Glossary

$ A B C D E F H I L M N O P R S T V Z

$ - real money (US dollars): used for payments for commercial ad campaigns. Money transfer between parties are conducted through payment methods supported by ad network. There is another type of currency supported by the system - $V (virtual money)

$V – so-called virtual money: In fact $V serves as comfortable numerical expression for amount of ad events earned by network participant during participation in banner exchange program. Participant could accumulate $V to launch later on massive ad campaign according to network rates

Advertising Network: service provider, the representative of the set of ad sites united by common ad exposure rules. Ad network acts as a trusted third party between Publishers and Advertisers. Characteristics: network type (commercial, banner exchange, joint), supported ad formats (text ads, banners, richmedia..), supported price models (CPM, CPC, CPA..), network commission, rules, etc.

Alternative advertisement: advertisement which is displayed on the networks’ ad sites in case there is no relevant advertisement coming from within the network. Google AdSense serves as alternative advertisement provider. Network owner does not pay publishers for alternative advertisement impressions. Alternative advertisement rotation occurs in accordance with 1. Google AdSense Rules&Policices 2. Adgine.net Rules 3. Advertising Network Settings. Network owner may limit or relinquish the use of alternative advertisement.

Ad campaign Request: Advertiser’s order sent to network Owner and covering campaign details – time frame/duration, budget, price model, desired audience, type of advertising media preferred, etc.

Antifraud Service: automatic (semi-automatic) system of revealing and eliminating artificially generated ad events

Advertiser: ad network member buying out network ad events with the purpose of ad campaign conducting. Advertiser’s interface allows management of ad campaigns, profiles, bank of creatives

Ad Format: aggregation of ad characteristics affecting on event price: size, ad type, placement and billing options (price model and event price). Set of network ad formats is defined by network owner.

Account balance: state of assets ($, $V) on network member/owner account. If account balance is negative or equals zero during 5 working days after financial month ending it could be deactivated by network owner or Adgine.net manager with activation after balance replenishment

Alt text: short text displayed instead of banner (when it couldn’t be displayed by browser for some reason)

ASP (application service provider): company providing clients with an access to specific service/solution over the Internet for rent. ASP solution/service is operated, owned and supported by ASP owner to full extent. Clients may access ASP solution/service without installing it to their computers; they are released from solving hosting and technical problems

Ad Zone: HTML code, determines place of ad exposure on a publishers’ page. Unique ID, embedded in each code characterizes advertising zone and associates it with ad format. ID+ad format combination allows proper rotation of ads in corresponding ad zone. Ad zone may be associated with different format, without need to replace ad zone code itself. However, publishers should pay attention to the fact that ad format alteration implies zone size change as well. Consequently, overview of the page may also alter. WordWiser zone appearance, being set for format does not require ad zone code change as well.

Action: counted by the system user’s action on advertiser’s site (pre-defined for ad campaign/profile) in reaction to ad creative. Example: registration, filling in survey, purchase, deposit, etc. Action couldn’t be counted without Visit. See CPA

Advertising Campaign: an agreement between advertiser and network owner which implies allocation of ad creatives on network sites with defined properties with the purpose of delivering the ad message to targeted audience. Ad campaign characteristics: currency, duration (start/end date), price model, total budget, daily budget. In the frames of one ad campaign ad creatives could be gathered into profiles, targeting and billing options are defined for profiles

Ad Event: general term, describing any event (click, ad view, predefined action conducted by user in reaction to an advertisement) which can be billed and tariffed by the system with corresponding change of participating parties accounts

Blacklist: the list of objects (IP, URL, UserAgent) ad events from which are ignored by the system. Two types of blacklist: 1) System Blacklist includes bots, robots and search engines; 2) Network Blacklist are formed by network owner

Branch: Term used to describe a part of web-sites' URL when defining site structure. It refers to a part of URL which consolidates several hierarchically subordinate URL's (or Entries). Example: http://www.12345.com/news/politics.aspx. In this case /news/ serves as a branch, and /politics.aspx is an entry.

