Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 4 v) n1 N3 S' W% z" o8 l! ^3 hAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).# q/ S3 k* N6 S1 {( I5 v
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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.. E7 n# r6 B: g1 F$ O+ s
7 D- R; `3 r/ k- p# R1 E( QAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… # [/ f& d k4 b. ]' Z, `0 U # b7 D7 A/ d: M* r% M! l0 {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." k8 O; I' `, F( w' X, g. j
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.6 J1 R! |" s2 U
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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.1 `! t9 Q& ~" N" m6 c: U
! U& k4 w1 v/ D* jConversion 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.. O" q7 t; F+ T q Q0 u6 H
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.! H1 G. E, s" ~4 W
- r ~7 I% J0 r+ TCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.% ]: ?9 T8 l8 V" O- r
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Creatives: See “Advertising Materials” definition. & ^: @8 m# U1 k/ m* [; _" A y' u4 Y( x; I: L
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. 4 y( ?3 @/ I) s, S# @+ i - Z- W! {- x: m9 C/ U+ l5 N! B* AEffective 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…).: \+ l* z' U+ g1 Y! p4 G
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Footer ad: Is located at the bottom of a web page. 6 T! k6 W( k+ D
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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.! x! f. \' ]: U8 p, E1 X1 R9 [
]* x/ Q' f2 M1 NGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 5 K3 g1 X( N' x. L9 Z 5 v9 l7 |: t e7 B+ e) NImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).0 O' {* R4 h$ p, p# C
$ ~1 z9 R. N. }" n0 i* ~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.; m3 c1 I( }0 H: `# L5 x2 Z3 m
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Insertion Order: Is a written authorization to display advertisement on Website(s). ' A+ J q" A, E6 \6 r 4 ?; V' b0 s6 p* C, ZInterstitial ad: Is a full page ad displayed before or after an expected content page. ~( E) M: ?. Z, e$ w P* v
! U% }2 s* G5 A2 c, f7 ~. h& S5 eIn 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). ) u0 d1 r5 X* l* y' V8 \
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Keywords: Search terms or phrases targeted by the advertising campaign. 4 u8 u' |. Y5 L& l8 I3 Z( b6 ?; t1 z2 w5 I, u+ S# r2 o4 u
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. . P3 R. c d2 t * Y& D. u3 [, {' z) ^Linking Text: The text that is contained within a link.: z. `8 O9 h9 E8 F+ W1 D5 J
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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.& O" b+ |! `* i6 a6 l9 `1 r" I
! i4 ?1 R# f* a8 C# K+ RPay 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.( A0 J) @2 z9 _
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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. + T2 b" T, Z4 v! F0 J( m% r5 {
1 a L) a- w1 X. s WPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. & v g" d- V/ L, l! z2 {9 g' _2 V 7 n; X8 A9 Y3 |/ H0 y( }Pop-up: Is an ad displayed on top of the page visited by the surfer. 2 \# ^0 j8 d% |& o4 Z0 ^0 B 3 v& v _$ ^1 x# V* {9 U5 [* {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. ; z6 ?: Z7 y4 y& ?: q. |7 S , L8 N, }4 f( @' hPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.1 C0 a! m" b/ s; ~2 n& w6 l
' U- [; i! S3 a/ L4 @! BPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).+ }) _" X$ A. ~7 K3 n% x
( f9 e7 z2 S: p! N0 MPublisher 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.. g2 E$ b3 ?4 b5 q9 ^! X! s1 g3 n- r
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. * [4 b2 [- w3 y5 c8 M& @ 6 F1 x8 O% I7 M# gRetargeting: 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. + ]- h3 f' b: _- v6 D* r9 P7 g. _/ ^$ J/ B* c" b
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. _2 \$ z# f: g B2 S3 \ W2 b) y3 A+ C5 I" B5 R" K5 IRevenue 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 d6 F: X2 ^: M' ^5 M& N 1 a4 { O2 d" k( jSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 9 L# x/ S! y; U( W q* {! `3 j+ k4 j
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ! F( q9 U& [* g. `9 ?; I/ c7 U! R) G
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. ' Y* K# N# u" h' w$ S" o9 U2 Q8 [% g' @/ y. M/ W. g0 [
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