Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 1 R, `9 Z3 O+ 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).* P, w0 V5 D+ f& T- c+ C* ]% ^
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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. & P" y" s7 F/ ~0 U" y% c+ h / [4 Q8 ?, C( K' `' M/ ZAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…7 K% N6 B( e2 J1 B, Z3 x
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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. $ i2 g9 U [: M9 l4 c. F! [6 y! X! e2 N* _) M8 J% L. s
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.) g) A- a# \0 K
" M; B5 W" \# ~. BClick 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. ( R" N+ |9 g4 I: i% T4 U- X; q7 C' f& ` S& }+ n* E
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.9 _ q! l% j7 [! \* e
& r7 ^- r0 F# e# u4 DCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.4 m, t/ B- \: B0 b6 \- N6 g
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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. 6 J; Q8 X+ D5 X: N" d1 E7 u) t/ m; Z. v
Creatives: See “Advertising Materials” definition. / m6 U$ _& _9 {8 S; @5 b2 c1 A' {1 Q
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.. `. a v: y$ |$ ^
! y" g8 _) d8 B3 U: w; g7 W2 ^" wEffective 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…).1 X4 m, C& b# H, X( R" }3 `/ R9 `$ z
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Footer ad: Is located at the bottom of a web page. " V6 ]7 b8 W8 _: K) p! n
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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. 0 `; l& y: f8 C+ _! F$ t9 ^' v- l4 T
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 R$ P6 b* ~7 K( h. M0 ^ % A4 J" x7 N) Z; B4 t0 T/ KImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).0 Z0 C K8 W# t- ^. F
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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. R3 R+ U, D, T, {4 M A& q
8 u3 X, ~( z" |0 I% G. ~- e+ @Insertion Order: Is a written authorization to display advertisement on Website(s). % g, |& a- L2 L- u8 k1 m a2 `( Z( Y. c
Interstitial ad: Is a full page ad displayed before or after an expected content page; g7 R; d H. T7 U9 p" |
$ Y( `9 A( q5 O& o9 MIn 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). / {' w, Z7 L8 ?, J 0 ^5 c8 k) T& u, H& h3 F1 SKeywords: Search terms or phrases targeted by the advertising campaign. / g5 v5 t% @7 Z3 h% z& u8 ]/ m+ u/ n+ j1 q, D. x; N
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., y4 Q1 }/ ?2 Y( c! o
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Linking Text: The text that is contained within a link.8 ]1 E# b$ v6 n( H
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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. 2 U9 ^% J' A* D- Q: s) } & X7 z9 G7 q! j+ f8 y gPay 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. ' u$ `. z# X* H! j ' Q$ |5 Z: `& V( T/ N3 vPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 n7 r c0 O! B8 z) O
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.6 q x0 J. A" F7 q9 O
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Pop-up: Is an ad displayed on top of the page visited by the surfer.: ?5 L) u" P2 J r& @
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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.3 t& C4 t7 @& D8 q0 J
4 L% n; a; p, b" ^Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. , K7 ~% f1 @& X: x. B6 x# q. T5 }. j- ?5 q5 P- g6 g7 E
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). - N3 ~% D2 _* I6 h8 V" h- X% I3 H3 ?; E
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. 9 D3 B4 n: \' E1 E$ [# J 7 B* A9 x& d) S0 zRank: How well a particular web page or web site is listed in a search engine or advertising results./ o" }- O& j( m7 o2 n' g
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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. / `! J' ^" f5 N2 H- L+ \7 a7 T m! P) ]! X+ m6 i# Y- K& T: D
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. . h& v* c2 ^ Y5 G2 m0 p! s' Z! G6 s; m$ s. V
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…).4 l4 W& d; ?% v" `$ y
: v% W% `2 P9 u! v: v7 [4 ?% I# w+ ZSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). $ A+ P8 F( |2 n( |/ h1 v# g, o ' `# o) [! X& M, TTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. J7 q! c! `' N1 _. v& w% t$ m0 m, u, X
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.: c2 D2 h$ |# l# ]; f4 T8 T
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