Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ) j* d8 f" t* w3 s2 tAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).! \* O! c3 E3 M5 Y/ U& E
( ?2 F; A" U0 x% OAdvertising 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 p/ n6 _' {4 {& G& \2 m' g# `1 q" O- T' T% g( w& }4 B, @
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 8 H4 l) v, A0 G! k" ~8 W5 }- n! p0 y: I( F. m& s' L4 p3 z
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. : F0 h" e8 L) l3 Q7 i7 e$ t1 K2 G7 b6 e5 }8 F6 }- ?
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.& [# q: E1 ^* N" T5 @* ?) V$ S' s8 [
6 P* } p! U# XClick 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. 5 ]8 G* F( B! P/ |1 Q$ M* V 5 R" m2 V1 s6 M- G$ ~5 N9 HConversion 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. $ ], a0 A% [' O' d0 { # A; H! [. ^3 u7 c4 XCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.+ F6 `# U y1 Y2 k
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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.* i, V7 [1 _5 Q" e2 e( ^
) t+ Q' g7 y* @Creatives: See “Advertising Materials” definition. 0 n/ m O3 e3 v8 ]% r$ j- S7 m; k' v 8 _2 ^0 r! o8 S; t7 P: B8 }5 i. peCPA: 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.! ]4 @# f2 a& H% f$ z% Q: @' N
u( [; Y- O# O. g6 {; GEffective 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…)., W7 G0 R/ l! G, b
; l$ [1 V+ o+ oFooter ad: Is located at the bottom of a web page. 1 Y" i( s% R' G5 N K+ F9 `
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 4 p2 J- r& w& a- I- j' H e% b) g3 K ?
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.5 X7 B' r0 x; a5 ?5 S/ J/ @% e
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). {2 x, f7 }1 Q; `& z9 s 6 }& e1 s+ S( Y; w) iIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. Q& M$ [/ z0 i6 s8 T 2 E( C# d6 ]- i. iInsertion Order: Is a written authorization to display advertisement on Website(s).& E: y& e# w( D$ W W: x+ @
5 `" k9 H+ f; B4 S: ?/ r" [. RInterstitial ad: Is a full page ad displayed before or after an expected content page / Z% Q1 g1 ]# b% Z6 k& @: T+ C+ |
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). % O. R# E# Y S* ], V
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Keywords: Search terms or phrases targeted by the advertising campaign.5 ]5 U: ?$ O1 K
) V1 ?9 ?. t' t, {9 i& t+ ?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.$ @- c; U0 |8 L( z" n2 s
g% v+ J. d" v0 v! t" XLinking Text: The text that is contained within a link.3 o3 ]& O( I" ~1 w+ W) {
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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.* T# T) F7 ?6 l
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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. 7 D3 g: Y, s* r1 v9 @: e( R' k8 g7 f/ u$ I2 e, q& ?# s _
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. * [" z6 X; s" S) [9 F2 S& s2 v 2 @7 S( @, A+ c6 U4 g" b; q- vPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ! w* g8 g. R+ @' Y" S( |" v, E5 }7 ^& a
Pop-up: Is an ad displayed on top of the page visited by the surfer.- x5 k( n' R4 ]; X" i; a. {4 \) P
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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.# i l) \* k5 j7 f1 U
2 p4 |9 b6 n/ X- xPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.& H! _$ C) L. H: c) `
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).+ V) ?% m' D* N1 @- i9 a' ]4 |
/ I* c' e: [- YPublisher 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. + I5 o# g- u. K) r' p2 c: o" k/ H5 u, }1 d2 e$ B
Rank: How well a particular web page or web site is listed in a search engine or advertising results./ i, S* E; d8 t" T7 \
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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.% |9 B, a/ V5 a' R7 M. C
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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. 6 t# E7 W4 ]1 ~/ Y+ N7 G4 d6 o; V8 E- Q4 T1 f
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…). 9 l: o( ~. K, h4 R( U' u + C; E, w4 w# Z. O8 u1 t! bSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).; L- y. r9 Z) N: O' M4 s
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 w" ?$ E9 Q$ S# y# ^: n# p
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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. 7 }1 T1 Y1 Z5 E2 E8 a , s3 m3 F P; }* g6 q 4 n; ^5 J. N' q" z6 J, j* u
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