Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 7 E# e: u Y$ Z) ^8 h$ I4 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).: A; s/ _; c* i) k# x
0 ]0 [% y+ _( o! Q% U, 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.- o( ^3 s. }9 ~/ ~* F: i, n
. F5 {* B6 g3 B. W: T/ \* m& u
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* b: ?$ J5 m' G! Z" r
# h+ M2 ^) w V
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. ^+ e* V* s( {1 q+ E" {: z
# }5 Z3 I0 ^3 C J" D1 E
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; a. Q; _! G8 I! T% W: D: y
- |' ]( \$ p) k: {) {
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. . e3 }4 C h5 V1 C- x! ]1 \2 R- M 8 O$ E8 w6 O) r: q" S. ~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.) U) ~: Q! p/ b. L5 p" N$ d2 {
- e) z2 a& ^! v5 x
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.0 y* L2 y* O% ~+ H* w! X7 r1 Q
8 x" o( O# X8 E* e1 P, W- i- w
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions." t7 v! l; Y6 J4 n: u
4 [0 V7 _+ H9 T0 a( Y1 s$ c( k6 l
Creatives: See “Advertising Materials” definition. 6 A5 ?* A0 `! } ( h! l3 A7 ?3 ]9 w, deCPA: 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 g1 y9 G" ?, W- ^, T# ?+ y5 E
. E1 _+ O$ y, K0 i; SEffective 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…). , O; s4 k% Z. y, Y7 {3 s m8 `+ N/ f" u( P
Footer ad: Is located at the bottom of a web page. / C4 u; ~. Q5 D. D2 a- k5 P& S# K. }4 S, A! c
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad." h: H! `4 V4 {: i
5 \' p1 d, j7 w! Z/ V" jGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.1 S2 S* z: R, |* f
* u. I# h0 l$ D
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).2 H8 [* o3 ]9 N, Y6 A- K
7 S2 f( V: d! m: b0 y( P7 iIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 5 \* E! A6 i" o8 R( E, \ - h3 M/ [, B- J9 |2 m, q0 DInsertion Order: Is a written authorization to display advertisement on Website(s). G9 |/ B$ d2 c* P `+ M) G$ ^; ]( y x! N+ I5 S+ g4 y! u
Interstitial ad: Is a full page ad displayed before or after an expected content page 0 r* q- ~4 O3 s2 c3 R. y# m s( I4 t5 e+ q0 M( ~: Y* \
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). + O% Q, W9 t/ w6 e
2 H0 o7 A* [7 UKeywords: Search terms or phrases targeted by the advertising campaign. 7 |0 v0 K, F% J% K) a9 r9 p 0 P v5 Z4 Y/ H) H* h( |* W3 yLanding 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.( Z7 M. m+ q5 F( N Y0 H) t
3 a3 j4 h3 _/ e; c+ nLinking Text: The text that is contained within a link. ) @) [% {* F" v5 {* \3 _9 E! S ! q8 b! ?2 G: ^5 A9 R5 o" oNTV 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. # A* }9 O. V$ v! x! T- P0 ^" [3 L* a0 `4 w0 O% a
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. # t! e* m1 Y" G& K) j, Z- R! s( i! ]* C+ G5 y$ R8 E
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 2 R q+ |4 P& O7 ]3 u" X
3 K8 ]1 o: @( f- f5 ^- W fPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 4 U; F! `# j0 h. x / g @ D) X! U4 I. vPop-up: Is an ad displayed on top of the page visited by the surfer. 1 s* y4 Z9 a7 ]& \& B ?5 k" u' p, [ U% J. O# ]3 f$ v3 Y
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.) V" J" o: b H, ]
5 g, b) W5 Z" W: IPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.8 ]$ y- W* M: C% _# S
/ a0 z, F, Y+ [) [* _Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 3 z, M& Z4 O+ A# M* u A2 n: Z3 [+ s! L
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.9 O e, }" g6 t0 B
2 F- ?/ r- |0 Z2 }4 [0 H" [/ d) g1 [Rank: How well a particular web page or web site is listed in a search engine or advertising results.$ e3 @1 w) I# f s7 l- k
; t; N4 v" g! ^, f
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.* @% h& Z" k I9 @8 J
1 ^* y" }8 }5 A$ y G" Z) K! BReturn 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.# G1 W+ S% A4 T+ K$ S9 g; M
d) {5 Y/ R5 V, p$ J
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…)." Z0 D8 F/ Y7 o9 |8 H, }& R/ Z1 V1 L
8 x, {0 h3 P( iSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ^1 C! M2 ]9 |, X+ M: q$ n
5 w7 x% @! I- r3 Z" T( I1 g
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 i/ x) P8 W/ Q
1 A) h1 L$ I+ H9 U. s
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. ! d# @. Z% u. r2 Q- R' `3 e : f _3 \/ S1 h' t) S6 s6 I/ {2 Q8 c& h! t
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
