Ad Serving Platform: Describes the technology and service that places advertisements on Websites. % Y; |! D: A) X- x* nAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).1 T3 Z U/ _6 N& T! z* _$ x
. c/ j' W, [1 H0 l+ N3 g1 qAdvertising 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. 7 `0 p8 \* _: p6 C! m' q3 x' X 6 @, @; k9 u, u2 R7 G) L* kAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 0 Y! L4 |( X/ D- Z3 l; ^& k2 j: j8 p + A0 m& J+ B4 z: aAdvertising 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.5 G( M; @" o5 D0 z
1 E2 D, W7 i% T) ?8 _
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 6 d$ O7 r1 S$ b1 u9 J3 p+ N1 ] 8 a; U% C3 N3 t M% \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. ! l: Y8 Y1 B+ F . X! Z; _# N8 t2 `- k$ pConversion 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.* I7 g3 F- f) [8 B3 E/ j# v
( W* {& W5 c* Y" d2 ~5 J: ZCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.$ x" r& n/ l$ ~8 |% n6 u; L+ a
3 l `; L! R. `) A( J, p/ s. m& a
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.8 J. n& ?) i; I
! W8 f. ^7 r& \; w7 s
Creatives: See “Advertising Materials” definition.3 B) g g/ l( T/ b( R
2 n! T& Z( n' [1 o% 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. 1 |) p" ^% q0 L" Z- N1 X# r. p: x- q1 T
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…). + P- B0 f/ u9 ^1 W( }2 [. d* b1 G/ p- F
Footer ad: Is located at the bottom of a web page. * Q" |2 ^7 W1 { 1 X k* \5 x3 @2 C% ^Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad./ [( l* d8 ~4 C! h- x( H
2 U4 o6 c! p' I) |' G2 D3 G" g# Q
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. # c7 C1 q1 Q `. M+ e" i( S2 p) X7 W: y& | I
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). + O2 H9 ], x0 q% A* C3 y1 _; b* A( u1 r7 _' ]8 f5 ?* R% s% H6 Z
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. ( N3 S+ z; e) E9 R& `6 q$ A) j; N" D % g! `$ I8 w7 V" D5 ?/ d7 vInsertion Order: Is a written authorization to display advertisement on Website(s)." \) u, Q& M# z9 |+ E
+ |* v1 I D+ R9 U) X5 [% K; r
Interstitial ad: Is a full page ad displayed before or after an expected content page) u. _8 h; \( i C, j! U( L/ j! ]
& X& N5 n3 S8 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). 4 \( |: z! e8 n6 O6 @
6 y" w3 c8 o* r1 |
Keywords: Search terms or phrases targeted by the advertising campaign. % F7 {: V$ Z' ~' M0 E; Z+ A/ E& n$ p, M9 I. I
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. T7 g7 x1 o- e- P* p5 E' S& u6 S5 i' p
& q' J+ g. S6 h6 v$ yLinking Text: The text that is contained within a link.2 E0 e7 _3 v* [1 H4 K
# G; k* J ~* q5 ] r" o) H
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./ F& S9 Z) W: f, A/ k* ]% z( X7 p
' P1 m; i6 a7 H: l+ uPay 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$ F* \& Q2 B1 e- f G" A
" q# {0 ~ } [' vPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & |8 n" F+ q% S/ e, U0 Q* l
/ N0 f1 s8 s- {6 L# x
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 M- m4 ~+ p y% B3 F8 L$ P
/ K3 i& F8 n7 O
Pop-up: Is an ad displayed on top of the page visited by the surfer. `; a! b4 z5 q
3 ?) }8 n% E4 QPop-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.+ E E$ N l2 c& r3 \
( q) j9 k5 J% {8 n7 {Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. \5 c1 _- `2 ^6 n' M, _
/ b; c1 a2 P- E( [( N1 s) F0 B: m NPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).+ @( ?: ~/ Z1 y; d; n, Q
2 E) M n, D4 {- g( t$ w
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.; r6 T+ z6 l% y/ h2 ?
. `' d+ e2 C2 R. [9 O
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 2 I' ]' ?( w: I# l$ W! ?. \ ( Z/ d2 e3 `; t, w' X0 v' b9 kRetargeting: 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 ^4 Z. I' ~- L8 j4 r3 B) ^" _ 8 J5 J# |: x- ~( OReturn 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 A' {0 i" n% {- ^! z3 _
7 D v3 D( m9 @5 T2 n& H$ k \
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…). X) a W2 f* j# W1 o% m( X$ e $ V/ x8 y# ]4 \0 b. B- YSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ' }" w0 m/ e7 j 0 F0 K: D6 G3 O3 g0 ^Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& Q. I8 |# `. S u$ X, b1 y
5 V! {+ Y$ Y" ^4 D- K
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. . @$ U6 I7 X/ t8 N; A9 E , u$ m9 ?+ h" a, ~7 ~8 \( |1 C, R & o9 M) U1 _; L C
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
