Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : _0 ?8 S- ]9 I7 O+ H P2 R# G. B% vAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ) ]( C9 I J7 ~ C1 }* H, J* X" j1 x1 T- G- u/ @
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.: e' U& C' z7 ?( V9 g
8 t$ y. R" ?8 p2 g) v iAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 d) V* {! P, N 7 ?! R- e# x; }/ B, J" \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., `7 }9 V. M( ~- M* c" v0 j6 N4 u4 v
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; m& s, M( [5 _ 6 @% u2 K0 n4 E) L4 T) P( _8 Q! K8 hClick 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. + ^ s& q* V6 e: {6 `- q* n - f8 R7 l- G$ O' J/ UConversion 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.! p6 p" C7 G: ]- D/ D& m5 n
+ S2 ?* a- ?0 a% K. S! h# t, _8 CCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ?5 `( I7 T5 M
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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.0 l; W6 }) O+ l. W4 O# a
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Creatives: See “Advertising Materials” definition. + I9 k' Z, n% y! e: _2 D8 \& s 0 M3 f% K$ b8 k' N" Z; OeCPA: 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. 3 z. x- D* h+ N7 ]) M. L, G ; q% C5 d& v/ pEffective 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…). " O. b6 l7 Q! Z$ O, o. |' h2 [. T3 [( w% k( y$ \. \, A$ J
Footer ad: Is located at the bottom of a web page. 9 [- G! P8 D9 x5 h 3 ~" O+ x# v0 i" CFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 1 C! I! b3 d$ {" z( T8 ~+ ?7 O/ g. |2 v: H! F1 W
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. ~' I: W) n( h% `: R) L, w/ C8 [+ [0 B
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).6 ~# j, w) G5 |$ ^" O: a1 n
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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. 5 c" i! Q- {# L2 V; f- l : c' T. V. h/ s' K. kInsertion Order: Is a written authorization to display advertisement on Website(s)./ u7 m$ w0 V0 V- H' e6 S0 k9 X
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Interstitial ad: Is a full page ad displayed before or after an expected content page Q h7 ^& d% n, r7 A! ]1 q' _
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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). / L _6 I* H4 c+ w$ G* j: v7 S ! a6 L* y1 f" d& ?8 PKeywords: Search terms or phrases targeted by the advertising campaign. + \7 {1 Y7 W4 G0 i- X 3 U& I8 ~$ M! t- a' ULanding 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 R" o5 l. _# S
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Linking Text: The text that is contained within a link. " S5 U/ |8 j. F ; o6 J0 W8 M* i7 Q) b: cNTV 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. m- o2 n& Y1 [8 f9 b4 z7 }$ _
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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. 0 ~+ ]; a# ~1 M- e! x @ y7 U' h1 O7 @+ h, [9 n. E5 H9 {
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. , ~- R# P, O2 R. E4 n
2 o, n1 ?9 q+ W7 a5 M$ c% w% vPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 4 b4 q! @/ ~# ?$ M2 y! v8 l & C Y$ R/ B D3 m7 \: c$ @Pop-up: Is an ad displayed on top of the page visited by the surfer.) O+ M8 u3 ?7 |2 {
6 f% U6 B0 m8 D. o& `7 R- zPop-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.; P) I) O2 G% r" K7 Q
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 _9 b5 e X+ L; i4 O. N) J7 O) d/ I N1 ]3 v/ m/ s+ j0 W9 \
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).2 T; Y+ W+ y1 N4 U
/ H( N. W5 ~) f/ d8 B6 l/ ^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. . X+ ?- M. d& m6 G3 w' y % d$ P2 p" X. W/ p" BRank: How well a particular web page or web site is listed in a search engine or advertising results.1 H7 J5 L3 g" U: T, k$ B8 _ v
& A) D" P9 }5 a- RRetargeting: 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. . O: u; h& ?9 i: b4 \6 f* W ' q: R# E0 ?4 ^9 f" [ b7 v. `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.' c' }; ^5 } M# c
- {+ Z% a- W' T2 v* hRevenue 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…).& {; c/ @6 L) Q
1 i2 c" S5 C% y" hSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 7 f. o9 q7 Z5 y' l4 I# ]2 h" c. o9 }. z9 a8 x: L. O: U4 E
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& ^, t0 b( ^/ Z; D! ]8 t7 M
0 D. d" G# l( ^9 O0 U5 aUnique 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." W" j: u# s5 b( s. _
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