Ad Serving Platform: Describes the technology and service that places advertisements on Websites. \0 s& O G5 A: R. B0 y
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). : ^& a: \! Z, ^! A0 J8 d- y% D+ V1 z7 c
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.. O* a4 P& h, m/ T+ C" I
! L% {7 X2 V4 E7 a. b& u) d& {Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ; B) x+ Y. J+ a! T 6 S* h5 w0 Y0 u& P, w" C$ XAdvertising 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. 0 L& N: I1 Z% x, E1 v0 l1 I L9 Z
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. / i) W8 a0 B, z7 g, Z) G: Y) s( c $ G: a9 k7 k7 |) o, Y1 K/ IClick 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.0 e8 ^" |* K; R. w; W4 G1 y! N
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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.: M& _$ S2 {, ?/ Z/ _4 S
# C! d1 ^5 H; sCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. + ] E9 I6 A" ?) x h% X* d9 n% H# {Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. + i1 e0 b Z( u* O7 n& k( r1 T7 W" ^, [
Creatives: See “Advertising Materials” definition. 7 W# I4 I9 `% h; l: i( ?& a 6 y6 I* L$ g. @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.: Y1 `" b" q, F: r# |4 ?# C
8 u: D: j* Q) e+ ^5 IEffective 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…).6 Y, ^5 [1 i5 p+ P$ x2 a
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Footer ad: Is located at the bottom of a web page. ( I. P2 K `' c% p2 r( X: m
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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./ `+ x! C& Y/ `* ]
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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.; j; S5 A1 j' E( F; Y) Z
- u% U# P: V- g3 E! F8 wImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).! x# u% d; \7 B
9 s( f! r q, L( o g+ rIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 1 ^6 n) ?# T8 K" x& L# u; i9 i( l3 S) g- B# A# I
Insertion Order: Is a written authorization to display advertisement on Website(s).9 E& R. M" b, q) N( q( C- {
6 |$ }( ~9 A5 {1 o4 r8 kInterstitial ad: Is a full page ad displayed before or after an expected content page ; t1 ]9 i3 N4 r" i4 M( Z8 u8 p+ M+ U- x8 J2 p
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). , u B3 c* T! @/ V' `5 ]
9 n, `. R k; M' q6 d' i! zKeywords: Search terms or phrases targeted by the advertising campaign. 6 ]8 _: r) }1 K c/ N& h" y8 U/ N: E: ~4 n% I" A+ N9 q
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.1 B2 ?1 w1 r' Z8 ^% j7 A
( \0 i8 S* N, b6 X6 O4 G* XLinking Text: The text that is contained within a link. ) j! C# T1 ?9 d . q. m$ L9 B/ ?0 }5 L% KNTV 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. # K; j# e7 L- A , V$ M9 a9 C; }2 Z; Z$ uPay 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., ]2 o% q; y1 o0 [
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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. - J6 \+ u4 x. f9 x( Y4 \# [* x# M
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. & A' C) ]& o n1 u4 D0 C, }! S8 a( S, @% Q2 n
Pop-up: Is an ad displayed on top of the page visited by the surfer. ' o( _2 q8 a* H" x4 N+ N' ~' l9 ]' E9 ?
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.& ` a, X1 g- ]/ D( c6 U# R8 i$ p
# J- f" i) s. E5 V7 M- v; m4 _4 I# ?Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 o7 m, G0 c8 g) k, G% F8 m' Y# @/ V7 I7 O! [' G& @
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).% [) e* A9 j2 [, @
4 S! ^! O$ U/ @' R9 pPublisher 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 Q1 n- q" A, S" B& o + i2 L/ Z/ p9 k( O$ q. J) v2 A( dRank: How well a particular web page or web site is listed in a search engine or advertising results. ; R0 g0 N- v; Z6 h4 c4 b; F9 O( w7 t( R& j2 s. s! C
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. $ [$ `( v8 Q! F 0 {- J$ v9 K; e$ `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. X/ x- F6 ^* B+ V. e3 K9 @5 |' [5 z+ W( ~- ~$ X
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…). # Z0 y$ z% ]& R9 D* y# ~, Y% j N; E$ U3 r9 g; ? e
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ; B# ^ l4 F1 b$ w$ x3 s6 P6 S! b6 m, S6 a8 D7 g
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 3 M0 ~" x5 }2 H! t6 {) E, ]; L. C9 ^/ ?
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.- }! p8 i% v% q- P3 Z
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