Ad Serving Platform: Describes the technology and service that places advertisements on Websites.( B- T+ g) \5 T# S( u. g
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).$ T$ {- T3 L5 g; P8 f& r, O: _
( g3 w7 x4 {- H7 D% s" {# KAdvertising 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.: `' x& `# ^1 x' V! p
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…# h) P2 }7 z* r
3 S! d9 k: r$ a& u8 Y# jAdvertising 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.8 F( k" g+ k5 n0 M" Y! q
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.2 ]! T9 a6 Y) z9 V' l% m, T3 g- m
7 [. ^. F! u. R/ j9 ]8 R+ o8 b4 s# sClick 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. , |& F) |' m4 d3 }/ ^ L2 N1 T9 t' M1 k7 P
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. . }8 k7 F3 g! C, t+ D7 m" v, C" {2 m; G
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.' K% @; w7 l# e3 B
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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.& i7 |2 o1 m( d4 `$ Q+ e
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Creatives: See “Advertising Materials” definition.* x, _6 R4 |- R: Q& x, ]0 q
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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.1 B% V0 b! W D
0 t3 Y7 ~3 x1 }# {* L6 ~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 \9 W# ?" q7 n- Q3 U( M+ \4 U% I5 j7 G. e
Footer ad: Is located at the bottom of a web page. $ S( N9 ~9 \! M8 K, c! W
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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. ' h* @4 o7 T! g f3 }9 @# j }4 p$ `( [! z: ^" v" JGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. . j7 x2 R5 L2 [5 r( T! l+ N1 W$ q: m: D9 z( ]+ c- l; Q$ i4 A4 t
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 }' f! X$ ?2 a4 m4 X
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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. 4 e' D$ N* [8 T! h% R6 K5 _0 C1 O% Y' g4 c! s, F
Insertion Order: Is a written authorization to display advertisement on Website(s).& o" W+ b1 c* a5 R) m) m
2 \* [2 c1 ]5 ~2 l2 u) SInterstitial ad: Is a full page ad displayed before or after an expected content page 4 I! I. v, L3 ? ; }1 K* z8 S: |/ v! 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). : b6 L9 }+ c0 ?7 O* J, o , d7 }7 y+ b9 a) x/ L+ bKeywords: Search terms or phrases targeted by the advertising campaign.- o! |$ @' {* B% j, W! t
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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. ( g$ I4 V3 D+ M7 x$ e4 Q& x4 C$ A6 H5 L, V" V1 x3 Y9 k
Linking Text: The text that is contained within a link. . ]- v' l* D' v6 M; F5 N& i2 t b1 I4 z% [) E% R5 V
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.# e& x5 ]6 E+ A
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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.5 S0 }2 s) G+ @! W4 l
7 N0 }2 l4 o0 S6 w; a$ I$ N0 |5 gPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 o% n* [8 J+ w1 S # `; k! n/ ]/ {5 ^1 r, m0 M; G# S0 zPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.0 g( r6 E d6 C5 S* ^
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Pop-up: Is an ad displayed on top of the page visited by the surfer.$ S; K! @1 W( h: Y" R
. }; w) W3 x/ [0 ]6 I' ^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. # ?; L+ |. ~! n9 H7 k% f. f1 N! N
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.: b& R4 I- [/ J* P: h7 t. x
. A1 x+ p2 X& [2 H# sPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).$ J6 M* x% F: v1 { u
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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. : j1 Z& @5 G F% n0 D; u0 U* z* n( B
Rank: How well a particular web page or web site is listed in a search engine or advertising results. , O1 h/ p& v7 |. V& d2 v6 g+ M+ t( W' B3 P# c" I; b" }- S% J
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. " k7 u! z& p' p; u2 K3 P7 p ]# B6 J) }( }
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.6 k- G, ], `3 G) ]
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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…). / |, `+ O( K, E. U. B / N/ I8 @" N& }$ F0 d# ^" K1 PSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). / i0 b' F5 s% M) O1 l* \3 v. l( d8 A% H! ]2 C8 L' a/ X
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600., B! [( r t% N& k
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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. % n6 G' g \6 z$ Q. q8 g& ~' c( d, q& @. n& Q4 w! V( v
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