Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 0 u2 _0 A; I6 zAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).. l" |' Q6 l, \& p2 P
; m5 \( Q ?- L; O# iAdvertising 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. 8 ]' n, ^3 Y, T% _9 l; G' s) r: K; ^( ?
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…5 o) {9 p6 R" f; W) w0 R: g
7 L# J: r. W( U( e2 d
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. , Y# B7 T6 e5 B$ g. O ; i: m% `, ^2 q; T9 o+ S2 a9 xBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. - V l- i: M z( L1 L$ p5 q ! p6 r9 p0 D7 ?0 J: KClick 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. 0 j5 J5 @1 v; b0 q+ ] : l9 _5 f# b1 }" ^+ L% \: IConversion 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.$ ~# R7 g# w& W$ u
& x3 l! J# M! W$ l/ Z
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.' P. A+ Y J; a/ T8 u- P
; { \8 D( T* z; h
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. # R2 K" d. K1 H& p; q4 {& C# ~6 x0 z2 e" d- R: W/ U
Creatives: See “Advertising Materials” definition.; d0 T; m2 O, t; S0 [6 y
1 p2 B7 ~$ p, b9 p+ W8 O9 N4 XeCPA: 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. 1 B3 X# ~* Z$ B$ ~ F- I ; z) v$ K: k5 o8 ~7 G/ iEffective 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…).# M) |/ E$ w, w% Z8 [* Y9 _
2 ]6 L/ H( a4 t# E5 \5 v9 ^
Footer ad: Is located at the bottom of a web page. 8 D, J6 L, l* z7 F& Y5 y 6 q1 P! W* \% [( p5 I# @; a+ WFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 4 P4 G/ H5 {$ c2 q: X" B8 j r2 V4 x$ T5 I8 Y& M
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./ ]' Y3 _- z! Z& M* [! C8 ?% J# N
/ q8 {( f- h: K
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).; L- Q' H( @8 ]" t
( G6 D- w w8 w& P+ l0 |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 } R, e1 s" y$ ~$ b3 Y G7 }
. P, W- ]& d, p% h8 S# SInsertion Order: Is a written authorization to display advertisement on Website(s).4 f# W. l1 e; j- [" P" T
9 S* O3 h2 i! A: H3 Z1 L& @
Interstitial ad: Is a full page ad displayed before or after an expected content page0 @7 D% I0 B+ I# u8 [
9 n+ [+ V. f. w& H8 zIn 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). ! b# D5 V/ j$ g% o+ Y: Q/ u) s3 @) X) m/ f# O# j
Keywords: Search terms or phrases targeted by the advertising campaign.6 q# Z A4 \ J6 y3 q' I1 s# f
8 h/ X5 i- x3 j5 ^' X8 W9 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. ! i3 _# T% t( j/ s! ?- l0 [9 h3 z* R! v1 E
Linking Text: The text that is contained within a link.' |$ V c' I0 K. X0 C. _- l& Z L; d
: a% u; B( L7 B* h0 i2 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.! U! @' x& w& ]. W& p& X% s
5 q, k& z& m7 x( [! [2 ~5 f
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.+ U: v% f- h: A r) B. u
' E2 W- k* b; ^& i; J
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. . C- V+ \' S/ `3 \; G q9 ~/ b, k8 L! r4 E- v
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.+ E! X( F' \: i. K2 _1 F0 l- O0 H
: z1 h7 D9 ~. V* ]
Pop-up: Is an ad displayed on top of the page visited by the surfer. U% K+ C. k1 q; B, H j, z
/ ?# v; I2 U8 x) Z W1 [2 vPop-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. o8 t8 {0 {9 q" y' F
3 `0 m; Y N7 `2 A; H9 _4 b3 sPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 L8 Y" Y& P6 e& l4 D A* t& a' S) C9 i9 NPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).. m" `9 }7 x0 E
- o# t* X4 E) b" m# m) Z6 BPublisher 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. ! j m" I. H2 `5 w, s3 ^4 T. A! }: ^- P; P: Y# h$ e
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 6 G6 [ a2 B) z7 k+ V $ H" \, Z" m, ]: G! _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. ' R2 `8 h8 q0 p0 s, c* b 7 P, p! P+ g) O3 {' ]/ 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.# y7 W3 l% U7 C# ~$ x
; w1 w; p2 z! ?3 ?( @# F1 YRevenue 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…).( A: e- C6 k5 d
) J3 O9 J% E% {: n
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 7 n" S: E- i) I+ o' b; q9 c * G. g* @7 U, l% a. `Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600., {5 _; M q/ h0 L
7 T' k) V! d8 b3 g, O: `+ l
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. ! d; r5 _! _8 T" W/ z3 m3 Q: l% @/ z& ]& I9 c3 ^
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
