Traffic Support help in developing marketing strategy in this case study.

MediosOne is a Global Internet Advertising Network. Focused on delivering graphical and contextual banners to users from around the world. MediosOne targets users locally by using advanced geo-targeting technology to reach people in their native language.

The advertising agency’s sales division and media buying teams were spending too much time on campaign management impacting the ability to scale and increase revenue.

Three steps were taken:

Establish and train a core team
Create a customizable manual
Scale to 24 hours a day 7 days a week 365 days a year team

Previous internet media and technology experience aided in the quick creation of an offshore BPO team. Hiring decisions were based on both technical backgrounds and English proficiency. Once 3 people were hired intensive training began. MediosOne made the decision to send personnel to our office in Cebu for face to face training. VOIP, messengers, email, and the remote desktop connection comprised the tool set for ongoing training. The VOIP enables clients to have a US phone line for both calls in and out of the office. Remote desktop software allows the trainer to see and manipulate the remote computer in our offshore office.

Simultaneously a Traffic Support consultant was teaming up with MediosOne to design a customizable manual. Internally dubbed “living manual” due to our policy of updating sections every time a new task or change in existing processes occur. Integrating an outsourced team into existing operations can cause confusion, keeping a detailed manual and defining responsibilities alleviates these problems. Feel free to refer to the section below titled “MediosOne living manual” for the first version.

As a knowledge base was built up in our office in the Philippines MediosOne continued to grow out its team. Finding candidates with Search Engine Optimization backgrounds, statistical analysis, and programming. Internal training was set up so that the majority of tasks were demonstrated and taught to new hires by the existing team. At seven team members the goal of providing 24/7 support was realized.

As a result of Traffic Support's help MediosOne was able to get campaigns loaded, change targeting, optimize performance, and offload responsibilities from its existing sales and buying team. Price comparison shows that the support team cost one fifth that of hiring a domestic team. Implementation reduced the cost of employee’s as well as improving the company’s ability to service clients, pitch deals, and generate revenue.

MediosOne living manual (Some proprietary information has been blacked out)

This document outlines the basic language as well as how to perform some of the basic tasks as a traffic technician. Your primary focus will be to manage advertisers and publishers for an ad network. Each different client is going to have unique needs and for that reason this document is customizable and will act as a living manual that gets updated as you continue to work together. As you read this document you will see text that has 3 color schemes: 1. <Insert company specific instructions here> or <Insert ad server specific instructions here> as you work with the client these spaces need to be filled in for their specific business and operational plan. This is how the manual is customized to the needs of each client. 2. “adding a new publisher” these are supplementary documents that are attached in the exhibits section. 3. Traffic are different terms and definitions specific to the internet media business.

<As you add sections or change this manual keep the document organized and outlined here>
Internet Media
Ad networks/Advertisers/Publishers
Publishers (how to manage a publisher and the space bought from them)
Advertisers (how to manage an advertiser and the space sold to them)
IOs
Adding a New Publisher
Adding a New Advertiser
Creatives
Entering in Creatives
Clickthrough URLs
Optimization
Publisher Optimization
Advertiser Optimization
Reconciliation
Glossary

The internet media business is built around matching up advertisers with publishers. This handbook is meant to educate you in managing the back end processes that occur when a company executes on advertising campaigns. Most of the principals discussed in the following pages will apply to all ad servers but some unique circumstances may arise.

Ad networks (or networks) match up advertisers with publishers. Each ad network is unique but the underlying rules and principles are universal.

Here is one example of how a network, advertiser, and publisher interact:

Sports Ad Network represents Mountain Buzz’s website (http://www.mountainbuzz.com/). This site is a place for kayakers and skiers to connect, look at wave reports, talk about conditions, and share pictures. Different aspects of this site generate trafficand they monetize this traffic by showing users advertisements. Look at the top of this page and notice the banner ad, Sports Ad Network has a group of advertisers that want to target and show ads on sites that attract an active sport oriented demographic. Ad Networks get paid by advertisers to show these advertisements and pay out to publishers. A margin is created for the ad network by paying the publisher less than the amount that is charged to the advertiser.

