Ad Serving Platform: Describes the technology and service that places advertisements on Websites.2 h+ c6 ]- r3 B
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). ( S5 R6 ]# D5 f( P) d - Z. U# w. Y4 a' |4 bAdvertising 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. 0 m! s: k: H; n* F& m2 o7 a& G3 L: t
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… M5 V( e0 n" ~7 |
8 q* _$ X! c `5 m# HAdvertising 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. 9 Q* \0 O6 M x- `: ~/ } + t1 |$ Q/ G% I0 a5 [3 ?Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 4 n( m; T8 s- b$ b$ J4 {* _ h S! q" B K3 J% h. P; _, ~4 r
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. 4 ?' {# A/ l' A' C/ m$ ], { 5 T& l3 M; g" U% a/ y/ qConversion 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. : f6 D8 G8 w0 U- }7 `" j7 A" z( | g; G6 }$ {
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.1 c( G8 A0 j6 N7 z1 c3 @
- {! i. ^# D8 U1 gCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.: _' d6 R& M! n, {4 H! i6 m. \
! x4 E T5 s0 S2 \5 o' y! M7 G
Creatives: See “Advertising Materials” definition.5 Q3 A. j5 Y- o
0 V0 H, ^3 f9 M1 |" A# h. M4 PeCPA: 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. 6 n- c6 e( S# K- X+ s! ?. A" m, e ; _) z8 j% M1 f, y3 ZEffective 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…).- w: i, N" h5 Z( h( a
, @$ q- j) d [" E/ v @3 R% b' ^Footer ad: Is located at the bottom of a web page. - y: [1 R. z( O) E( {, v 2 d( q5 }# o# o' b8 y6 R3 c3 n vFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.( p5 }8 f6 m: P- g# W
: h: i) [& t3 R5 H) ]0 E
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. & g% w7 @2 B; k# S2 H ]$ o) a8 i9 z2 `( U+ J/ H
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 D, C8 \# N) Q* B/ M2 Y
/ X/ f4 l" S. v7 ^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.' N& O, q: k* |
6 b7 d% |. k- q7 W7 x+ @' S; m
Insertion Order: Is a written authorization to display advertisement on Website(s). 6 h. G8 h, k+ ^) W9 s % R, z z: y, E, ^1 d+ S& lInterstitial ad: Is a full page ad displayed before or after an expected content page) c5 n+ k8 n/ v2 P6 t' \2 g5 r% }
3 }) d8 x6 c3 k% `) A; I
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). # ^. [" e; y. j' F. B- Y * L8 f+ I0 j g; n/ o( Y0 SKeywords: Search terms or phrases targeted by the advertising campaign. " w% b8 v9 X. O. r& ^8 S. R# |8 i5 k7 f
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.& |- [! Z1 T8 P- _2 X. h2 b* x E
6 X: [8 d7 ~* o) X( a V
Linking Text: The text that is contained within a link. & e6 x y. c' r5 E- R3 e: c- k1 d* h4 W9 @
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. * s6 ?& {! Q1 P; [% m3 G+ f& W: G% h# M$ Z
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.. I! a7 Y3 ~/ \+ r
+ m2 v& S1 b" l6 D7 PPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 }& G! @' w, `9 t5 V5 ?9 |6 }2 S" e. M" F1 C
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 6 j; {1 F, S1 q+ E- }6 u k9 U m, ^
Pop-up: Is an ad displayed on top of the page visited by the surfer. 8 _1 X) J$ C* E3 p: e. O # F; K5 d4 I( i/ {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. . ?# y% I* [9 _( h7 V; _1 M" t; v6 s* Q% H9 `6 m% E3 L) u9 K) r3 q5 A3 r
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.( F. l" E( g6 y/ z
: w( E& `5 D: t3 `5 t# J& uPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' v& Y0 ?# B4 }) @& n o
8 h; ^* `- j6 C8 S" N8 l% K2 wPublisher 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. % Z9 w9 m6 j9 P; L8 C0 u2 g7 F$ \ 2 Q @+ x/ M1 gRank: How well a particular web page or web site is listed in a search engine or advertising results.; @/ ~ M1 d3 Z
$ @+ q5 v! H% s* o/ [; S* `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. & b W6 F3 }1 W2 l5 U, X% a& G 9 U' o1 g* ? N6 f2 s) ?" B mReturn 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.: c) B. O3 s, g$ F# X
: ~: Z; Q* S) \0 ~
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…). - I5 N1 X( f" Z8 D: ~* A 2 ]; c( Z2 |8 d! x* C! ~Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 6 }" }( ~. p9 }- t6 p9 E0 V ' d6 P" f3 B" h" ^Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. , ?) \' W) c, k- T- {3 j( c+ d6 ] R" a( y/ r
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.9 v9 [- r% w9 v& O# z; w
( n; r3 [) m! k+ T% B$ n2 t 8 A7 ~: k3 N0 U; B/ K# H
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
