Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ) }: X$ m, X8 |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).. s. l( W6 n: p) |4 P6 C5 Z. F
# {( x" x2 X+ e' y2 [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 x3 r/ B$ Y: L. a" s 0 @0 r5 w) H4 v: h1 z; wAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…& L$ H1 _. i* e9 h0 H
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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.% U6 S( D, ?% I4 S/ y
`) m* V1 Z7 Y! U+ {8 _' ABid: The amount that an advertiser is willing to pay for a click or a thousand impressions.9 h2 R+ s! H8 F- K% h5 Y
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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.0 `0 Z% \ C2 R' ~9 {/ ]( {: M
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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. + M( Q" M- w9 w* ?# w: S5 a$ a5 j5 g7 |; [1 Y V
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. + x$ i4 e0 X6 z( ^4 t7 Q! U; @1 U! y/ T( X) V
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 0 r) U) L1 H; {9 p) h" E5 ~5 p c9 K1 s9 h
Creatives: See “Advertising Materials” definition. , P9 s) x& S$ H1 _! d5 j! y5 d0 R: S! A& c7 J
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.& F) f: q) M k4 p+ D9 q; w
: h0 E3 l( O 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…). ' R' [. B0 Q+ o, I v( N: P$ E9 Z# x' \! fFooter ad: Is located at the bottom of a web page. : y7 t" g4 A* e- r! v
5 I! x% Q: Y+ ~/ XFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 d$ e$ B0 U$ W: z2 O3 v8 @+ | 3 x+ w3 C- A/ 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. + I- _7 O7 ^: u5 o ) U$ k1 @; H5 A2 {5 |" w% j3 {* iImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). / A4 A7 S2 J$ I: l8 T 2 U0 u6 l0 {5 ]0 q: KIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. _2 ^, L# E3 n2 i/ B* w* w/ }
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Insertion Order: Is a written authorization to display advertisement on Website(s).6 r! M+ i2 o- b5 a [% i- H# Q1 r
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Interstitial ad: Is a full page ad displayed before or after an expected content page/ F3 t8 x$ @9 k. j; a- D4 T
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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 s4 j9 W, v+ G0 Z; e! s/ T, y) D H% F P& D1 p0 [
Keywords: Search terms or phrases targeted by the advertising campaign. ( d4 I: \7 Y X- E5 G/ B6 H 1 `- y; c& J; ?% ? ]' K* w5 rLanding 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. 3 |( F: q0 T: y+ p5 k . Y; u9 c) g' s, z5 Q, ~$ aLinking Text: The text that is contained within a link. % R. q5 B* r4 A1 t4 N A& M! Y3 _: k% T* s+ T1 I
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. 3 L0 l1 e' P4 y/ b2 l8 r" C0 ]0 o" W& }) C8 P- x. J+ j# ]
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. , f" ~& }/ C$ A8 R+ Z4 X# x+ L9 {# j
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 5 h- j! c/ c$ V# ]4 R$ d: h; o
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 9 b, k# d; A! ~: N& j* E 2 y' I- R$ n! }2 w* {8 oPop-up: Is an ad displayed on top of the page visited by the surfer. / q& O' R6 R# U6 y/ ]* v' Y7 W U2 T* j) `) ?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.1 p% z' D1 @9 n. S [2 r" G1 Z& H
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. x" M$ h; y+ f: x9 e3 s9 M9 P
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).9 ^+ V* f3 p8 n( O1 _
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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. 5 [$ x# \/ |, b) @( g3 T n/ n2 t5 |2 j& |# b, t
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 1 S( j7 k+ h. [' w( s) Q7 @! g4 B# a/ m$ ?, Q' d
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. # T0 p- c2 G5 s7 k% ^ 9 c5 W( Z+ x) G6 m% K4 E$ F& e* w ZReturn 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. 6 l! Q( r& g0 s & K& D3 ?4 a. Z# Y/ [. @: x/ oRevenue 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…).5 b! _' k: ]% P6 B
1 u( [3 t& l& j4 S3 |( n/ o0 NSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).( Q6 p" h7 z1 C/ `! v9 y
7 W1 O5 n1 \" [9 P) Y; z NTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. % c4 i4 U! {, N5 c+ B( { : E2 B; R1 O: \8 {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.3 w, i9 e; D- v9 v% P, `/ l
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发表于 2015-10-14 23:26:08
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