Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : f$ m8 ~- a" ?( I% k$ K4 sAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).; s# ?, [: _' J% F
2 e3 n9 S) r1 `2 o* u( bAdvertising 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. . G2 Q0 i1 S8 M2 z& ~ 2 c# g9 w0 l2 _% n* F: y5 AAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / {7 P9 j% q7 ]( c% I * q5 B E) I6 T" o+ r0 ?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. 5 o; z2 L( ^7 f" v2 S+ u" T% o- G, J, u9 Y7 t1 _5 T
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.& t8 l8 n: T2 x+ b! E. F
7 Q0 d0 Q$ z9 i; @ `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.- d& K3 x, ~ B' I d" W8 o5 E
! D- g% Y, r5 Q8 bConversion 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.; W8 Y. a0 z' s2 C% q
( k, C, J& B( v: M5 Q+ O, K: wCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.! @) E, u: o5 F2 N
1 K' D+ T. u* a, f$ aCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. . X" g& V8 B5 i1 y' d" N5 F! p! d) F' A5 e* o2 S2 {
Creatives: See “Advertising Materials” definition. 3 A# G( F. _) s6 O+ _5 u- j( M 5 \! Y* t' Q8 u+ _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. % [6 l/ [4 C: ?/ l6 d2 o8 x8 a W 1 O3 S! E, r: b% v: s: D5 v& eEffective 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…). 3 S) O$ P# j5 l# l# J8 ^/ W; n# @- Z/ N9 O
Footer ad: Is located at the bottom of a web page. / l& c- x- p3 t/ P/ i% M& [' C ) w5 L% w* Q. E1 g$ ?Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.8 r @. C+ c: N+ J! h6 D- C6 v
; E* Y% |7 q9 L. v. PGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.& i1 [5 ]0 \$ H* o. ^
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ^ Y/ k* q8 a/ x
; f1 G: o; Y; }* b; n* Z5 R5 ]3 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. 6 U6 ~9 i# u" h8 Z 4 ^" c$ x* b2 fInsertion Order: Is a written authorization to display advertisement on Website(s).; U4 E: `2 I+ s* @1 T. {
* }4 ^; U" T3 z; a2 U# K( v1 A HInterstitial ad: Is a full page ad displayed before or after an expected content page% c* `, f. V" @6 q" C U+ g7 x
) S) L1 |+ R1 ~% A) x# rIn 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). 6 N) e/ @/ P# l8 m5 c z. O
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Keywords: Search terms or phrases targeted by the advertising campaign.- S0 u& b. v9 u& \' n
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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.. R; F. Q C& S1 D* F% f' H2 ~
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Linking Text: The text that is contained within a link.9 L9 @7 C( s+ H3 F( e ], E
- \; _7 N% C/ E0 W9 J) D6 CNTV 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. 7 _+ T7 g4 j/ `+ P: x. h! U, e% P* t
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. & ]# p) t0 d) G' F/ n" C* ?$ s" m$ `# K2 B) ?
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - j& D G5 V% U$ x: o% _5 P* S7 O! t1 J+ @( h3 D
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.4 O3 h1 _# m0 ]6 m1 C% T* ?
9 u, Z/ c4 A" L- x: S/ a+ `/ mPop-up: Is an ad displayed on top of the page visited by the surfer.& ~/ A( |7 y; E: E' D
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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.% `# m4 y5 W# G: `, }5 U) d
# `( n6 ^: Y/ t T- u0 D+ IPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.$ ?; S' c8 `3 ]+ U W+ {
( s' p5 p& }( g/ Y/ yPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 ~1 N. e! R6 l; B0 a4 }7 h4 M! e5 A: w( J! s" Y) S1 G
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. 4 E) `# N8 A# b* f0 [3 x' V/ W& D7 j" v& L1 }) e1 p
Rank: How well a particular web page or web site is listed in a search engine or advertising results.: i( R: X5 G# v: T' z
g% Q% \2 k! [2 d+ `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.+ }9 D0 P0 G: ?$ T N
- z. B2 I$ s& a4 F- RReturn 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. % F# v8 X) \7 Z1 p1 g2 S* v1 m6 I1 w% V. P/ @8 x1 r$ p
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…). 9 j0 ]0 d+ o' R; t) o- U! n9 P* M
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).; x3 J3 T0 d" P! d6 o1 Z
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 0 d8 W+ b: r' d3 w A3 }0 a: H Y% X& HUnique 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.3 x" s0 I7 o9 t# z# x2 u" [
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