A media buyer usually is the employee that brings in new publishers for the ad network. The media buyer will collect the relevant information and send the “adding a new publisher” (refer to exhibit 2) template email.
Each time a new publisher is acquired it needs to be:
1. Correctly categorized (Usually the media buyer will include the pertinent information when adding a publisher)
2. Uploaded into the ad server <Insert ad server specific instructions here>
3. Added to the list of publishers and then monitored on a daily or hourly basis as specified by the company.
Refer to “Pricing Report.xls” (refer to exhibit 1) as the basic sheet for adding publishers.
<Insert company specific instructions on organizing publishers here>
4. The “Pricing Report.xls” will be emailed to <insert media buyer information here>
5. Based on the campaign specifications you will then generate ad tags for the publisher.
6. Optimize the publisher traffic.

A media salesperson usually is the employee that usually finds advertisers for the ad network. The sales person will collect the campaign specifications and send the “adding a new advertiser” (refer to exhibit 3) template email.
Each time a new advertiser is acquired it needs to be:
1. Correctly targeted.
-Usually the media salesperson will include the following pertinent information when adding an advertiser.
2. Upload campaign into ad server
<Insert ad server specific instructions and notification details here>
3. Added to the list of advertisers and then monitored on a daily or hourly basis
Refer to “Pricing Report.xls” as the basic sheet for adding advertisers.
<Insert company specific instructions on organizing advertisers here>
4. Optimize the advertiser by creative.

An Insertion Order is basically a contract laying out specifications, terms, and conditions on an ad deal. Usually the media buyer or media salesperson will fill out and sign the IO. It is important to have an understanding of what an IO is and where the important information is included on one.

<Enter standard IO format and details here>
The following are some of the standard parts that go into most IO’s:
Client – Name of the business or client that you are creating the IO for
Location – Name of the employee that is earning a commission on a deal
Name/Address – Contact name and billing address
Sales Rep – Put your name here
Product/Service – There is a dropdown list of choices here, pick the one that most accurately describes your deal.
Description – Specific campaign specifications can be laid out here.
Qty – is quantity in thousands that the IO is for
Rate – Cost per thousand
Delivery Information – click the “edit” button here to put in the clients email that needs to sign this IO
Send – Once all the above is complete check it over once and then click on this button to send the IO to the company

As new publishers are added you will be responsible for loading their details into the ad server. The following details will be included in the “adding a new publisher” email sent from the media buyer: (some fields may be optional and left blank)
Publisher Information:
Company-
DBA/ check payable to-
Finance contact email-
Currency type-
Address-
City-
State, province, or region-
Zip or postal code-
Country-
Payment terms-
Trafficker contact-
Campaign Details:

Program Type – (How we are paying for the media; Cost per Impression CPM, CPC, CPA, or dynamic CPM)
Budget-
Size – (size of the creatives they are going to sell to us)
Geo-targeting – (where the inventory is coming from)
Pricing- (negotiated price)
Channels-
Languages-
Inventory types-
Tracking- (billing will either be off the publisher’s or the ad networks numbers/tracking system)
<Insert company specific categories used for publishers>

1. Log into ad server
2. Go to “Business Development” or “Publisher”
3. Click on “Get ad Tags”
4. Getting Tags for Banners

Step 1: Select a Publisher. Pick the publisher you want to pull tags for.
Step 2: Select the Site ID you want, then the section you want to pull the tag for.
Step 3: Select the size (sizes) of banners you need.
Step 4: click get tags
5. Getting Tags for Pops:
            Follow Step 1-2 above.
            Step 3: Choose "Pops"
            Step 4: Select "Pre Popped" (unless specifically asked for a "Pop Up or Under" tag.
            Step 5: Freq Cap should be 1 times every 1 Minute (change from Hour/Day to      Minute in the drop down)
            Step 6: Hit next, and follow # 5 below.
6. Email the ad tags directly from ad server by filling in the appropriate email address or if this is not an option place the code into a .txt document and email the tags to <Insert media buyer information here>

As new advertisers are added you will be responsible for loading their details into the ad server. The following details will be included in the “adding a new advertiser” email send from the media salesperson: (some fields may be optional and left blank)
Advertiser Information:
Company-
DBA/ check payable to-
Finance contact email-
Currency type-
Address-
City-
State, province, or region-
Zip or postal code-
Country-
Payment terms-
Trafficker contact-
Campaign Details:

