Ad Serving Platform: Describes the technology and service that places advertisements on Websites.' H/ `* L6 k8 ]) d! O3 ~3 O1 [- z
Advertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).6 ^, j. N6 Z# e$ W4 _0 w( R
) ]) v( n: s% v8 K9 ~% N* L
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.8 h6 b5 {: o f) s# O
# P( l M8 t% M% i& N9 s
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ; _" g; ?" T, O' _; ~- r& R- D' E) r. m) }- d, F1 p6 E
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. 6 C2 i* Y3 r. H5 l0 n 7 _, a4 p$ P% f& z1 mBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ?: I$ Q- @ _( D \8 X * T9 n3 m1 M: [6 e8 i6 L8 SClick 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.: V) W+ N1 p `& X) ^
+ m' _6 g4 I) u* s- d0 @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." O8 v3 x# X2 E0 N8 K* m
. k; }+ y- m/ z3 w, A" b+ i' mCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. & D4 _6 g& Y# b' s+ t6 f0 {+ B# S! ?! l: M$ n2 Y
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.* E w3 {% u1 {4 I
; ?0 \. E1 G8 p; z T; A1 BCreatives: See “Advertising Materials” definition.1 v) o) ~ n# @4 I3 g6 V
1 H& D" H0 s) \3 aeCPA: 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.! t" k& b* I) K- p
9 u# g0 N/ m0 h+ U3 s5 h2 `) g
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…).4 A: ~, L: j: e& W2 W7 s
" _8 I& ^2 O* Y! nFooter ad: Is located at the bottom of a web page. : C: ?: _, k# T1 X- ]' w5 Z" C1 `9 F
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 8 o+ f* W* N) p! n, a$ v" f% s7 V1 \
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. 3 X- k5 z+ [# ]& A ; ^% e/ `: r3 E2 C4 u8 Q. ]3 P$ IImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). " W: L; j8 g1 [3 P2 F& n6 [1 {( H* U' J0 k1 U
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.% H. s& R0 e% x
9 U( [( K7 A8 T; cInsertion Order: Is a written authorization to display advertisement on Website(s). $ ~: F s6 l% C' O. _( z+ J5 i* e
Interstitial ad: Is a full page ad displayed before or after an expected content page& M7 ~6 L' u- m( \
% k! t- p9 q) p e0 l, y/ ~. m
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). ) i) F, L6 x) k) W8 B- v
% h* ~* p& m' w
Keywords: Search terms or phrases targeted by the advertising campaign.5 c; \. \$ K6 H) u
7 a7 Z/ n1 T+ `: Y$ {6 nLanding 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.7 \8 }; O* s/ J% Z V* e. p
% G3 Y$ z6 A, P, O- M E- R. i
Linking Text: The text that is contained within a link. & I( i, P$ [2 b1 m* S# \5 A+ Q6 S% W; [" ^0 }' ~3 \$ x5 T
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. : a. p" U/ j0 V8 [; { , ?7 p* m1 i9 u$ yPay 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.+ b: G2 X* v* K8 N2 d0 H
2 c: B$ d/ L2 E
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ' c& N. k6 P5 I9 Q, Y: _. B( O. o6 P5 u5 R% l5 ]- @* ^
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 4 W1 U2 j9 r0 x5 f* T$ o1 P+ k5 y' c5 U) P
Pop-up: Is an ad displayed on top of the page visited by the surfer. Z# J& w1 w% E9 K+ u, L
# k: G* z' ]& q& dPop-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.: X0 w" E2 |8 i) s6 L
) u( C& O4 ?5 |6 tPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 p+ {4 Z$ Q: i6 [* \. `' b5 [. H x! G* M0 J4 M) m
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 9 v8 z. h D! `: `/ n Z5 G4 I7 k
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.' a# X K2 U7 a7 U" S
! y$ b5 q# A- w" n7 m" O9 z$ d# q eRank: How well a particular web page or web site is listed in a search engine or advertising results.+ {4 g9 S( F& X% n
% x" N6 R+ m! GRetargeting: 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.* H' M6 G% X; L+ e3 C. L; T) b. g! s
& }/ `7 Q; B2 EReturn 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.4 D! `6 S7 c( _! O& a+ A' l# \
* x+ Y" ^; K( g- M/ S0 j% a
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…).: N: c6 e4 u% s0 a3 e
" y2 n* u8 f$ q1 b" QSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 4 x5 U* l% B! T( ]9 ~9 H, z) a1 E# S9 R6 s
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600./ b* x8 k; D8 a1 _# ?$ c
: W1 k# \8 Q( `% c) ~9 K
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.! Z, ~; d1 f- m" T
8 X$ b* P( L0 O/ [* _
- }/ }1 A j- ?' m, q9 i3 p
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
