Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! L, x: u3 |# |
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 N& ^- o) a) U9 y3 @, ?' d6 q
8 E7 N9 Q* C2 H) G
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. / w! `1 I" J) a4 N4 _ " m8 b6 D5 x+ BAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…6 i( z" w. Z, f( X3 s( ~
5 }8 Q* I% C- B% d/ a, |" w# v: wAdvertising 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. $ V4 S4 f% O% p/ T" @; ~3 g6 Z' J0 I; |% O- I7 z
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. + ~7 x8 {# ?' l: M$ X2 g% M + f9 l6 |5 @2 HClick 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.' b2 s( |6 Y1 ^1 k
, M) ~0 G" I/ P# j0 j
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. ; O$ U& O2 ~. K- J% p. V, R( C. j ! C/ u, ~: i2 @# a: R! |* fCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.( S8 c: L0 J: {
8 b8 x9 \8 ~( CCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.3 I% O* x; t& }& L$ g$ p- k
8 C( f; N, U D% ~* s0 T6 PCreatives: See “Advertising Materials” definition.5 {$ Z5 V$ R! x' v/ g
9 J; r5 M! e$ X" A* G: T+ a0 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. ! N% F! @7 T8 [3 g k * [9 }9 C+ K' o. O# q' u5 r9 cEffective 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…). : N0 l8 {6 j7 ? U+ o0 B) n 4 s1 n9 d3 D$ b' E1 [- O! uFooter ad: Is located at the bottom of a web page. 0 @, R1 R8 _3 i5 W& K. b8 y: Y0 ~0 ]3 ~+ [4 A8 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. . {! E- ~ v( m) _9 \ q! C: u 2 Z. K) A! G; G6 k! r( b- QGeo-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% i) Q" O9 @ ' I1 _( S- z7 t/ o. s# t& k# vImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).6 r( y4 Z( Q* G7 T1 R. e0 H* \$ \
8 z O1 C& u9 }: }/ C' Y
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. - A& l- o' l1 D+ A3 B9 t6 }0 o. z/ M
Insertion Order: Is a written authorization to display advertisement on Website(s).& ?& L; X' }/ Y! X& e8 r$ p
: U! v- H, L5 NInterstitial ad: Is a full page ad displayed before or after an expected content page C3 d' R% M, \' p2 @ ; d5 N% \( P a6 R2 OIn 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). $ `0 J- h7 a, [
3 @* ~: @8 W2 |0 u) O! W. S; OKeywords: Search terms or phrases targeted by the advertising campaign.2 q3 ?; x/ g9 c) O) N* t
" w& t0 T( ^3 n
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. ( M$ ?( b+ T, H& @8 v; Q# @ 9 x. u: s# e- G( x) ILinking Text: The text that is contained within a link.+ p: n/ t# }: V- X1 ?# h
/ S. M+ S8 f* j5 O7 T; b( |
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. ^: D7 l, x5 G2 P/ a
7 M# G# A- d1 `; A- V I
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., x4 s- J: R+ x4 D. q
# G2 @0 ^1 l8 z
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ) l1 @. Z) j4 x K9 P& V: g. g: G$ w1 i. P* W: `8 ?
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.7 @$ h1 T. f k* D% p
+ [( I% I* o( r( @& B9 l+ cPop-up: Is an ad displayed on top of the page visited by the surfer.6 i, |* B* P' f) Q' ]( y2 {
$ C0 Y4 U: |" {8 d* _! H+ R* p! MPop-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. ( P% U r* t, j& g7 ~0 c- I) ? 0 a, Q" T' I. ~Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.; ~) L! |% b4 B1 I* s& S
' Z; o; E( D& H5 WPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).* ?- W' j0 G& \' I! ]
; L: o6 [7 E5 G& s- s- ~
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.5 w9 w9 }# p; i0 L5 P
! }3 N4 ^, `. _4 g8 h/ p. n
Rank: How well a particular web page or web site is listed in a search engine or advertising results.9 z) M. e0 R% i g
, A8 ?6 H) g6 j9 w" b6 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.- A- \+ Y$ d( o% w8 C' { M
% C: x0 Y' [. z! j0 ^
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. ! g: `$ f# B! j 2 E2 d" e: V9 DRevenue 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…). & `; V' K; H9 G+ H" s( A! F $ Q$ d7 H3 X) o2 H* D3 aSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 2 N5 G4 j' |" B# s5 T" I8 o9 H2 x6 E* D- j1 }
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.3 z$ O# a$ c% }! q9 s" c/ Q5 l; e
9 }9 n) @; }0 v2 r3 I: ^6 G
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. v2 z& K7 D* M2 z. A( m. M y# D
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
