Ad Serving Platform: Describes the technology and service that places advertisements on Websites.6 p) \; f. h0 O" k9 a, O" ~% ? m
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).7 t' `/ n" I6 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. 5 p( O6 P# A- q" D/ r* X% H " w4 x0 E3 y- j, BAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* ~3 h, X7 l' j& q1 w, |# s. h
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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. - t- @/ G7 q2 [( b u3 a, e1 T1 D8 y* z( A; [, S. _
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. / Z( f$ W+ ?: _/ w* s5 L* z5 E, j& f- ~
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.) G. ^" o. q9 L T6 i# z# v& I
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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. + u' y" H6 f7 F% y7 L" N # o5 ]' S/ R+ Y# H5 xCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. " Q) m: [4 p; ~; k( u: Z# R* [* [+ j) U2 {$ H$ r0 T* d; u
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.% y0 h$ V- i/ U: E
: @" b: S9 d1 [Creatives: See “Advertising Materials” definition. 9 W3 g' L% J0 H( }* c2 ]% N' y! p+ m& o
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./ e0 K3 D) N8 ]' Z" S4 ^/ J
* k* y, y: X+ [$ `# W6 g1 Q! n' v2 g; UEffective 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…). + [. L9 }" x5 z ) |3 H8 y' x. F! S0 CFooter ad: Is located at the bottom of a web page. 1 u# w& r1 u0 m$ v " | f* i9 j- b+ |9 ~3 b" YFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.% b$ \2 U4 S: ?# ~; z# e# [
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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. 2 _+ W7 U+ w5 @: T" b2 F7 |# b c3 Q; p( z. d, W( ^( n$ o0 C3 P2 {
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). - c* R9 B' Y! F' a+ Q( {6 l( |6 l4 L" c0 S: j8 n% `
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.9 _; A# u8 G% v+ i" ^
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Insertion Order: Is a written authorization to display advertisement on Website(s). 1 O+ S- Q' u* Z+ }) {0 Z/ w8 M- C , B" T1 z0 ?0 h) MInterstitial ad: Is a full page ad displayed before or after an expected content page + @5 j% |2 e8 J {, o) f1 E( z" @ _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). 1 q& v9 l4 d& Q8 g- K9 x7 D9 I ^8 W$ p, r* \8 z+ ?
Keywords: Search terms or phrases targeted by the advertising campaign. : \1 }: |7 t2 Y; m t 2 K% R8 p2 O. q$ c; SLanding 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./ n, Z! {% s6 J0 C, n4 F) M$ y: x, @
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Linking Text: The text that is contained within a link.7 X" _( p6 ^' h& w$ @' K4 a
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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.! V; z0 Z7 U/ W% _9 V D
3 |! S+ W, U: p# ?2 E0 nPay 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. / x5 }8 E6 Q) n( S6 z" w! B; n& Q! o. m$ ?/ a0 @( U
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. m2 U* k! E+ j2 W4 k) n
M2 E/ W7 F7 f: n1 o: g4 vPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.; l! p* S- K" U7 F8 y
/ Z3 k. m) n8 I$ X# HPop-up: Is an ad displayed on top of the page visited by the surfer. 3 U. B* q2 }* ?& b' | 6 Q8 o, _% V }7 ^$ sPop-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. & t/ Z Y i) L4 g+ v2 E( J& p$ S( `7 n. d+ |$ e+ ]9 [. O
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. : O( W3 M' _- D8 p3 w 9 @5 L; Z L6 R7 b- E7 CPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 5 |% K! N; [- Q. h, r7 ]) \6 z9 |- M8 u3 p- ]- V
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. 6 f3 L* y7 f) n( g/ Z# q 4 W6 e& x0 ]" @: H4 W2 Q) IRank: How well a particular web page or web site is listed in a search engine or advertising results.- \, ^, p# _2 I7 @6 T5 t
, g% D* {+ V2 Y% _/ F8 kRetargeting: 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. , t, p! S: P3 m* K8 w) C1 T/ y# Z, R0 `8 d0 t* I, l0 j4 \% p
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. 9 u/ w5 h4 ]. e' |; ]1 k6 ~; g1 c ) M9 A2 } m/ ]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…). & d& ?4 s6 N6 {3 ?% J7 L , B& R; u x/ n- G; E9 YSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).! x% z3 t5 P" Z% P7 W
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. $ S2 I' E& ^- n. L* T" h M! t$ p$ m9 {2 ]) K+ A! c
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.3 v8 F6 f! R* m* Y0 q
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