Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ( L3 H# `0 m- QAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). / f/ m6 p' _( o) v2 |2 ^- ~: j/ G ) L6 r" k7 I2 i& @! cAdvertising 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. * i) ?) D0 G. s5 I ] K; b& @7 ]6 u% y0 } ~$ o Y
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… [. E/ W7 z5 k( Y7 f $ ~, ]8 _3 M4 B$ ]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. F V6 q0 B) h% @. a# Q
" d; W+ \% s9 x$ `& Y* B7 F# pBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. # `3 [2 L* O6 Q/ O* d- b. _# t! m4 l' |; t" e6 s
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.7 g' y$ F F4 _: s
4 a3 v# w1 f9 @% c
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' j2 c# M! h! m$ N! I& V5 k
3 F+ I4 Y# s# H, {1 e6 j& y+ SCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.0 \1 P" f) o0 i$ R2 z
( g+ k. }) W# W+ L6 e9 u% a+ t; T% GCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.3 ]& N; Y5 s' T }
/ Y+ `6 C6 @- o1 S' T% A, [* I% UCreatives: See “Advertising Materials” definition./ a# K) A% d1 W) A
- d# E/ L9 I' B4 e# z& l
eCPA: 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.4 {% }4 o% G. B+ o7 L/ u5 M
2 `* ^$ J; M0 U' X6 OEffective 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 D: G& ~- ~! J5 H2 X ; i0 `8 G6 z \' y5 p$ bFooter ad: Is located at the bottom of a web page. ) c9 ?- f( u* z$ m1 y2 L
8 { C+ x" m( w8 i7 a( rFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.+ W K- l! |. G( u
7 M0 Q3 J" b- m: ] I% LGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.+ r( z4 ^3 O3 P8 P2 Y7 r7 ?
3 P0 ~4 Q. O! Z# G9 l5 H6 G
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ) R* y3 `( f5 x; L) f 6 X& Z) C* X7 J) sIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. ; h- P* Q$ t7 i. q! v! Q 8 K8 E8 i; G) n9 V: ^; \Insertion Order: Is a written authorization to display advertisement on Website(s).0 I- r) V: q( z) g
0 E, K5 `% f' i q6 g: M3 ZInterstitial ad: Is a full page ad displayed before or after an expected content page + B; ~+ N" q" r: v: k. g5 p: p) \& S+ s* ^. m" G6 H% n5 y4 [7 Z
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). # }3 D# x' y9 k, W! p7 F9 l( m
Keywords: Search terms or phrases targeted by the advertising campaign. 7 s$ g# H9 r$ f; z6 I) O6 c2 k4 d9 z
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. " m# @$ K; V* N# g* C& M4 K & m9 Y+ J S C% P2 q; I! OLinking Text: The text that is contained within a link.$ O4 f6 w; G; _7 v% t& [6 E
0 d4 d" T; y! l; D+ S4 `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. + X3 x% p1 m, I3 V( h9 Z5 ]9 c0 v, N1 G- {7 z. ^6 o* M
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. , ~) H8 Q( x; v0 J+ R1 L+ c . q/ v0 |9 k2 CPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. " ?- q) X" i& f: W9 B0 u; U7 C% C- Q2 L
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.* @8 S' p. H4 t7 B, D/ H2 A
$ N1 c( A3 Q) H6 j2 u$ jPop-up: Is an ad displayed on top of the page visited by the surfer.; N5 R( |6 I- G. S, M1 d
, i2 e% g* f' U8 K) O
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. 7 `* G4 j* A$ q' N* F4 N8 O; f 3 F! g3 u/ K# A* S3 M2 k3 \4 L! VPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 2 K9 O& |+ ~4 w8 s ; O5 k$ j8 F9 b8 I hPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 3 @9 ]; F/ x, b+ z k" Q" J " s5 B( u7 L7 W3 c# a- hPublisher 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. 5 G, u: R2 ^# v6 \8 \8 s: M" x 4 i8 Y H& ~( K! m1 E4 URank: How well a particular web page or web site is listed in a search engine or advertising results.# q+ C3 Z' w% K6 g4 k
' Z0 V5 t5 [- o& U
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.) _2 C: { q6 ~9 q( g
9 R; a) Q9 u1 K2 IReturn 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.! A. a6 S4 t5 n: E# C( |
: W* S# [3 t& ?$ ^$ V7 p
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…).6 F" N% W9 ~6 ]% |" b. q
. S& B6 R2 w( C& ~/ w( M
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). . b& q3 W* `2 j- l % ^4 L! z) i5 c4 w/ v, }( @Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 t* Z% @/ ^ u/ ^! [" a. w* C. Q# _9 H' X! T: @# {
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.1 E) T d1 ]; G; c
! }2 C: ?- F, x! Z+ F, \) m+ P0 f( V
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