Program Type – (How we are selling the media; Cost per Impression ( CPM ), CPC, CPA)
Budget- (amount that the sale is for)
Pacing- (how fast the advertiser wants the ad to be shown hourly, daily, weekly, monthly)
Day Parting – (if an advertiser wants the ad to only be shown at certain times)
Size – (size of the creatives they have sent to us)
Geo-targeting – (where they want the campaign run)
Pricing- (negotiated price)
Channels-
Languages-
Inventory types-
Tracking- (billing will either be off the advertisers or the ad networks numbers/tracking system)

Below is a basic step by step set of instructions for adding a new advertiser this will have to be <customized for each individual company>. The order or these steps or the exact navigation will vary from ad server to ad server, but the basic process will be universal.
1. Log in to the ad server system.
2. Navigate the site to find “new advertiser or sales” button at the top.
3. The next page will display a list of all advertiser
4. Find and click on the botton “Add Advertiser.”
5. A new window will pop up askig for various data about the advertiser. This will be provided for you in the email“adding a new advertiser”. Please make sure to include all information including primary and billing addresses. (These components will be similar for most advertisers)
(Once an advertiser is added, an Insertion Order must be added to run the offers for the advertiser)
6. To add an insertion order, go to the “Advertiser or Sales” tab and click on the appropriate advertiser.
7. There will be a button to “Add New Insertion Order.” Click this and add the Order.
(Orders are named according to the type of offer they are running. This includes CPC, CPC, CPA, CPM, and Rev Share)
8. In the order screen will be a place to add a new Advertiser Contact. Click on this window. It will open up a new window asking for information for this contact. ***The only fields that need to be filled in are the contact’s first name, last name, and email address. Save this information and you will return to the Insertion Order window again. The trafficker is the person at <insert ad network here> for whom you are setting up this account. Click Save in this window as well and you will be taken to a new screen under your new order.
9. Once you arrive at the order screen under the appropriate advertiser, you will find a button called “Add new Line Item”. Click on this.
(Following is an explanation of each category that will need attention when creating a new line item)
10. Name- Here is the naming scheme for each type of offer in the system:
Type of offer-Name of Offer- Sites where offer will run
Here is an example for each type of offer which will run
CPA-Free iPod
CPC-Term Finder
CPM-Pops-TMP.
11. You will have a choice to make the campaign active, leave it inactive until the account executive tells you to activate the campaign.
12. You will have a choice to Use 3rd-party numbers for billing? - This information will be provided by an account executive. Using third party numbers for billing means that we will use the statistics reported by the advertiser to bill them and also to optimize our numbers. This will be explained in detail later.
13. Flight Dates- Start Date/End Date- This determines when a line item will begin and end. These details will be provided by an account executive.
14.   Time Zone- This is the time zone form which the stats will be based off. If we are billing off of our own numbers, this will be left alone. If there is need to change it, an account executive will provide you this information.
15.   Pricing- This category has 2 very important parts:
              a. The type of offer you will be running- CPA, CPC, CPM, Discretionary
                    a1. For CPA offers, this where a pixel is created. When you choose a CPA offer, a new drop down menu will drop down called “Using Pixel.” When creating a new CPA line item, we need to create a new pixel. Click on the button called “create new pixel” A new window will open.(a2)
                  For the name of the pixel, please use the following format:   CPA-Offer Name
This is the only thing that needs to be filled in when creating a new pixel. Click the save button.
            b. The price for the offer
16. Budget ($) - Some campaigns will have a total dollar budget and or a daily budget that can be spent on either a total, daily or hourly basis.
17. Budget (imps) - Some campaigns will have a total dollar budget and or a daily budget that can be delivered on either a total, even, daily or hourly basis.
18. Learning- This will only apply for CPC and CPA offers. The details of how to set this will be provided by an account executive.

