Download Individual Site Placements

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GLOSSARY
Cookies
Cookies are small files that are sent from a web server to the local user’s computer to store
information unique to that user. Often used by advertisers to keep track of the number and
frequency of advertisements that have been shown to a visitor or by sites to help them determine
the number of unique visitors. Cookies can also be used to target advertising, such as targeting
advertising based on an individual’s user profile on a site.
CPM
Cost per thousand (CPM) is an online payment model where advertisers pay for every 1000
impressions of their advertisement. This is an ideal method of payment for advertisers who are
primarily concerned with the number of times their ads are seen. The “M” in CPM is from the
Roman numeral for 1000.
CPC
Cost per click (CPC) is an online payment model where advertisers pay for each click‐through their
ad receives. This is an ideal method of payment for advertisers who are primarily concerned with
the actual number of clickthroughs their ad received.
CPA
Cost per action (CPA) is an online payment model where advertisers pay for ever action CPA
Cost per action (CPA) is an online payment model where advertisers pay for ever action (sale or
registration) completed as a result of a visitor clicking on their advertisement. This usually depends
on Post‐Click Tracking, which enables the ad server to tell when a visitor arrived at a particular
page (such as the Confirmation page of an online ordering system) after clicking on a banner ad.
CPL
Cost per lead (CPL) is a method that allows advertisers to pay for every lead or customer inquiry
that resulted from a visitor who clicked on one of their advertisements. Also known as cost per
inquiry (CPI).
CTR
This is an abbreviation for click‐through rate, or the rate at which viewers click on an
advertisement.
eCPM
Effective Cost Per Thousand(M). This is an auto optimization feature that compares the
performance of all the campaigns in the system based on their CPM, CPC, and CPA in order to assign
them an eCPM value, and then show the highest performing campaigns most often.
PCT
PCT stands for Post Click Tracking. This is used to track if a user performs an action after clicking on
a banner, such as completing a registration page or purchasing an item. It is done with the use of a
cookie placed in the browser that is read by a tracking pixel on a page (such as an order
confirmation page or a “thank you for signing up” page).
Pop‐up/Pop‐under
These are ads that load up in a new browser window either in front of, or behind the originating
browser. They are becoming less popular with advertisers due to the fact that so many users dislike
them, and many web browsers now ship with pop‐up blocking tools built‐in, making them less
effective than other forms of advertising.
ROS
Run of Site. A campaign set for ROS means it has the potential to appear anywhere on a web site.
RON
Run of network (RON) means a banner has the potential to appear on any page of any site that is
part of an ad network. Since this type of buy is usually not targeted, it tends to be the least
expensive type of advertisement that can be purchased.
TYPES OF ADVERTISING
• Search / contextual
• Social networks & blogs
• Banner ad networks
• Individual site placements
1) Search / Contextual
• Advantages
• Can target people who are interested in the material
• Pay only on an efficient “cost per click” basis
• Generally low-risk
• Set what you are willing to pay by bidding
• Disadvantages
• Generally low-impact
• Hard to scale because only so many people are searching for any
term
• Largely driven by news cycles and earned media, so pay-off is hard to
predict
• Hard to do well without being time-intensive
2) Social Networks & Blogs
• Advantages
– Large pools of like-minded supporters
– Good way to join the conversation and get earned media
– Potential for viral or exponential spread
– Advanced targeting abilities
– In some cases, can also pay on a cost per click basis
• Disadvantages
– Sensitivity of political blogs
– Low scalability
– Poor ad units
– Limited geo-targeting
3) Banner Ad Networks
• Advantages
– High reach
– Pay only on a very efficient performance metric
– Extensive targeting abilities
• Disadvantages
– Limited control over placements
– Less valuable real estate
– Potential for showing up on the wrong site
– Requires significant investment
– Non-guaranteed inventory
4) Individual Site Placements
• Advantages
– Target specific content and placements
– Guaranteed inventory
– Control your share of voice (SOV)
– Allows for advanced targeting: ad sequencing, frequency capping, etc.
• Disadvantages
– Exclusively sold on a cost per mille basis
– Generally more expensive
– Generally lower response rates
– Varying minimum buy requirements
– Requires contracting directly with each publisher
– No longer self-serve