Ad Serving Platform: Describes the technology and service that places advertisements on Websites.5 o* T9 }1 X/ V7 A! u& B" }: u$ ]
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). 4 ~9 b8 A; R# B/ \; e9 O2 v z+ } 0 \' c; m# ~& lAdvertising 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. % i: y; b4 v n" R: s& T , R' ]4 E* J. ?% l. bAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…6 m' T9 V R# D$ S: V+ ?
7 M' _4 R) D; }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. & n8 u% q `9 p L$ d: Z v " {3 o" b5 U4 n/ MBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. h' i ~+ C0 c% f% C. B8 z% J) _0 ?1 ]
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.. z- L# f* Z. U# u* ]1 R+ K# h
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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. 5 i' V0 ~5 E; y+ y& m1 j( M5 T2 D' C, ^) w7 R- ?
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.# |; T/ e* L" p$ Z! n' q! ^
6 q. E3 S3 f0 N& Q) i# _" kCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.; q N, ?# O' x7 v5 X2 I3 i7 K
% M: e/ P3 Y N# a4 tCreatives: See “Advertising Materials” definition.- B, x8 p- `$ ?5 H0 g C: l
i4 j j8 m) t- a7 z1 PeCPA: 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.: C W0 F3 N& W, r% _
4 u! D$ g* \1 ~3 u2 F0 kEffective 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 O* {- ^) L1 N# Y
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Footer ad: Is located at the bottom of a web page. % v% | T8 X# j' j- s( W ( U" B$ R" D& |: AFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.+ H2 `+ ?$ B% x" e8 V0 I
$ f! z5 S$ l z& B& Q3 o& PGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ! w' O) t* H# r9 ]) L/ e 1 q4 B/ b3 m: Y! L- G1 wImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). % ^' A& }8 m* E5 J: r8 V+ h $ R4 E `" d3 _ j3 YIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. ( t6 m0 t9 D2 D5 _2 N" i' z 8 t- C* F, P# q( Z( [Insertion Order: Is a written authorization to display advertisement on Website(s).6 ?: K r( y( ~* q! I
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Interstitial ad: Is a full page ad displayed before or after an expected content page# z/ H9 v+ W/ I! k
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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). : [, C3 a' F* {8 ] : ^8 z' H+ C EKeywords: Search terms or phrases targeted by the advertising campaign.8 g+ y% h, J9 B: |' a, H
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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. 6 q% h5 l( a, `' U3 C ~+ L% `! ^! p- \$ I PLinking Text: The text that is contained within a link.: a; `6 ~3 c- G: {' N, x( g* [
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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. # ?# ?' @4 o/ \8 C % E5 K& B/ C5 S( d- w+ }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. : X Q( z, }8 o% I4 j1 R( M) i5 c' S
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - M* f/ m" y1 r! F; a. `
3 j L; D6 x/ @5 x- _1 QPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. + l" }3 d, b# N 7 B+ s1 @/ g+ o2 HPop-up: Is an ad displayed on top of the page visited by the surfer. 6 z" J% z0 D" s# ~! g: h $ h2 D, ^0 Y- S& d/ ^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. # y& ]7 ?2 H4 i' j8 r8 w, Y4 m, q d6 ?; [, h5 x( e j
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. " g/ J1 | `3 x9 V! K% c8 J9 F* C# e9 w7 c: p' K4 \6 J5 ~0 D
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).( @5 ]+ O# e$ F+ H% R- Z
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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.2 f, I, D6 {$ X. V1 U
- c% I/ k: P( k; T( WRank: How well a particular web page or web site is listed in a search engine or advertising results. ! x3 r7 ]: ^9 k' l9 @& H% b " k0 G/ }: I+ b' XRetargeting: 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 }4 j7 D# _2 O d) ]4 Z* n7 n
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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. 4 t% {5 W4 K% q 8 ]! b1 i# _, F7 Q0 t( s0 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…).8 e1 P7 o I g6 ]# L
$ t9 y, z% r) f( K" LSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 1 `! ~; A+ W0 [' c5 I$ m 0 d$ D7 H/ j6 _% |( K1 z8 `" CTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& x7 m g: I& f' _2 W' N
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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. c$ W% l7 s7 ?4 s& G ) Z4 `* j4 Y. G5 b3 m4 J' i; N4 k0 G7 b# {+ ^4 R7 a
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