互联网广告行业术语及缩写.doc

1、。互联网广告行业术语及缩写4A American Association of Advertising Agencies 美国广告代理协会 ADX AD eXchange 广告交易平台ad group广告组ADN AD Network 广告网络ad placement广告放置ad safety广告安全affiliate联盟agreement-based advertising合约广告AUC Area Under Curve曲线下面积auction-based advertising竞价广告audience targeting受众定向ASN Average Show NumberBoW Bag

2、of Words 词袋banner ad橫幅告bayesian learning贝叶斯学习BT Behaviorial Targeting行为定向bid term竞价关键词brand awareness品牌广告call out optimization询价优化campaign 广告计划CoEC Click on Expected ClickCoPC Click on Predicted Click。1。CTR Click Through Rate点击率click value愿击价值CF Collaborative Filtering协同过滤compact allocation plan紧凑分配

3、方案constrained optimization带约束优化content as ad内容即广告CDN Content Delivery Network内容分发网络contextual advertising上下文庁告contextual targeting上下文定向CVR Conversion Rate转化率CPA Cost per Action按转化付费CPC Cost per Click按点击付费CPM Cost per Mille按千次展示付费CPS Cost per Sale按精售額付費CPT Cost per Time按时间付费creative广告创意CRM Customer R

4、elation Management 客户关系管理customized audience segmentation Elle,TFF &data exchange數掘交易平台DMIP Data Management Platform数据管理平台demand 需求方demand constraint需求约束。2。DSP Demand Side Platform需求方平台demographical targeting人口属性定向direct response直接效果广告display advertising展示广告downhill simplex method下降单纯形法dynamic alloc

5、ation动态分配EDM E-mail Direct Marketing邮件定向营销广告EM Expectation-Maximization最大期望EC Expected Click期望点击eCPM Expected Cost per Mille千次展示期望收入experimentation framework实验框架ESKE Explore and Exploit探索与利用frequency capping频次控制GaP Gamma-Poisson Y泊松GLIMI Generalized Linear Model广义线性模型GSP Generalized Second Price广义第二

6、高价geo-targeting 地域定向gradient descent柳度下降法GD Guaranteed Delivery担保式投送HVM High Water Mark 高水位算法hyper-local targeting精确位置定向IDFA Identifier for Advertising广告专用用户标识符。3。IIS Improved Iterative Scaling改述的迭代縮放IR Information Retrieval信息检索integrated marketing整合营销IMEI International Mobile Equipment IdentityIADB

7、 Interactive Advertising Bureau交互广告局inventory库存IDF Inverse Document Frequency例数文档频率landing page落地页LDA Latent Dirichlet Allocation潜在狄利克雷分配LSA Latent Semantic Analysis潜在语义分析L-BFGS Limited-memory BFGS f Pop*g f BFGSLR Logistic Regression逻辑回归look-alike新客推荐ML Machine Learning机器学习MRP Market Reserve Price市

8、场保留价MRA Maximal Representative Allocation最大代表性分配MAP Maximinuunn a Posterior最大后驗概率ME Maximum Entropy 最大熵mechanism design机制设计media buying platform媒介采买平台ML Mixture Model混合模型MoG Mixture of Gaussians高斯混合模型。4。mobile ad 移动广告MAB Multi-Arm Bandit多臂老虎机native ad 原生广告network optimization网络优化NFP North Foot Print

9、北区广告平均条数off-site recommendation站外推荐online allocation在线分配PII Personal Identifiable Information个人可辨识信息personalized recommendation 个性化推荐personalized retargeting个性化重定向position auction位置拍卖PR Precision/Recallpreferred deals优选premium sales优先销售pricing定价PMP Private Marketplace私有交易市场PILSIIProbabilistic Latent

10、 Semantic Indexingprogrammatic trade程序化交易query 查询reach 到达率RTB Real Time Bidding实时竟价ROC Receive Operating Characteristic接收机操作特性。5。remnant inventory剩余流量retargeting重定向ROI Return on Investinent投入产出比RPM Revenue per Mille千次展示收益rich media ad富媒体广告search ad搜索广告SEM Search engine marketing搜索引擎背銷search retarget

11、ing搜索重定向second price第二高价SVD Singular Value Decomposition奇昇值分解site retargeting网站重定向social ad社交广告sponsored search付费搜索SGD Stochastic Gradient Descent随机様度下降stream computing流计算sufficient statistics充分統計量supply供给方supply constraint供给约束SSP Supply Side Platform供给方平台targeted advertising定向广告TD Trading Desk交易终端TF Term Frequency词频。6。textual ad文字链广告topic model文本主题模型traffic forecasting流量预测TP Traffic Protection流量保护traffic shaping流量塑形UCB Upper Confidence