Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 2 P9 l" S) ~# D% l F/ AAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).) v! z* l) o: e: T. ~, N4 R2 Z( i# @
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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.7 U2 d0 r: A9 O( H
+ F. E3 k/ \' ?- |* K" r5 {Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…; J/ i0 T$ F$ F; ~( w; |3 {& z% {
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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.9 o" V& u5 ]/ z* b; L' a( k
# w9 |8 b7 ^8 m4 M2 \Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.% E4 _1 k( D J2 ~ I
( V, e7 j5 K) D( v, E$ ?4 ~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.+ c% E. U2 m5 E/ Q, }/ H; i, ]1 t$ k
- \0 @, V3 z D5 j& tConversion 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. O( M: ^2 ^2 A- e8 e( ] i
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) R' ~! ~" ?7 N
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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. 6 n1 S/ v* d _9 C- R' p+ n9 s- X' Z
Creatives: See “Advertising Materials” definition. " {9 N2 e$ B0 m, o- ` 8 X9 O, b& d1 E( l" p N+ WeCPA: 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. . k. g' M) i( J% ^# k3 w# e# F6 t" G7 h
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…).* w# h( X" Q( g& R1 o/ i2 A
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Footer ad: Is located at the bottom of a web page. - N; b/ \- ?* w; x3 I0 ~2 F
5 b* ], ?& H; ~Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. / h6 K/ L$ N$ A/ F" {% y5 X- q8 e$ X( e' C) G! K
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. % l- J/ u: n7 g+ Y1 u2 F0 {; Q- `; z& A0 x8 d7 i
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). * j$ L; n3 a0 d8 w* f( j X" @8 e2 A6 O! y6 j, M1 W `. Q3 L
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.* r$ T2 A1 j3 Q
, |* \1 u2 Q; {" r5 J0 |; {Insertion Order: Is a written authorization to display advertisement on Website(s).3 y' y9 ~. U' |4 |& o4 q
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Interstitial ad: Is a full page ad displayed before or after an expected content page+ G. Q' @4 c. b$ o& p
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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). . t i+ P9 G8 w1 S& s6 D4 k4 H# r4 |" Y; B
Keywords: Search terms or phrases targeted by the advertising campaign. : N; `( @ k& S/ W# @& E. ?6 y; ~* Z3 i; M1 m/ a' a" d
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.0 ]# D+ R: h& j3 U8 h: ]
: F' V* I) M- L G8 S% wLinking Text: The text that is contained within a link.6 [# V+ x8 g! t, |' E- v
! d2 V$ s9 J4 D7 L2 A$ O: s* dNTV 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. / P7 @8 p( o& u# u# I7 Z9 Y" Y' p! A4 R2 g* R' ?1 k
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 G d! I0 X" [5 n$ r% W) Q4 O
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 4 u% d# \4 G& \$ l5 @! l . {! z3 T9 E( V+ B# O( iPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 4 J1 K8 c( y, }: Q! ]* W% T0 H/ c8 d! [2 \5 [1 {
Pop-up: Is an ad displayed on top of the page visited by the surfer.9 }1 A) O) f% O% p* Z; Y
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Pop-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. ( N0 [" }7 }& [" p * P; S7 h4 ?( v* m {1 o6 m4 k, B) VPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.3 @/ P9 v+ z9 L
; D9 U1 K+ j1 u' T) ?8 qPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' ~' \* \# g2 E! k& k- E: f+ f' y
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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. : I5 e" j5 u/ w2 W , V# ?$ p6 H9 A* k1 E' l" V6 nRank: How well a particular web page or web site is listed in a search engine or advertising results. : W1 [; K% G8 o8 X) G* ~8 R* Y . |. y* R5 M5 k: _! X& 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. 9 t. s9 l4 {9 g% r ) [; N4 W" B# W& U( l/ h: rReturn 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.+ e- t: e# N; U4 \2 b
0 M) l8 U3 |' E, o8 [- j6 t& RRevenue 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…). `. H) T7 N. M; w
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). # C: j8 ?' b; w2 v) U5 ^1 @. v1 I9 s8 _6 F
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.. ~6 R; W! N7 p% o& N( v
) u8 Y9 w8 J8 j& L9 v. M. I3 gUnique 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. . P4 I+ \/ L) ^) R% a* G* ^, u9 d7 ^
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