Billing: automatic system of ad events counting, tariffing according to network rates. Both currencies could be used simultaneously, proper currency should be defined for each ad campaign

Budget/Total budget (of ad campaign/profile): an amount of real money ($) deposited for ad campaign/profile. The budget determines the amount of ad campaign/profile ad events (according to ad campaign/profile price model). In sum budgets of campaign’s profiles should not exceed campaign’s budget

Banner Exchange: advertising program allowing exchanging banner impressions between network participants at certain ratio without input of cash. Example (network ration 1:2): for every received ad impression, net participant serves 2 ads at his site (in which 1 impression is a network commission and another 1 – is pure exchange). Network commission is defined by network owner in view of banner impressions and is used for its own discretion. Under the terms of banner exchange program ad impressions are billed in virtual money

CPA – (cost per action): price model, refers to the cost advertiser pays for specifically defined action (making purchase, taking survey, registering an account, etc.) taken by a visitor in reaction to the advertiser’s ad displayed on the webpage

Click: an action counted by the system, visitor’s response (mouth click) to an advertisement view. Also, click is a metric for identifying quantity of responses to an ad. Couldn’t be counted without View. See CPC

CPC – (Cost Per Click): price model, refers to fixed amount of money advertiser pays for every click on his ad

CPV - (Cost Per Visitor): price model, refers to fixed amount of money advertiser pays for unique visitors drawn to his web-site. Despite some similarity to CPC price model, CPV is not the same (click itself does not produce visit every time), thus CPV is more expensive

Campaign priority level: determines hierarchy of advertising campaigns on the network and, consequently, influences order of creative rotation on networks’ ad sites. Users may assign priority level to each of their campaigns, out of the list of available. Network operators are responsible for adding/removing priority levels from the list. Generally, “Commercial campaigns” is the highest priority level, unless other is specified by network operator.

Commercial campaign: an agreement between advertiser and network owner, which implies allocation of ad creatives with defined properties with the purpose of delivering the ad message to targeted audience. Commercial campaign characteristics: currency ($), duration (optional), price model (CPM, CPC, CPA), total budget, daily budget.

Currency: the system supports two currencies Real Money ($) - to count paid ad campaigns ad events Virtual Money (V$) - to count reciprocal ad events (e.g. traditional banner exchange scheme) or ad events on non-commercial ad site

Current Account Balance: state of assets ($, $V) on network member/owner account at the moment of examination. Current account balance is re-counted every 20min

Creative: common term describing different types of online advertising media such as: banners, text ads, rich media, popup ads, expandable banners etc. Creative properties: ad type and size (e.g. banner gif 468*60). Creative is a part of advertiser’s “creatives bank” and could form multiple Profile Elements

CTR: measurement of ad’s effectiveness. Abbreviation stands for Click-Through Rate. To obtain numerical expression of CTR (%), a number of times ad is clicked are divided by number of times it was viewed. Example: ratio 30:2 means that ad was clicked twice after being viewed 30 times. Consequently, CTR is 6%.

Contextual targeting: matches ad creatives with pages on related topics. In Adgine.net contextual targeting is closely connected with Categories. While adjusting ad creative, Advertiser links describing category (from the list of available in network) to it, thus directing creative to pages marked by corresponding category. Such targeting mechanism surpasses similar mechanisms by effectiveness owing to manual settings of pages by concerned publishers and concerned advertisers, not by robots

CPM – (Cost per Mille (mille – lat. thousand)): price model, refers to fixed amount of money advertiser pays for 1000 ad impressions. The system count an impression every time user’s browser uploaded the banner, this means that the situation when user didn’t see the banner could occur

Content category /Content rubricator: term, used for describing thematic orientation of advertising site/web-site/web-site directory/ specific web-site page. (Example: publisher owns a web-site , which is dedicated to finance, but since finance is a broad term including many aspects, publisher may want to narrow down thematic description of his web-site pages, by assigning specific terms (banking, funds etc.) to corresponding pages. Content categories are created by network operator for the whole network (Content Rubricator), but assignment of content categories is provision of precise content targeting. Content categories are attached to the web-site by publisher. They are chosen from the list of ones available in Content Rubricator. Content categories are used in contextual targeting mechanism. An ad, targeted by certain content category will be displayed only at those pages which correspond to categories chosen during that ads' targeting process.

Daily Budget (of ad campaign/profile): an amount of real money ($) deposited for ad campaign/profile per day. Daily budget couldn’t exceed Total campaign/profile budget. On reaching daily budget campaign/profile exposure is stopped by the system till start of next day

Event price: defined for every ad campaign price of ad events. Depends on the type of ad events (view, click, action). Ad network has default event prices which could be changed for advertiser, ad campaign or publisher Example “Elite format”: banner 728*90 on the top of the page, $1,5 CPC

Entry: Term used to describe a part of web-sites’URL, when defining site structure. It refers to a part of URL which is hierarchically subordinate and belongs to certain branch. Example: http://www.12345.com/news/politics.aspx . In this case /news/ serves as a branch and /politics.aspx is an entry.

