Online Advertising & Terminology

Ad Network: An advertising network or ad network is a company that connects web sites

that want to host advertisements with advertisers who want to run advertisements

Ad Product- A specific advertising opportunity on a website. Example: banners jump

pages, pop-ups, splash pages and tickers.

Ad server: The place where all of the ads are being stored. The ad server typically is
responsible for selecting the appropriate ad to serve by frequency control and targeting.

Ad Space: The space on a web page reserved to display advertising.

Ad View: See Impression, ad view is nothing but impressions.

Advertiser:

Agency :

Banner: An interactive online advertisement in the form of a graphic image that typically
runs across the top or bottom of a web page, or is positioned in a margin or other space
reserved for ads.

Browser: An application used to access files from the Internet. Such browsers include
Internet Explorer, Netscape Navigator, Opera etc.

Business to Business (B2B): Businesses doing business with other businesses. The term
is most commonly used in connection with e-commerce and advertising, when you are
targeting businesses as opposed to consumers.

Cache Busting: The process of blocking the caching of certain files to guarantee new
delivery from the external server for each page view. Cache busting is necessary for the
successful execution on online advertising.

Campaign: A contracted agreement between an advertiser or advertising agency and either

a publisher or a representative of a publisher. The campaign is specific to the creative to
be published and the issue, or duration of the publication.

Cookie: A cookie is a file used to record and store a variety of information on a user's
computer.

Cost per 1,000 Impressions (CPM): An advertising campaign pricing model based on an
estimate of the number of impressions of a particular creative in a particular media at a
particular time (TV) or issue (printed media). The vast majority of online banner advertising
is priced using the CPM model. The "M" is the Roman numeral for 1,000. The cost is
aggregated per thousand for convenience;

Cost per Action or Acquisition (CPA): An advertising campaign pricing model based on
paying for direct results. The direct correlation between the action taken and the payment

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
for the advertising that led to the action is desirable to advertisers. Also called Cost per
Transaction.

Cost per Click-through (CPC): An advertising campaign pricing model base on paying
only for those ads that experience a click-through.

Cost per Lead (CPL): A CPA pricing method that typically pays a fixed fee for the
acquisition of a customer lead, such as a filled out form or an opt-in email address.

Cost per Sale (CPS): A CPA pricing method that typically pays a transaction percentage
for the acquisition of a customer that makes a purchase.

Flight Dates: The time period, and associated start and end dates, over which an
advertising campaign runs.

Frequency: The rate a particular user is exposed to a particular creative or a particular

campaign during a single session or period of time. Frequency capping is essential to the
success of online advertising campaigns to maximize creative effectiveness.

Geo Targeting: Serving of ads to a particular geographical area or population segment.

Geo-Targetiing.

GIF= Graphic interchange format.

Host: The individual or web site that displays online advertising

Impression: Also called an ad or page impression. The display of a single creative to a

consumer on a website. A single page view can have more than one impression if there is
more than one advertising location on the page, or if dynamic ad rotation is used.

Inventory: The ad space available for sale on a website. Ad inventory is determined by the
number of ads on a page, the number of pages containing ad space and an estimate of
future page views. Also called ad availability.

Keyword: A word or phrase used to focus an online search and to target advertising.
Advertisers can purchase keywords on search engines to guarantee that their website
information is displayed prominently and/or display an associated creative.

Media: The forms of publication. Traditional advertising media include newspapers,

magazines, billboards, radio and television. Digital interactive advertising media started with
the Internet, accessed at an indoor computer, but is quickly spreading to television, cellular
devices and outdoor locations.

Page View: The number of times users request a web page. Page view is used
interchangeably with page impression. The loading of a webpage by a browser. A single
User Session may result in multiple page views and numerous Impressions.

Pay-per-Click: See Cost per Click.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Pay-per-Impression: See CPM.

Pay-per-Lead: See Cost per Lead.

Pay-per-Sale: See Cost per Sale.

Pixel: See Tracking Pixel.

Pop Up: An ad that displays in a new browser window

Publisher: An individual or entity selling online advertising space, including portal media
planners, Webmasters and other ad networks. Publisher, web publisher, Webmaster and
host are synonymous with respect to online advertising.

