Ad Serving Platform: Describes the technology and service that places advertisements on Websites. * V9 u# b" M" B# m% eAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s)., G: v/ ~8 o7 m5 d. T/ G$ p7 {, D2 g
. c* \. H/ |0 r! YAdvertising 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. ( u* I' i" f. b: U$ y3 c2 Z, L7 {' Y! C- ?& m0 O8 w3 u+ M; @
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) V9 }5 F# C! E6 ^% |6 q# Y U- r! y$ R! X, N6 u
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.1 z" W8 f. ^$ c; W% |
8 c' n7 A+ q0 ]1 S+ N: x6 _" sBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 c$ {4 T2 h) a; M# p0 d* H6 p 5 Z0 k, z4 F1 x5 u/ M" \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.* K. ^' _( _5 n7 @8 q; p) t5 C R
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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. 7 _; Z, r! V- V9 x# Q " S3 V* P1 l) p/ ^ K: GCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.% g; n7 B0 @5 z; k6 q$ y y8 E
( M$ ~4 W0 g. O7 @Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.4 ?5 W4 v# P8 X: }, \0 X
, _% J/ ?& W2 y8 ]4 q/ GeCPA: 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. 7 F6 g& v$ X5 X) g- R# v/ d- ]+ u" S! t" p
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…).3 S8 O5 k3 H9 k$ ?" g% q
( \/ P4 U4 L$ X, N5 }. H# KFooter ad: Is located at the bottom of a web page. & D* x. \* } V" |, V & k8 H% K Y0 C% ?! W$ Z* bFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.% \8 {1 t- e, \0 e5 Y& I' S
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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. " N; r/ K, a( P) q6 }' l2 y 2 M' V# L s: W9 w/ L: {; X* ]* z' dImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).1 t- T: I" v; _
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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.+ ^/ r4 f) T' T: F& {1 \1 _
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Insertion Order: Is a written authorization to display advertisement on Website(s). 7 c* Q6 z3 h% a9 M! W' b- d: }% \
Interstitial ad: Is a full page ad displayed before or after an expected content page ; e9 e8 P6 f/ C$ @, |6 W; q " A a! K! J4 J) z1 D- iIn 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). 8 L. ?" ]- F& k3 Q0 E6 a- Y7 B& h1 C3 H5 W: j/ |2 }
Keywords: Search terms or phrases targeted by the advertising campaign.2 e+ a' D" f: ]6 _" e2 J% G0 A
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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. + r/ N" M. P, ~. ~) c6 x Z; W5 g2 q7 ]" F) T9 p8 E9 {
Linking Text: The text that is contained within a link./ p5 Y9 \% b! y/ \% u' a8 |
. l; Q; y) F, k, jNTV 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& s( l( Z. [8 `: |/ M: u0 b8 f4 C
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., O4 v& N' a( s p* x$ N
$ x( x" j7 T* z- W( N! K3 v/ t: n$ hPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. , ]2 Z/ M2 g: [3 a
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. . |- u( f$ h, R: m* B% O& J1 l9 A& w+ D. V: b3 [' Z2 }
Pop-up: Is an ad displayed on top of the page visited by the surfer.# c/ U" d, r4 j( X: L
* f" _# U8 j+ _ _2 W2 ~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.! M; B# I# g' Q. R: v8 C
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ) f8 y& G& t$ f# e( D! l# M , @3 Q6 K% X8 D' FPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / k! z: ]5 m8 v4 N4 x1 a8 ~: }9 a- R$ [4 G! W, h8 {) z
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. " {8 Q$ j0 }5 W# K* N. L9 D: M) z& l( b, {+ O! C' o2 T
Rank: How well a particular web page or web site is listed in a search engine or advertising results. ! j5 n$ ?5 H& c% r4 n$ @ 8 I& L( m+ ^+ b: I4 @9 ERetargeting: 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.: B; V% j3 H" k, K/ c. S$ c( R
# U. j( @3 t8 u& h4 `* |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+ `: u+ K* z; A9 X* D: `) q: Y' @) }
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…).6 P+ k; ~! c! O% @7 h
3 ?) b$ m8 D2 U* F" e$ FSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 1 h" r j) L R. ?$ V8 p2 [7 Z; E1 f) j; z1 O* a
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. " f9 J# D% F+ u/ N; H7 L" W( ~" J' B# N7 q; y! y+ A; Y/ T& d5 A
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. ; x! t0 Q6 l9 K$ g( n2 D$ j/ w- W' M6 a( s, r% F8 E+ F
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