Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / D1 `. e3 g" [/ E ]# N1 OAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).) s7 r2 b+ S. m+ C" o
, A7 e3 }# L8 @% b+ b4 B5 D7 qAdvertising 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.1 ]! O6 D( l! n6 o# u) a
* x' K$ r' _: _0 _% R6 ]Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( t8 A. X8 `) U3 \* C0 z
: O* y4 _! P" u9 `) dAdvertising 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. + D8 A& ?6 a% v1 g( i * n. j+ I' n% R: o! k- g9 _9 V$ lBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.) d+ u0 e: T; e, D0 l# G
* @$ r2 S; I9 I1 _8 T) N1 h& s4 @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. 8 O7 N" U; b" y7 ~' Z# t% e" z1 \' h0 u
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. + e4 y' [# I, V) u7 A- O# O7 Q. m3 A+ ~% ^' f# K: A
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.: Z/ o# n$ Y( P2 J6 v
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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. * T( i; Z' F) d& P5 q3 g2 \% R. y' ~% e/ z7 S9 C
Creatives: See “Advertising Materials” definition. & a2 g6 Y/ v0 ]- q5 L% H- F* J5 k2 {3 f) F, q) u* W) F% O$ ^$ B& R
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. ( ]9 Y8 i' O6 u3 R( R0 |/ W3 y# x
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…). ) L7 `* e0 {: S- [7 M/ U + D7 V# U% @( V+ D3 I' w: w0 u" YFooter ad: Is located at the bottom of a web page. . n0 B! h2 W9 _6 q+ U4 o$ `8 k a/ ~( O; K% f3 P+ q9 P
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.* W9 O, t) d. [9 r" D& r+ H
, D; g. F1 |+ g+ x3 a7 K, G1 C3 FGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.1 }5 }* P( z, h/ b/ |
3 g4 [: V* F; J8 q) n/ AImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! Y# E0 _4 a) j* w& ~& Z7 m6 L0 p8 ]- r. z
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. V6 s; d) G3 P9 O; {5 M
0 J6 R$ z4 D! F' T6 d: m* YInsertion Order: Is a written authorization to display advertisement on Website(s).( F" q/ ?: }- B8 s
, ] v' L7 p% A0 XInterstitial ad: Is a full page ad displayed before or after an expected content page, W2 f0 ^2 Y/ k- C8 A
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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). " n7 V3 u/ T; L6 C # o+ T: x9 d3 d8 x! hKeywords: Search terms or phrases targeted by the advertising campaign.' x( ?6 R9 h' r+ ?. K
$ _6 E1 ]& s4 h- `; r0 ALanding 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. $ q- }4 z6 s( c. O' r4 p % ^3 s+ T" z" ^4 h# M$ }Linking Text: The text that is contained within a link. 7 Z6 L/ Z6 z2 w0 D' T @; ~' S8 D H" J* |( O
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 250×250.0 |& z5 C6 S# I* O- W7 a0 b) b
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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. 1 R ?7 D0 l% W% l4 ?! E 5 ]0 T$ W- b8 s. kPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. * E2 {$ k- W! f* Q) y+ k4 `7 L; @" X- w7 @0 u
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. " L c- U! s: d" C6 ~' I& j) H: u3 e6 E9 \
Pop-up: Is an ad displayed on top of the page visited by the surfer./ K* ?, H1 k' f s9 V
; l7 [0 X* y& L3 |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.+ U9 W7 I8 d9 B
X( H3 @/ I M" T9 A |Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.9 n( U2 o5 ^* M: i4 U
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).3 l* c* R# M& q8 q/ B$ l; Q% c
2 S3 E* h: p5 V# M+ E8 _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.) h8 s* m' v( D+ K8 Y% ]) ~" |
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.6 A% P7 v9 B% J% g! Q+ \; t0 g0 H; a
8 R: _; g# i4 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.# k& _4 F5 b, p; Y7 z- g
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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.$ y) u/ C2 o- u; T
6 D$ `' Y V a+ XRevenue 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…). 1 p9 j: t" \& y8 R8 d 1 o! q+ T8 k$ h6 M7 `8 F) [Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). {2 D3 L; ]; m4 Q D5 y# \3 @. v8 O' Y
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. $ z' m; u6 R( p9 p& c ! J6 n- y: V" T" ZUnique 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.! H! L7 W) I6 `! e2 E
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