Ad Serving Platform: Describes the technology and service that places advertisements on Websites.4 l! w: r5 z# o, Q1 f& X( 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).. [0 |8 h" Q5 [; o8 e+ I& o7 ^) Y
% B" Q9 w! \* ]5 u* {, d& eAdvertising 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. 7 r: m( X' A$ G8 k' ~0 w$ W0 E 7 N( b/ a* B5 D, m; p) d5 @4 X6 Q6 VAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) ]& @6 r* c% s) R$ H Y$ x2 ?3 G/ S$ {1 B" h8 d4 s* |. B, _
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. % y) M0 f+ h' ^5 o4 R! g , @4 S) E I# d1 n6 `0 \Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.- C; @$ h: [7 k( _1 W" _3 _! q
4 Y% t( L( n2 C: @+ fClick 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. , w1 C9 x. ~4 A, p! E% z8 q" A: A1 v I; C
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.0 \3 X( h' q. z) \2 T6 k1 _
5 c9 u# {3 j/ ]Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 5 m4 Z5 v6 E: c [0 S5 a3 F% s* D; S2 o9 H# b9 @2 A6 X
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.) E$ y9 x2 _* p4 Q9 N
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Creatives: See “Advertising Materials” definition.7 V0 P; w4 W7 W. e% f
4 i, S& i* r; J3 beCPA: 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.# P* ?5 i7 ~, i5 q9 q0 a5 M% Z
) o0 _2 [2 o" [' }- y8 K( `1 iEffective 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…).$ i% i- O# X: |
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Footer ad: Is located at the bottom of a web page. % H' x( u- }+ M! _, J- |) J$ z- o5 q9 u! g$ a
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. * m: J' Z6 Q+ D: w $ R# G$ v" o \ Y' y( b3 Y+ CGeo-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. {; r1 s6 \5 G8 m( v4 L6 {/ s! M; D. | n
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 Y% j1 y; W- z, L7 t
2 q [& U: k; K/ i% P. |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. . w3 E- j/ X6 W3 e% T6 M; b 6 I! q; L& D) Q. ]Insertion Order: Is a written authorization to display advertisement on Website(s).2 y, _/ C7 c2 n: {
# Y, {( ]! q1 M( JInterstitial ad: Is a full page ad displayed before or after an expected content page 5 N/ }( d! I" ?; p5 ^0 d, R7 R% G! B% E ~2 v
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). * I+ W9 q% `9 W4 N9 e0 L0 B6 b6 J0 `0 U' q8 Z$ c
Keywords: Search terms or phrases targeted by the advertising campaign. ! o: H$ v' H- x/ J8 X O4 L+ E 9 N% z' g" C8 T/ GLanding 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 ~% t% Q. u, s5 `& K& x9 E8 ~
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Linking Text: The text that is contained within a link.3 Z& M L( y3 v7 D
4 t/ f0 f0 s- r3 J! A; |2 QNTV 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 250×250.2 E& k+ Q; D( a( O- [8 k$ v! p0 H
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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. 8 D" i. k& N$ m0 b$ {8 v6 V. J$ K' s1 A( A' N" o/ K
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ `7 y2 a$ Y9 g 3 f C1 `, l5 X- HPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. - @! y7 x6 e* X ~1 X& {/ G! s4 w: |4 i }$ f
Pop-up: Is an ad displayed on top of the page visited by the surfer. ( Y" j! c% k* S9 S5 W 9 C1 y/ T! M% yPop-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.$ a K7 `, n! ]6 U7 ?" x. A
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ; I m2 \' W0 [# _ ' h. y4 W9 n% c/ O" |$ m: ePublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).1 R3 t: R' X/ L$ G! @! e9 v) I
! n- H* ]& g! M3 j: J- _1 iPublisher 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. E. ]' R1 u0 S* m0 l' B7 _7 b- r0 f6 a4 O$ N
Rank: How well a particular web page or web site is listed in a search engine or advertising results.3 ?, L, G$ h6 Q& f
: \& A/ A. U6 F& ~! v2 |& YRetargeting: 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.$ g" l3 k8 q w( N- s6 R% ~
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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. / }2 P: [- q" B0 @+ T4 _ . a1 R8 n' s' N' L/ i KRevenue 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* `9 V7 m" L S+ z0 {: O& u) f0 S/ p
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ) O5 a' n7 P% ]( @! L* D4 W) n7 Y. ^1 X0 R- U7 @0 o3 x
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. % `1 Q5 R% d$ z" a, k( e 0 e0 o/ h+ ]! M: SUnique 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 k" D% `( i+ P% P5 S) P
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