Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : R* I6 `# g8 l- a. u5 v1 _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).: @# o% N! g6 W. G. h( f5 Z" a, K
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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. ( \# p& {" n& D8 z, A5 | y( u7 L2 I/ ?' n4 c( L+ [' }/ zAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 9 G& D( o+ o! w6 o$ A5 e4 L4 d. M8 ~. c6 \( v4 d/ ~
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.1 ~! M, }( I& a7 [
: e( o* |2 \# C; N5 j( t* pBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.4 m* n% R( w' M
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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. / o( n4 g V+ T6 P# ^# V& D; g: [
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. 4 K2 G/ |/ k+ n! `/ c0 L ( i9 N9 W. N) @" p f) ICost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 4 |; I: B7 N$ A2 Z1 A }( L+ Q" a8 v& }7 ]7 x
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. $ v* s7 N4 H% d: @4 X% H$ H+ F5 e 4 D7 O( }2 u' w8 u5 oCreatives: See “Advertising Materials” definition.6 R5 G# X, r1 F' s7 [; D# H8 [
# t" Z( W. z5 s3 l' X% DeCPA: 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. 7 C( n8 s8 I6 U2 ]5 o# [2 m3 g3 Q5 j) W8 J. C* i" ]- ]8 f
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…). / [1 j) [5 `5 }; t1 R) P& ^2 X( C O% x2 ]1 H
Footer ad: Is located at the bottom of a web page. 0 G3 @8 \2 A. b$ b: f. K. `% r) r; L4 V: d5 F6 A
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ; p1 y8 u F0 a7 \' i5 t c' r+ M " M, H- @: v- C6 f- ^# s+ cGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. # C% i2 K1 x1 l0 @: s2 C 8 k0 R0 A" x* I3 j0 ^Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! s9 |- z: M4 |+ A+ u- P" V ]& s
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 P( H: y) h# K
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Insertion Order: Is a written authorization to display advertisement on Website(s).3 [" r9 D$ d$ P4 }, U T
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Interstitial ad: Is a full page ad displayed before or after an expected content page ' ~+ g2 l: A" ~; z4 g+ j( x9 a/ F7 v/ b5 G C& ~
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). 7 c0 Y7 F0 V9 v, D8 j
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Keywords: Search terms or phrases targeted by the advertising campaign.. u+ e; t0 U8 G' c
# c( _6 P" c& S7 G+ a; S0 `6 L6 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.) T$ i7 I% }+ B7 Q
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Linking Text: The text that is contained within a link. ' X8 E0 m! G+ I O9 F" m0 F/ t7 k3 o
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.* N9 e! y, ?) E; A
, a( R4 |% @5 l4 O! B. @; lPay 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.5 B# M0 E* _) t6 a0 ]" t
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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. 2 h. g+ o9 {$ F) e5 z' M; ?" @
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.% D* @) P! j- h# O6 m) D
1 |3 G8 c$ s( qPop-up: Is an ad displayed on top of the page visited by the surfer. 5 H+ H9 H3 _/ U- ?& C 1 b2 L4 g% F0 M0 NPop-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.5 _2 S) m8 f- X8 e" E5 A# E6 [/ E
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.0 [2 u+ L! r( [* l! G9 l% U- p( `
' r: X1 y7 W7 \1 ?, v8 hPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).% c3 `. r6 Z, e) W A* w: ~8 X
* p1 e9 `8 _1 @; X2 b- W; v! Z. EPublisher 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. 7 X0 a5 b. b' ]& a D6 o % b E/ L8 r7 @, b* C0 BRank: How well a particular web page or web site is listed in a search engine or advertising results.& k$ \, `3 m) |
% K9 _$ ?. ], C' A& HRetargeting: 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. + z; G! Z6 j$ ?9 h6 F* P9 S& t2 K% y, y
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.; K4 N) |( x% U, k/ M$ ?
. r7 q2 L% R8 B/ R$ z; ]0 tRevenue 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…). 7 K; ?1 O4 [0 e/ x7 k d) ~$ S# C% OSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)./ o! x4 X+ x: k T
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.% y# O* O o: ?" V1 m$ K
+ V5 l% @: B/ @. H @4 tUnique 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. ! `8 p, O4 S1 b: p7 s 5 c7 n# U4 }! D# q6 {! \& \" t1 z6 y( N) \- c
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