Click Save

Creatives

Come in the following forms:
-Html tags- these tags call a creative form another ad serving platform or server. The can be script, JavaScript, images or iframe tags.
-Url’s- This is a web address which calls a web page, JavaScript or specific image form another server
-Images- uploaded from a user’s hard drive and served form the ad server. These are .gif, .jpg, .txt, and .html files.
<Enter in company specific information on creatives>

A MORE DETAILED STEP BY STEP EXPLANATION
<Customize this for the clients ad server>
(Once a line item is entered in and saved, a new window will open which will display all the details of the line item)
Following are the steps for entering a creative:
1. Click on the button ‘”add new creative”
2. A new window will open to start entering in the creative:
a-      The first part to be entered is the image or what the user will actually see. This image is entered in as either an image uploaded form the hard drive a1(this is either in the form of .gif,.jpg, .swf, or .html) an html tag a2(see Appendix for examples), or a url (this is a web address starting with http:// which will call an image to show for the banner or pop. Click “Next”
b-     A new screen will pop up which will require a few fields to be filled in:
B1. Description- The naming scheme for creatives is as follows:
Ad Unit-Type of offer-Name of Offer-Number of Creative
120-CPA-Free iPod-1
468-CPC-Term Finder-2
720-CPM-Pops-TMP-3
The reason for the dashes(-) is because many times we will enter many creatives of the same size but which will have different content. To name each, start with -1 at the end of this and continue as follows -2, -3.
B2. Clickthrough URL- This is a url which will be linked to the back of the banner or pop creative. (more on this later)
B3. Size- Depending on whether the creative is uploaded from a hard drive or called form a url or a tag, this will be selected for you or you will need to select the size from the drop down menu.
Here are the accepted sizes which we enter in for creatives:
120x600, 160x600, 300x250, 468x60, 728x90, 720x300(This is our standard popup size.)
B3. Display Type- This will determine whether the creative is shown as a banner or a popup. When something is a popup we will always choose the option “Create Pop Tag.” Other options exist for different types of creatives: Any, Either a Popup or Popunder or Popunder are the options which can be used.
B4. More options will show up but the only one which will need to be changed is the size. The default size we will always use is 720x300.
B5. Line Item- The box which corresponds to the line item must always be checked in this area. Click the ‘Next Button”
c-      The next page will pop up. These are the things that need to be answered:
-Is the creative distracting- Blinking, content will draw the eye in an _____way.
-Is the creative suggestive- Does it have any sexual or otherwise socially unacceptable behavior?
-Is the creative deceptive- Is one thing advertised and the link to something entirely different?
-Is the creative violent- Is there violence pertaining to any people or animals which may be offensive?
-Is textlink- is this creative just a link which displays text as the content?
-Does creative have an exit pop- When the creative is closed, do extra popup windows open up?
-Does banner open a pop- If this is a banner, does the banner spawn a popup when an impression is shown. **THIS IS NEVER ALLOWED TO HAPPEN FOR ANY CREATIVES ENTERED INTO THE SYSTEM***
-Does the creative have political content- Are any opinions or ideas represented which have to do with government?
-Does the creative have ActiveX

-Does the creative have audio? If so how is it initiated- Does the creative have sounds which the user can hear? Does the user have to cause an action for the audio to be heard or does it start automatically?
-Is the creative just a web site url that pops in a new window-
-Is creative an expandable banner/rich media or does it have video?- Does the size of the creative expand when it is shown or a user clicks on it? Rich Media= Any creative which had flash (.swf) in it.
-Offer type- This in formation will be provided by an account executive.
C1. Conversions- This will only apply for CPA offers. Please make sure to select the corresponding pixel from the list on the left and move it over to the box on the left. The pixel will be names CPA-Offer Name. This will link the creative with the pixel to track conversions which are when a lead or sale is recorded in a CPA offer. This allows the ad tracking to track how many conversions each creative generates. Ultimately, this allows an eCPM to be created for each creative in the system. For an explanation of why this eCPM is important, refer to Optimization.
CLICK SAVE
<Remember that these steps may vary from ad server to ad server and to customize this>

A clickthrough is the back end compliment to the image that is shown in the banner space. This url will direct the user to a landing page for the specific offer advertised in the banner. This unique url is designed to track clicks from the creative and also identify to the advertiser’s web site which of their publishers drove them the traffic.

