| 缩写 | 英文 | 中文 |
|---|---|---|
| 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》