Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 2 r6 T5 r1 q! C. k8 ?3 Q: jAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 8 m; m3 v7 Z9 S6 M; a. e- y5 |* |/ y, F, o; @( |
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. & I* S2 q6 J& o% V( B' r: v8 `# E# c3 @5 p" j& ] B$ q, }0 N* D+ {
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… : @9 \8 T+ i( a4 j, I# p7 F& ?* ?5 n% }' Q9 d, G; }4 @. q1 ~
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.- J0 i( I' f+ G: y. ~0 E
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; ~6 P, x' S( ?2 }8 [' y+ F7 h) O h
/ m! I' S3 Q [; }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.6 o" t- h7 i9 K' F0 g
5 u0 i; p; V9 R$ \! {* g7 ~% ^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. 8 b2 W: N" b2 _$ m1 c: a( i( ^3 ?2 A0 h, E3 p3 x3 P
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.5 Q2 Z/ d) P* s+ ]5 r& X
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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. 3 t4 b. z. v! J1 }( L4 L* C4 j) v/ T6 O7 |3 P+ ?% x
Creatives: See “Advertising Materials” definition., S( _: i& L" l
: l" _, Y) x$ ?* T8 deCPA: 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.8 V L4 {6 ^- t( @
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Effective 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…)." o! p- K( Y! s$ N
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Footer ad: Is located at the bottom of a web page. 7 B$ u% X- [% d( f2 X7 E, L7 D7 W. ]" o* R: R6 @; D4 U
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.3 ]( E$ V- V+ E4 ]/ R4 _) b
4 R* L8 X5 F( RGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. : F2 J* Q. T8 q0 Z3 s# `, I; q4 m" _
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ' D+ f' {4 Y3 K5 Y ( T7 T/ p+ e2 C4 q6 T, nIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.; v5 |% ~5 C4 x5 p
# @# b1 |1 p6 {/ r2 yInsertion Order: Is a written authorization to display advertisement on Website(s). % ~- ?8 P5 Y' W4 H, G! W$ J) l |5 Z0 J
Interstitial ad: Is a full page ad displayed before or after an expected content page y% r0 Z# }" v ) _1 B/ ~0 s) ]: p6 |0 p$ wIn 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). 7 b0 N5 i/ S- n9 T* g
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Keywords: Search terms or phrases targeted by the advertising campaign. : o" [1 X( T& W ^! T; r; v* c1 M& w+ }# T, T' o
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.: q5 X5 m* Y8 n1 [" Y
1 |8 ^* e" w* y9 ^7 J) ]: ALinking Text: The text that is contained within a link.+ J' O9 x3 Y g
, m! d! W1 O& HNTV 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.: U: W% O* r1 V- l, ], ^8 R5 t4 U/ C
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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. 2 G% H9 ?# y: J7 m% C$ |0 q 5 W% O5 G7 y# }Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. [% A5 f/ [, ~5 u& {. b, f- x
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.' X! g( A$ v* o2 I+ a
$ H0 r+ ]1 ]* ]+ wPop-up: Is an ad displayed on top of the page visited by the surfer. 7 K O# D6 w+ m. ? 4 s# l& S/ v9 J, C' T2 }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.8 }. V0 {1 E. D
: A- I. U. d% I# e2 P1 U/ z9 J3 zPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* I4 [: c2 A+ g0 h# T# M
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / \9 I& p- T$ |7 M6 |2 S 6 N2 @; _$ |8 O8 J' h1 {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.; p+ n. E! y& s( _! A8 F9 u
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.. i* `" s; J7 k' Z
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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.7 M8 E; K/ |! `" [4 ^5 G
( R- o ]- ~3 v& D9 ?$ HReturn 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.3 A& W1 h! Q/ Y! F6 T/ [: k( S
- L) K' `8 E/ z9 I% ORevenue 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…).5 C3 v) j& X$ W9 x9 F3 i/ v
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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).( v. R% W- a) U+ U8 g9 v
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.6 c0 v+ M8 U5 p+ y
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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. 2 y; b) ?2 ?5 j: V; I0 N* c) y3 ?$ ]# O; ~( T
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