Ad Serving Platform: Describes the technology and service that places advertisements on Websites.5 y5 j; X5 U: F4 J+ B
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). R9 S9 y3 V* Z( W' x5 J# v: i8 t7 g$ p, Z7 u
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.& m) y8 H4 E4 v" z# g2 _2 F/ ^& o
3 Q( X1 r$ E: g1 JAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 5 z+ I" E4 Q: @+ j% t8 u5 p% n9 Q/ Y! [ L8 n
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. 1 j: G" E9 B: i: j) o& u6 E! ~' c2 x2 G
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; Q; b) H6 W/ A$ {9 }/ E0 l
Z, Q7 P) l. a( w+ ] WClick 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. 3 }8 O* G% V) C4 w7 h7 P0 p9 T( Z: |' v) C: x2 j w; }4 m
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. 6 H% h o, @- ?4 b9 U5 t, h; ?; Y* G
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. . F7 e! x4 F9 [# C; @) _7 M ' _5 D+ Q% l% W+ X/ C3 fCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.& V) n" Z' _: g$ | E
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Creatives: See “Advertising Materials” definition. 1 l( g$ Z F* \+ z! b8 i6 R7 X. `) ~5 C
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. $ P. i7 R, O: _ 7 b6 N' d- K/ q! D* ~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…).* [& [$ g! ^4 D# A( T* I, L2 Z
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Footer ad: Is located at the bottom of a web page. . H* B+ y7 \7 E+ d" u5 c% q2 ? 6 V- B' c1 T" O) N+ V1 n; sFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 8 H9 \) a2 ^9 ] - p6 T$ Q2 i' x3 `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.- l8 G M* h" z2 h# z
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).* z5 c5 d6 T r6 r. }; u
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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.% ?9 O5 u; J. c b" W
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Insertion Order: Is a written authorization to display advertisement on Website(s).2 y7 q/ t% R, n' e. ~5 s, V& ^
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Interstitial ad: Is a full page ad displayed before or after an expected content page ' y0 _/ I5 D2 Z0 ?- K5 V, d % E$ x% q4 w6 S I3 r5 YIn 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). . j' B, i% B" B: v; D" _) B, @# E4 {) w
Keywords: Search terms or phrases targeted by the advertising campaign.: M# |& d' l# G; r' `9 C, Z. J
( n& J |2 u; O- r1 b* jLanding 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." j) Q, {. h3 k0 W y* ^4 A
; C9 W, o2 Z. s* tLinking Text: The text that is contained within a link.% Y& P1 N5 Z9 r$ b9 b: v
7 z0 l% X# X# r" L. S [% LNTV 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 250×250.1 r8 I, E' o) d. [' V# o
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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. k% J6 s# j5 J
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & M/ U% K3 Q# ?+ {: G; Q
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.; V* L' _3 Y& b" P4 O1 f
# L9 i+ o2 E! Y/ c( D# jPop-up: Is an ad displayed on top of the page visited by the surfer.8 P. f6 n: r8 M% N& C
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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.5 R& Q9 Z9 ?: R0 ~
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 f: _8 b- Q* `* r7 k7 u% \* h* G: H' t7 i! ~/ H& ]; j' V/ E
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ' {3 q! z! l; x+ k , k k- u$ i U% T- hPublisher 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. _) A$ j' ?' f0 c3 d 0 r/ M( {" r# nRank: How well a particular web page or web site is listed in a search engine or advertising results.$ t3 U: \$ c/ G
# [" ?, O+ f+ J# O3 lRetargeting: 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.+ S3 S: t/ V1 p
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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 S+ Z- h; _8 l: j3 k V/ }) y: Y2 Z& K# L/ E, j: y
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…). , ^1 X: p9 B9 r4 v/ \& v, U1 q3 V
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).8 z5 w$ s& _% n$ G4 I4 o6 }- H; y
2 y1 h, Y4 U! W; d5 YTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600." \# b2 d$ w: b! O, P7 ^ |8 N4 O, Q
7 L$ T9 i& i9 m4 _5 S/ |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. ( e& r+ A" g E + T/ @/ s( g: B, l& F& s7 f8 }* [% }+ O/ S; D9 E1 q
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