Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 1 k m2 x) _) S) n7 oAdvertiser: 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 y0 Y/ h8 s, _3 q) F, Z; g 6 L& S! m s! B9 tAdvertising 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 o: @# }5 L/ ]0 T) I
" a1 c1 e, W% i/ E, p
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…4 y- I; v- X# F7 J( c7 c6 \& J& }
0 v5 {5 W8 Y" 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. / d: V+ @2 X+ j5 q$ i, u7 B, n* f3 e" U. ?0 F- z! j4 m- i
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.' d7 t- K5 C' R! b: A8 n
" m9 m4 T# i: S7 ?9 t& e0 G* {$ v* z
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. 5 {8 ^" B; O# K' `- q! A# s2 j 3 t, _% {( R( H! l, R; f% [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.3 O6 C9 ~: N7 Y6 E. I! q& k2 Z
& g1 [% F4 S9 K3 ?6 }
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. " Y8 U* D) N Z! C8 ] C+ M2 d% q& | x: e
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.7 U8 D' }. k/ r1 m( l
3 f6 i2 b g0 I
Creatives: See “Advertising Materials” definition.9 s, ~- u; ?4 P. `0 u/ W6 ~
8 V$ @5 D; \) j/ a7 ]& G; {2 u! |
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. 5 ?& z4 f7 `+ g . m! g, D+ z* K$ P; s9 P& 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…).$ b& @, O) g) o6 l5 R6 }
/ A9 P" J% H0 H5 ?" e/ W. F! K3 rFooter ad: Is located at the bottom of a web page. ; D6 w, W' S- p: p# E
8 h9 g6 [2 L/ uFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.0 ~8 N: o% s5 B, w* o2 H# X' s
4 H, b9 q: o. d7 pGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.- a2 f; @( o; c8 `2 V, Q5 T+ Q% U
, b, G, m1 V6 A& Q" |& f
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).' o, y5 Z( U! x: ? X
7 e. A+ W; n* J3 W3 J# a: G% y& {
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. + H7 H; \# F' I) H. H0 s 9 p2 u; b5 n: L0 m4 ~- @Insertion Order: Is a written authorization to display advertisement on Website(s). ( ]8 M4 [6 E- P, h1 _3 T+ D * u$ O5 ~2 ~* ]1 q* n+ P+ iInterstitial ad: Is a full page ad displayed before or after an expected content page 1 h& t" W$ j) q* ~0 C0 V# k- C ! C, G) U' t% m" R% m: LIn 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). * ^, N5 _2 z* h( ?8 p+ [
4 Q! o! p8 N2 _9 ^Keywords: Search terms or phrases targeted by the advertising campaign.0 [8 C0 k. r. v1 e- @
2 T0 X7 p u: Z$ B" h) Q5 q$ J' MLanding 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. # B& t, |+ q+ ]. V: D( h& C; U3 s9 W& S( v, K+ Y
Linking Text: The text that is contained within a link. 3 P2 t4 C" o5 `! s6 I* W: e3 a # B4 V3 n }4 R* pNTV 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. 0 n+ ]8 B& j0 u3 D: s9 t0 F ! L3 t2 z, d5 [ KPay 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.5 x8 m! m" }& R+ H6 k" V
) `* V$ Q K9 C0 U5 [1 @* [
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. w5 v. K' r& z( B7 p# \
' e5 t$ F1 [- b
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. * i, Y+ S; s, d% ~+ P Q: V0 M3 l/ s+ _2 `/ f# Q
Pop-up: Is an ad displayed on top of the page visited by the surfer. 6 d: U, J$ t3 q4 y. i : D3 L6 x% f0 G9 o+ |" CPop-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." I% }: j3 z \9 A) M( |
- _ R/ l( C/ N5 i: q6 tPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.7 I7 ] x5 ^# P7 _
- X" y" Z* y* s9 C! ~Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 2 k7 {) M0 x1 q& h! [7 M6 z 4 k. K/ v' @6 q1 ]8 u2 p2 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. N6 R0 X1 S p0 p* C' t* N5 ], s1 V4 w( ^. e9 W5 ]4 Y0 L
Rank: How well a particular web page or web site is listed in a search engine or advertising results.( x! p/ y3 ~% t( f3 z7 @' `! f
& x y! p1 w! Z' H. M j" E; ~
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. G7 @: i" u/ K2 e: c
4 q! Q1 P0 d& \) VReturn 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. ( j4 m% G! ]4 ~ r% y* {- l q' W/ y. z% E) u# i: v, p0 H9 N% R
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…). 8 ?; t0 w) n! u5 s& L. P, t( f. e
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). : Z, k5 m8 H* R6 f: K* C' h, `! E# W. ~ u
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. * B* } E8 y# G; R7 P* k$ e! w2 \: ~- K1 Z
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.4 n3 e& W: c9 |; t0 W7 h( Q
, n- W! v9 M7 w4 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
