Ad Serving Platform: Describes the technology and service that places advertisements on Websites.1 m% D [$ f- }# |
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). ; b5 C3 W: l* y5 p/ Z$ k6 J2 d( W! ^( d9 U
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. # T# ]- Y7 s: N. S5 h5 O7 I" N: B$ O6 X
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ H# q+ \' P$ ]( t7 U
- \3 D5 ]4 M% ?! s) J wAdvertising 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. 3 `/ {& m% R1 A o+ T' w' ?1 N- f- C3 @" T& i
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.5 |; u2 G6 b& j( p2 V
. L3 E+ h) p1 J) N- kClick 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. : A# q* u& O. _( d; T5 V6 j- y2 G& [! T 0 p* [2 y, d3 g- Q" L) ?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. 9 M+ z; e' V$ D! C 2 `# X% T3 k: k, L$ q2 tCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 2 V( R, Z& f; @4 R1 \' g + u& z1 v( ^2 e. f* v+ @Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. x7 K. b) {( W+ M' I! ?* f1 b! j/ r
2 d- K3 v, M/ A) w- y2 o: `) A7 dCreatives: See “Advertising Materials” definition. ) |; B& w8 _2 ]% Y# D J: Q 4 D3 E: L* @3 P7 ]) ~1 }9 f# ?& 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.2 }9 w# D4 D5 p! i; p! p
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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…). % z' Q' m, o$ X+ o7 L4 D9 }3 ~; W) M3 P& V" g4 j; c" f* ?! p4 }
Footer ad: Is located at the bottom of a web page. 7 U" U1 E1 A# R( M$ Q $ `9 V7 U- a& A' G7 L/ bFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.& d# W' Y5 B- g! a, u
. r4 @/ e0 D5 F. I' m# YGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.- {2 `- f7 D, K$ m* d7 _
# l7 `2 W( G( O# O! zImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).& r- d0 _# U" h1 S( |
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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./ ^) ^8 w( K$ H6 h4 n& W0 g6 h
% l/ M" \: I% I$ _; N: VInsertion Order: Is a written authorization to display advertisement on Website(s).$ M1 G1 S4 J7 G. g: `
3 l& O0 ^2 A3 t8 G/ x, b& NInterstitial ad: Is a full page ad displayed before or after an expected content page' s; m( `8 Y' S6 w) R
- d+ H5 d& a0 |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). 1 ^7 C K2 t1 {; D. |! k, }/ Y c( m* U, |! S* V: Z3 ?/ Q
Keywords: Search terms or phrases targeted by the advertising campaign. 4 N! [* D5 K0 y+ J+ a5 T5 E& X7 V! e5 y0 J
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, k/ n$ k. ]% N3 o; g! }! M 7 K$ r4 w. v) ~& [! O" {Linking Text: The text that is contained within a link./ C% ?- O: u5 j2 v- [! E' C
6 W `/ I' ^! Z5 d, sNTV 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. 9 R& g* U5 o5 u v( Z2 ? - e2 X. A7 e" d& A# k9 @6 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. 5 Q1 c% ~0 P$ m+ c5 K$ @+ C, x( X2 b+ [+ D
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. . o4 T$ C3 I9 ~# l- S ]4 m% D* s, S, `# J. C% a( o
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 5 a% f" q: t: Z+ p6 p8 Q. I) A; R/ ~3 m1 j3 [
Pop-up: Is an ad displayed on top of the page visited by the surfer. * ]1 @$ S4 }5 q) [" r 5 B/ C3 b1 n) YPop-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.4 ?$ n1 s" ?- S2 H! ~
& C0 w9 z" d5 h! a8 b0 C4 T6 `Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.9 Y7 K; j4 J# d- e
9 d+ Q% K( N4 Y: H/ r4 OPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). : D. @( t0 h5 J, ]2 D2 r; E/ y7 E* s( | m
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. 2 U0 D9 r5 K1 f/ ~) e t G4 u# c9 f4 A& R( @
Rank: How well a particular web page or web site is listed in a search engine or advertising results.+ V2 i( D/ _6 m! S# H1 t7 e
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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. 7 i% m6 {6 p0 y % ^6 J* F& q9 W: f* r4 \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., b, c* t" O2 r4 q& ]- ?- s+ ^
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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…).. b% Q) j5 E8 g
) x( D' G' i. y8 F' S9 GSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).0 W* H( ?% {* R5 |+ ~6 d
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 9 W* {/ t8 h m+ e# m + i" a6 f0 s- P4 X7 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. $ e7 Q( k8 j. d! t( i7 q! ]6 ]# `( S) D% c
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