Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! Q, Y% q( ?6 n5 p! b
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).- c% p1 _) Q8 M9 m( M
- t8 U3 a! ~' c7 \+ t J& lAdvertising 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.6 Q& `* W( W8 x6 T8 n+ n- A
& }: P) o/ O4 r( j8 C$ uAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ B. a& i* Q* G9 a
+ W: _* v7 P% {4 Y. BAdvertising 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. # G9 g# {0 B: O- X, c7 G. t ; d( y5 R5 |# q# S' y* H( rBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; d& c1 A' ` V5 }* ~& _& \0 q% K; I, S
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. ! o6 U) }: b1 y* G7 [9 r0 q( a/ ~1 `4 R - F" I5 m- a1 K+ \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. 3 X7 _- I+ B3 s, [' l8 e8 b! P) J. b$ C7 s
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. # o- R% ?2 v3 ~6 x8 c; O ; Z% M0 {7 R& Q" f. V! wCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.8 \0 r4 Q8 \8 k$ e
. t7 u3 \$ f* p2 Y9 m( v( R
Creatives: See “Advertising Materials” definition.- a: c+ ]% x }6 l/ L u2 e
. f( v# v, K$ w3 I& 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, w( s) o9 O0 n# X $ E& E5 Y& j. O) 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…).* C' x$ m: r( \, `
/ t4 l. J' b9 L+ N x
Footer ad: Is located at the bottom of a web page. 0 T$ q' A4 g4 _' X9 X 8 [, K. W6 n; y! g% uFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad." D: u: u! I: |! L+ { h$ i
, {- H( Y2 o/ a0 g, x- U
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+ G2 h/ Q- K5 a; a
9 f% N" Z% @9 H1 n
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 8 }+ r0 y0 [) c* J) {) P2 G, _% Y+ p. ^! ?* C$ u! ~
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. 8 Y2 L, s5 T8 G1 n ( b+ d3 _. r5 F( @, `Insertion Order: Is a written authorization to display advertisement on Website(s). : j% H6 s/ H# V5 d5 d: D v; G4 \' p& k) U: y
Interstitial ad: Is a full page ad displayed before or after an expected content page 5 Y' L C# X" w2 x/ e0 ?! R+ T+ i* Y6 A5 R$ U8 `( h0 r. N- l
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). & g* ? y/ p6 d0 b$ ]+ ^) W ; D3 T9 u* i# Y: M( f( z; WKeywords: Search terms or phrases targeted by the advertising campaign.9 ?6 i- z+ n7 i5 y
# B" I$ M' _& W+ u3 ]/ |9 YLanding 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.6 n+ t' E% ?$ V$ e3 m! U
8 H* E( g$ Q! j- u" GLinking Text: The text that is contained within a link. ; }- q! ^# y7 _3 d9 M; Q' t " p( O e, u6 k( D- U5 ]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." H/ Z7 a/ v7 X9 p
0 R0 R' [7 ^7 A( D7 LPay 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. ' b7 c x! c9 \* Y% L. ^6 C2 T1 U# ]4 L% a4 P% y% H' ^
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 8 p, v9 a$ E1 [% F |/ c& F
0 M' [5 N+ q; c8 V' h+ |Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.7 k, c' _9 F6 L
% V8 i: j- J0 h! P! `7 Z$ uPop-up: Is an ad displayed on top of the page visited by the surfer.1 [* @: H2 w; d' d. U
( e, o, X1 d& APop-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.) N: V2 B& U5 ?7 @
9 l3 b- x; @1 q- u2 A0 R
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.3 ]! n0 [' b. T. @( e+ P
* ~* ?2 V0 h2 F( r! j
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 8 G" f: k V2 Z3 p* ~ , i8 ^% f/ ~6 \) G+ h8 _2 Y6 h* [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. q( S6 w4 h# e/ y4 q% m
2 B/ ~. e d) PRank: How well a particular web page or web site is listed in a search engine or advertising results.' y* a- [; Y/ A8 x! U
# O: P2 S* g) i2 ~' R) M p6 ]
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.+ V9 c( M0 u9 T
$ L. E/ m+ u8 R0 C
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.2 X: F) ~( q/ d4 o
2 p. M; G$ K( eRevenue 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…). ' b# B9 b( O5 n0 B8 ^ 4 f$ s5 _ x) c. {" c3 pSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).% v2 V$ N: G M. p/ [+ K) j
4 l5 Z/ Y8 j8 t) u
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.- Z( @6 l6 t0 g1 `
) g4 N+ {9 P$ x/ \' K) x
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. # n! v: [3 W* V! Z+ j) c- y0 f) ~) @6 y+ s
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
