縮寫 | 英文 | 中文 |
---|---|---|
4A | American Association of Advertising Agencies | 美國廣告代理協會 |
ADX | AD eXchange | 廣告交易平臺 |
ad group | 廣告組 | |
ADN | AD Network | 廣告網絡 |
ad placement | 廣告放置 | |
ad safety | 廣告安全 | |
affiliate | 聯盟 | |
agreement-based advertisting | 合約廣告 | |
AUC | Area Under Curve | 曲線下面積 |
auction-based advertising | 競價廣告 | |
audience targeting | 受衆定向 | |
ASN | Average Show Number | |
BoW | Bag of Words | 詞袋 |
banner ad | 橫幅廣告 | |
bayesian learning | 葉貝斯學習 | |
BT | Behaviorial Targeting | 行爲定向 |
bid term | 競價關鍵詞 | |
brand awareness | 品牌廣告 | |
call out optimization | 詢價優化 | |
campaign | 廣告計劃 | |
CoEC | Click on Expected Click | |
CoPC | Click on Predicted Click | |
CTR | Click Through Rate | 點擊率 |
CF | Collaborative Filtering | 協同過濾 |
compact allocation plan | 緊湊分配方案 | |
constrained optimization | 帶約束優化 | |
content as ad | 內容即廣告 | |
CDN | Content Delivery Network | 內容分發網絡 |
contextual advertising | 上下文廣告 | |
contextual targeting | 上下文定向 | |
CVR | Conversion Rate | 轉化率 |
CPA | Cost per Action | 轉化率 |
CPC | Cost per Click | 按點擊付費 |
CPM | Cost per Mille | 按千次展現付費 |
CPS | Cost per Sale | 按銷售額付費 |
CPT | Cost per Time | 按時間付費 |
creative | 廣告創意 | |
CRM | Customer Relation Management | 客戶關係管理 |
customized audience segmentation | 定製化用戶標籤 | |
data exchange | 數據交易平臺 | |
DMP | Data Management Platform | 數據管理平臺 |
deman | 需求方 | |
demand constraint | 需求約束 | |
DSP | Demand Side Platform | 需求方平臺 |
demographical targeting | 人口屬性定向 | |
direct response | 直接效果廣告 | |
display advertising | 展現廣告 | |
downhill simplex method | 降低單純形法 | |
dynamic allocation | 動態分配 | |
EDM | E-mail Direct Marketing | 郵件定向營銷廣告 |
EM | Expectation-Maximization | 最大指望 |
EC | Expected Click | 指望點擊 |
eCPM | Expected Cost per Mille | 千次展現指望收入 |
experimentation framework | 實驗框架 | |
E&E | Explore and Exploit | 搜索與利用 |
frequency capping | 頻次控制 | |
Gap | Gamma-Poisson | r泊松 |
GLM | Generalized Linear Model | 廣義線性模型 |
GSP | Generalized Second Price | 廣義第二高階 |
geo-targeting | 地域定向 | |
gradient descent | 梯度降低法 | |
GD | Guaranteed Delivery | 擔保式投送 |
HWM | High Water Mark | 高水位算法 |
hyper-local targeting | 精確位置定向 | |
IDFA | Identifier for Advertising | 廣告專用用戶標識符 |
IIS | Improved Iterative Scaling | 改進的迭代縮放 |
IR | Information Retrieval | 信息檢索 |
integrated marketing | 整合營銷 | |
IMEI | International Mobile Equipment Identity | |
IAB | Interactive Advertising Bureau | 交互廣告局 |
inventory | 庫存 | |
IDF | Inverse Document Frequency | 倒數文檔頻率 |
landing page | 落地頁 | |
LDA | Latent Dirichlet Allocation | 潛在迪利克雷分配 |
LSA | Latent Semantic Analysis | 潛在語義分析 |
L-BFGS | Limited-memory BFGS | 有限內存BFGS |
LR | Logistic Regression | 邏輯迴歸 |
look-alike | 新客推薦 | |
ML | Machine Learing | 機器學習 |
MRP | Market Reserve Price | 市場保留價 |
MRA | Maximal Representative Allocation | 最大表明性分配 |
MAP | Maximum a Posterior | 最大後驗機率 |
ME | Maximum Entropy | 最大熵 |
mechanism design | 機制設計 | |
media buying plaform | 媒介採買平臺 | |
ML | Mixture Model | 混合模型 |
MoG | Mixture of Gaussians | 高斯混合模型 |
mobile ad | 移動廣告 | |
MAB | Multi-Arm Bandit | 多臂老-虎機 |
native ad | 原生廣告 | |
network optimization | 網絡優化 | |
NFP | North Foot Print | 北區廣告平均條數 |
off-site recommendation | 站外推薦 | |
online allocation | 在線分配 | |
PII | Personal Identifiable Infomation | 我的可辨別信息 |
personalized recommendation | 個性化推薦 | |
personalized retargeting | 個性化重定向 | |
position auction | 位置拍賣 | |
PR | Precision/Recall | |
preferred deals | 優選 | |
premium sales | 優先銷售 | |
pricing | 訂價 | |
PMP | Private Marketplace | 私有交易市場 |
PLSI | Probabilistic Latent Semantci Indexing | |
programmatic trade | 程序化交易 | |
query | 查詢 | |
reach | 到達率 | |
RTM | Real Time Bidding | 實時競價 |
ROC | Receive Operating Characteristic | 接收機操做特性 |
remnant inventory | 剩餘流量 | |
retargeting | 重定向 | |
ROI | Return on Investment | 投入產出比 |
RPM | Revenue per Mille | 千次展現收益 |
rich media ad | 富媒體廣告 | |
search ad | 搜索廣告 | |
SEM | Search engine marketing | 搜索引擎營銷 |
search retargeting | 搜索重定向 | |
second price | 第二高價 | |
SVD | Singular Value Decompostion | 奇異值分解 |
site retargeting | 網站重定向 | |
social ad | 社交廣告 | |
sponsored search | 付費搜索 | |
SGD | Stochastic Gradient Descent | 隨機梯度降低 |
stream computing | 流計算 | |
sufficient statistics | 充分統計量 | |
supply | 供給方 | |
supply constraint | 供給約束 | |
SSP | Supply Site Platform | 供給方平臺 |
targeted advertising | 定向廣告 | |
TD | Trading Desk | 交易終端 |
TF | Term Frequency | 詞頻 |
textual ad | 文字鏈廣告 | |
topic model | 文本主題模型 | |
traffic forecasting 流量預測 | ||
TP | Traffic Protection | 流量保護 |
traffic shaping | 流量塑性 | |
UCB | Upper Confidence Bound | 置信上界 |
VSM | Vector Space Model | 向量空間模型 |
vertical ad network | 垂直廣告網絡 | |
VCG | Vickrey-Clarke-Groves | |
video ad | 視頻廣告 | |
WA | Web Analytics | 網站分析 |
參考:《劉鵬:計算廣告-互聯網商業變現的市場與技術》算法