广告术语及缩写

缩写 | 英文 | 中文

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  | 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 advertisting | 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 Number | |
  | BoW | Bag of Words | 词袋 |
  | | banner ad | 横幅广告 |
  | | bayesian learning | 叶贝斯学习 |
  | 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 Click | |
  | CoPC | Click on Predicted Click | |
  | CTR | Click Through Rate | 点击率 |
  | CF | Collaborative Filtering | 协同过滤 |
  | | compact allocation plan | 紧凑分配方案 |
  | | 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 | 上下文广告 |
  | | contextual targeting | 上下文定向 |
  | CVR | Conversion Rate | 转化率 |
  | CPA | Cost per Action | 转化率 |
  | CPC | Cost per Click | 按点击付费 |
  | CPM | Cost per Mille | 按千次展示付费 |
  | CPS | Cost per Sale | 按销售额付费 |
  | CPT | Cost per Time | 按时间付费 |
  | | creative | 广告创意 |
  | CRM | Customer Relation Management | 客户关系管理 |
  | | customized audience segmentation | 定制化用户标签 |
  | | data exchange | 数据交易平台 |
  | DMP | Data Management Platform | 数据管理平台 |
  | | deman | 需求方 |
  | | demand constraint |需求约束 |
  | 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 allocation | 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 |
  | E&E | Explore and Exploit | 搜索与利用 |
  | | frequency capping | 频次控制 |
  | Gap | Gamma-Poisson | r泊松 |
  | GLM | Generalized Linear Model | 广义线性模型 |
  | GSP | Generalized Second Price | 广义第二高阶 |
  | | geo-targeting | 地域定向 |
  | | gradient descent | 梯度下降法 |
  | GD | Guaranteed Delivery | 担保式投送 |
  | HWM | 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 |
  | IIS | Improved Iterative Scaling | 改进的迭代缩放 |
  | IR | Information Retrieval | 信息检索|
  | | integrated marketing | 整合营销 |
  | IMEI | International Mobile Equipment Identity | |
  | IAB | Interactive Advertising Bureau | 交互广告局 |
  | | inventory | 库存 |
  | IDF | Inverse Document Frequency | 倒数文档频率 |
  | | landing page | 落地页 |
  | LDA | Latent Dirichlet Allocation | 潜在迪利克雷分配 |
  | LSA | Latent Semantic Analysis | 潜在语义分析 |
  | L-BFGS | Limited-memory BFGS | 有限内存BFGS |
  | LR | Logistic Regression | 逻辑回归 |
  | | look-alike | 新客推荐 |
  | ML | Machine Learing | 机器学习 |
  | MRP | Market Reserve Price | 市场保留价 |
  | MRA | Maximal Representative Allocation | 最大代表性分配 |
  | MAP | Maximum a Posterior | 最大后验概率 |
  | ME | Maximum Entropy | 最大熵 |
  | | mechanism design | 机制设计 |
  | | media buying plaform | 媒介采买平台 |
  | ML | Mixture Model | 混合模型 |
  | MoG | Mixture of Gaussians | 高斯混合模型 |
  | | 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 | 北区广告平均条数 |
  | | off-site recommendation | 站外推荐 |
  | | online allocation | 在线分配 |
  | PII | Personal Identifiable Infomation | 个人可辨别信息 |
  | | personalized recommendation | 个性化推荐 |
  | | personalized retargeting | 个性化重定向 |
  | | position auction | 位置拍卖 |
  | PR | Precision/Recall | |
  | | preferred deals | 优选 |
  | | premium sales | 优先销售 |
  | | pricing | 定价 |
  | PMP | Private Marketplace | 私有交易市场 |
  | PLSI | Probabilistic Latent Semantci Indexing | |
  | | programmatic trade | 程序化交易 |
  | | query | 查询 |
  | | reach | 到达率 |
  | RTM | Real Time Bidding | 实时竞价 |
  | ROC | Receive Operating Characteristic | 接收机操作特性 |
  | | remnant inventory | 剩余流量 |
  | | retargeting | 重定向 |
  | ROI | Return on Investment | 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 | 搜索引擎营销 |
  | | search retargeting | 搜索重定向 |
  | | second price | 第二高价 |
  | SVD | Singular Value Decompostion | 奇异值分解 |
  | | site retargeting | 网站重定向 |
  | | social ad | 社交广告 |
  | | sponsored search | 付费搜索 |
  | SGD | Stochastic Gradient Descent | 随机梯度下降 |
  | | stream computing | 流计算 |
  | | sufficient statistics | 充分统计量 |
  | | supply | 供给方 |
  | | supply constraint | 供给约束 |
  | SSP | Supply Site Platform | 供给方平台 |
  | | targeted advertising | 定向广告 |
  | TD | Trading Desk | 交易终端 |
  | TF | Term Frequency | 词频 |
  | | 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 | 流量塑性 |
  | UCB | Upper Confidence Bound | 置信上界 |
  | VSM | Vector Space Model | 向量空间模型 |
  | | vertical ad network | 垂直广告网络 |
  | VCG | Vickrey-Clarke-Groves | |
  | | video ad | 视频广告 |
  | WA | Web Analytics | 网站分析 |

参考：《刘鹏：计算广告-互联网商业变现的市场与技术》