Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 1 M: E* b5 u8 c7 n# ]6 |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).7 N2 n; E* g5 g( }+ ~
/ F- I: Q6 p9 [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.! Y* H. @/ y1 m2 c1 \) P F3 _
' f6 \ l' o# N( D1 N2 {: CAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… : E/ G; C0 ?9 H6 ]/ N* z0 D ) A& ?! u7 @4 U$ i( h& gAdvertising 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." Z9 F2 N% E* W
2 B! ^) X: `8 X, @
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.) U9 ^5 r6 `# g4 Z: d) m
% ~ M% k7 F8 G! t' y
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. + V* y; i$ x: I+ y) L% l& i' d( v, u# B( ~6 W* O3 o
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. 2 o9 Y& |# h7 Y# G 5 K5 z! a" l2 P7 w9 M- oCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.6 S/ V% I! k) r" }
3 V. Q& S% @; n, i) s* [. J. E
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.' i% |# @: l0 z& H: {5 V
2 i5 ]. z6 l* H& [" T' Z& ]
Creatives: See “Advertising Materials” definition. # y: P; U4 ]9 d7 g$ t s j6 |/ ]( i+ V" p7 }) a1 O& E
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 D% f2 d% G- a* g
6 W5 y* Y8 z/ }' a' z6 e7 e4 v
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…).7 a5 S5 a$ F6 g, R, X* ?5 y
0 w' k$ n0 h! Q! EFooter ad: Is located at the bottom of a web page. * s Y4 i4 v# ~* j, C
% t Y" h2 b! P. @
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 0 W/ X2 E. W2 j/ s* [, l3 M4 R9 t5 A5 w/ I) P/ s8 X0 Y
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. / [; C3 E: ^" |9 v5 j+ ~% t$ ?+ N7 @- Z3 `; o7 ^
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 9 l* x5 `( N$ u, L! W$ s( s) g2 q& L7 R
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 m& K! r7 |* |9 w; a
4 _9 | \ {5 k5 r* @8 a# iInsertion Order: Is a written authorization to display advertisement on Website(s). - C( D) I0 e9 F1 F% J( o7 \$ S, c7 X( w9 t! E
Interstitial ad: Is a full page ad displayed before or after an expected content page 8 }- P3 g* h+ ` & W7 Q8 a( P! {& x* d( |! l+ e2 sIn 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). , P. @( J/ ^+ ~+ V0 k, g6 [ , c7 l* F5 X5 SKeywords: Search terms or phrases targeted by the advertising campaign.' A0 ]# q! G- N) I, V+ v5 d" m' G0 I
9 _ {; q X6 Q1 M! ^
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. ' S; Z5 N5 t& U H4 a( k2 q; S( j* C % ^; Z: X) G5 I& }! dLinking Text: The text that is contained within a link.4 {8 i8 `) Z4 F+ h B
/ B6 E" g0 ~: H B6 @: V$ K4 _0 VNTV 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 250×250.7 C; K' x" d+ U; S, Z
+ t8 \$ p( k6 p# E/ F( K; V& s4 ^
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. : v$ y$ n# C" |" } + C% Z* z- k- P: U$ d( TPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 0 V* z# O: g7 |0 P% K5 t$ X3 J4 h! d; M% P/ |
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.& n- C1 \" n$ C9 w2 q% K- V: ^
: B+ s3 }/ i4 a G# Q5 H* ^: s
Pop-up: Is an ad displayed on top of the page visited by the surfer.& }6 G% e: h5 z
. e( r5 E7 V: E( G# j9 B
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./ b, ~0 F$ B# l' x: i% ^
, @# A; @# l* w/ A' l4 t6 qPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 _0 V! I! [- J& S3 w9 B8 K 2 x# L B1 C5 m. w7 v. hPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 5 q5 E6 }" Y0 Q H* I- z! `6 V6 l4 f- }6 w1 G
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.: V- z" A. v$ A( o- a
8 T- X7 F0 e) N) J: YRank: How well a particular web page or web site is listed in a search engine or advertising results. 3 k) J e% [7 }( @6 r + L/ N2 @; t5 d4 XRetargeting: 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.5 W" V. O! V" ]2 m$ V
) t g2 h3 A0 _. F/ _/ \
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 T' e4 l' i) [
) z8 `" M: W: e% o4 e/ DRevenue 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…). . N4 O! o3 Y, e# g2 D: D# ` - y/ ^7 S |+ m2 [: h- O jSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). + z$ D5 E( h3 a N" _ 6 `3 o: z* M9 k- \$ Y, h- v/ PTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 3 W) t2 ^1 q) { 3 z0 R3 Q, C5 S; C7 e# {8 oUnique 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. ) f" V$ B4 o# y0 q; @" ` ) f7 ]8 K0 D& ~# @, w: q5 Y# f2 T! o* h+ S' ]0 K6 r
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