Here are the steps and possibilities that exist when getting clickthrough url’s:
-        Ask advertiser how to generate clickthrough url’s. Many will have automatic systems to use on their websites. If an automatic system is not available, ask the advertiser either how you can sub-id his link to create unique links which track individual clicks, or have them generate for you as many unique id’s as there will be creatives getting entered into the ad server. These will be matched up with each unique creative when entered into ad server.
-        We have the ability to track clicks with many different sorts of clickthrough url’s. If none of the available options are available to get clickthrough url’s and a landing page is given, try adding the following to the end of the landing page url in the clickthrough url box. These suffixes can be found in the ad networks ad server when entering in new crewatives. Here is an example:
-        Landing page no clicktracking:
www.flatfeeconferencing.com
            Landing page with clicktracker:
                        www.flatfeeconferencing.com${CLICKURL}

The page after naming and entering the clickthrough url will let you know if the url you have entered as the href/clickthrough url is working. There will be a menu at the top and will either say yes or no next to clicktracking. If all options have been exhausted ask an account executive for assistance.
<Insert company specific information on setting up a Clickthrough URL>

Optimization is critical to the success of an online media company. Each client is going to have individual needs and will elaborate on their existing theory. The basic premise for publishers allocating inventory to generate the highest return on investment. By tracking both publishers and advertisers on a daily basis patterns will emerge over time. This is part of the reason for generating the Pricing Report.xls record. Not only are you responsible for correctly filling out the required fields, but also watching the trends for each advertiser and publisher is critical. The result is having the data accessible for adjusting pricing to get the highest value for each segment of their inventory.

Critical functions:
1. Are advertiser campaigns getting filled? (Advertiser campaigns will have a budget or cap. Determine if the publishers are going to be able to fill that budget) What type of pricing structure is getting filled, what is not getting filled? What channels need more inventory? Is there point or an eCPM where inventory falling below is not getting filled, determine that eCPM.
2. Is publisher inventory getting utilized? (Publishers will have a slightly fluctuating number of visitors coming to their property/properties) What type of publishers would help to fill our advertiser inventory? What type of publishers is generating the most revenue/highest margin for the ad network?
<Insert company specific optimization strategy here>

Aggressive pricing is how an ad netwok makes a margin, for traffic/inventory to work we have to be buying it at a lower price than we can turn around and sell it for. Different publishers have traffic that performs at different levels. This comes into play when pricing traffic and looking to maximize buys on the highest performing traffic. Look at the margin we are making on traffic and try to purchase from publishers that produce the largest margin.
<Insert company specific instructions here>

On the sales side of the network, clients are advertisers. These advertisers can be in three forms:
1. The client is a company that specifically represents one product or service.
2. The client is a network that hosts offers from multiple clients and also from other advertising networks.
3. The client is a broker who is working with offers taken either form exclusive deals or form other networks.

When an advertiser buys media from the network the follow happens. The network has available inventory from publishers, It can serve ads of varying sizes based on specifications. The standard sizes for our banners and pops in pixels are: 120x600, 160x600, 300x250, 468x60, 720x90 and 720x300 (our pops). Some networks also accepts many sizes and may run 120x300, 234x60, and 250x250.
A price hierarchy determines which creatives are shown in order based on their eCPM’s. Highest priced creatives should get shown first, and so on down the line until all creatives with an eCPM are shown. The algorithm in the Right Media system or optimizer, tries to generate the largest margin on the traffic.

Reconciliation occurs when an ad network is forced to track a campaign on a clients ad tracking system. The main problem encountered is a discrepancy between the ad networks numbers and the numbers that the client is showing. When a client is under reporting they are showing fewer impressions then our tracking system, when a client is over reporting they are showing more impressions then our tracking system.

The main goal of reconciliation is to show the adjusted price that the ad network is paying out (to a publisher) or getting paid on (from an advertiser).

1. Open <Insert company ad tracking details here>
2. Open specific campaign details
3. Cut and paste report into “Reconciliation.xls” (exhibit 4)
4. Format it to look like the example
5. Log into the vendor reports to then fill in the remaining fields under “Vendor Stats” for each of the vendors that needs reconciliation (refer to “Tracking” under “Campaign Details” for each publisher and advertiser. Fill in the tracking URL and login information on the “Reconciliation.xls” sheet)
6. Under “Calculations we are performing the following functions
            Click discrepancy = Vendor clicks / Our clicks
            Revenue discrepancy = Vendor revenue / Our revenue
            Adj Rev Share = Rev share X click discrepancy
            Bid Price = Vendor Revenue / Clicks
            Adj Bid Price = ((vendor revenue/Vendor clicks) X Rev share) X Click
            Discrepancy
            <Add or modify the equations in “Reconciliation.xls” to fit company specific          needs>
10. Mail this report to <Insert company contact information>

