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(C)
【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。
Cable modem
a device that permits one-way or two-way high speed data
communication over a cable television system for purposes
such as Internet access .
Cache
memory used to temporarily store the most frequently requested
content/files/pages in order to speed its delivery to the
user. Cache can be local (i.e. on a browser) or on a network.
In the case of local cache, most computers have both memory
(RAM), and disk (hard drive) cache. Today, Web browsers
cause virtually all data viewed to be cached on a user's
computer.
Cache busting
the process by which sites or servers serve content or HTML
in such a manner as to minimize or prevent browsers or proxies
from serving content from their cache. This forces the user
or proxy to fetch a fresh copy for each request. Among other
reasons, cache busting is used to provide a more accurate
count of the number of requests from users.
Cached ad impressions
the delivery of an advertisement to a browser from local
cache or a proxy server’s cache. When a user requests a
page that contains a cached ad, the ad is obtained from
the cache and displayed.
Caching
the process of copying a Web element (page or ad) for later
reuse. On the Web, this copying is normally done in two
places: in the user's browser and on proxy servers. When
a user makes a request for a Web element, the browser looks
into its own cache for the element; then a proxy, if any;
followed by the intended server. Caching is done to reduce
redundant network traffic, resulting in increased overall
efficiency of the Internet.
CARU (The Children's Advertising
Review Unit)
division of the Council of Better Business Bureaus that
reviews advertising and promotional material directed at
children in all media. See caru.org for more information.
CGI script (Common Gateway Interface)
CGI’s are used to allow a user to pass data to a Web server,
most commonly in a Web-based form. Specifically, CGI scripts
are used with forms such as pull-down menus or text-entry
areas with an accompanying submit button. The input from
the form is processed by a program (the CGI script itself)
on a remote Web server.
Channel
1) a band of similar content; 2) a type of sales outlet
(also known as channel of distribution), for example retail,
catalogue, or e-commerce.
Chat
online interactive communication between two or more people
on the Web. One can “talk” in real time with other people
in a chat room, but the words are typed instead of spoken.
Chat room
an area online where you can chat with other people in real-time.
Click down
the action of clicking on an element within an ad and having
another file displayed on the user’s screen, normally below
or above the initial ad. Click down ads allow the user to
stay on the same Web page and provide the advertiser a larger
pallet to communicate their message.
Click rate
ratio of ad clicks to ad impressions.
Clicks
1) metric which measures the reaction of a user to an Internet
ad. There are three types of clicks: click-throughs; in-unit
clicks; and mouseovers; 2) the opportunity for a user to
download another file by clicking on an advertisement, as
recorded by the server; 3) the result of a measurable interaction
with an advertisement or key word that links to the advertiser’s
intended Web site or another page or frame within the Web
site; 4) metric which measures the reaction of a user to
hot-linked editorial content. See iab.net for ad campaign
measurement guidelines. See also ad click, click-through,
in-unit clicks and mouseover.
Click-stream
1) the electronic path a user takes while navigating from
site to site, and from page to page within a site; 2) a
comprehensive body of data describing the sequence of activity
between a user’s browser and any other Internet resource,
such as a Web site or third party ad server.
Click-through
the action of following a hyperlink within an advertisement
or editorial content to another Web site or another page
or frame within the Web site. Ad click-throughs should be
tracked and reported as a 302 redirect at the ad server
and should filter out robotic activity.
Click-within
similar to click down or click. But more commonly, click-withins
are ads that allow the user to “drill down” and click, while
remaining in the advertisement, not leaving the site on
which they are residing.
Client
a computer that submits an information request to a server
on behalf of a user or proxy.
Client-initiated ad impression
one of the two methods used for ad counting. Ad content
is delivered to the user via two methods - server-initiated
and client-initiated. Client-initiated ad counting relies
on the user’s browser for making requests, formatting and
re-directing content. 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 server-initiated
ad impression.
Codec
short for compressor/decompressor. Codecs are computer algorithms
that are used to compress the size of audio, video, and
image files. Because these compressed files are much smaller,
they do not require as much bandwidth when they are streamed
or stored on a computer. The same codec that originally
compressed the file must be used to decompress and open
the file.
Communication error
the failure of a Web browser/Web server to successfully
request/transfer a document.
Content integration
advertising woven into editorial content or placed in a
contextual envelope. Also known as "Web advertorial".
