网络营销/电子商务词典：网络广告/交互式广告/互联网广告媒体等相关英文词汇（A）
【说明】：下列词汇为网上营销新观察通过多个网站的相关资源整理汇总，并未一一核对词汇内容的准确性，对词汇的解释不代表本站的观点，仅供初步参考，如需要严格考证词汇的意义，请参考互联网相关的专业词典。
AAA (American
Association of Advertising Agencies)
a non-profit trade association dedicated to improving and
strengthening the advertising agency business. See www.aaaa.org
for more information.
ANA (Association of National Advertisers)
the trade association serving the needs of advertisers and
marketers by providing leadership in advertising and marketing
trends and best practices. See ana.net for more information.
ARF (Advertising Research Foundation)
a nonprofit trade association whose mission is profitable
business through effective research and insights. See arfsite.org
for more information.
Abandon
when a user leaves a shopping cart with something in it
prior to completing the transaction.
Abort
when a Web server does not successfully transfer a unit
of content or ad to a browser. This is usually caused by
a user hitting the stop button, the ESC key, or clicking
on another link prior to the completion of a download.
Activity audit
independent verification of measured activity for a specified
time period. Some of the key metrics validated are ad impressions,
page impressions, clicks, total visits and unique users.
An activity audit results in a report verifying the metrics.
Formerly known as a count audit.
Ad/advertisement
a commercial message targeted to an advertiser’s customer
or prospect.
Ad audience
the number of unique users exposed to an ad within a specified
time period.
Ad banner
a graphic image or other media object used as an advertisement.
See iab.net for voluntary guidelines for banner ads.
Ad blocker
software on a user’s browser which prevents advertisements
from being displayed.
Ad campaign audit
an activity audit for a specific ad campaign.
Ad centric measurement
audience measurement derived from a third-party ad server's
own server logs.
Ad click
a measurement of the user-initiated action of responding
to (such as clicking on) an ad element causing a re-direct
to another Web location or another frame or page within
the advertisement. There are three types of ad clicks: 1)
click-throughs; 2) in-unit clicks; and 3) mouseovers. Ad
click-throughs should be tracked and reported as a 302 redirect
at the ad server and should filter out robotic activity.
Ad click rate
ratio of ad clicks to ad impressions.
Ad display/Ad delivered
when an ad is successfully displayed on the user's computer
screen.
Ad download
when an ad is downloaded by a server to a user’s browser.
Ads can be requested, but aborted or abandoned before actually
being downloaded to the browser, and hence there would be
no opportunity to see the ad by the user.
Address
a unique identifier for a computer or site online, usually
a URL for a Web site or marked with an @ for an e-mail address.
Literally, it is how one computer finds the location of
another computer using the Internet.
Ad impression
1) an ad which is served to a user’s browser. Ads can be
requested by the user’s browser (referred to as pulled ads)
or they can be pushed, such as e-mailed ads; 2) a measurement
of responses from an ad delivery system to an ad request
from the user's browser, which is filtered from robotic
activity and is recorded at a point as late as possible
in the process of delivery of the creative material to the
user's browser -- therefore closest to the actual opportunity
to see by the user. Two methods are used to deliver ad content
to the user - a) server-initiated and b) client-initiated.
Server-initiated ad counting uses the publisher's Web content
server for making requests, formatting and re-directing
content. Client-initiated ad counting relies on the user's
browser to perform these activities.
For organizations that use a serverinitiated ad counting method, counting should occur subsequent to the ad response at either the publisher's ad server or the Web content server. For organizations using a client-initiated ad counting method, counting should occur at the publisher's ad server or third-party ad server, subsequent to the ad request, or later, in the process. See iab.net for ad campaign measurement guidelines.
Ad impression
Click-throughs divided by ad impressions. See click rate.
Ad insertion
when an ad is inserted in a document and recorded by the
ad server.
