Ad Serving Platform: Describes the technology and service that places advertisements on Websites.; t- C( ~; \! a/ J% u* w
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). ( {. z* I K2 j+ {" ~% a' B# F* R6 v* Y' e+ g( \
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.3 S% L( E% l: J5 @
, |& f! O! N5 AAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( I7 e' ]5 v \8 N9 c
& r0 J. s5 H1 c( _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.+ D( v g5 p. J0 X. @
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; G' x6 a: w6 Z4 e+ V9 i
. w5 S! W$ e+ g) v' R! VClick 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. u' ~' J. ?% y0 g8 k# ]1 c! d5 W 1 E3 D7 [7 c, X& t9 FConversion 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.* ^( F4 ?" |5 C3 K: v
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website." u4 C/ B) X% E) _1 c3 Q
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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.+ L6 K" @3 P0 N4 A. B2 s
2 m% ~+ u6 a) H M* u% v! RCreatives: See “Advertising Materials” definition.$ N) Z' b1 m, }5 N& ~# N# b
" Q. @( N4 t& _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. 7 |% |1 b( ]. @' T3 ^: K / \( Z$ K" O2 \8 z7 d! LEffective 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 Z2 t2 H; t+ P6 U9 n
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Footer ad: Is located at the bottom of a web page. ! \# `( I4 U9 |& t% S' G0 i# C% v+ q9 B3 R- ^; v9 L& H: B
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. : O/ k7 B; T$ N+ Q5 B2 } ) }1 o, z& F0 ^( \% j) OGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.; T9 p7 ]# k; q0 C5 A
& H" m; y8 y8 J" }Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). . X! y; s0 a- t, A! |3 Q1 U1 t: l
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.* T% m1 z9 O, F, E6 k! y1 u
- l1 V7 v' _6 \8 PInsertion Order: Is a written authorization to display advertisement on Website(s)." O2 }+ x8 |- V+ L/ S
4 J3 U" R( w0 t. p! jInterstitial ad: Is a full page ad displayed before or after an expected content page5 g, l* ]6 v% d
; W6 O0 C! c. L3 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). $ F% R3 P) k, O
* S5 Y& b7 F/ Z. H; B5 y7 yKeywords: Search terms or phrases targeted by the advertising campaign.$ s( j0 j. F0 S( }4 n
) B8 P' R* Q: Y) M* U3 b V3 JLanding 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. 9 b' u4 e) G: m E 4 e+ M- [- k" V& I6 ILinking Text: The text that is contained within a link.9 t k, d+ r+ c9 Z& E& I1 {
( A) F4 }% U7 \) 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. 0 @6 K6 P, [( h) ?% K ) ~/ b6 d4 `: z; m* D% SPay 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. ; ^, L8 m* _( W9 o. \6 _5 E 7 Q% |0 [- n' F/ T B# y' VPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 l' i+ V5 B" g" ?
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." n" R) s/ s4 e k% r2 A) g
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 2 a% Q: L$ P q1 W0 K- K5 |+ l `6 O/ n$ R8 D# k
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.( N. H3 |; U8 u1 D% U3 ?( s2 U
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. / g! R. e% S6 L4 G' ]3 P* Q( |) d" u9 K0 w( z0 B, y7 }4 _4 \- B
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 J3 l! @# a: ?6 S 0 t' l1 w, V/ l; x' xPublisher 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 p5 B5 n3 n" n. g/ J. f: i, [" U2 A7 K) X
Rank: How well a particular web page or web site is listed in a search engine or advertising results.' C2 [% N+ U% A9 U4 i, ~8 E; `
4 C, ^0 X% A# [8 Q" E! J$ o# ARetargeting: 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.' z! ^) \6 D: Z0 B8 W' c% R
4 P& c N6 L5 m7 B" |$ nReturn 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.* H8 g4 o. @4 M
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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…).% O& L* e$ k0 r% B2 Y, x
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).$ y) f5 B) P/ A, Z8 K
8 b5 l) p1 K8 a6 `" c" c: a8 LTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 7 h9 w3 p; \8 V! a; ^ 5 D$ B1 ]! q% y& B/ U8 EUnique 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. ) N. @! S B# @2 @; M* ^, K3 e - S. Y5 R& i n, K/ y + ^- |" [. z9 H% a2 G$ l7 U
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