Ad Serving Platform: Describes the technology and service that places advertisements on Websites. # K5 m+ H; t' g( p- T* w; i, 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). ; [! r7 p8 s5 l4 U1 s& W0 k5 R1 a: @, P" m& k
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 d! |5 F4 W8 j E1 N% c
' J7 E; V1 a8 Z4 \. n$ W# w1 o/ a
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / x5 U, I+ e4 K( L7 z / E2 I2 n: B. F+ {+ a) L3 Z: HAdvertising 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.) ^! `" x: W$ J! y& }
9 B$ h% W: G2 L4 p+ `Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions./ g1 a, R: R$ t
, f5 w* W9 a* S2 d2 R' g0 u$ |1 ]
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.) B3 B8 C% e d: r- |$ Q* R
1 k$ C: m: g3 v6 ]* W( 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: ^' b9 D# p$ N/ `* _, @
# p4 H4 g, s8 A( I4 F" K) E4 k5 oCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 5 U) ~5 e( I2 a# r& j6 A " z- x* z1 n& e& ~3 ]9 v MCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions./ g* [$ m& X7 ?: p+ A
& `4 |. v5 u7 h6 M1 i. LCreatives: See “Advertising Materials” definition.) z; S- l! B2 \% v
! [1 x; |5 b0 j& w. W- d/ }
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. 4 e; K2 m& q; O- n J0 a4 s( N4 M- H' j
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…). ' N6 v0 d" p2 ^5 n! Q% z, o4 p
Footer ad: Is located at the bottom of a web page. 6 s0 F) A; [3 r& r# I3 \5 ^4 d1 d3 M6 A
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad., ? n6 N+ c. j' O& g- w
2 O, M) I/ j( F* ^
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.( Q0 q- B$ P) S0 g' O3 j& j+ T
) J0 f$ P, [/ O& m* a4 c7 gImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 5 P7 g( c. U+ T; N b7 K" x 5 J, d2 m" c* xIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 9 |8 N. I3 n7 J I: g : N1 N2 I: b, K: U' d1 mInsertion Order: Is a written authorization to display advertisement on Website(s).6 _+ B; O# J, \, g
8 C7 R! l6 h$ |; nInterstitial ad: Is a full page ad displayed before or after an expected content page & M' g; Z. B |+ V2 x) I ! r2 s% _1 {# C$ r2 \3 J; eIn 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). " y+ x! c( S) d; q
/ p+ _8 U# V# I6 h+ d6 eKeywords: Search terms or phrases targeted by the advertising campaign. & | f! ?) @5 d8 s0 p4 {! n! h" z8 }3 ^ 0 l& u, q$ @, H eLanding 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. 2 ~) `8 K+ M1 q ' F% `7 a3 c' ^5 XLinking Text: The text that is contained within a link. ' g0 E/ a V& l' F) P0 b/ L* r& {& Z8 z- n* M7 E, n* _
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.% c. h2 j1 o5 k5 H( z# P' [ e
+ t) u$ y7 F6 h0 h9 X5 X
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. ! l! ]4 ^5 g3 @6 u. c$ x [, H" Z
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 |" g& Q0 P7 s$ q& J) s' \* B, g; L6 Q
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. : n; N4 P% R/ s% L1 |0 e# ] 9 {, A* e5 c) z$ N, C6 \Pop-up: Is an ad displayed on top of the page visited by the surfer." Z" X9 V& S. Q, y3 F# a4 x
, d0 J, [' c% Z/ ~9 f3 K
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.1 K$ ~& P$ s4 \3 z! h' ^! [) p
+ \8 I% V/ P6 E& ~0 ]# O& Z/ w
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ; ?8 \( F% h$ o0 Z0 C8 x) y2 e( V7 J: S0 I; r/ F. S
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 0 K* c; K# d) x4 }9 E5 m* g7 q5 z9 p% q& r+ E, U" I/ K, T$ J7 t
Publisher Earnings: Means the total revenue generated by the Publisher using the Advertising Materials. Publisher earnings are based on the eCPM generated by the ad spot.6 M" H2 Q2 c! x
' M. `4 y* ? }Rank: How well a particular web page or web site is listed in a search engine or advertising results. ! l- a+ X e A: Y! X$ ]& `! a6 K8 z ) V0 V! x/ m/ i: }5 N$ JRetargeting: Means targeting specific users who have already shown some interest in your product or brand. It works with a pixel tag which places a transparent cookie on users allowing platform to retarget them when they browse other websites. 1 V& R3 d6 u, f: i |7 u & A& ~0 a0 ~, [/ c1 W8 l: fReturn On Investment (ROI): The percentage of profit that results in a marketing or advertising campaign. Naturally, advertisers want the amount of money made to exceed the money spent.1 h! O5 Z+ d1 @, K* R& J- p& [
1 |4 `, m* ?; B I
Revenue Per Mille (RPM): The RPM is used to calculate the revenue generated by an ad spot, independently of the actual pricing model. (CPC, CPM, CPA…)./ I- G6 f* A! J& A- F
! I% V5 C/ A- J: L7 \) j
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).5 b! B6 v) t O+ f) m$ \
( @4 x. V6 }7 j* sTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.9 H e8 e2 B! n* f7 o
2 A9 ?5 s: _! e& Y, n
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.$ I* P! G8 S4 {7 v( l
9 v9 G% S7 k! q1 w2 U. b0 A3 k! [7 U
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