Cookie
a file on the user’s browser that uniquely identifies the
user’s browser. There are two types of cookies: persistent
cookies and session cookies. Session cookies are temporary
and are erased when the browser exits. Persistent cookies
remain on the user’s hard drive until the user erases them
or until they expire.
Cookie buster
software that blocks the placement of cookies on a user’s
browser.
COPPA (Children’s Online Privacy
Protection Act)
Congress enacted the COPPA in 1998 to prohibit unfair or
deceptive acts or practices in connection with the collection,
use, or disclosure of personally identifiable information
from and about children on the Internet. Section 6502(b)(1)
of the Act sets forth a series of general privacy protections
to prevent unfair or deceptive online information collection
from or about children, and directs the Commission to adopt
regulations to implement those protections. The Act requires
operators of Web sites directed to children and operators
who knowingly collect personal information from children
to: (1) Provide parents notice of their information practices;
(2) obtain prior verifiable parental consent for the collection,
use, and/or disclosure of personal information from children
(with certain limited exceptions for the collection of "online
contact information," e.g., an e-mail address); (3)
provide a parent, upon request, with the means to review
the personal information collected from his/her child; (4)
provide a parent with the opportunity to prevent the further
use of personal information that has already been collected,
or the future collection of personal information from that
child; (5) limit collection of personal information for
a child's online participation in a game, prize offer, or
other activity to information that is reasonably necessary
for the activity; and (6) establish and maintain reasonable
procedures to protect the confidentiality, security, and
integrity of the personal information collected.
COPPR (Children’s Online Privacy
Protection Rule)
issued by the FTC in October 1999 the Children's Online
Privacy Protection Rule went into effect on April 21, 2000,
and implements the requirements of the COPPA by requiring
operators of websites or online services directed to children
and operators of Web sites or online services who have actual
knowledge that the person from whom they seek information
is a child (1) to post prominent links on their Web sites
to a notice of how they collect, use, and/or disclose personal
information from children; (2) with certain exceptions,
to notify parents that they wish to collect information
from their children and obtain parental consent prior to
collecting, using, and/or disclosing such information; (3)
not to condition a child's participation in online activities
on the provision of more personal information than is reasonably
necessary to participate in the activity; (4) to allow parents
the opportunity to review and/or have their children's information
deleted from the operator's database and to prohibit further
collection from the child; and (5) to establish procedures
to protect the confidentiality, security, and integrity
of personal information they collect from children. As directed
by the COPPA, the Rule also provides a safe harbor for operators
following Commission-approved self-regulatory guidelines.
See www.caru.org for more information.
Copy
printed text in an advertisement.
Count audit
see activity audit.
CPA (Cost-per-Action)
cost of advertising based on a visitor taking some specifically
defined action in response to an ad. "Actions"
include such things as a sales transaction, a customer acquisition,
or a click.
CPC (Cost-per-Customer)
the cost an advertiser pays to acquire a customer.
CPC (Cost-per-click)
cost of advertising based on the number of clicks received.
CPL (Cost-per-lead)
cost of advertising based on the number of database files
(leads) received.
CPM (Cost-per-thousand)
media term describing the cost of 1,000 impressions. For
example, a Web site that charges $1,500 per ad and reports
100,000 visits has a CPM of $15 ($1,500 divided by 100).
CPM pricing model
pricing model based on the cost of delivering ad impressions.
See CPM and Pay-per- Impression.
CPO (Cost-per-Order)
cost of advertising based on the number of orders received.
Also called Cost-per-Transaction.
CPS (Cost-per-Sale)
the advertiser's cost to generate one sales transaction.
If this is being used in conjunction with a media buy, a
cookie can be offered on the content site and read on the
advertiser's site after the successful completion of an
online sale.
CPT (Cost-per-Transaction)
see CPO (Cost-per-Order).
CPTM (Cost per Targeted Thousand
Impressions)
implying that the audience one is trying to reach is defined
by particular demographics or other specific characteristics,
such as male golfers age 18-25.The difference between CPM
and CPTM is that CPM is for gross impressions, while CPTM
is for targeted impressions.
Crawler
a software program which visits virtually all pages of the
Web to create indexes for search engines. They are more
interested in text files than graphic files. See also spider,
bot, and intelligent agent.
CRM
customer relationship marketing. Marketing specifically
targeted to increasing brand loyalty.
Cyber Cafe
a place which contains computers with access to the Internet
and which is available to the public.
【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。