Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ( ^! e! |3 n, i5 _; IAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).3 n# f, U) v: R% V6 m
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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 budgets. 2 q- A1 X% @' i' c) M9 }: d: c2 @' L% C
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* o+ @/ q/ T% A8 {
4 N5 H' o: [. k- N$ rAdvertising 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. ' Y7 G5 P- w- `4 c+ ^# J* H. v 2 {! c0 S6 F# A% c, v# oBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 R# g1 s( K6 F5 e: m# n5 h' q- S {6 k( Z- k8 Z0 }! m) J) u3 Q R: L! 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.- n; g: m' x: M5 T Z3 M4 \0 `
y9 T! h' B& q& N* v$ eConversion 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. ' W1 A: t8 p& s! y / h) C, Y. _2 g. |( }) gCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) ^1 M, i, B& ?+ \) N. Z
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. % h$ I0 ^ x- l( m & n5 k2 g( y, [Creatives: See “Advertising Materials” definition.4 Y& ]1 t! T, {1 |
$ s0 p7 p* ~2 J6 P" \- v9 meCPA: 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.7 |7 G) J8 E p8 C( M& Z& b1 x3 h
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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…).3 [* f9 o: H o% C
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Footer ad: Is located at the bottom of a web page. - B" d2 D( | o* A/ u# Q" Q
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.( k4 _5 T1 R$ {9 I1 J: Z1 r
7 r: {5 w- y2 ?9 [, U/ aGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.5 ?+ m$ z# L5 R2 y: q% V+ }
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 3 |/ a6 L7 P9 K0 Q# N4 [ G4 g3 C9 d ) a3 `* {' c, @( q. J7 P/ I. cIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.7 |" c& E1 w) t" p1 }. I; J+ H
( E# e1 G& }9 ZInsertion Order: Is a written authorization to display advertisement on Website(s).6 \7 z/ b% ^: R' O; P3 N3 I
! v5 d& J- K) ^: y4 kInterstitial ad: Is a full page ad displayed before or after an expected content page6 n* e/ [/ O6 R1 O
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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). . y3 A- l0 c' ^ # K3 _6 `) F2 z; tKeywords: Search terms or phrases targeted by the advertising campaign.. H- X/ _$ A' j# T5 s
- [% U0 f& ], \) O _9 FLanding 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. ! A) R1 F8 R5 ^; {5 f: L ( L6 e, t% a/ V+ wLinking Text: The text that is contained within a link. ~& i2 I. _1 c2 w
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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. - z) Y, }8 U: P5 }( p h 7 d/ @8 G. Q1 N, Z$ Q7 R* F' ZPay 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.7 @/ N* P/ P+ N. A8 B/ t: t
8 d( R/ b8 h9 D! `+ rPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 ?4 `1 I1 ]$ O! f0 Y* X
, w2 m7 `- F" q5 XPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.# h9 R3 r3 ?1 J- i* w
/ K2 T+ c+ m9 t5 G% x" v! _; KPop-up: Is an ad displayed on top of the page visited by the surfer., A0 s9 d. h/ Q2 c! B
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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., `6 e/ H8 f6 y9 I
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.# I. C! J9 K2 t6 H
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).) j* f, N4 c. m; d" e: J
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Publisher 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. C7 I8 i, Y/ x% j6 b3 y : j0 D9 C/ U! v9 Q2 VRank: How well a particular web page or web site is listed in a search engine or advertising results.) [! F/ f3 d% B8 J
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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.4 ^9 i6 g2 }( E; d) T# |7 D( d
: @4 |8 U& b2 ^& J$ a, fReturn 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. ( b! C& u) A9 W- i; q6 U4 p- j: W- O7 d
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…).! o4 R2 M- o+ R
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). c `& y% S N, |4 v; Y; w/ r
9 S, y4 ~; C! O; iTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. % e1 ~7 D) O% y+ _3 H1 P8 t+ P+ l: K+ I
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.3 q) z5 \: k) V1 n. U) O6 ]
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发表于 2015-10-14 23:26:08
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