1 U/ 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. 3 r5 `! |! K$ d, @, S% O. @ Q # q! c. x# U2 Z' c7 L1 \" Q4 Z9 RCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. D/ ^0 A7 k. c6 H8 _" h$ l8 l
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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. 4 }# j. e+ O6 N' u9 z1 H) E/ k
Creatives: See “Advertising Materials” definition. 8 n) a+ z/ W e) H 8 h4 p/ C, b& Q1 Y7 }* geCPA: 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' z! k/ x* y/ s( y' ^. m5 y$ Z, c) v1 _) o% Y
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 G0 S$ P8 R* T6 L3 {$ _
% J" `* q7 c7 Y2 @) qFooter ad: Is located at the bottom of a web page. 0 y, Q; R) E. E! Y6 U1 w8 H
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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.5 a, w6 T& h: n5 K2 ?; \
9 T% p6 T( q+ k8 I4 w7 kGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.# m/ `$ [6 h/ d: J* `- [5 W* M
% r0 Q. ?0 B. _Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).8 k I% q9 @% ~& W! ?6 F6 K/ k
' s9 v l( Y- x' n6 P8 z4 i- G0 pIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 3 s$ {% `* W* }+ o! q / D0 \: R1 x/ p. Y( h5 RInsertion Order: Is a written authorization to display advertisement on Website(s). ; M2 [, M6 [; f& r9 z, S2 e% O
Interstitial ad: Is a full page ad displayed before or after an expected content page; v1 Y) X5 U9 B F# W
) O* b1 q' A! V! X: B! QIn 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). . C, C- V7 J" y# C+ g- F+ p
- G& l* _- |6 R( U1 u iKeywords: Search terms or phrases targeted by the advertising campaign. ) P+ \* g) l/ b# ^ : k5 i, ^9 Q/ q4 L- qLanding 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.' }. f- Z) E L
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Linking Text: The text that is contained within a link. g1 e# t! u; _- v) r2 E: ?6 a' t) X1 x8 W ^, E9 }5 Q9 ~1 M
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.* M! A3 D: P* I1 f, C9 @* Z. s
$ }9 V* e) m- l' jPay 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. ; ?" V2 T# M2 X& x+ Y1 i8 U. G 2 p" j9 B+ H4 n4 Z3 f6 g' kPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 8 u5 G# q# Z. d" w % \2 K1 C( V1 OPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.+ K. h' r8 z/ `9 F) V% M
! ~7 O3 k2 f0 L" Q4 O, _* ~Pop-up: Is an ad displayed on top of the page visited by the surfer. " R3 c, _" G; k$ C. C( e2 r/ s ) Q+ `0 J- a4 L) U2 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.$ v3 m2 u7 w# @
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ^4 f9 @3 Z3 ]
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 b0 W1 x/ z, h1 z6 N% J* ?. x 9 \' I2 O' n# u9 FPublisher 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.6 J- b- m9 L }1 y, d
" U* t/ S! E9 y! d7 S. URank: How well a particular web page or web site is listed in a search engine or advertising results.* B* e* d5 }) J
) x) ^$ C8 u. S2 ?. nRetargeting: 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. ; U; W* d$ w* E+ Q% L$ @9 J- r$ }* |" z9 i" U$ G7 L% g
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.4 P9 G, C" B# S' K
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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…).. y, C: b! V: U
' L# w8 `" V' iSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). : j* {/ D5 d9 o) y/ E . M5 R+ C0 u3 T$ l" `! o5 @Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.- _! j ?4 T5 t1 F/ d. t7 k+ b
# a1 r5 Z# p7 g9 \( D2 F9 Q0 Q; }0 J' u+ yUnique 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.- W4 E0 D; T1 h( o
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