Ad Serving Platform: Describes the technology and service that places advertisements on Websites.9 v! \8 g7 K6 O. i/ y; o2 h- a
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). ' z! V! l# l3 Z) n# O! C& g4 F2 i5 z- x# r% n e
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.# Y& W' ?5 M1 r
* P7 l3 J j) j! d G& M! uAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ @, Q0 e/ p$ Q( c
1 ?* T6 u: |0 g0 m5 YAdvertising 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. ! `, o. H" v' ]' T: h% U3 q" F6 E L' b ^& C: A1 {" ^, k- J
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; ]' u1 t9 \4 T 1 T% U2 V: y/ tClick 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. ) x/ |* i6 P, P: o6 Q3 f$ u0 @5 N4 L& ^& v2 } A/ E0 N
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. & }3 C2 w+ p; L; {7 v- `2 o 6 K& g: G4 j4 E" w( [Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 8 T9 y! T7 `: H- \* {0 L* k- u # N5 }. g, K, k2 s+ {, `Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 0 i" A+ J0 h' ^0 u7 T0 ]4 ^ 2 R0 P' ^( a1 o8 E. ~' H7 {. e& h9 ?/ rCreatives: See “Advertising Materials” definition.: f% |% O* t \+ R
. n& J1 ]0 i; F5 P. |, c' JeCPA: 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/ `0 C9 c* {! v. p, k' b: A+ b" H! T+ M0 n
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…).8 I) C! K$ s8 V
5 K' ?8 b( x' n5 [1 X# X( b, ]Footer ad: Is located at the bottom of a web page. 3 d( r6 P* ]7 T }5 q; E. B- M
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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. - I! r1 x( d( F6 ~ i; Y! b ( ]+ j! e, M3 r* v0 o8 R7 eGeo-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 b& J& D5 P a, j* x4 ^- i M! A* k
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ) p6 x$ g/ K0 r* [* ^1 }( _9 o $ `) K- ~( B- `! I/ W: x* LIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. ' j) d! O; S8 v/ j' {- `2 U5 N5 w 1 j% I: O7 h6 m# N( wInsertion Order: Is a written authorization to display advertisement on Website(s).9 b5 G# N. w* f1 _% u9 K; f
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Interstitial ad: Is a full page ad displayed before or after an expected content page 3 G5 G$ ~ D% \# {+ ^ 3 H0 `# n& ?9 qIn 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). 2 a2 \, I, u* X
* {2 h( n& {5 d0 ?& o) q, _1 VKeywords: Search terms or phrases targeted by the advertising campaign.' T. L2 c7 ~ `; Y% n% q
( j. I- l; Z' e. Q3 ^% v( i$ y, \& |6 gLanding 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.& c9 z# q a. B7 ?, \$ V
2 I) y0 o: o# lLinking Text: The text that is contained within a link. 9 f* |# Z, ]% P: D9 A" h ! H: k( r" u, u: G, [, RNTV 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. , h" k/ d) V) n9 ~/ r, d 2 {% V4 L# h3 }' @. F3 Y$ KPay 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.* g. ]4 ?9 |) g9 I9 p2 }: H0 B
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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. # V6 I8 z4 \3 I9 x! Y0 h
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." V" T# x/ h" [- R8 E/ K
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Pop-up: Is an ad displayed on top of the page visited by the surfer. U! P# J8 q# ?* A7 ]5 ~( }; V$ r8 y; X3 ]$ m0 t9 ~
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. . X; r1 w$ R; {5 l - I0 ?; q& H7 `! XPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.; R6 L# {* d# U% i$ c' R* d; E% s
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).7 B* u @6 I' b" w' o' {& x
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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. 0 p% Z6 @8 a8 v" ]+ _' w7 i3 R+ X9 T F
Rank: How well a particular web page or web site is listed in a search engine or advertising results., J6 q! p. M9 ]) T" k! P q" P
8 O3 C& ^ ~# j( QRetargeting: 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 ^1 r: d( \# S, F* }8 n$ Z/ X1 u; J+ N- L6 A7 ^' v* X( V" L
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. 7 B; f9 t( c# c5 i) ^6 a @9 N2 I. H* B' n2 X3 N
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…). + W9 G+ | b3 S: O9 F2 \$ _$ a: a7 H4 L: ?. r8 q2 m( O, B
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).+ U; f0 G3 X9 f& \3 ` M: b' u
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 3 _: n# w, T$ X* M# z, S1 I* T* |( {* 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. % R" i8 ]* ]' [; k6 L) c4 k1 b( S& V- a
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