Return on Investment (ROI): The actual or perceived future value of an expense or

investment. Ad campaign ROI is a metric that attempts to determine what the advertiser
receives in return for the cost of the advertising, usually in terms of new sales. The difficulty
in determining ad campaign ROI is tied to the type of online campaign used.

Rich Media: A general term used to describe advances in online creative that take
advantage of enhanced sensory features such as animation, audio and video. Rich media
takes many different digital file forms. The serving of rich media creative can require more
bandwidth and software modifications for older systems. Rich media creative will become
more useful as user bandwidth increases.

Run-of-Network (RON): A campaign buy that distributes creative to all or most of a

network of publisher web sites with no targeting or other filtering applied, other than
standard frequency capping. Run-of-Network campaigns provide Advertisers with the
greatest reach at the lowest cost.

Search Engine - A program that acts as a catalog for the Internet. Using keywords, search
engines to help a user locate their desired information. Examples: Yahoo, Google, Overture,
Alta Vista, Lycos, and Excite.

Serving: The real-time, controlled distribution of advertising creative to publisher web

sites.

Surplus Inventory: web site ad space available for purchase. Surplus inventory is often
Remnant Space.

Tag: HTML fragment that enables a web site to serve an impression.

Targeting: The process of delivering an advertiser's ad to the user through either content
matching, profiling, or filtering. The control of the distribution of ad creative to only those
web sites or those users that fit within the particular targeting parameters. Targeting has
the potential to dramatically improve the advertiser's ROI.

Text Ad: Advertisement using text-based hyperlinks.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Third Party Auditing: The use of an independent serving authority to provide the
definitive accounting of the execution of an ad campaign. The campaign contract is usually
written so that the auditor's numbers are final, rather than those of either the advertiser or
publisher. Third party auditing is sometimes performed by a separate enterprise than third
party serving, thus involving a total of four parties. If third party remnant space or affiliates
are involved, the total number of entities involved in a single interactive advertising event
can be five or more.

Third Party Serving: The task of managing the frequency capping, redirection and
accounting of advertising events between publishers and advertisers.

Tracking: The collection and automated analysis of data associated with the serving of
digital creative. Tracking provides the frequency control, accounting, stats data and anti-
fraud components of a campaign.

Tracking Pixel: The method used to track post-click actions. A small piece of HTML code is
placed in the advertiser's action page. This causes a clear, single pixel GIF image (1X1) to
be loaded which counts the action if a corresponding tracking cookie exists on the visitors
computer.

Under Delivery: Delivery of less impressions, visitors, or conversions than contracted for a
specified period of time.

Unique Users: Users marked by either a Global User ID (GUID) or a cookie in the form of
an ID that is attached to a user's browser. Unique users do not include repeat users during
a specified session.

Uniform Resource Locator (URL): an HTTP address used by the World Wide Web to
specify a certain site. It usually begins with "http://". Every file and page on the Web has a
unique URL.This is the unique identifier, or address, of a web page on the Internet.

Web Page: The traditional presentation of information online. web sites are made up of
web pages.

Webmaster: The individual responsible for the management of a web site.

What are Campaigns?

A contracted agreement between an advertiser or advertising agency and either a publisher
or a representative of a publisher. The campaign is specific to the creative to be published
and the issue, or duration of the publication. Online advertising campaigns are defined by a
number of variables, including the digital creative, the duration or flight dates, the pricing
program, the publishers to be used and any user targeting applied.

What are Regions?

Regions are very useful for organizing your zones. The number of regions you can define is
unlimited, so you have the freedom to create as few or as many regions as you want. Most
people like to create regions for all of the different web sites they advertise on so that they
can easily see what web sites each zone they have is used on. You can even use regions to
create a region for different categories or sections of your web site.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
What are Zones?
A Zone is a name for a collection of ads that you want to rotate together. The number of
zones you can define is unlimited, so you have the freedom to create as few or as many
zones as you want.

Conversion pixel:

When a user/customer is converted to an authenticated customer through any means, say

sign up process for a credit card, which means that they have converted from being a
prospective customer to being an actual customer. So, to keep track of the number of such
users, we associate a pixel called “Conversion pixel”.

Technically, once the customer hits the 'confirmation page', then it means that they have
'converted'. In order to be able to count this number of conversions, we place a pixel on the
confirmation page of the website of our advertisers so that we can keep track. So, once the
pixel is placed on the website, we need to set the Accipiter to track the count of those
user/customer having converted up to 30 days after they have clicked through the banner
(post-click) or just seen the banner (post-impression).