Glossary

Account Executive- person responsible for delivering to the specifications of a campaign, often is the person that closed the sale.
ActiveX-Technology that enables interactive elements in creatives or websites. Some are benign others pose a security risk by allowing viruses, spyware, and other hostile programs to be automatically downloaded by the browser to a user's computer, when the creative or website loads. Some browsers don't support Active X. Usually when activeX is present on a site a yellow bar will notify the user and prompt them to take action.
ad servers- Software that generates code, serves ads, and usually tracks them
Ad tags- Code that let publishers display ads on their web pages.
Advertiser- Usually a business that buys ad space from publishers.

Banner- A graphical ad that typically displays with a horizontal orientation. Common sizes: 728x90, 468x60, 120x600, 300x250 and 720x300. Refer to http://www.iab.net/standards/adunits.asp for a full list of ad unit sizes.
Budget cap- Limit on spending for campaigns, can be defined by hour, day, or month.
Buyer- One who buys ad space. Can be an advertiser, broker or network.

Cache-busting macro- HTML code that inserts a time stamp or random number into advertiser's creative tags. Ensures that a browser or proxy server serves a fresh creative on every ad call, rather than a previously served creative that remains in the browser's cache.
Campaign- Typically refers to a grouping of ads for a single advertiser, network, or broker that runs series of related ads. Ads may be grouped into campaigns according to product offers or themes that reflect similar marketing goals.
Campaign Specifications- Relevant details about a campaign. Usually denotes who the advertiser or publisher is, what the product or site is, how the campaign is going to get set up in the ad server, and any other details that are pertinent to correct execution.
CPA- Cost per Acquisition- This is a performance based way to pay a publisher. Advertisers pay based on conversions. A conversion can consist of the filling in of information (ex: zip code or email address, mortgage form), the commitment of a user to perform a certain actions, or the purchase of a product or service that a creative is advertising. This method requires the most targeting because the offers are usually promoting only a single product. This offer type requires a pixel to be placed on an advertisers page. A pixel is a tiny 1x1 image that is inserted into the code of a webpage. Every time this pixel is shown (fired), it will record a conversion in ad server system. Insuring that these pixels work correctly is very important. This allows us to track conversions on our own so we can match our reporting with a client’s and be keeping close track of our numbers. CPA offers are always fixed payouts.
CPC- Cost per Click- This payment method is simply based on the amount of clicks a creative generates. A click happens anytime a user is shown a creative and clicks his or her mouse on that creative. This method does not concern itself with the performance of the offer past the initial click. CPC offers are fixed prices. Type of campaign with cost-per-click pricing. The advertiser pays for clicks only, even though a large number of impressions may be shown to the site.
CPM- Cost per Thousand- This method entails billing an advertiser based on how many thousand impressions are served on a daily basis. CPM can consist of single creatives or multiple creatives aggregated into a single feed. CPM offers are Fixed prices
Channel- Categorizes a publisher's content by subject or market, such as Entertainment, Real Estate, Gaming, or Search. Categories apply to publisher webiste and sections, and both can have multiple channels assigned.
Click Tracker creative- Type of creative that is not a graphical ad but rather a static link on a webpage that clicks can be counted through.
Click tracking- Click tracking involves counting when a user clicks on a third party tag creative. Clicking on an ad starts the process of directing the user to the advertiser's website. Third party tags require an intermediate step of notifying the ad server that a click occurred (via the click tracking macro). The adserver/tracking system records the click then redirects the user to the advertiser's website.
Click tracking macro- HTML code that embeds a URL into a third party tag creative when the ad is served. The URL points to the ad server and allows it to record the click.
Creative- Another name for an ad.
Creative spec- Usually a list that the advertiser gives to categorizes creatives so that networks and publishers can target creatives.

Discrepancy- difference in the impressions recorded between different ad servers/ad tracking systems
Discretionary/ Rev-Share- This method is based on the overall price performance of a particular feed. Many offers will be combined into this feed. A daily total will be added up based on the performance of all offers in the feed. This number will produce an effective CPM for the campaign, but will vary daily.
Dynamic pricing- Pricing model that lets advertisers vary what they pay for an impression, instead of paying one flat CPM price. Advertisers are typically willing to pay more for an impression on premium inventory that has lots of good users. They're also willing to pay for impressions on less desirable inventory, but those impressions are worth a lot less. Dynamic pricing lets them pay for each impression based on how much it's worth to them.

