Ad Serving Platform: Describes the technology and service that places advertisements on Websites.( ]& p! T% ~ ^& u0 N
Advertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).5 {- T9 Z i5 ~! `' ?8 R
+ N4 x! O8 e5 i0 K& C: w
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. A$ `; T: A! f; o" Y- b3 I8 B! H7 n: [# `! a. a
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 5 g/ p7 B8 |) b9 X( `% K, }3 Y" q, K+ [9 _4 \
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.' p) J9 ]. x! x& n, W' B; P
$ X! Q, v( D s; U% f
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. $ d5 ~! X* J' ^& ^- ]6 d, Z/ T) ?# p8 }3 O( @' ]9 p# P1 T
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.4 K' b6 l' W. M5 _" j2 s
, }% Q7 @6 l2 u- _" U; l6 P7 h, t
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.0 |$ k- x M0 e9 M4 }6 P8 |3 O
) n6 S) ~, }, y5 W: V2 ECost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 4 {- T! W- }( f# V) L2 w4 l( `9 G* w( P7 Z' f# K
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. + O4 V( J( C$ y. @ 8 P8 \! P. S n+ g* A% qCreatives: See “Advertising Materials” definition." i( @- {8 C6 }; _3 g
0 l1 Z) I6 r8 }# o( p
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.$ M9 `8 ]( d1 H0 }- s) I$ {
# ~. [* Z P3 p" J& t+ xEffective 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! J; Z- s$ h/ u' P; G5 e. a3 \7 }2 N5 e. ~3 }6 m3 m& ]
Footer ad: Is located at the bottom of a web page. . n/ K5 e }$ T8 u0 K" p- K
# P; c' S6 D. j2 M# z3 VFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 [, R0 [8 P' s. v* h) h4 k
( m3 t! B/ C# N5 ]# X @
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. * e- o4 i$ C$ q# U% t R: j b 0 u7 H3 }9 I1 M2 j; r" ~+ A% T: oImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).' K: F Q5 H* ?
" S2 L0 A! N! Q D6 T: d% VIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request." J* q* l1 k1 ^7 l& c" _! d0 r
4 B. y" L8 _5 O( I" O! U
Insertion Order: Is a written authorization to display advertisement on Website(s). * {. X: A H2 L% d / o& |+ r; n7 X3 @2 J2 p0 e9 ZInterstitial ad: Is a full page ad displayed before or after an expected content page1 A/ \: M) {4 x& D: \5 T. t
8 S* t. g4 p1 o
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). 5 g6 ^- ~9 I+ q* f+ w% C" n# y9 h! m8 ?. r. T0 w# H2 z# Z- }
Keywords: Search terms or phrases targeted by the advertising campaign.( D( B+ R1 O% }1 F8 Q8 O2 J( z# L7 Z! |
. {; k1 |; \- b- J( @4 j+ }6 wLanding 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.+ J' u( R5 A5 d. a
7 K, U c5 Z3 m, j! s+ S1 `' x9 k
Linking Text: The text that is contained within a link. . D4 M. Q# q) I% t, c ! n* e) L9 \1 C% Q# \; CNTV 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 250×250.2 g; ]( |; @/ W( g7 z F3 X. _! w
' Z/ u, W* l- G1 {. g/ q7 [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.6 s7 z" _- r' @9 p5 F
+ B0 B" Y+ w$ w4 l: ^2 n c+ Q
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 4 [- k( U$ }+ m& g5 ~% _5 X8 N$ O6 p% p ?7 B, S. P
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.6 R+ A- g$ Y# B; c* ~4 ~4 U
- B# b9 s) [& zPop-up: Is an ad displayed on top of the page visited by the surfer.5 ]6 ]& L( _( V: o$ T" ]
A: |1 x; _* h) V5 {7 wPop-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.6 M6 M" K x. O8 R0 B7 n/ s2 }
1 X% y/ k' N; }8 |' {- ]Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. & V- t% N% g6 I9 [ k* K" \' @* r: G9 C) P/ s1 P- q! \$ K( y5 \
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).. i! E" _6 M( Z" c' b
8 ?; i/ T4 ]0 L' d1 _
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.$ u, s& E3 O5 F- s9 m
7 a6 Z5 q. E5 `, f# N; {+ u
Rank: How well a particular web page or web site is listed in a search engine or advertising results. $ @+ O* g" x- U2 P3 Q+ q4 B; l6 s9 [$ W4 A8 S% X' O5 r
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. : V( d" V5 X7 H: f9 @4 K ! u# R. a { Q% _$ XReturn 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. q) h- }, |& ?( V( o" ?7 F ' t6 @2 |. Z# |: Q% f' PRevenue 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…).% n+ n m/ w+ A; Y! t1 N
6 C# e* y1 M. k8 ^$ N: g- ]& L3 YSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).3 E3 M; j, @ O: c6 g3 `8 z
* E* j( d+ x J$ P ]5 \5 F
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. - a0 i6 g$ y1 R1 X* i1 r: m 4 J/ W4 d, Y5 ?" H7 E. FUnique 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. 9 j6 z' C1 ?+ r$ B b% c0 C4 ?9 D. B
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