Background: This pixel will be placed on an advertiser's landing page for the purpose of
post ad click tracking. Tracking acquisitions, sign ups and purchases. It will also be used to
help us pseudo-behavioral targeting. This allows us to cookie and later target users who
have been to the advertisers site, but may not have signed up the first time.

Actions: Get the "Advertiser ID (ADVERTSR.ADVID)". If the advertiser does not exist in the
AdManager, you will have to create the advertiser. The ADVID will be on the confirmation
page. If the advertiser does exist and has a campaign, you can find the ADVID by viewing
the history of that campaign and searching the page for ADVID.

Retargeting:

Retargeting is an online marketing technique in which pertinent advertising is delivered to

users after they leave a site. The idea is to offer marketers additional chances to convert a
user into a customer. In retargeting, display ads follow a user around the Internet until they
click on the advertisement and come back to the site intended. The technique can be
particularly effective in pursuing consumers as they research a potential purchase.

Retargeting pixel:

A Retargeting pixel is like a conversion pixel in that it needs to be implemented on the

website of the advertiser but, unlike the conversion pixel which is implemented on the
confirmation page; the retargeting pixel is implemented on the landing page.

Context Profile: This is a product line item that will always target all first-level categories
that exist on our network.
ContextWeb?'s top-level areas are aggregated into one custom target, called "Channel: RON
(1st level only)".

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Creative loop for US targeting: US specification is 3 loops with a maximum animation
time of 30 seconds

Above The Fold

Any area of a web page that is viewable without the viewer having to use the vertical scroll
bar. Ad space in this area is usually more expensive since it is more likely to be viewed by
the visitor

Acquisition Cost

The cost to an advertiser to gain a new customer. Advertisers take into consideration the
amount of revenue potential from a potential customer over a life time in order to
determine the maximum acquisition cost

Ad Flight

The duration of time for which an advertising campaign is live

Ad Network

An advertising company that usually serves as a broker between web site publishers and
advertisers. Larger ad networks aggregate sites into general categories so that they can
offer advertisers targeted buys. The majority of banner advertisements on the Internet are
sold and served by ad networks.

Ad Server

A computer, normally operated by a third party, that delivers and tracks advertisements
independent of the web site where the ad is being displayed. Use of an ad server helps
establish trust between an advertiser and publisher since the statistics are maintained by a
objective third party.

Ad Space

The space on a web page reserved for the displaying of advertisements. Typically at the top
or bottom of a page or if a small advertisement in the right or left column. The most
desirable ad space is above the fold.

ADU

Audience Deficiency Unit

Advertise

To communicate information through print and digital media about a company's product or
service. The information is usually targeted to those the company believes have the most
interest in the product or service.

Affiliate Marketing

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
A type of advertising system based on the CPA payment method whereby web sites run
advertiser's banners for free but get paid on any sales or registrations that result from
visitors that click on the banner.

Affinity Marketing

Any marketing effort including email promotions, banners or offline media aimed at
consumers on the basis of established buying patterns. For example a book store might
send an email advertisement to all customer who had previously bought mystery books with
a headline of "New mystery books released this week."

Agency

An advertising company that represents other companies by providing advertising related

services such as planning, creating, buying and tracking an advertisement on behalf of their
client.

AIDA

Stands for attention, interest, desire, and action (AIDA). This is a historical model of how
advertising works, by first getting the consumer's attention, then their interest, etc

AJAX

Ajax is the acronym for Asynchronous JavaScript and XML

Alt Text

Short for alternative text (Alt Text). Alt text is HTML code that allows an HTML coder to add
text to a graphic that is visible to those that have images disabled or those that hover their
mouse over a banner advertisement. Often used by advertisers to reinforce a message or
call someone to action such as: "Click Here".

Applet

A program written in Sun's Java programming language which allows viewing of simple
animation on web pages.

B2B

Business to business (B2B) is a business model by which a business's main customers are
other businesses. Common B2B web sites include online marketplaces where companies can
buy raw materials, supplies & equipment

B2C

Business to consumer (B2C) is a business model in which a business's main customers are
consumers. Common B2C web sites include online stores selling books, music & videos.

