Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & D& Y' v% n2 u: i! O( cAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). X# k7 P6 K* F: Y& }- d3 b" G4 u" C# M% p0 G; a% y
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. : ?% B: T) b+ b4 S+ J4 l3 V( W 5 s+ L$ n3 Q! u2 {$ ^0 `( QAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ e) h2 W. y( x8 ~+ ^+ u: `( f- ^9 }
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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. 4 U5 f/ n2 M( `8 _& F: K/ L: A/ G+ K
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.0 ^7 ~( r# t( T/ s5 A: z: Z" d3 h+ l
. A1 J4 D5 V& m/ R4 }; tClick 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. # h5 C, w/ X) l7 j2 \4 a! Y' \ c0 S9 Z5 j2 ?0 n- A% \
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.: s8 e2 [; b4 o* b/ c* l
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.+ {% w: P0 y! i1 H$ j
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. $ B2 h! V; B6 E7 z$ Y' S. q7 w n# k/ s$ w; I' `- \" d
Creatives: See “Advertising Materials” definition.( K: e/ ^! n* m ]5 A8 [
% l% F9 p' 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.' u% E3 y/ `, g2 G! J
6 s5 q+ e- E& T8 ?- c2 B$ y, 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…).& H! A3 i" i" H; Y; y5 a
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Footer ad: Is located at the bottom of a web page. ! C ?# j7 ^& Z. O$ H2 b
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.) p% s5 C+ H: N, U! C2 ?1 {
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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.* @' W. z+ L+ k
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)." n9 E" t/ n) X# E3 u+ _
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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./ l9 t9 {# R8 ]
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Insertion Order: Is a written authorization to display advertisement on Website(s). * L9 I5 [/ F& e/ J/ L4 W , h& L( L% y& K- j) ]Interstitial ad: Is a full page ad displayed before or after an expected content page " M. g( ^7 t/ r4 C" F. |* U - e5 {$ R) {3 KIn 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). . L n7 V! y( T F7 J( b5 T. I' o ~- z
Keywords: Search terms or phrases targeted by the advertising campaign. v% `$ S0 _; i' ~6 [! T
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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. ; ~ g) A8 O H( ?) H% v# E! S. G1 ?8 l( g2 }" Z& E* S
Linking Text: The text that is contained within a link. ; w* d. `+ d* P! F8 C. J2 \ & R6 {& X5 k8 @1 GNTV 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 x2 [0 i% w7 p/ c# N2 M; V7 G
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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. & z& C8 T1 ?% Y - J5 s3 _2 m n" n6 c: ePaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. / X3 C6 J3 m! _! x $ m# E% F* [7 m; j2 \* XPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 3 `' g5 \ w. a: t - x" A3 Y+ B2 [4 f/ D- |4 Y, ^Pop-up: Is an ad displayed on top of the page visited by the surfer. . P. B9 X* n: k; R! v# W% j6 n% j8 f" h$ S( H" ?
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./ }0 b$ a& p& c7 W6 A4 L
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. / x; r5 v* ^+ |# F - S' L; z& X0 i9 rPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). * d6 V$ i3 p3 Q- m/ m% j! @( p 5 R9 n; ?! O# E0 L! l- LPublisher 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.' H/ n: k' ?9 ?6 ?/ m/ g
8 |1 K5 r5 p i% E9 F" O- L. r$ u2 oRank: How well a particular web page or web site is listed in a search engine or advertising results.' Y+ s) ?4 g: a7 t& Z5 E* l. B( A" _
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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.9 F( t% p8 ~9 N5 @2 t$ C
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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." T Z" }& ]3 o) H2 Q5 o: K/ K
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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…).: Q. R8 L3 e) m
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). {+ _; q8 U' N9 E
& \& v, n- o T, y7 m* c! h) OTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. . v$ C& o+ T+ v8 k - O- r: [# N: ?$ t# Q) s2 `9 @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.. J' p+ @. p2 o! N* N
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发表于 2015-10-14 23:26:08
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