Ad Serving Platform: Describes the technology and service that places advertisements on Websites.+ l g/ \& b, e5 U0 }
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). . j4 i x1 l; W% X4 S# y# L . `- }# d: r6 i. ^, g4 Z) 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.+ \% s2 W! N: d2 O; A3 T
* N8 i% ]% Y) b' g0 }4 sAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… % w- L7 G8 d8 d$ V, R8 X" X! o% Q7 e" K) Z5 p; W- e& p9 P4 j9 k( [( j! z
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.2 u) G6 S7 P3 [6 R8 B; a$ X
9 T+ S5 I) G1 M- y
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.6 |! {+ A$ R# V' E8 ?+ v; k
* x: n, K: x! E* q4 ~$ J, IClick 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. # ~0 u c: q. T& i# S% o0 _: R3 A5 Z6 a) n; O0 h" L% H
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. - Q- T8 o" j) y. v8 D : g# J' z8 g+ w+ S- h8 k! hCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.' C4 G( o; A, T- k/ `
3 [2 H K' K' Y" G4 w* l( T
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. , a8 y" _- e* H: R' g$ E1 p9 s2 {" \! V! M! y u- M% x
Creatives: See “Advertising Materials” definition. 0 r0 o- R3 i: J C- u ; \: T8 j7 ^" i: W7 ueCPA: 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. & I) \7 k1 [' l$ p _- H0 H ( p$ A6 r) _+ Q( \/ n+ X: 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…). 1 r: Z: v+ o7 [- z' P/ m! G9 U% o! L7 J. u
Footer ad: Is located at the bottom of a web page. ; y% H4 |2 K! ?" V 6 O/ \6 H7 g8 r% j7 O/ LFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.% v% D& `5 J( F+ s
, v% W" Z4 }* g8 Q2 a
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.! p; S8 K1 v0 S- u3 E% O
: J7 {5 K z2 ?' M, MImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ A- y+ f0 @: q5 Y
?' t$ N% ~6 N" P8 _
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.3 F) K2 o5 E% g' m
+ B( s7 l" E. J) I( ?Insertion Order: Is a written authorization to display advertisement on Website(s).6 E% H6 J: Z0 M
$ l1 k% a" X+ ]9 aInterstitial ad: Is a full page ad displayed before or after an expected content page 4 p; q" o9 H. ^; y ' u6 \) |2 s& S2 IIn 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). 0 {5 U) S: j$ r( z3 p0 H1 Y! B6 c! {+ H; H6 h3 C) U$ A
Keywords: Search terms or phrases targeted by the advertising campaign.7 S( j3 {; s6 a! H
$ \2 h4 \9 ?0 b0 d7 t5 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.- Z& D3 W5 _$ m+ `3 b# a6 G' a
5 k! E. l4 x1 L/ G, ]7 g+ I/ p
Linking Text: The text that is contained within a link.. l) x3 E6 c: `) i; J
; T( \ p/ w9 x" i" g" z; eNTV 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., ]$ U8 e1 k5 h) y8 Q
! H7 x8 C6 U, r9 o# o$ ^0 V- XPay 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 E$ n* V" w& c
9 ~# x2 U4 ^: n1 p; M8 uPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 i0 T5 R$ r* w
5 Q2 U) ?# r2 c' k) r- ^4 [
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. - C. c+ i& y. N- b+ H ! Y+ h* X& n1 I! i- APop-up: Is an ad displayed on top of the page visited by the surfer. 6 V; \- ~# ^/ D! L$ y5 [/ p. Y ( ~. d/ A, X0 g$ _. [, BPop-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. 9 B* `9 ~8 L; |+ [5 X 7 ~+ l7 ? b8 t+ \Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 t0 Q4 u4 I5 A# s% J3 { V6 v. r4 Y% V# R8 l) _9 ?& c$ Q
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 9 P' `9 h0 K& {0 b6 r7 [" E% l( l0 |; @9 |" S
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. 4 c5 v( o: A" b# W) V 0 k+ F; V' b$ L" N8 Z: S4 MRank: How well a particular web page or web site is listed in a search engine or advertising results.+ D! X6 F3 n1 u3 D4 w- D
; \% y+ H8 R! }1 S$ W! G+ jRetargeting: 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. $ V' v* t, F. _4 S, A2 N9 p, D4 Z9 g, ~: G
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. 3 X6 u$ w/ y4 ?; [5 I- U& Y2 W& d2 L; S6 S3 e
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…).0 E0 E, G5 P3 I/ y
0 [2 v: z# }4 k3 | ?, D aSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).9 Y: d/ M( E# l
, a/ e! d8 `! a+ Y. a. o/ ?
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 2 B, K; X% \* o$ T; F! c7 C3 H. ?5 @
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. ( I0 w" o, V& d9 C1 f4 q4 f$ r q3 e: ~- p9 f% n4 Y- b0 O" C! M2 n# V( ?' S7 \' S
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
