Glossary

Ad Serving Platform

Describes the technology and service that places advertisements on Websites.

 

Ad Format

The specifications of the advertisement displayed in the website. For more information about our available ad fomats, please check our Ad Formats page.

 

Administration or Admin Panel (AP)

The interface provided to clients (Publishers and Advertisers) in order to buy and sell traffic.

 

Advertiser

One or more customers of an ad network which create the Advertising Material, and authorize the Ad Network as its intermediary to include it on the Publisher’s Website(s).

 

Advertising Budget

The amount of money that an advertiser sets aside for an advertising campaign.

 

Advertising Campaign

The configuration of an advertisement with all its parameters such as Ad link, link text, CPC, duration, keywords, countries, etc.

 

Ad Zone

A script that is created in the Admin Panel to display ads in a website. The script is added to the website source code in order to show these ads.

 

Application Programming Interface (API)

A set of routines, frameworks and sentences that allows the user to request data from and post to external servers using their own software.

 

Bid

The amount that an advertiser is willing to pay for each click, thousand impressions, view or action.

 

Click Through Rate (CTR)

The percentage of clicks based on the amount of impressions sent by an advertisement.

 

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.

 

Cost Per Click (CPC)

The cost or cost-equivalent paid per click-through to an advertiser’s website.

 

Cost Per Mille (CPM)

The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.

 

Cost per View (CPV)

The amount an advertiser pays for each view of an ad. This model is suitable for campaigns that have a very high CTR but a low View Rate.

 

Cost Per Action (CPA)

Paying for a specific action (usually a conversion) made by the user after being redirected by the ad. CPA can also be separated into different subcategories:

• Cost per Sale (CPS): Advertiser pays only when a user makes a purchase on the advertiser website or adds his credit card number to sign up for a paid subscription.
• Cost per Lead (CPL): Advertiser pays for every email address or user sign up on the website.
• Cost per Install (CPI): Advertiser pays for every app download or extension install.

 

Creatives

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.

 

Effective Cost per Action (eCPA)

A business goal set up by the advertiser (which can be a sale or a lead) to determine how much they spent to reach that specific goal.

 

Cost Per Mille (eCPM)

This is used to calculate the effectiveness of an advertising campaign, independently of the actual pricing model. (CPC, CPM, CPA).

 

Frequency Capping

Restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.

 

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.

 

Impressions

The number of times advertising material is served to a person visiting the Publisher’s Website(s).

 

Keywords

Search terms or phrases targeted by the advertising campaign.

 

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.

 

Linking Text

The text that is contained within a link.

 

NTV ad

Acronym of Next To Video. It concerns specific ad spots located near a video player.

 

Offer

The product or landing page being promoted by the advertiser.

 

Pixel Tag

An invisible image of 1x1px used for tracking purposes.

 

Pop-up

An ad displayed on top of the page visited by the user.

 

Pop-under

A full page ad displayed behind the page visited by the user and visible when they close the page they were viewing.

 

Positive and negative retargeting

Targeting (positive) or excluding (negative) users who have reached specific steps of your website.

 

Postback URL

A URL that notifies our server whenever there is a conversion on a campaign, so that conversion details can be reflected both on the tracking solution and Exads Admin Panel. Postback URLs are essential for S2S tracking.

 

Publisher

One or more customers of an Ad network responsible for the distribution of online Advertising Material on its Website(s).

 

Real Time Bidding (RTB)

A system where impressions and clicks are sold via programmatic auction. Traffic is sold per impression/click and delivery is instant. RTB allows the connection between multiple Supply and Demand Service Platforms (SSP and DSP, respectively).

 

Remarketing/Retargeting

A feature that allows advertisers to target or exclude users that have been identified through S2S or pixel tracking.

 

Return on Investment (ROI)

The net benefit obtained by a campaign (or a set of campaigns) after calculating all the costs it entailed.

 

Run of Network (RON)

RON Networks include those ad zones that are not Premium or Members Area.

 

Search Engine Optimization (SEO)

The study and development of strategies required to improve the ranking of a page or a website in search engine results (like Google or Bing).

 

Secure Sockets Layer (SSL) Certificate

A digital key that allows a secure connection to a website. SSL is a requirement for campaigns running on HTML/iframes. It also plays a small role in SEO.

 

Smart CPM

Smart CPM is our custom pricing model which allows you to bid for impressions at the best price possible.

In Smart CPM you set up the maximum you are willing to pay, and the system will determine the cost based on the minimum price for that Geo/device and the top CPM that is running in that target at the moment.

The system determines the lowest price you must pay to get the best position in the rotation of the campaigns up until your maximum bid price.

 

Tracking URL

A URL that tracks all the information (device, country, etc.) of the user that comes from an advertisement. Tracking URLs are always empty (they display no content) and simply redirect the user to the offer or to a pre-lander.

 

Traffic

The flow of data sent and received by visitors to a website. Traffic is divided into clicks, impressions and video views.

• Click: a click on an advertisement, which generates a new tab with the advertiser's URL.
• Impression: a request for an advertisement from the publisher's website. An impression is counted regardless of whether the advertisement is displayed on the website or not.
• Video view: an advertising video view happens after 10 second of video playback.

 

Universal Resource Locator (URL)

A character string that specifies where a known resource is available on the Internet. In other words, the address of your web page.

 

Variation

The combination of a creative and a landing page/advertiser URL in a specific campaign. You can determine the traffic distribution across the variations in your campaign.

 

Video Ad Serving Template (VAST)

An advertising structure for video players. VAST is used by many HTML5 video players to serve video advertisements.

 

Views Ratio

The ratio of impressions of a video to viewings of that video, where a viewing means watching more than 10 seconds of the video.