Campaign

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
The process of planning, creating, buying and tracking an advertising project from start to
finish

Click Rate

The percentage of impressions that resulted in a click through. Calculated by dividing the
number of clicks by the number of impressions. For example if a banner was click on 13
times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 =
.013 ) 1.3%. This is also commonly know as a banners click through rate.

Click Through

The action of clicking on a banner and having ones browser automatically redirected to the
web page a banner is hyperlinked to.

Click stream

The path a visitor takes while navigating from site to site or from page to page within a web
site. Useful to publishers to see what path people are taking before leaving their site.

CM&S

Content Management & Strategy (CM&S) is a term often used in web banner advertising.

Contextual Advertising

Contextual Advertising is also known as content-targeted advertising, which means that an

advertisement is shown on a web site that is "in context" to a company's specific product or
service

Copy Writing

The process of writing text for an advertisement that gets readers attention, generates
interest and desire and prompts action

CPTM

The cost per targeted thousand impressions (CMPT) is the same as CPM but used when
referring exclusively to a targeted campaign.

Deceptive

A deceptive advertisement is one which contains a representation, omission, act or practice

that is likely to mislead consumers acting reasonably under the circumstances. In order to
fall under regulation, the claim must be material.

Defaults

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Term used by ad networks to describe a type of banner that is served to a site when no
paying banner is available. Usually a PSA type of advertisement unless the ad network
permits publishers to specify their own default advertisement.

Direct Marketing

The process by which an advertiser sends their advertising message directly to their
customers or potential customers. Two popular forms of this are direct marketing by
telephone and mail

Direct Response

A type of advertisement that allows recipients to respond directly to the sender to order a
product/service or get more information. Common methods of response include mail,
telephone and email

DNS

A domain name server (DNS) is a computer on the Internet that helps to translate domain
names into IP addresses. Without it web sites could not be found when typed into a
browser.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
EPC

Abbreviation for earnings per click. Calculated by dividing the total earnings from click
thorough by the number of clicks.

EPV

Abbreviation for earnings per visitor. Calculated by dividing the total earnings from visitors
by the number of visitors.

Flash

A Software plug-in that enables browsers to play multimedia animations. Some rich media
advertisements require users to have this plug-in.

Frequency

A term used to describe the number of times the same advertisement is shown to the same
visitor during a particular session or time frame. This can be accomplished through the use
of cookies.

House Ads

A type of banner advertisement that a web site publisher runs in an ad space when no
paying advertisement is available to fill the space. Typically filled with an advertisement
promoting one of the web sites services, products or features.

Impressions

The number of times a banner ad was requested and presumably seen by users.

Insertion Order

An online or printed document that specifies the details of an advertising campaign. The
terms of the agreement may also be specified on the insertion order or they may be placed
in a separate document but are almost always referred to the insertion order if not present

Internet

From the term internetworking, the Internet is made up of multiple interconnected networks
connected using the TCP/IP protocol. The Internet originated from what used to be known
as the ARPANet created in the 1960s and 1970s.

Inventory

The number of ad spaces available for sale on a web site during a certain time frame.
Determined buy taking into consideration the number of advertisements on a page, the
number of pages with advertisements and the number of page views during a specific time
frame.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
IRC

Internet Relay Chat (IRC) is a part of the Internet that enables people to chat in real time
with others on channels of interest to them

Keyword

A word or phrase entered into a search engine in an effort to get the search engine to
return matching and relevant results. Many web sites offer advertising based on keyword
targeting so an advertisers banner will only show when a specific keyword(s) are entered

Keyword Density

The measurement of how frequently any given keyword appears within a web page. Too
high a density can result in a web page being classified as spam while too low a density will
cause a page to not be indexed as well for the given keyword.

Max Loop Size

The maximum number of times an animated graphic may repeat its loop. Normally 3-5
times

Pay Per Impression = CPM

Pay Per Sale = CPS, CPA, CPT

Pixel

Short for picture element (Pixel), a pixel is a measurement representing a single point in a
graphic.

Portal

A web site that offers so many resources that a visitor has little reason to go to another site
for more information. The resources may include a directory of links, games, email, instant
messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain
a large audience and offer the various sections of the portal to advertisers. Yahoo is an
example of a portal

RFP

A request for proposal (RFP) is a term that may be used by an advertiser that is requesting
some type of advertising arrangement with a web site.