Expandable banner: type of active media ad creative which expands in its size when being clicked or pointed by mouse cursor

External Banner: in contrast to Local banner stored at Adgine.net database, External banner uploads from defined URL for every system request

Flat Fee: price model, refers to the cost advertiser pays for fixed ad placement, notwithstanding quantity of clicks or impressions. Usually, payments are provided on basis of fixed period of time

Fraud: artificial generation of ad events for the purpose of illegal earnings

Fallback campaign: an advertising campaign whose creatives are automatically rotated at networks’ advertising sites in case their ad spaces stay unoccupied by creatives which belong to campaigns with higher priority level (Commercial campaigns, non-commercial campaigns, sponsorship campaigns). Network operator may assign “fallback” attribute to any campaign on the network. Fallback campaign is automatically activated by the system.

HTML banner: a banner which consists of HTML components and graphical elements as well. Could be used under CPM only

Invoice: Аutomatically/manually generated payment request; contains information about the purpose of transaction, parties involved, payment method, currency, amount to be paid Landing page URL – URL of page on which advertiser wants to direct traffic (e.g. page advertising a product/service)

Ingoing Invoice: (with relation to Adgine.net participant) an invoice received by participant (network owner / advertiser). Contains recipient/payee billing info, amount to be paid, currency and other details

Landing page URL: URL of page on which advertiser wants to direct traffic (e.g. page advertising a product/service)

META-tag: META-tag – in-built in web-page HTML code containing keywords describing page topic(s) and corresponding to network Categories. Is used on large-scale ad sites for contextual targeting modifying state of participants’ account (adding/deducting money) and invoicing Net participant could accumulate $V to use them later on for massive ad campaign according to network rates

Match: Term used to describe a part of web-sites’URL, when defining site structure. It refers to a part of URL which does not serve as an entry of certain branch and does not have any hierarchically subordinate URL’s (entries) itself. Match is hierachically subordinate to root URL only. Example: http://www.12345.com/partners.aspx#. In this case www.12345.com serves as a root URL and partners.aspx# serves as a match.

Max views per one visitor: profile showing restriction rules, implies showing of profile creatives not more then n times per unique visitor

Max views per session: profile showing restriction rules, implies showing of profile creatives not more then n times per client’s session (new client’s session starts after 15 min after last client’s activity on the page with installed Adgine.net code)

Non-commercial campaign: an advertising campaign which implies an exchange of creatives’ impressions (banner exchange) between the network participants, conducted at certain ratio. Non-commercial campaign characteristics: currency ($V), duration (optional), price model (CPM), total budget, daily budget.

Network Commission: payment ($, $V) charged by network owner for providing service. Commission is usually constitutes a difference between advertiser’s and publisher’s payments. Under the terms of banner exchange program, network commission is charged in form of banner impressions (in $V according to network rates)

Network owner/operator: a person/company, who owns/manages advertising network, sets network rules, collects network commission and plays liaison role between Advertisers and Publishers. Network owner is responsible for fulfillment of his obligations towards network participants, financial matters, such as providing publishers with timely payments for campaigns fulfilled

Network Interface: customizable ad network interface layout. Includes changeable color pattern, network logo, targeting options available to network members, other settings Network owner/manager – a person/company, who owns/manages advertising network, sets network rules, collects network commission and plays liaison role between Advertisers and Publishers. Network owner is responsible for fulfillment of his obligations towards network participants, financial matters, such as providing publishers with timely payments fo

Outgoing Invoice: (with relation to Adgine.net participant) an invoice issued by Participant. Contains recipient/payee billing info, amount to be paid, currency and other details Participant (Advertising Network Participant) – a person registered in advertising network, an owner of personal account. Within advertising network participant may occupy role of Publisher or Advertiser. It is also possible for participant to occupy both roles at the same time using one account

Profile: ad campaign component; groups ad creatives with common targeting and billing settings. Ad creative linked to some profile is called Profile Element, as it gains additional properties as a profile part.

