Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ; `; F9 \& ^2 R: l: z( o$ K3 j4 o) zAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).5 W6 V# z5 X- H3 Q' `6 f
# }& K& N% V( o! `' I! }$ \ g6 _% ~
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.6 r8 A* P+ G8 Z- t/ F/ C6 w' E1 s
. {6 L7 `6 p4 i# m5 ZAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…+ R8 x+ y j' n
! R+ F& w! ~2 k4 I. LAdvertising 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.) Y( [- }% Z+ {0 ]% [
. W" @/ A' }! F. ]+ Y5 UBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. * [% D0 v- V8 }& u1 e* |4 B0 T9 H% c7 P5 d1 v
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. K( b- i/ b' E L; r! \& t. j- J& g* X ' u" F( K4 W9 tConversion 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.: k k( q0 t/ f$ _! J
0 f b# S6 N5 `# a$ \Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ) m) \, R f& E3 ?0 _: u; F6 T% m
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 1 } i& y5 J$ K; C* ? , }) v, F) s7 R; E4 g) W$ s; ZCreatives: See “Advertising Materials” definition. ! i3 w* v# H0 Y8 h* j' b8 i! w k3 _$ p+ `3 o# S) [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. 1 t6 U9 u; I5 x% O+ G( r$ ]" W" D/ n* v8 \" u% ~' x+ C$ n3 l
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…). ) z& L2 W, M, E % r/ r: _* t, a/ NFooter ad: Is located at the bottom of a web page. 8 T0 \* D. U+ w0 V/ s 0 X3 d2 `# M2 {# W2 D# o9 ^9 A* @Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.. D5 g; u5 X+ t6 `' P' c% R# a
+ X: f1 M4 a4 k2 K7 B3 YGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 8 S, `/ {7 a# a4 C2 |! G; w9 @. h, `5 o: {4 x% b
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).2 M5 M7 o; ]9 T n& S+ u$ k5 w, w
% w$ X( o! [5 K+ L# T6 c, ]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.5 H+ J, z* R. O7 K+ j; m
; v3 x" j3 A: G: e9 h8 Q" w2 WInsertion Order: Is a written authorization to display advertisement on Website(s).+ ^ E% ], i, E( s& T
) f0 {* w5 D/ IInterstitial ad: Is a full page ad displayed before or after an expected content page 3 `) ~+ \3 g+ E% q; p8 w% Y# A: O# C4 W3 t; R/ g; o% {9 i8 u
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). 8 ]9 q7 K1 _: Z; l3 T) H) B+ Q4 Y4 n U
Keywords: Search terms or phrases targeted by the advertising campaign.) j* B6 p" E! g7 m* J. O: Q
& g, n l1 K9 Z- }0 k$ {4 l* ~6 L u
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. ) Q9 t: n# F# B1 V% B# ]% M5 B5 T
Linking Text: The text that is contained within a link. ( W0 D( S& z5 N* F8 d3 b# X3 @$ j 9 f) K( F: h" C$ j" \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.! f* D: `; r; t# n- ^, N2 m
5 W# l4 R+ x. H- CPay 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. ' W, V3 S l5 s- j# i- n/ q5 ~/ L& m8 p, V! i
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 J2 D( ^; L. Q% K! s* O6 ~: T4 ]& K" M: X: D
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. Z+ m: s! A7 Y# R/ n6 ^
- D8 t' T# ]4 X3 TPop-up: Is an ad displayed on top of the page visited by the surfer." c. F. u- Z& K4 W
( F' T( g5 k7 k) z! VPop-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.3 b) Q1 U5 i; ~: w" ?, Q+ ]9 U# G7 z
p; |' a+ r% v* W2 UPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 B4 Q& F0 h2 I; ], {/ L " }$ a* `; r5 U7 S- [! VPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). B k# y! h) }' j, b6 m6 @% t 2 ]9 s/ t5 m4 B3 L% n, p( s5 A+ g# tPublisher 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. $ P. r: ^8 V( y1 g( r; Z0 _; }: @! V+ y+ i" h
Rank: How well a particular web page or web site is listed in a search engine or advertising results. * s' b, `0 u+ k# f- J" ^ # V& N4 H6 x' F0 f1 l5 [5 NRetargeting: 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.% q$ I2 a6 a" s& D
0 r7 g- z/ P' ]& { ?# @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.* i* `8 I u; C+ N
9 J5 G, T! I2 E" f: }7 aRevenue 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…). / I! Z/ K% R! z+ u( Y) |) ~) z- N 6 b- t! Y* f! g( w+ }" ISearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).- Z% f8 r5 S5 p2 g6 i$ z% p- l
" O1 t3 s1 m% H- ~2 B: W
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.5 Q' R1 A) {4 D4 y
9 Q( V* _- Q& H! {* i* P) M- i) mUnique 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. , m" c2 E$ j2 Z9 M6 J, s- W9 d 6 n' c: e/ \* s8 w# S! ~; z" b/ A7 r5 i( Z3 G
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
