Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 9 }% y: t, i" [- [- Y- fAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 9 b5 u& S, ^ W5 M ]# U2 Z X6 m- }) 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.3 e* ^7 c8 f% M s: V2 m
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…7 H4 W; x: ]4 {) \' ~ P
! K: L3 C; m w! H, rAdvertising 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. 9 E5 {& W4 v- X# W( ]% u5 { # ~+ J2 m% W8 ~2 QBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 0 Z3 o1 g/ b. V7 Z4 Q* x ; A4 M5 O# b- O8 F( h( p+ e. uClick 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.; b. D/ g" [3 H/ n
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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. 0 c' @) W0 `& ` \$ ^4 L# f4 b 2 i! H4 ?# s1 f' X; _8 i- UCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.( [, x9 H2 d' l- A) k, z2 ~
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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. * \0 P# I& H0 k" a" x- d% m& ^& M8 L7 m6 ?. q! _7 Y+ l" ?1 Z
Creatives: See “Advertising Materials” definition. - P9 [" D7 P+ p6 T" V) |& @; }& h: E& z$ K7 n0 Y
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.8 _7 K/ t# Z, e+ w% R
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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…). * y( j6 M2 _/ C& |* H* w- G+ {
Footer ad: Is located at the bottom of a web page. 6 O* U0 e) k/ \; H A1 h. @% H5 a3 @( X
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ! s. K; k6 R8 C! t/ H) s2 ?9 u M' a8 T. e/ F3 V6 S% lGeo-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 y: Y0 z0 U8 Z7 s4 n, B
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).& n$ W9 e& E- a1 e
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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. 2 X6 B3 t- L. Z& ^ \2 x( m* a# D! H2 K" R, N* r
Insertion Order: Is a written authorization to display advertisement on Website(s). , E. H7 H6 |# v2 m2 U l. H4 h# {* z2 mInterstitial ad: Is a full page ad displayed before or after an expected content page 8 ~* j! U$ E: n7 V' I+ V0 G( B' Y! y" T; W# e# d' H5 K% J
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). " V5 `. r5 t t. } ' b3 \5 F" M. SKeywords: Search terms or phrases targeted by the advertising campaign.. Q4 i5 m$ x" i" X
1 \ I! F' v2 ]( B5 ~8 n2 }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. 5 w8 z) l* q3 f! @$ R* _9 O+ t Q! i8 c9 @9 U
Linking Text: The text that is contained within a link.' ^ L; a% R6 x
4 @% T' `* g$ G0 V; B. eNTV 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 250×250.2 ]5 Y5 R+ k h+ w) ^/ P
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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 W& X9 P: A9 G. ?( {; E4 G3 f& {
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 L& ]0 \0 c, {6 _0 k/ G4 V! n" D3 q# B6 e* c- u* J4 O" p. t( a
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ; r6 f* B( X! o& j7 o& b& L9 g, n8 x1 v9 `+ W2 ?7 D
Pop-up: Is an ad displayed on top of the page visited by the surfer. 5 f5 N) h' H4 O0 l8 ] 4 d1 m: S7 A2 k* {5 K2 OPop-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. V4 |# l7 m1 u" J Y3 B1 z' n! z9 t$ E" a
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.! J2 A# |; S: X2 r# x4 o, N! y9 F
4 q5 Y, H3 a' w6 hPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ' @, C' a9 c3 ]. `6 w _* V7 t; x' g, k
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.+ M6 K+ G; A$ N
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 4 c, D; O5 g$ J8 M/ U6 g* |2 X$ w. U ? e. k4 x+ ^+ Z D: k! 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. - l5 ]8 F% w- K) R9 A. Q4 g& `
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. 0 h( C+ z: a3 m- _3 b 1 o/ K/ q' i, k2 qRevenue 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…).! X% n7 j0 _* r2 H
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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). ( Y, a- Y6 ]( B3 |' o! v- i( m6 e/ L1 v2 ?. g8 Y
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. : S" \2 N' _, K6 g9 u' Y. G( N7 @- ?6 b
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.' b. y- ]! O( O1 ^7 x# N
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