Ad Serving Platform: Describes the technology and service that places advertisements on Websites.. k' [" r. x" K; b4 Q: N
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).: @6 E# a6 v: V; a$ D+ O5 t
' c. P$ x a$ M% tAdvertising 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. - [4 K' \) ~7 y" w / B7 c6 z$ D B) N NAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…: D! m9 i9 I9 j 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. ( s; ~# K" B5 a 6 N G3 S. S. Q* b/ f& c$ V. NBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. * D' x7 X7 `- u: u( z 3 y- ]+ d+ D+ F4 ^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." e5 c* k. ~! q% x; j' d+ X
9 O) y7 T7 S$ h) @: T& p# f% jConversion 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.1 }2 W. l- H. s3 [9 _$ _- m/ V& u
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 2 X% q+ |* J9 ^) N ' h% ~. f% @; H0 B% @Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.9 W5 i/ [0 G( C' c* W4 W3 K O, i* e) c" D0 [
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Creatives: See “Advertising Materials” definition. % W. p, P: w- b4 S8 [# Y: W, C+ l6 y" i" j/ K9 e
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.% L, b9 I" z- _7 K) I1 l- ]+ C! |5 b7 x
8 |2 y; k* o7 z: |3 C2 ~% ~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…)." N1 p# ^" T( O# u- E, R
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Footer ad: Is located at the bottom of a web page. & q7 }+ C3 f ~0 L5 C, }8 P 3 V4 X: C0 C! qFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 2 G4 ~' L7 y% n" R0 c: e9 P+ s9 J8 L1 a/ G, D1 U
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.- ^3 u$ ]8 ?0 L& ^% }" S, O- g
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).2 w, \3 P1 d4 Q4 C) e7 g$ Q
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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.9 u2 ^3 R/ ^6 ?" V9 V
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Insertion Order: Is a written authorization to display advertisement on Website(s).. W/ M- m$ ~' `% o/ x3 T, S
! y A+ a4 C: fInterstitial ad: Is a full page ad displayed before or after an expected content page : W. x4 A7 U8 D9 ]) k4 m& ]; l9 D g1 j+ p. g
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). 9 U; ^/ @- [3 g6 p- C 4 Q0 V& W$ T. j1 T6 U9 I/ `Keywords: Search terms or phrases targeted by the advertising campaign.( i5 s& @- h! j2 r8 \" G
3 {4 m" L T1 W0 D4 H8 cLanding 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. 3 @/ p! ]0 l" k$ o* Q. U" ?: { * A2 k0 G' S/ NLinking Text: The text that is contained within a link. " e+ I: l2 a+ b& Q$ `& _9 ~ 8 E" D6 F$ f8 e3 p! B9 i- R5 A ^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. 6 m; v) Q9 A) Z! }7 m 7 H" D( s: \0 g9 nPay 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.- B! w6 Q3 h- }0 @! I: R. A9 t( W
, n+ _# R' k0 E, jPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 I2 g2 i, n* r5 @2 V- t7 V( T4 r
) T0 Q8 x' f" HPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. \: n$ y( U W# F, N; T ( Q) F" T) h+ W) y1 APop-up: Is an ad displayed on top of the page visited by the surfer. ' e) F1 x N# A: z9 O 9 g% Q' o6 G+ g' R/ }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.! e, j2 B. d j0 Z0 U
, c% \7 O j zPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.7 w0 [, t- ?! p1 E* s7 C- {
4 _' ]" {- `* @8 p4 L) N$ P/ P4 N$ `Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).6 F0 @, {9 p- {6 J) 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., t3 n8 Y( Z( j
% f% g0 {9 k) ]Rank: How well a particular web page or web site is listed in a search engine or advertising results. J1 v. I( c8 P0 r. {5 r$ ~9 q2 t9 U
4 R p* {. _- {: u9 C+ JRetargeting: 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. 8 w" m, @ s n& p+ R ( ^' v/ b8 ?3 }/ i5 I- p( I4 TReturn 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. 7 V9 k; Z5 X, Z2 ?. r, T E5 C8 J: B, H* D/ D4 v9 ~0 i3 H- U
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…).5 d% E. t! e! H& j7 w
! g% }" Q0 F; u0 i8 }1 xSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).0 i, ? |( m/ \ T9 o& u m
% l8 l: N0 W' Y+ B$ g) A+ G+ rTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.* b7 k4 M, A X2 G" b+ G8 B
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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.( E, ~+ a8 F0 `* A* i
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