Ad Serving Platform: Describes the technology and service that places advertisements on Websites. `9 `- c5 s) D1 o4 n+ pAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).) Q: g; b' ^8 F$ C' v2 w
1 k6 h# F6 V1 D& y+ a% d; d. @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. $ d/ x+ z$ ]* \& C3 o) l- l! B) I" g4 g
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…) k) g( Z+ d5 B* i G' p
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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.4 V' a6 ^# w: \1 Y
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 9 P' M9 L- J* F1 K; D/ u8 d ; }; I' `& C2 @4 jClick 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. ( |* ^& R+ L- \0 D/ A3 y- w3 C
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. + B' Q9 |( `, ~" \8 i 3 K& A6 k3 p- k5 Z+ ]9 s, E: G7 O( a( E. ACost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 2 f( B0 R8 {- Q4 e : c- ^2 b* a3 M1 v& v7 ~/ @; bCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.) j/ v; y( i' U
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Creatives: See “Advertising Materials” definition. 4 v, H B, R( e- E% l1 h! c8 Z. ~ v2 Z5 U: A) d
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.# d9 }6 X. [% ]+ g% u( I) c( B1 E
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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…).4 N+ t* W& n7 L+ H. Y; u
+ n+ B+ T; J6 U* y% CFooter ad: Is located at the bottom of a web page. ) N9 B9 d7 O) J% F, T* Y9 U& E8 A4 P1 @+ {
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.3 u7 Q$ K/ V- ~4 h8 K+ ]; p
% P8 a! H9 b! `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.8 _3 C. Y" e( I) G
* M e* q( L4 K. }! A! ? IImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).* y/ z; k$ z! D0 B: n
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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 v( }& ~. T$ g3 R# T# R6 q- ]2 _9 I/ p' y
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Insertion Order: Is a written authorization to display advertisement on Website(s).7 i. s* J( V6 t# s6 ]
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Interstitial ad: Is a full page ad displayed before or after an expected content page : t: L. t1 P8 u2 S$ l( M! a: A 5 U6 y, u3 z! k+ x! }. UIn 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). ; W9 W7 y( k0 D: {- J" q7 G6 X( r; t e
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Keywords: Search terms or phrases targeted by the advertising campaign. ( i9 z+ v% F- L% F! @5 Q5 R$ M1 s6 G2 [. n; c9 J' }2 N
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.& _7 k$ P( D/ L/ k
) ?$ Z0 v" s, H$ aLinking Text: The text that is contained within a link. . H" {/ R( O1 S# a$ P! D9 {# N/ v r4 E; c! P0 E1 \
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. , v+ V5 m4 @ `/ t. T6 `) ^, x# L9 a2 H) h! }, E' P+ {
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. , `9 a- T7 T% N- x' C8 x ~5 Z 7 M3 X5 L" |2 Y7 x# G3 [" l$ \Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 s8 A. s; f8 S( c6 r* O; g2 ^3 H9 o! B, ^$ N$ N! b, l
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.. h# y, y8 E6 Y
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 9 D# w$ }& c; o2 {: v) j" v* W. X8 C e+ T! L
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.6 ~& _: c2 C1 Q) u( |
# B1 O& e3 o% V; qPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.- }# K: X; r0 l% G9 Q `
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). " L7 w/ M# w$ q; a+ }, ? - m' R4 O2 x: iPublisher 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. 8 Y% I( F8 A6 z; W K* d9 Y1 l : k+ T0 x; \1 \/ G; ?* C' WRank: How well a particular web page or web site is listed in a search engine or advertising results.( J3 |& G3 v/ F3 _; F! a
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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.) F; _/ g" x5 s& `( |
o* G! O0 P' 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. - l4 A, s" l, n3 e+ j1 {' Q4 y$ [% ]1 A X3 |3 d3 s
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…)., @, a' l8 n+ `4 E
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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).# ]7 [1 v0 W5 c, C" o; M
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ! j3 p" B& l0 b$ x8 w8 z) D + I& j7 t0 X" T( BUnique 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.( i) A0 g. M( S* V/ t
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