RFQ

A request for quotation (RFQ) is a term that may be used by an advertiser that is requesting
a price for placing advertisements on a publisher’s web site.

ROC

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Run of category (ROC) means a banner will appear anywhere within a category on a web
site or ad network. More targeted than a run of site (ROS) campaign where the banner
would appear randomly on any page of the site

RSS

Really Simple Syndication (RSS) is a lightweight XML format designed for sharing headlines
and other web content.

SEM

Search engine marketing (SEM) is the practice of promoting a web site through a search
engine.

172. SEO

Search engine optimization (SEO) is the practice of promoting a web site through a search
engine's organic listings.

Optimization Technique

Optimization techniques are used to Meet and exceed established goals for all CPA, CPM and
CPC campaigns. Under delivery and over delivery reports will used along with other
guidelines, we can suggest the optimization required to meet the goal.

 Changing frequency capping

 Changing campaign priority/weight
 Changing creative assets
 Add/remove sites or sub section
 Add/Remove Targeting
 Auto Optimization

TARGETTING:

 The process of delivering an advertiser's ad to the user through either content

matching, profiling, or filtering.
 Improve response by delivering messages to consumers who are most likely to
respond.
 The control of the distribution of ad creative to only those web sites or those users
that fit within the particular targeting parameters.
 Targeting has the potential to dramatically improve the advertiser's ROI
 The process of specifying criteria so that an appropriate ad is served to a user.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Types of Targetting:

1. Geographic targeting
2. Internet-related targeting
3. Computer system targeting
4. Time and day targeting
5. Contextual/content targeting
6. Key-value and keyword targeting
7. Audience Segmentation
8. Boomerang – Re Targeting
9. Demographic Targeting
10. Bandwidth Targeting
11. Domain Targeting
12. Behavioral Targeting

Discrepancies:

When an ad server serves ads that are hosted by a third party, small reporting
discrepancies between the two systems may occur. For example, the publisher's ad server
will count the impression initially, and then the third party will count the impression after
the ad is returned. Discrepancies may also result from:

• Different definitions: Publishers count the ad request and advertisers count the ad
displayed.

• Large creative’s: Large creative’s can have long load times and introduce differences
in impression counts.

• Latency: Any lag in the connection between the ad request and the displaying of the
ad can create differences in counts; the user may navigate away before seeing the
advertisement or the advertiser's landing page.

• Network connection and server reliability: An ad server may fail briefly, not receive a
connection, or encounter an issue while logging a request, which results in different
counts.

• Timing differences: Ad servers may operate on different time intervals or geographic

time zones, which results in temporal differences.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
 • Ad blockers: Publishers issue an ad request, but the ad is prevented from being
displayed by an ad blocker.

• Caching: A creative may be cached in the browser or on a proxy server; no ad

request is seen by the advertiser server, which results in impression count
differences.

• Spam filtering: Ad servers may filter out spam impressions and clicks, impressions
from robots and spiders, back-to-back clicks, and other activities. These filtering
technologies are implemented in different ways; some servers may be more or less
aggressive in their filtering, which results in spam and click count differences.

• Trafficking errors: An ad tag may be implemented incorrectly so that one ad server is

able to see the impressions and clicks while another server doesn't (or only receives
a subset of the statistics).

• Frequency capping: An advertiser's frequency cap could prevent an ad request from

being filled, which may cause different impression counts.

Vendors

Here are some of vendors offering enterprise solutions to get started in the search for the
right Third Party Ad Server.

Atlas Solutions : www.atlassolutions.com

BlueStreak : www.bluestreak.com

Eyeblaster : www.eyeblaster.com

Mediaplex :www.mediaplex.com

Text ads
Advertisements displayed as simple, text-based hyperlinks are known as Text Ads. As their
name suggests, text ads they do not include graphic images. Text ads are sold on non-
search websites and can be served either by individual websites, or a publisher’s own ad
servers.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Display Ads
Graphical advertisements featured on websites are known as Display Ads. Display ads are
often available in many standard shapes and sizes, including: banners, leader boards,
skyscrapers, large boxes, and other sized graphical ads. Display ads use eye-catching
visuals to quickly grab catch the attention of website visitors browsing the pages on which
they are featured. Display ads are sold on non-search websites and can be served either by
individual websites, or a publisher’s own ad servers.

