Ad Serving Platform: Describes the technology and service that places advertisements on Websites.( a7 [8 O+ _8 Y2 D" L5 p$ R
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).5 O9 t+ `7 w8 `4 F
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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. 2 E6 A0 z/ Q. o$ N$ P2 T7 Z" @. d) X# l! Y/ x- ]& M& z
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / Y; `6 j& t5 D) @3 J9 O' i2 b! U0 E& Z! ]
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. q. a+ B: E5 L. c- Q/ D4 X3 d3 c6 j# g) q
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. . I( Y% P& q; ^+ o% b9 M/ e! [1 G+ U, l& ?$ x4 t
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.. @0 b0 X* a) F
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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. . v" N& m' k1 N' N9 y# ^2 ` # `& _/ n4 @" g8 {' ?; y7 f1 ACost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.3 e7 Q! Q; v3 g7 ?
1 A; K" T8 h; d6 dCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.+ ?- Z9 v" i+ v# f: K0 X4 l
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Creatives: See “Advertising Materials” definition. ) f5 N/ r2 o( M' |% n A6 v$ j5 N( r x6 a
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.+ ~+ O9 r! J. `2 v: C8 ^
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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…). ' t' Z+ c- n! Z }6 O% X/ Y1 K8 X
Footer ad: Is located at the bottom of a web page. # r2 F" N5 g, A: O# x* Z% D2 Z2 J$ E
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.- G2 T& E( q' _: W& _5 V
& `/ I2 F# P3 F3 \. _' H; E2 z6 BGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.0 h1 f+ ~6 X% a' G F J
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).# y* o7 b" f$ J- c+ ]1 Z* 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.+ I7 e) R8 x6 V$ v% L+ y W- ?
, a% ?1 o) `7 z9 e* }Insertion Order: Is a written authorization to display advertisement on Website(s).6 o' z/ ]( C( G) Q/ Y# C: f c0 g
: N6 o; X7 f t2 D8 ~& OInterstitial ad: Is a full page ad displayed before or after an expected content page, k7 Y+ V2 p" q/ G
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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). + m! |6 q# F. H5 F1 ] W# |( [' I
5 U: a6 Y: V; I( A& f2 yKeywords: Search terms or phrases targeted by the advertising campaign. ) z5 Y/ ~# V3 m7 ?9 y w ^0 b# m2 W5 K3 g M- [
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.; |! w# s& h% m! k: G6 b& h6 y8 a
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Linking Text: The text that is contained within a link.) f# x5 i4 O% o: q
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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 250×250.9 @5 S$ A6 D' @* _4 }
1 I3 I1 D: e+ L! ~/ gPay 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. ! x% m. v4 @/ ^, |) y- m8 L# H1 Q; s. H! {; g
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 0 a! i: Q' ~/ }. \, v - \' h7 z; l; M& H: E/ |% pPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.% o( N z4 d9 B" i; h" c
2 b5 e. w1 s$ l4 Q. w1 f9 bPop-up: Is an ad displayed on top of the page visited by the surfer.1 [- e, r$ a% J7 F0 D8 s
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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.: n# p Q# h5 c: r d% Q
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. . l* l! F) p- l# d+ x 1 [0 H7 S0 A8 ~7 a. GPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)." U+ E( u0 }0 q; H
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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.6 K; E% Q5 o7 V& @9 w! Z
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.% ]- ?. T" l+ U" P
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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.* Q3 q1 A* d( m4 G/ l2 Z
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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. n! O7 s) l, u, B . e5 ^3 Z" \( G ORevenue 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 }. u1 R0 @7 J/ P7 ^6 b
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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).* ~5 u I# v4 S5 J+ P0 Z
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 W7 M7 g1 h2 j( S. h7 {8 W( n4 v0 X9 ]9 D `
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. v" O3 Z9 I, _1 K2 B5 M1 E* a g
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