Ad Serving Platform: Describes the technology and service that places advertisements on Websites.' c- u& j) A; e$ ~
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).' W, D4 |# n: e4 N0 A$ Z
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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.1 j# @- y9 Q4 i' s5 f
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…0 z# l" T" r% u5 o$ j; k2 d
4 `0 `; v: N6 d* `0 }% c3 fAdvertising 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.+ t* j- K; J# W& E& k+ c
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; Z& A: D8 _# t5 ?3 W$ I; q' R: c4 W# q) K0 T8 U
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. * t8 L5 v! ^" q% {! l, k' Q: f% n1 j; J1 u4 {* ^
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.6 Q- o. T5 Z7 ^! Z3 R
2 S# u! e: e. ~* O9 F8 Q% h# ~8 {Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.2 @" i) {1 `- g' v
7 a ]/ T, c5 N3 o, dCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. & P( J: {5 m& @- q/ B( k) z/ U, I% ?+ e7 ~5 {$ w8 r6 j/ ?1 ]
Creatives: See “Advertising Materials” definition.0 R/ Z" |# a* k8 p( T/ Z) e
0 D3 Z1 O! P+ W# P, ]& ZeCPA: 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. : U! W5 F: h; I5 k) M8 q- { + l* k9 B1 h1 {& NEffective 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…). : g% B6 l# B# K6 k+ C" x1 M & G! A$ R' I, T4 i" \4 oFooter ad: Is located at the bottom of a web page. ; E5 d m" L/ u* W8 u3 z
7 I/ n: Y- h% r W" CFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.5 E' w# p* ]7 \! Z' M, H) P/ f
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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.: Y$ i0 ]3 V8 x0 `; x% q! c4 T3 Y
% e) i0 t8 E" T. J) n) J6 u, DImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 4 @; j: n+ ~/ Y8 K, H4 n s4 r ]3 O: X4 D3 d# C+ k
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. % A. y) k0 L3 X" s3 z7 l( {* t: M, G/ P$ s" S* L
Insertion Order: Is a written authorization to display advertisement on Website(s). " u; H. W1 [0 ^* `; G6 ]" Z2 Y- ]$ P4 q; C" Y; {
Interstitial ad: Is a full page ad displayed before or after an expected content page : E- ~: t& J. L0 D) K4 Q; _ 6 p) M9 g& D9 s+ t; V9 w( v+ \' jIn 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). 5 u$ ?7 }% K# z& M1 @3 Y7 E) A9 z, N. {4 e
Keywords: Search terms or phrases targeted by the advertising campaign. " C9 w3 m4 I) [- Q( t9 _5 H u$ 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.& U D- h2 j& \* Y7 F
( A8 ~9 ~8 E& m* X: OLinking Text: The text that is contained within a link.& F8 v2 w2 R5 r% U% t% u
, v! C* }' @) }, SNTV 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. # W# B F4 s) N" Z $ Q5 `) H! N) x! ePay 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.* M5 J' Y. g) B$ F$ S! [5 Y1 O
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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. - m8 F' O7 @9 X( n! t; D6 R; f
4 G4 T( K4 n- z, J) o/ P3 F! ]Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.2 |+ B' D6 E- R, A% Q7 P+ u; B
* o6 E4 I! L7 @7 HPop-up: Is an ad displayed on top of the page visited by the surfer. x+ J$ ]; v9 V0 G+ l9 G; C
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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 d+ M7 R2 \( x* w. G4 N& ~& R" T
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. % N3 ?- `4 j7 S2 x R, m [+ W, L* Q3 w% S1 M
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).& X: S. V q7 X5 G
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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. 7 F5 }$ v/ B' d- f5 a _$ O- j, S1 g0 {
Rank: How well a particular web page or web site is listed in a search engine or advertising results. # X5 x& J( W9 c ! F5 l- d; S8 J0 }) ?# m0 z1 @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. & r3 w4 ]0 i" C: `& |! n9 W- ~' E+ H u. u' ?$ 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.0 ~* j9 I4 w: F4 |: [8 j* O
% j, T# I7 N2 L' LRevenue 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 w, R1 f, i) U7 }3 ~: ~
; T+ X3 { C% w6 FSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).# i3 j, u5 j# t; |
0 z6 s6 D2 }# x) `) x7 T3 K9 mTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. - ?! O) {* G- Q: J+ M# s 9 E8 ?# k) n! z7 D0 lUnique 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. 9 |9 h$ H0 h3 g - i6 _. n2 G0 n0 E/ k7 |! B8 u$ B' ~2 {4 C6 d& b
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