Pop-Up Ads
Advertisements that appear to “pop up” in a new window as users browse a website are
known as Pop-Up Ads. Hover ads, floating ads and slide-in ads ads are all considered pop-
up ads. (Sometimes these ads are also known as Pop-Under Ads, depending on whether
they are displayed over or underneath the current web content being browsed.) The use of
Flash and DHTML ads has risen in recent years in an effort to counter the increased usage of
pop-up blockers.

Flash / DHTML Ads

These kinds of ads incorporate Flash animation or other motion graphics. Ads may be
animated display ads in more traditional shapes and sizes, or, as of late, they can be
sophisticated ads that function similarly to pop-up ads but with much deeper integration
into the overall design of the site.

Interstitial Ads
Interstitial ads appear between web pages that the user requests. For example, an
interstitial ad may appear after you click on a link in an excerpt to view the full content of
news story. Because interstitial ads load in the background and do not interrupt the users
immediate browsing experience, they are a preferred method of delivering ads with rich
media, streaming video, and/or large graphics.

Video Ads
With the popularity of online video watching, video ads have become a viable means of
distributing rich advertising content. Currently video ads can either be content created
entirely by the advertiser, or “in video” ads that will show your ad within a video. Major
search properties like Google (through YouTube), MSN, Yahoo, and AOL all offer advertising
on their video websites.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
Email Ads (Classified Ads & Newsletter Advertising)
Ads that are distributed by a publisher through email blasts to opt-in audiences are known
as email ads. Advertisers can individually sponsor a publisher’s email newsletter or they can
purchase classified ad space.

On-Site Sponsorships
On-Site sponsorships are ads (typically just a company’s logo) that can be bought on
individual websites. Sponsorship ads typically appear in an area on the website reserved for
sponsors and often noted as such.

Advertorials
Advertisements in editorial form that appear to contain objectively-written opinions are
known as paid editorial ads, or “Advertorials”. Online advertorials are typically featured on
publisher’s websites and promote products and services related to the website’s content.
Some ad networks will develop, optimize, and write your advertorial and place it on their ad
network.

Ad Exchanges

Ad Exchanges are service providers that bring together buyers and sellers of online
advertising for the purpose of creating a marketplace that works as an auction of media.
The buyers of the media: advertisers, media ad agencies and ad networks, bid on digital
advertising inventory that content owners make available in the auction via a technology
platform. Some ad exchanges offer real-time bidding as a option.

Examples of such services include Right Media, AdECN, and the DoubleClick Ad Exchange.

How Ad network works?

Most of the ad networks manage their advertiser and publishers using one or more
ad servers. They setup each publisher site and sub-sections within that site in the ad server.
They then manually classify these sub-sections of the site in a pre-defined list of channels.
Generally there are about a few dozen channels. A few examples are – sports, health,
finance, blogs, fitness, arts, entertainment etc. Once this setup is complete, the ad network

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.
exports out the publisher tags for the publishers to deploy on their web pages. Each section
of the website might get a different publisher tag. As soon as the publisher tags are
deployed on the website they are ready to do business.

On the advertiser front, the ad networks get creative’s (banner, text or flash ads)
from the advertisers to run the campaign. These creative’s are uploaded in the
corresponding advertiser space on the ad server. A campaign is then created by assigning a
set of creatives to it and targeting it to a set of sites, sub-sections within a site or channels
within a site. Other targeting parameters might also be set depending on the advertiser
insertion order (IO). These might include things like – day part targeting, geo targeting,
frequency capping per user etc. Once the targeting is setup the network is ready to roll.

As soon as the publishers start receiving traffic from their users, the publisher tags
loads and makes a request to the ad server. The ad server checks to see if there is an
eligible campaign for these impressions. If there is one then the ad from that campaign is
displayed and recorded. If there is none, then a default ad is shown. If more than one
campaign qualifies for the impression some ad servers can perform an auction to get the
best price for that impression.

For those advertisers that are looking to promote their product or service and for
those web site publishers looking to monetize their web site's traffic, one of the best
resources available are ad networks. There are three main types of products that ad
networks offer, they include: CPA, CPC and CPM. While many ad networks offer several of
these products, there are a few that specialize in one specific type of advertising.

© Theorem This document is maintained on electronic media... The user is responsible for determining the current revision level before using it.