Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 M" ?" a6 B+ a2 |; c; J1 i
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). * p- |; z) v* I. s# V: H S# P- J. p: [, ?
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.2 N+ j- |$ d% v) r
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…! b* i5 u, w3 e& I
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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.4 S! Z: u* L8 u5 D) u
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.% e$ T! G5 \) P4 u
4 S3 V2 Z; `' G0 sClick 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. " \4 Y$ u! L& l R4 H! W4 \% R8 m( O$ L
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.9 `, ^, g( [; f( C0 C
9 w, |* A2 [; X* Z( S' b9 I5 ACost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.8 i- A" z# M0 r1 N4 h" 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. * J" b& a. S; W+ k8 g0 c4 X' P6 z
Creatives: See “Advertising Materials” definition. 9 n Z6 P+ \, [: H& V# r. X/ k: {' y) e2 ~
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. / w. s. r9 p/ C$ ]' g, P ; z! c' {& a/ U3 zEffective 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…).2 r, K/ r: u, x( w6 ~
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Footer ad: Is located at the bottom of a web page. 2 l# o0 \; e. y7 d0 \8 K7 j2 o' s
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 Q$ g6 G4 L4 v
) d: W9 P' ^6 i; |1 q" O4 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.4 N2 Z# Z# F0 d7 O) L3 s5 q9 d
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ' G1 H+ F. S* M3 t) o0 S g M4 ]4 ^, j0 ~# ]5 s1 x! Q) O* hIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request." ?4 E9 `. l4 t: g- Z
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Insertion Order: Is a written authorization to display advertisement on Website(s). ! S; B7 V+ d$ k5 ?0 G1 t; @3 k" x( w/ o
Interstitial ad: Is a full page ad displayed before or after an expected content page 3 o+ y5 v4 @5 L. R; E. r0 ^& A7 E
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. m, i$ j$ U5 o
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Keywords: Search terms or phrases targeted by the advertising campaign. & @( M* _6 n4 }4 Y6 D) d& B 1 p& E& G: B. v! C, lLanding 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. 1 J3 U9 H* z; D* x- ^" [! J3 q) L( N! d2 G7 U
Linking Text: The text that is contained within a link. ) e8 j% P, l+ V1 W3 l * n) h0 O K8 o# PNTV 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. / g( G6 W* |3 K6 P* m # D: r9 z& v( N, D- A' z, z" oPay 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 _! h. v9 c* y, s 3 R5 h9 \. M5 g7 f1 [8 qPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 2 v2 v, {4 [: h" }- g/ n3 A
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 3 B- H- T/ N! |; |8 k7 p& n- T3 m% Y9 z) r2 C) o$ G8 a4 Y/ b% C. `
Pop-up: Is an ad displayed on top of the page visited by the surfer.0 y+ h; a7 E2 N: o+ T6 Z0 D$ S( R
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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.* Z; c4 N7 z6 J) m5 d( L4 v
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ j* N, s# Q4 H2 p% W: k
3 g" H( I, Q2 ? v, r6 P' CPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).7 y: ?0 F# R* h( ~: n I
+ n T, G0 r; _: n# j4 zPublisher 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.% g& n; o. Z+ A
" V5 @$ D( d' ~& b2 J4 x3 URank: How well a particular web page or web site is listed in a search engine or advertising results.# q& C3 t- `6 U' h, b" T
7 I# u$ V( @' t; s( a+ U0 X7 b& ?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. 5 f" f& F! d3 a 7 {1 y' \2 z. `8 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. , O$ |4 |9 t! t0 R" ~ + ^& k3 P! i0 A1 ~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…). + l5 r! n+ n2 I# X ~" S; s3 a% u" T8 C) ~% C: f+ E; h
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 @% ?8 ^( T* P6 l& @
7 s3 u6 `( C2 CTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.% x+ k; }1 w' A7 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. H4 _ D' o, S8 N9 o9 z
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