Ad materials
the creative artwork, copy, active URLs and active target
sites which are due to the seller prior to the initiation
of the ad campaign.
Ad network
an aggregator or broker of advertising inventory for many
sites. Ad networks are the sales representatives for the
Web sites within the network.
Ad recall
a measure of advertising effectiveness in which a sample
of respondents are exposed to an ad and then at a later
point in time are asked if they recall the ad. Ad recall
can be on an aided or unaided basis. Aided ad recall is
when the respondent is told the name of the brand or category
being advertised.
Ad request
the request for an advertisement as a direct result of a
user's action as recorded by the ad server. Ad requests
can come directly from the user’s browser or from an intermediate
Internet resource, such as a Web content server.
Ad serving
the delivery of ads by a server to an end user's computer
on which the ads are then displayed by a browser and/or
cached. Ad serving is normally performed either by a Web
publisher, or by a third-party ad server. Ads can be embedded
in the page or served separately.
Ad space
the location on a page of a site in which an advertisement
can be placed. Each space on a site is uniquely identified.
Multiple ad spaces can exist on a single page.
Ad stream
the series of ads displayed by the user during a single
visit to a site (also impression stream).
Ad transfers
the successful display of an advertiser's Web site after
the user clicked on an ad. When a user clicks on an advertisement,
a click-through is recorded and re-directs or "transfers"
the user's browser to an advertiser's Web site. If the user
successfully displays the advertiser's Web site, an ad transfer
is recorded.
Ad view
when the ad is actually seen by the user. Note this is not
measurable today. The best approximation today is provided
by ad displays.
Ad window
separate from the content window.
Advertiser
the company paying for the advertisement.
Advertising revenue
revenue realized from the sale of advertising. See interactive
advertising revenue.
Affiliate marketing
an agreement between two sites in which one site (the affiliate)
agrees to feature content or an ad designed to drive traffic
to another site. In return, the affiliate receives a percentage
of sales or some other form of compensation generated by
that traffic.
Affinity marketing
selling products or services to customers on the basis of
their established buying patterns. The offer can be communicated
by e-mail promotions, online or offline advertising.
Alternate text
a word or phrase that is displayed when a user has image
loading disabled in their browser or when a user abandons
a page by hitting "stop" in their browser prior
to the transfer of all images. Also appears as “balloon
text” when a user lets their mouse rest over an image.
Animated advertisement
an ad that changes over time. For example, an animated ad
is an interactive Java applet or Shockwave or GIF89a file.
Animated GIF
an animation created by combining multiple GIF images in
one file. The result is multiple images, displayed one after
another, that give the appearance of movement.
Anonymizer
an intermediary which prevents Web sites from seeing a user’s
Internet Protocol (IP) address.
Applet
a small, self-contained software application that is most
often used by browsers to automatically display animation
and/or to perform database queries requested by the user.
Applicable browser
any browser an ad will impact, regardless of whether it
will play the ad.
Artifacting
distortion that is introduced into audio or video by the
compression algorithm (codec). Compressed images may have
stray pixels (often white dots) that were not present in
the original image. See codec.
Aspect ratio
the width-to-height ratio of the picture frame. TV broadcasts
at a 4:3 (1.33:1) aspect ratio; digital TV will be broadcast
with a 16:9 (1.78:1) ratio; and most feature films are shot
in at least a 1.85:1 ratio. IMUs have an aspect ratio of
6:5 (330x 250; 336 x 280; and 180 x 150).
Audit
third party validation of log activity and/or measurement
process associated with Internet activity/advertising. Activity
audits validate measurement counts. Process audits validate
internal controls associated with measurement.
Auditor
a third party independent organization that performs audits.
【说明】：上述词汇为网上营销新观察通过多个网站的相关资源整理汇总，并未一一核对词汇内容的准确性，对词汇的解释不代表本站的观点，仅供初步参考，如需要严格考证词汇的意义，请参考互联网相关的专业词典。