Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & y0 Q3 K1 t( _6 r) ~7 |1 \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).7 k; t' m. g% l+ O4 ]' E2 j
6 H" S4 y7 e v: {2 {4 L
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. / `; ~4 A1 N, p& h2 }& j& H. u, x( i: k+ k- v9 S4 Z
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…) ]) B2 \2 X. @. Y3 t( z
5 Z9 F4 n9 r+ n+ Y/ t+ DAdvertising 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.0 s) J. H3 k8 z+ |
+ d8 f- j, h: h2 e" `; V' _( g/ e
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; j8 _! N, Q7 c, L) [* J/ }
' I4 D; W" S* D \; p: N3 AClick 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. % E) {0 @* U& V' m6 Z& d5 c & n& O6 ^5 c. w% B" nConversion 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. ! A+ K- V8 q l; E$ w4 W4 {& { + ~5 [) }3 R9 i& s2 i6 s$ j BCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ) m3 U) p a! M: y' C! T$ g1 v7 j: R) [4 |+ [
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.; d- [3 V; \) C. @' Y
7 {, H6 I/ ^7 J' s! u
Creatives: See “Advertising Materials” definition. 9 d7 p+ ?% i& f# {; n5 ^9 T& o4 d6 ^& A
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.% I% J5 b1 Q6 U- G
- t( J" U" C/ O5 Z. REffective 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…).6 ]7 k! \6 j8 h5 M3 w- k
! p9 S9 Z! G$ HFooter ad: Is located at the bottom of a web page. ; |. x* ~: Z+ a2 M& U . K$ b5 O6 y/ h- e4 B* |$ lFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.# F& I: f8 y5 f* C% T
, H7 ~( z2 |9 Y1 N2 H6 Z: p
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.# ?6 b0 l; q2 Y V
* Z; Y; G* l0 a5 M$ i W/ aImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).& x" `0 h9 E. U% ?4 s- g7 n# P3 M1 s
" b0 t% F9 X& z: a1 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. & W9 ]# M1 ]) W( {$ k9 R1 d# S4 f0 |4 @% t/ S; _# M6 t! f7 | ?
Insertion Order: Is a written authorization to display advertisement on Website(s).' J$ j- v6 _( P; J
# Y6 Y3 j9 W, ~- B& k6 ~$ T; X) fInterstitial ad: Is a full page ad displayed before or after an expected content page2 K& b" i' {3 w* o, I
: F' H ^3 {% A7 G* q8 RIn 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). 1 o4 `" J) Y7 [
6 X7 b1 h2 F, n7 q4 h( c U7 h, S4 JKeywords: Search terms or phrases targeted by the advertising campaign.4 P/ C# l0 N$ x w2 f+ ^
4 G' I6 R0 R( [2 FLanding 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. ) B" n, o) s8 y: }" M- R6 Y* ?9 l0 x' B2 A" M
Linking Text: The text that is contained within a link. * R" j1 O, u N* o) `; C) L+ q; e& G# e2 j7 q
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./ ` t3 J* \& E/ ?: u
) \0 O9 I" g; M' V' sPay 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. 9 F. ^6 R3 U7 ?( O* M2 Q7 u/ M! T7 \3 {8 {8 H, s
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. # ]% e* C- m. T
1 G {$ K$ P; u. ^! e
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.5 E v3 Z; F- }" x
/ F3 X# D; X, x8 `5 n7 A# ?/ D
Pop-up: Is an ad displayed on top of the page visited by the surfer.4 p# G+ z+ E" \
' ]) w+ Q3 I: J; q8 q" B9 _) ZPop-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. 9 Q- Y$ b/ E; o* a* G! _$ x& W H; o+ Y, J " g; Y, B# J. {+ RPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 K) @% q4 [4 c1 O0 @6 J @* Y1 R |4 G, y( _; U# {6 ~2 ~; ?
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). , [, c- }# H7 y) D % I& x" O! S2 l% _- M3 gPublisher 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.1 ]: x Q$ e6 Q6 a1 U6 K# U" ~
0 y/ e" x6 J5 X' _0 k- \7 Q
Rank: How well a particular web page or web site is listed in a search engine or advertising results.* W& \7 `3 m. s- u7 C# C3 u7 i
( V. R. E0 @; @+ @. M# 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. 2 }0 [( i- H8 I5 P j% M1 V) A, |1 ^/ u, t# d* t' q, T$ X$ V
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. 3 q$ n0 j9 I) S R* w8 |9 ?* C" r: S8 q4 T4 [
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…).- l& p5 e6 k- y+ K) a, }% ~
* J n1 {/ m7 }: `1 T) y
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).1 L$ a" o \9 S* N0 c8 m% @5 J0 u
; `4 N3 N) O# q4 t E0 z/ V( kTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.% _* [/ K. k/ l: e3 i
0 P; `# [7 P# b5 s0 Z
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.1 C- L6 ?1 Z/ | M" Q+ f8 T& Y0 V
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
