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The on-line advertising world has its own distinct nomenclature.
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Advertising Concepts
CPM
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Advertiser
A person or company who wants to display advertising on your on-line advertising - generally, at a cost.
Publisher
A person or company who has ("publishes") a website (or some other ) website via your Revive Adserver installation. Each advertisers will have one or more campaigns.
CPC
A campaign is set of related advertisements that an advertiser wants to display. Campaigns allow shared details, such as the dates to start and stop showing the ads, and the frequency with the ads are displayed, to be managed in a consistent way across the related ads (called banners in Revive Adserver). Each campaign that an advertiser has will have one or more banners.
CPA
A banner is the content (called a creative in Revive Adserver) and the associated properties that make up an on-line advertisement. A banner is what the visitors to a website will see displayed to then as the "ad", and be able to click on or interact with in some way. A banner's creative can be a static image, some HTML code, a Flash banner, text or a video adform of on-line property) on which they wish to display on-line advertising (generally, from advertisers, and for a fee; but publishers do also display ads for free, either from advertisers, or to promote their own services when there are no paid ads to display).
Impression
In on-line advertising, and impression is a view, or an "opportunity to see" an ad. Every time an ad is displayed (rendered) on a website site or device, this is an "opportunity to see" the ad, and counts as an impression.
Click
A click is whenever someone clicks on an ad. Click counts are sometimes filtered to prevent repeat clicks or other forms of fraud by publishers trying to raise revenues by repeatedly clicking on ads.
Acquisition (or Action)
An acquisition or action is a certain (tracked) action that a user may perform after having either seen or clicked on an ad. Examples include purchasing a product, signing up to a newsletter, registering for a site, etc.
CPM
Cost Per Mille (from the Latin for "thousand") is the cost per 1,000 impressions (for the advertiser). For the publisher, this can also be thought of as the revenue per 1,000 impressions.
CPC
Cost Per Click is the cost per click (for the advertiser). For the publisher, this can also be thought of as the revenue per click.
CPA
Cost Per Acquisition is the cost per acquisition or action (for the advertiser) - that is, where the advertiser pays based the required action being performed after either clicking on an ad, or less commonly, after having seen an ad impression. For the publisher, this can also be thought of as the revenue per acquisition or action.
eCPM
Effective Cost Per Mille is the effective cost per 1,000 impressions. By converting CPC and CPA rates back to an eCPM rate, campaigns of different cost models can be compared with each other to understand their relative performance. For the publisher, this can also be thought of as the effective revenue per 1,000 impressions.