Payment method: ways of money transfer defined by network owner for payments between him and participants. Payment method contains the following information: recipient details, taxes, currency, invoice reasoning, other details. Issued invoice would automatically include this information. Each network could contain unrestricted number of payment method

Price Model: method of ad events fiscal accounting in ad network

Pre-moderation: estimation (and corresponding action: confirmation or declining) of correspondence to network rules of new inactive network object (member, site, creative)

Pop-under: advertising appearing in a separate browser window, but, unlike pop-up it stays invisible until some actions are performed with the browser window displayed prior to the pop-under ad itself (minimizing, moving or closing)

Profile Element: a term used for creative attached to certain profile, containing URL of landing page (this URL may be set for the whole profile or specific profile element). One creative may serve as an element of unlimited number of profiles. By generating reports for specific creative, user may view its performance statistics for every profile containing this creative as its element

Pop-up: advertisement appearing in a separate browser window. Generally pop-up windows are generated using Java-script

Post-moderation: estimation (and corresponding action: confirmation or declining) of correspondence to network rules of new automatically activated network object (member, site, creative)

Publisher: network participant, owner of ad site (site, set of sites, mailer, blog etc.). Earns on ad showing

Rich-Media: dynamic media utilizing streaming and/or interactive technologies such as Windows Media, Macromedia Flash, Java and so forth. Could contain scenario of interaction with client thus ensuring maximum involving

Registration Code: URL on which user could confirm and activate registration at ad network

Site (ad site): set of resources (site, group of sites, blog, mailer, etc.) which contains ad places (zones) offered for sale. In the view of advertiser, ad network is a one big ad site, at the same time in the frames of ad network each publisher has an ad site Site activity analysis – service allowing uncovering and termination of activities (performed by harmful programs) which fall under definition of fraud.

Sponsorship campaign: an agreement between advertiser and network owner, which implies allocation of ad creatives with defined properties with the purpose of delivering ad message to targeted audience. Under sponsorship campaign conditions, creatives are allocated at designated page of advertising site within fixed period of time. Sponsorship campaign characteristics are: currency ($), duration (fixed period of time), price model (Flat Fee), total budget, daily budget.

Skin: is a set of files forming custom graphical appearances (colors, fonts, frames, ets.), can be applied to software and websites in order to suit the different tastes of different users

Site structure: tree graph describing ad site structure (hereafter examples on one website). For website: the root folder is a homepage URL with subfolders presenting site’s building blocks (sections, URLs). For a convenience, each building block could be marked with short description (tag). Site structure is beneficial for Publishers as used at contextual targeting and targeting by URL. It allows matching ad creatives to relevant pages, thus increasing CTR on publisher’s site and it’s revenues

Status text: text reflecting in browser’s status bar under cursor pointing on object

Suspended campaign: ad campaign automatically stopped by the system (in interface is marked by orange color). The campaign could be stopped in case of: exhausting of campaign’s budget or assets ($, $V) on member’s account, data expiration. Besides auto suspending, the campaign could be stopped manually by it’s owner or network manager

Site activity analysis: service allowing uncovering and termination of activities (performed by harmful programs) which fall under definition of fraud.

Text zone: an area within a website customized for rotation of text advertisements. Its layout could be adapted to the color scheme of the webpage

Targeting: mechanism of delivering an ad to placements (targeting by placement) or to audience (targeting be visitor) that fit to particular targeting parameters. Targeting has the potential to dramatically improve the advertiser's ROI

Text creative: advertisement containing text as a medium of delivering ad message. Consists of header (max 25 symbols), body (max 70symbols), and link to advertiser’s website (max 25 symbols)

Targeting by Category: see Contextual targeting

Targeting by URL: targeting method used for ad showing on definite URL (ad site, web site, set of site pages, site page). It could be defined by Advertiser if network rules allow review of publishers list

Targeting by Placement: common term for delivering ads to ad placement with defined characteristics: URL (ad site, web site, set of site pages, site page) or Category

Targeting Width: profile characteristics, targeting precision criterion. Targeting width is defined by the number of queries to system which corresponds to profile’s targeting settings. In other words, the profile has higher priority in case it receives less corresponding queries

Targeting by Visitors: common term for delivering ads to visitor with defined characteristics: country/region/city, language, time, day, browser, platform

Visitor activity analysis: service allowing uncovering activities falling under definition of fraud and termination of further activities of such kind by identifying visitor and adding him to black list

Visit: counted by the system user’s visit to advertiser’s site. Visit couldn’t be counted without Click. See CPV.

View: counted by the system query from user’s browser to upload ad creative on the definite ad zone. View could be counted even if the visitor didn’t see the banner in case when he closed the page without seeing the banner. See CPM

Zone Code: ad rotating one-line JavaScript code installed on publisher’s site. Could be generated in system interface (tab Zone >> Get Code). As code contains unique Zone ID, there is no necessity to re-install it in any case: when publisher migrates to other agency or network running on Adgine.net, launches another campaign or even changes zone’s settings (format, size, text zone layout, etc.). All changes are made through system interface and have immediate result.

Support

Glossary