Ad Serving Platform: Describes the technology and service that places advertisements on Websites.5 Y5 V$ y3 [6 f" B+ x
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). & i- E+ x K: `' |4 h7 {3 e7 `3 B ]3 u( z! A% g9 @- _6 J
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. 1 a& [7 _3 ~1 z1 J2 X) g/ @) Q- Q+ ?8 N7 I
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 1 O) @2 H2 J+ u2 S9 o% y$ S/ T8 y0 U X7 i
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. ( L- N5 g0 f$ i/ w d' s, I+ n; r" ?9 h, ]0 e( M+ h+ x1 M+ o% M
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. % c' m$ T" `$ ]( U k3 l3 _' }$ T; [- Y. U1 F0 A8 I
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.( ~6 O$ a* k) ?9 k; Y9 J, J
% I+ k, h& x; q4 b) N0 p! y+ pConversion 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 g# d! c" q2 t/ s
( k0 ?) N1 i BCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' f0 O. p6 M/ _7 {6 ?5 m4 s' `: z3 v) m
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 8 G7 u4 r* F X% [, ]! [# p* H: U/ g' }8 h' @' j: }( M4 Z
Creatives: See “Advertising Materials” definition./ U; E/ N5 v5 l5 z; i5 m* z
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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.0 L/ z3 m1 P( ~' y- c( d8 t
1 \! B& O. B$ g. h. V; i* yEffective 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…).& E% q6 h5 G6 j! m; [7 X/ f
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Footer ad: Is located at the bottom of a web page. ! X: ~$ w( }( `. Z, }
f" a! G6 }3 y, s# E% p9 MFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 b8 f+ K J! K' [5 B. S. _" o
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. ' o* ~) f9 M7 [% a/ ~ - v, E+ N4 {1 cImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). . u0 k' |3 B; X8 y$ w7 Y D }% f# z: o9 U- |: CIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.4 E1 v x# @/ ]+ d. c! Y+ J
3 }: W6 A$ |, S! a6 Y9 c1 j$ aInsertion Order: Is a written authorization to display advertisement on Website(s). + @# q8 N4 g) X% Y: T6 v* R1 @* f- f2 ]5 F2 Y) h
Interstitial ad: Is a full page ad displayed before or after an expected content page 5 O: M6 y% v% J8 A" ~/ w( {: r ( ^+ F4 ~" i! A a7 ?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). B8 X( y' T% k( z
0 f, N5 C4 Q/ Y! P" h- q5 TKeywords: Search terms or phrases targeted by the advertising campaign. ) V4 q/ E" ]6 t; E1 \. Z; @$ J$ K6 x( g, Y8 C
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. 3 G+ t! x- Z# s; }8 }& P! T: {' w
Linking Text: The text that is contained within a link.! |4 M3 L3 E9 m' l/ q j' o& @* ~
+ y9 {' M9 Q* R& J9 lNTV 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 {; v0 s: a1 ^
+ m2 v: P+ t" oPay 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.7 d5 V* O5 v: B) h1 u6 s0 X
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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. 5 @3 J& \7 z$ r
" B' H0 g, ~7 O" ]! b( y9 U. r lPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." v8 n( m* R" p
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Pop-up: Is an ad displayed on top of the page visited by the surfer. " S& \% {2 H$ M; I ( h2 X* E7 ^, T: }* F K# PPop-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. % M( \5 W8 |* N" q3 S1 h & I/ A* h% n0 h! r% p3 p8 u) b& ]Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.7 d0 X7 N0 T3 R' G: z
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 4 ~4 C& _2 y$ L& v" h3 I: T* j% \, J! B6 x6 p1 c! ^9 L+ b
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. + ]* o% i" c3 n: p9 q$ V% G, R' H
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 8 Z8 W8 ] p3 q0 S, z5 \9 G, A & W5 I; C) f' n |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.( U4 E. k% D- J% a2 Q0 T& [6 r
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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. L6 U7 v4 x+ Q/ H8 g( ]! N! R- v$ H, d$ d
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…).7 N2 _8 D7 w0 f8 x* G) ~1 ?
2 `6 G) N' ?& Q* |/ H' m, z3 {0 rSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). % h! X8 ?9 { i * ^" m2 W4 o @$ U- I# B3 S* XTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.0 x W# K0 [% F% e. B
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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.- Z' j, V8 K0 _2 S1 ?3 ] f
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