| 英文 | 中文 | 备注 |
|---|---|---|
| sponsored content | 付费内容 | |
| monetization | 商业化 | |
| sponsor/medium/audience | 出资人/媒体/受众 | |
| demand/supply | 需求方/供给方 | |
| advertiser/agency | 广告主/代理商 | |
| brand awareness | 品牌广告 | |
| direct response | 直接效果广告 | |
| return on investment (ROI) | 投入产出比 | |
| banner ad | 横幅广告 | |
| native ad | 原生广告 | 将内容和广告以某种方式进行统一地决策或展示 |
| agreement-based advertising | 合约广告 | |
| targeted advertising | 定向广告 | |
| audience targeting/ad serving | 受众定向/广告投放 | |
| guatanteed delivery (GD) | 担保式投送 | |
| cost per mille (CPM) | 按千次展示计费 | |
| auction-based advertising | 竞价广告 | supply只向advertiser保证单位流量的成本，但是不保证数量 |
| ad network (ADN) | 广告网络 | |
| cost per click (CPC) | 按点击计费 | |
| revenue per mille (RPM) | 千次展示收益 | |
| inventory | 库存 | |
| real time bidding (RTB) | 实时竞价 | 相比于预先出价，改成了每次展示时实时出价 |
| ad exchange (ADX) | 广告交易平台 | |
| selection: exposure/attention | 选择：曝光/关注 | |
| interpretation: comprehension/acceptence | 解释：理解/接受 | |
| attitude: retention/decision | 态度：保持/决策 | |
| click through rate (CTR) | 点击率 | 广告点击 / 广告展示 |
| conversion rate (CVR) | 转化率 | 转化次数 / 到达次数 |
| expected cost per mille (eCPM) | 千次展示期望收入 | 可分解为点击率和点击价值的乘积 \(eCPM = r(a,u,c)=\mu(a,u,c) \cdot v(a,u,c)\) \(r\): 总收入 \(\mu\): 点击率 \(v\): 点击价值 |
| advertiser/campaign/ad group/creative | 广告主/广告计划/广告组/广告创意 | 广告的层次 |