Ad Network: a company that connects advertisers to websites. It is a option for media buyers to buy its inventory.

Affiliate Manager: it is the person who gives support to the affiliate.

Affiliate Network: is a company that connects advertisers (offer owners) with publishers (traffic owners), providing to their affiliates a tracking platform and statistical reports.

Affiliate: an entity that monetizes the traffic they have/purchase with the affiliate network offers.

ARPU: Stands for “Average Revenue Per User”, useful when there are rebills/renewals. Measured by taking the total revenue and divide it by the total amount of users.

Banners: images used for the offer promotion.

Bid: The price set by media buyer to purchase traffic. It should be competitive since it need to beats the market to gain inventory.

Campaign: The campaign will be the responsible for promoting your service/product. Here you will define the targeting, the ads, the pricing, etc.

Capping: The limit of view that a specific IP user will see your ads within a specific period. e.g. If I set a capping of 2/24h, all the users won’t see my banner more than two times for every 24 hours.

Clicks: Number of clicks on banner.

Conversion Rate: The number of visits needed to make one conversion.

CPA: cost per acquisition, action, sale, lead or conversion.

CPC: cost per click.

CPI: cost per install.

CPL: cost per lead.

CPM: cost per one thousand impression.

CPV: Cost per view (or unique view).

Creative: it refers to a group of tools used to promote offers, such as text-ads, display ads (or banners), pop-ups, emailing.

CTR: Click Through Rate, it tells you the percentage of clicks compared to the impressions.

Dayparting: This parameter splits the week in days and days in hours to be able to see how performance changes. It’s also a feature on the adnetworks that allow you to create campaigns that target specific hours/days.

Display Ad: Banner Ad.

eCPA (effective cost per action): It’s the cost for each conversion (Total spent / Total Conversions). If you know your payout or average payout (if it’s dynamic). You will be able to compare how much you need to spend to have one conversions and define the potential of a campaign. For example, if the eCPA of one campaign is 3€ and your payout is 1.20€, you can see that you are far from being profitable.

eCPM: Revenue per 1000 visits/impressions.

Fallback URL: an url of a landing page for where the user wants to redirect the traffic. This redirection can be based on several conditions, previously defined by the affiliate.

Geo-targeting: The possibility to target the users of a specific country, states, region, etc.

Impressions: The times the ad is displayed.

Interstitial Ad: An intermediate page that is shown before the requested page (normally, before the video page).

Media Buying: it refers to the process of buying traffic, either directly to the publishers (websites) or indirectly through adnetworks.

Monetizing: The ability to convert the traffic into money.

Offers Flow / Billing: the whole process that starts when the user lands on the offer and ends when he generates a conversion. The performance of the campaign depends on the offer flow; for example introducing a mobile phone number or MSISDN detection have different performances.

Pop Under: A window that opens under the one that you are visiting.

Postback URL: an url set on the offer that allows the affiliate to be notified as soon as a given condition occurs, like a sale or conversion.

PPC: it refers to the payment per click.

PPV: it refers to the payment per view.

Publisher: For an adnetwork, it’s the owner of a website. In the case of a CPA network, it’s the person that has traffic and brings it.

Redirect: the process of redirect the user to page different from the one it wanted to access.

Remnant traffic: unsold traffic to advertisers.

Revenue Share: This is the percentage of the total payout that the affiliate is receiving.

Smart CPM / Smart CPC: the bid you put that will be adjusted to the next competitor.

Smart Link: a link that detects the origin of the user (country, OS, carrier, etc.) and directs him to an offer that is compliant.

Spot: An ad space that you can purchase to promote a service/product.

Sweepstakes: Lead Generation offers for which users compete to earn a big prize, in exchange of some contact details sharing.

Tracking/Token: a way that allows the affiliate to identify where a given action occurs, for example, a conversion.

Visits: The number of visits to the offers.