Effective CPM (commonly referred to as eCPM)- The effective price per 1000 impressions shown (how much did the advertiser have to pay or did the publisher earn on average for 1000 impressions). When campaigns have CPM, CPC, and CPA pricing, the only way to compare them is to translate each one into an equivalent effective CPM, or eCPM.
Exit pop- Creative that appears when users close their browser or leave the publisher's site.
Expandable banner- A banner ad that expands when users move their mouse pointer over the ad, causing the ad to expand beyond its borders.

Flash ad- Type of creative featuring animation. Creative can be identified by the .swf file extension, which stands for Shockwave Flash.
Flight dates- The start and end dates and times that mark the beginning and end of a campaign. Pay attention to the time zone that the client is in.
Floating ad-Type of ad that appears super-imposed and floats over a webpage for a certain number of seconds, then disappears or fades.
Frequency cap- Limits the number of times a line item can serve a creative during a certain time period. Example:1by24 means the ad can be shown 1 time every 24 hours

HTML creative- Type of creative that may have images, text, and other elements defined by HTML code.

IAB Interactive Advertising Bureau- Association dedicated to research, initiatives, and standards for internet media.
Impression- Each time an ad displays on a publisher's site.
Insertion order- Represents the contract between any two entities. Identifies the buyer and seller, the payment terms, campaign specifactions, and contacts involved.
internet media- A means for carrying and communicating information online
Interstitial- Type of creative that appears between pages of a website. When users leave one page of the site, the interstitial ad appears for a certain number of seconds before the user-requested destination page loads.
Inventory- The ad space that publishers offer for sale on their websites or other media property.
Inventory type- Type of media property that a publisher makes available for displaying ads, such as a website, toolbar, email message, or desktop software. Categorizes publisher properties so that advertisers and networks can target appropriately.

Media (internet media) - a means of carrying or communicating information. Media transmitted over the internet.
media buyer (account executive)– responsible for generating publisher relationships and buying the media placements for a networks advertisers
media salesperson (account executive) -responsible for generating advertising deals for the network

Network- Matches up publishers and advertisers so that buying and selling of media can occur.

Offer type- Describes the kind of product or service being advertised in a creative, such as credit card, travel, or software downloads. Creatives are categorized so that networks and publishers can target appropriately.

Pacing- Establishes how quickly a campaign delivers and spends its budget. Depending on the complexity of the ad server this can dictate campaign life, month, day, hour.
Pixel- Commonly used to track a user action. GIF image, 1 pixel by 1 pixel in size, placed on a page of the advertiser's website. When the pixel loads in the user's browser, the user's cookie updates with the information that the pixel showed up and the ad server records the pixel load.
Pop- Type of creative that appears in a new window, either over a website page (popup) or under a website page (popunder).
Property/properties- Usually a website, desktop application, domain that a publisher owns and generates traffic.
Publisher- A person or company who maintains a website, desktop application, or other inventory type with ad space for sale to advertisers.

ROI target- How much an advertiser is willing to pay to get a click (CPC target) or an acquisition (CPA target).
Rating- Defines who the property is suitable to be viewed by. Useful for targeting

ROI Return on Investment- is a comparison of the money earned (or lost) on an investment to the amount of money invested.
Rich media- creative that can streams video, includes sound, animation, interactive elements.

Segment- A group of users or participants in the market that represent a specific demographic.
Seller- Can be a publisher or a network.
Serving name- The text that an advertiser chooses to display in pop window titles of all their pop creatives.
Skyscraper- Verrtical ad

Targeting- Rules that govern when, where, how often, and to whom an ad should serve.
Textlink- Type of creative that uses only text (words) often called contextual to point to a landing page
Third party tag creative- Type of creative that is hosted by a third party ad server instead of the clients ad server.
Traffic- Users viewing a publishers web property. Traffic can be measured in impressions or the number of viewers.

Unique-Visitor differentiated by their unique IP address that comes to a web property.
URL creative- Type of creative that consists of a Web address that points to a webpage, hosted image, or JavaScript file.

Vendor- Source that is selling traffic

Volume- A measure of how much traffic a website receives.

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