Ad Serving Platform: Describes the technology and service that places advertisements on Websites.' X/ q, Z6 G9 N: Q" @
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)., K5 H9 T, S+ b& i
! p: P; a; A, c" YAdvertising 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.6 @+ u+ A7 F/ M3 @- ?2 m
4 r3 H# a. ^* I3 C; L' SAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… * m* E2 L; \5 E" h+ |) U: c6 t' e% G( h
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.1 ~+ m [+ E* m$ P
4 c) Q# z7 c! SBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " Q( l# E( a- B6 a: e' c# h# U, i) f5 |' [# Z+ ^
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. 5 @* J# o [& W! c& h ; a5 F5 g: \4 H: t" r, n gConversion 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.( _ s' t4 w1 {- |
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.$ e+ X2 D; N' r2 |' U7 _
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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. % b/ a+ G3 v/ u! A! |% j M: ]: p6 b1 A: b9 Q
Creatives: See “Advertising Materials” definition.5 N* Z, p) U& u; Y0 k0 D
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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." [% O& U2 W& s
. s& h% ?. g M, rEffective 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…).! H( o, _8 U% G+ `' r" L* S
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Footer ad: Is located at the bottom of a web page. 5 q, K1 M) G8 T1 ~" x; K
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 s' z) Z) d. ]) H+ D
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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. 4 j b* f, F# U9 H3 S; p3 i* f9 B/ [ {! E
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).8 s* s. ]# e! A# x' {" 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.6 `. J3 C4 h, l/ A$ ^) N7 |
! K2 a6 q* G6 {) L/ g& T% k9 UInsertion Order: Is a written authorization to display advertisement on Website(s).$ j B$ S. }" H0 h6 q. {
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Interstitial ad: Is a full page ad displayed before or after an expected content page " [# D- {5 y: R " k' E5 {8 n1 o1 b4 Y5 S, XIn 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). ; w0 `: o& I2 E( Q
) J6 A5 d) g1 pKeywords: Search terms or phrases targeted by the advertising campaign. ! g; y; V6 j( \ l4 s) H + v; l9 \5 M5 O. SLanding 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.. A! m+ V% ^, b* b1 H
' c7 s1 ?0 |/ ~( e7 _2 H ]Linking Text: The text that is contained within a link.; n$ v) E) J4 x6 d# D5 P
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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.. B: O2 s* R$ F3 |5 s
+ E7 E0 K6 f# C6 e- a# DPay 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 D2 ^+ j9 \" X3 N6 i: n1 A2 {7 D7 B9 d n* W0 h( u7 K
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - G7 b$ @5 Q7 s) S' {0 E9 \$ d0 M3 E
* J. w8 L T8 p3 G" Z5 SPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.) d0 m$ e+ K! u; H* u. e
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Pop-up: Is an ad displayed on top of the page visited by the surfer. # @% h6 h7 c, I4 |8 Y 0 o) ~2 `6 X$ r2 qPop-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. 3 ?. v* {: g7 d6 \2 ^ - P) |- V+ ~. u1 L. j4 D7 }7 `' n$ IPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 6 v6 V- Z) n: |+ D9 ]- S3 J2 S8 x# b: M
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).7 \" a2 a6 r! _9 K+ I c1 `
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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. * v0 ^( d! O$ M1 y6 p% T+ ?* ^& R" p; s# r( M) g% Q8 M
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 5 B4 v% A* r9 H$ t7 ?( }. q! z" \: B& m. \/ I8 X1 [5 O2 C
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. ( D% n$ i7 w( Q, k2 _. v/ ^. N- ~" v* m
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. 5 `9 P2 s7 l" N* ?) e( {: y7 j* W3 H; N# \' s! w
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…)." J- b" Z( N5 l {1 A8 X/ H! ]7 _* @. I
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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).$ d& ~- ?" q) w: E: M
& g; l- s4 G! wTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. # b( G% f- ]8 V- Y' u, p5 `1 |0 n& T) e9 |/ T
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. 8 {5 W# @5 H% R0 l 0 J, `) X5 r: O 3 R( L6 Y! t$ _9 y
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