Ad Serving Platform: Describes the technology and service that places advertisements on Websites. s9 o' }% \* i8 CAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).' @0 o6 u/ d! M4 J
- A( K. t6 T. _" aAdvertising 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 budgets. 2 p; ?7 N2 Z% H" e' H7 d. d1 Q w' s8 K6 {9 HAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ; z2 r8 ?9 {% h1 K2 h! i# z8 O m2 ?
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. 4 r3 w5 U, v; \# l4 `& J% Y6 o' ~1 K
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 9 V4 ?" }" Q1 {; r$ }4 N ( `7 N, C$ E0 J) @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.; \/ ]- b t9 L" z. b! c# Y
% Q, ~: o) ^# K( U' [6 D
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.& f# [- v4 U. q% q2 N# s! R+ Q0 }
- Y8 i) S' U! Q9 c; @; r9 iCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. + s5 g( _# ]" @+ u# L V9 z. F) u- e3 T& e. _
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.# ~$ I9 Z: E+ u( ~) m. y! N/ o+ r
6 s$ |( i8 h" n+ \ J* u
Creatives: See “Advertising Materials” definition. 1 H1 u3 I- I U0 y& Q; r7 v: e 8 R: C1 P+ {1 GeCPA: 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. - w3 Y: |, S0 [+ j4 W; f: e. f & ?! y+ X9 F" K0 x- eEffective 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…).7 N" Q9 V3 C$ s! A9 J6 c4 C
0 ]) Q* I ]0 ^. _Footer ad: Is located at the bottom of a web page. ' T" A% ~! m9 N9 _9 g) X1 Q- i3 D+ q7 j; T1 m; f: a& y
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.' J+ U5 a6 v$ X9 h/ C
/ f- ^4 H% x: X, `$ e: j# l& W+ ]Geo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ! z; k: l$ n4 w% Y$ D u2 p! j" L7 i- `0 k! I$ l2 oImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).8 p: I- m& }9 \1 F& h
/ x% J; F" a/ l+ T# |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.6 W) z- d% C' \
4 ]. w$ k4 e" F- Y4 J! OInsertion Order: Is a written authorization to display advertisement on Website(s).& l& R ]+ H5 X( V. j' H& z5 }
+ Y8 ~" z4 `" a) O$ k
Interstitial ad: Is a full page ad displayed before or after an expected content page4 I* n9 M9 e, a' u& J0 C7 ~( k
9 x) W* o- z! o$ d5 W
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). # b! G' |. B V+ K6 c/ w% b* I
& i8 r$ D. H, C9 P% lKeywords: Search terms or phrases targeted by the advertising campaign. " B0 q% F! {. \- n' n2 {( A# V' t1 H- g4 Q$ V4 z9 e$ l
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.. p5 M4 j) A& Z
2 T3 c, A6 e$ l, w/ HLinking Text: The text that is contained within a link. - g1 a, r+ c& p9 c8 W6 F & {$ e2 Z4 A6 E, k! [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. T, L; }* e' _5 [8 w7 U2 g% T& s8 d
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.2 S; j/ @; p4 Y9 f
- N" G) b, L1 ePaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 5 c3 i# Q- f: [
. I1 }8 }/ C9 T0 N% A; MPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website., ]/ g6 j6 n2 n j0 ~
/ }. D4 I7 t% @; {9 E
Pop-up: Is an ad displayed on top of the page visited by the surfer. 0 C0 Z9 P. h" I. ]8 q* Q& l# C+ u. U3 c6 F3 p7 D# J
Pop-under: Is a full page ad displayed behind the page visited by the surfer and visible when the surfer closes the page he was viewing.( i/ B" p" d; o! D6 ?- u; Z/ g/ P
5 |! N5 w: o6 u* e6 _* i% H' b- ^
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 y9 H' v. _; p' n9 c6 g; b K4 p s u! P5 }
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).; w9 { C3 G5 o8 m0 D; O: A
+ @. ]; t+ w9 V1 H+ i) WPublisher Earnings: Means the total revenue generated by the Publisher using the Advertising Materials. Publisher earnings are based on the eCPM generated by the ad spot.1 P c; F( Y5 h v4 D$ N$ {
5 j! Z r3 i d( I! J0 IRank: How well a particular web page or web site is listed in a search engine or advertising results. ) F0 I6 }) P) Q+ m" |# [, f. ]% {" b( v7 T
Retargeting: 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 platform to retarget them when they browse other websites. * A: L2 R \5 o7 a* n ; t; a2 ~+ T1 B7 ~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. $ ^# ^7 M9 ]8 M6 | z) E# ?$ q( A - K' H3 P1 R6 K, m# E( kRevenue 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…).' W m8 w. x3 ~8 F
( x0 m5 Y. I8 Q8 F0 u9 M. O
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).# ?; h% |7 [8 @5 H
; k) v" X: l7 i$ X" m
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. $ Y/ L c/ t. E @ 7 M. q9 F+ x+ g8 g6 ?Unique Click: Means the number of times, as recorded by 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.2 G: j# M- W4 @. Y8 q
9 n. t3 N" A6 O0 |3 r
发表于 2015-10-14 23:26:08
发表于 2015-10-15 18:40:02
发表于 2015-11-13 14:59:23
