adnation - Definitions


    Administration Panel

    Means the interface provided by adnation to clients (Publishers, Advertisers and Third Parties) in order to buy and sell traffic on the adnation Network.

    Ad Serving Platform

    Describes the technology and service that places advertisements on Websites.


    Means one or more customers of adnation which create the Advertising Material, and authorizes adnation as its intermediary to include it on the Publisher’s Website(s).

    Advertising Budget

    The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly

    Advertising Campaign

    Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…

    Advertising Material

    Means the text, graphics, logos, designs, trademarks and copyrights for any type of advertising including, but not limited to banners, text ads, pop-ups and pop-unders created by an advertiser.


    The amount that an advertiser is willing to pay for a click or a thousand impressions.

    Click Through Rate (CTR)

    The percentage of clicks on a link. This is usually a percentage based on the total number of clicks divided by the number of impressions that an advertisement has received.

    Conversion Rate

    The relationship between visitors to a web site and actions considered to be a “conversion”, such as a sale or request to receive more information: the percentage of people whose clicks have resulted in a sale or desired action in relation to the total number of clicks on an advertisement.

    Cost Per Click (CPC)

    The cost or cost-equivalent paid per click-through to an advertiser’s website.

    Cost Per Mille (CPM)

    The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.


    See “Advertising Materials” definition.


    Means effective Cost Per Action. It’s a business goal set up by the advertiser (which can be a sale or a lead) to determine how much he spent to reach that specific goal.

    Effective Cost Per Mille (eCPM)

    The eCPM is used to calculate the effectiveness of an advertising campaign, independently of the actual pricing model. (CPC, CPM, CPA…).

    adnation Marketplace

    List of Premium and Exclusive websites which are available only through the adnation Network.

    adnation Network

    Means the advertising network.

    Footer ad

    Is located at the bottom of a web page. Standard footer ads are in 728 x 90 or 915 x 100.

    Frequency Capping / User Capping

    Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.


    An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.


    Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).

    IM Ad (Instant Message)

    Usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.

    Insertion Order

    Is a written authorization to display advertisement on Website(s).

    Interstitial ad

    Is a full page ad displayed before or after an expected content page.

    In Video ad

    Is an ad displayed in a video player. It can be a pre-roll ad (displayed at the beginning while the video is loading), a post-roll (displayed at the end of the video) or an on pause ad (when the user pauses the video). 300×250 and 468×60 are the standard in video ad formats.


    Search terms or phrases targeted by the advertising campaign.

    Landing Page

    The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase.

    Linking Text

    The text that is contained within a link.

    NTV ad

    Accronym of Next To Video. It concerns specific ad spots located near a video player. It’s usually a square ad in 300×250 or 250×250.


    Is an e-commerce business solution allowing payments and money transfers to be made through the Internet. adnation works with Paypal to receive advertising budget from Advertisers and to pay Publisher’s revenues.

    Pay Per Click (PPC)

    Advertising model based on a fix cost per click. Medias can be text links, images or even flash movies. The advertiser pay a cost per click and can target its ad to specific countries, languages, categories or keywords.

    Paid To Read (PTR) / Paid to Click

    Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. adnation does NOT tolerate these programs, any publisher using PTR/PTC or any advertiser promoting PTR/PTC will be banned immediately.

    Pixel Tag

    Is an invisible image of 1x1px used by adnation to monitor the activity of customers on a website.


    Is an ad displayed on top of the page visited by the surfer.


    Is a full page ad displayed behind the page visited by the surfer and visible when the surfer closes the page he was viewing.

    Positive and negative retargeting

    Target (positive) or exclude (negative) users who have reached specific steps of your website.


    Means one or more customers of adnation responsible for the distribution of online Advertising Material on its Website(s).

    Publisher Earnings

    Means the total revenue generated by the Publisher using the Advertising Materials less adnation margin. Publisher earnings are based on the eCPM generated by the ad spot. ExoClick margin remains at the sole and absolute discretion of ExoClick.


    How well a particular web page or web site is listed in a search engine or advertising results.


    Means targeting specific users who have already shown some interest in your product or brand. It works with a pixel tag which places a transparent cookie on users allowing adnation to retarget them when they browse other websites.

    Return On Investment (ROI)

    The percentage of profit that results in a marketing or advertising campaign. Naturally, advertisers want the amount of money made to exceed the money spent.

    Revenue Per Mille (RPM)

    The RPM is used to calculate the revenue generated by an ad spot, independently of the actual pricing model. (CPC, CPM, CPA…).

    Search engine optimization (SEO)

    It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).

    Tower ad

    Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.

    Unique Click

    Means the number of times, as recorded by adnation ad serving platform a user visiting Publisher’s Website(s), as identified by IP address, clicks on Advertising Material. A click on Advertising Material by a particular visitor shall only be counted as a Unique Click once every 24-hour period.

    Universal Resource Locator (URL)

    Is a character string that specifies where a known resource is available on the Internet. In other words, it’s the address of your web page.