Ad Serving Platform: Describes the technology and service that places advertisements on Websites. $ W y! b9 E; G' e, U/ e: KAdvertiser: 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 S/ k8 P% \" {7 |+ N0 V% ]) m1 M
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. 1 o3 B4 R) ]! q* T2 [ : ^. y1 ~: `% r( \Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…- x, B7 B- y. }5 W* h7 c
2 s% ]3 V- J6 Z
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.) o/ Y! w, j1 z9 R1 [4 B6 h& v
: c D+ s+ f2 j3 R- j" T uBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. : t' u1 z/ Q5 Q! p0 r( A/ o8 I8 ?5 A ) x2 C+ u4 ?* V$ F: |. sClick 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. : d4 g% n: f/ |/ D- @. Q 5 \* ]2 `- [9 W/ o3 DConversion 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. ( K* i: N7 q: I& L( M% u& v2 C* m S3 @1 B
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. & h' P9 l( J1 A/ l ! L+ p; J& s3 L4 \! f" DCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 6 _7 {, y1 r( U1 F7 C8 ^. l ( c* Q3 a) ]2 ~: ZCreatives: See “Advertising Materials” definition.' a7 I$ ?8 a' f, ^* g6 v
/ ]" [6 E& O1 l2 ?2 OeCPA: 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.- s8 p; V6 p1 p: n# c3 j
( U+ i# @. U# I5 q! C NEffective 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…).% J6 K7 V1 p' y. v, ~+ ~
. N4 q8 M" B! b1 ?Footer ad: Is located at the bottom of a web page. + |+ O5 @) E, X# R) x
9 {9 R5 h: ] tFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.! a0 O% j$ |: H/ H" ^# i* g* E3 c' M1 D
$ X0 g% d4 o8 k4 Z' ]9 rGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor., D: j' r9 @- c: t! _5 x+ ~" e, t
: S: ^6 y7 |! [7 F% O9 N
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 0 @' q: ~- W0 T# C+ a" I8 v8 Y/ C2 ^
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./ J1 P- {1 ?. ?0 r5 s6 n3 _. f5 O- @$ N
n+ a* p" k% s0 u
Insertion Order: Is a written authorization to display advertisement on Website(s). 0 s. H' W/ a# l8 J! ]; q; {1 T9 ]3 b
Interstitial ad: Is a full page ad displayed before or after an expected content page 4 t7 H, S, c" A7 ]5 U0 y2 q 3 }* p- Z& F2 G' V! h& B9 e: sIn 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 }3 |+ O( ~# f1 X- a ) e' t' ^; Z* E- t" d8 B' NKeywords: Search terms or phrases targeted by the advertising campaign.7 J* B% Y" y7 [4 b4 L4 _
+ U B' v1 X5 ?4 F H
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.: W7 V$ m+ l: v: R3 H, }
# }% I g5 Y* ]0 f
Linking Text: The text that is contained within a link.- H+ z' E- P8 a' V3 r! [/ F+ Z1 p
# Q! ~6 E$ `; l; n' Q1 W) c
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. |7 E4 W9 Y! N1 }5 a- d; p- _
& k7 |5 d7 |8 x" T5 D
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.7 d4 d. Q* h% _7 [
6 T- p* b+ f$ ~6 RPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. / c4 M2 I8 ]$ B+ e% `9 ^0 l! G, h, F$ {5 B- y9 n0 k5 T2 z
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.1 h9 `! A: s9 m: @1 _5 i. R
6 D2 r: K7 u# m
Pop-up: Is an ad displayed on top of the page visited by the surfer. * }7 z% h0 c% u) c3 H7 Z7 _( l( O& J0 J' e. Z! z8 X3 m
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 v" Z# O& F: A
* D t- r$ e4 b* |Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 k. e, e! L$ ]5 e6 u+ B: q+ c & p9 U: g8 S, [# S5 nPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). . E* S" d" u6 Z+ ^# Z* X2 y6 f, ~' }) { E: n& g
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.8 d) s2 K0 B, ~" v/ o5 b) n; H& D
: b$ Q/ ]# \$ m5 G [
Rank: How well a particular web page or web site is listed in a search engine or advertising results.1 `' v4 J" M9 D: Q) Q
7 i; T% R' C7 T, A9 hRetargeting: 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. / x5 \! o' m' i7 h4 z% ^2 P' g% j, y* {+ [0 a! T6 m; ]
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. 5 F& I) C2 A- p, o$ o3 S! ^6 r- P5 J9 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…).; e& [8 Q) k$ u4 B7 `
) J* {0 s5 b/ ]# K, D
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 4 m) w- \! y3 \4 ]. f 2 R8 I) s P) E4 o) WTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.. F1 M$ ]' r* l0 _2 E
4 R* c8 k' R+ ZUnique 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.& B7 P2 K$ o- s' R; n+ f
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
