[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"header-categories":3,"article-detail":62},["Reactive",4],[5,23,35,48],{"orderNumber":6,"withAd":7,"h1":8,"pid":9,"title":10,"type":11,"metaDescription":12,"content":13,"metaKeywords":14,"top":15,"modified":16,"id":6,"slug":17,"summary":18,"created":19,"count":20,"withTop":7,"parentId":9,"withMenu":15,"withRecommend":7,"metaTitle":21,"layerNumber":9,"siteId":9,"layerString":22},1,false,"互联网广告知识与变现指南",0,"广告小课堂","category","广告小课堂汇聚互联网广告行业动态与移动广告变现干货，覆盖开屏广告、广告SDK与投放策略，帮你掌握广告变现要点，实现收益稳步增长。般芸聚合科技。","客户案例分享","广告小课堂,互联网广告,广告变现,广告SDK,开屏广告",true,"2026-11-04 15:24:04","case","客户通过与我们合作，成功提升了品牌知名度并实现了营销显著增长。","2023-01-16 13:36:56",83,"广告小课堂 - 互联网广告知识 | 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255);box-sizing:border-box !important;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:2em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;visibility:visible;\">无论是职场新秀，还是老手大咖，程序化广告一定离不开这些词汇，从程序化广告4个维度，对相关专业术语进行解释，带大家进一步精准了解程序化广告。都是干货，码住收藏起来吧！\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp style=\"box-sizing:border-box !important;clear:both;margin:0px;max-width:100%;min-height:1em;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">01 | \u003C\u002Fstrong>\u003Cspan style=\"color:rgb(171,151,210);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-decoration-color:rgb(171, 151, 210);text-decoration-style:solid;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;color:rgb(34, 34, 34);font-size:16px;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">专用名词\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">1.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">DSP\u003C\u002Fstrong>（Demand-Side Platform）：有广告投放需求的需求方，即广告主\u002F广告代理商\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">2.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">SSP\u003C\u002Fstrong>（Sell-Side Platform）：服务于媒体方、流量变现的开发者，可以作为分散的流量入口、大小媒体、开发者的聚合平台。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">3.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">ADX\u003C\u002Fstrong>（Ad Exchange）：广告交易平台\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">4.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">RTB\u003C\u002Fstrong>（RealTime Bidding）：实时竞价\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">5.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">TD\u003C\u002Fstrong>（Trading Desk）：采购交易平台\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">6.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">PCP\u003C\u002Fstrong>（Programmatic Creative Platform）：程序化创意平台\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">7.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">AVP\u003C\u002Fstrong>（Ad Verification Platform）：广告验证平台\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">8.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">DMP\u003C\u002Fstrong>(Data-Management Platform)：数据管理平台\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">9.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">MAP\u003C\u002Fstrong>（Measurement&Analytics Platform）：监测分析平台\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">10.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">PDB\u003C\u002Fstrong>（Programmatic Direct Buy）：私有化程序化购买，广告主传统采买包段的流量采用程序化的方式优化广告投放效率，即常说的“保驾保量”。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">11.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">PD\u003C\u002Fstrong>（Preferred Deal）：优先交易，固定价，买方对流量具备优先筛选权，即常说的“保价不保量”。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">12.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">Demographics\u003C\u002Fstrong>（人口属性特征）：典型的人口属性特征包括年龄、性别、地区、学历、职业和收入等。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">13.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">Targeting\u003C\u002Fstrong>（定向）：通过内容匹配、用户构成或者过滤传递最合适的广告给用户。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">14.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">TA\u003C\u002Fstrong>（Target Audience ）：即广告目标受众\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">15.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">API\u003C\u002Fstrong>（Application Programming Interface）：应用程序编程接口，偏技术、技术接口的代名词。程序化广告很多时候需要通过技术接口的方式来进行技术对接、交换数据。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">16.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">JS\u003C\u002Fstrong>（JavaScript），一种用于web前端的编程语言，能够让前端页面除了展示内容之外，还能实现更多的程序运行和功能。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">17.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">APK\u003C\u002Fstrong>（Android application package）：是Android操作系统使用的一种应用程序包文件格式。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">18.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">包名\u003C\u002Fstrong>（Package name）：是应用的唯一标识,即:包名必须唯一,一个包名代表一个应用,不允许两个应用使用同样的包名。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">19.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">IP\u003C\u002Fstrong>（Internet protocol）：指独立IP数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">20.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Cookie\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">：网站可以通过Cookie识别到这个用户过往是否到访过该网站。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">21.\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Lookalike\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">：目标用户扩量的方法，在目标用户定向时，根据种子用户的网络行为聚类分析类似的行为相似的网络行为的用户进行扩量。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">22.\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Cookie Mapping\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">：因不同网站域名下Cookie无法跨域名调用，每个域名只能存储使用本域名下的Cookie，所以需要一个“Cookie Mapping”的环节，对不同域名下的Cookie进行匹配，便于跨域名识别用户。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">23.\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Landing Page\u003C\u002Fstrong>（落地页）：广告被点击后打开的页面俗称“落地页”。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">24.\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Landing Rate\u003C\u002Fstrong>：落地页PV数\u002F广告点击Click数。主要用于分析点击后的效率。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">25.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">归因\u003C\u002Fstrong>（Attribution）：是指多种因素共同（或先后）作用造成的某一个结果时，各种因素各应占多大的作用，即“功劳应该如何分配以及归属于谁”，为解决归因问题而建立的模型被称为归因模型，即Attribution Modeling。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">26.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">路径\u003C\u002Fstrong>（Path）：任何构成先后次序的一系列事件或行为都可用路径来描述。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">27.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">跟踪\u003C\u002Fstrong>（Tracking）：即通过在页面上安置一段代码来收集用户的线上行为数据，这样用户就被“跟踪”了。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">28.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">PV\u003C\u002Fstrong>（page view）：指通过互联网访问、浏览的次数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">29.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">ADimp\u003C\u002Fstrong> (ADimpression)：单个广告的展示次数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">30.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">LT\u003C\u002Fstrong>（Life Time 生命周期）：一个用户从第1次到最后1次参与游戏之间的时间段，一般按月计算平均值。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">31.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">人均访问页面数\u003C\u002Fstrong>：PV总和除以UV=人均访问页面数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">32.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">重复购买率\u003C\u002Fstrong>：指消费者在网站中的重复购买次数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">33.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">客单价\u003C\u002Fstrong>：是指每一个订单的平均购买商品金额，也就是平均交易金额。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"box-sizing:border-box !important;clear:both;margin:0px;max-width:100%;min-height:1em;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">02 | \u003C\u002Fstrong>\u003Cspan style=\"color:rgb(171,151,210);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-decoration-color:rgb(171, 151, 210);text-decoration-style:solid;\">\u003Cstrong style=\"box-sizing:border-box !important;color:rgb(34, 34, 34);font-size:16px;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">基础指标\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">1.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPM\u003C\u002Fstrong>（Cost Per Mille）：按一千次展示付费。CPM是一种展示付费广告，只要展示了广告主的广告内容，广告主就为此付费。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">2.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">eCPM\u003C\u002Fstrong>（effective cost per mille）：每一千次展示可以获得的广告收入。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">3.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPD\u003C\u002Fstrong>（Cost Per Day）：一天内的展示成本。简单理解为“按天包位置”，但会保证展示量。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">4.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPC\u003C\u002Fstrong>（Cost Per Click）：每次点击的成本。CPC是一种点击付费广告，根据广告被点击的次数收费。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">5.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Cost\u003C\u002Fstrong>（广告消耗）：即广告投放实际共花了多少钱。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">6.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPT\u003C\u002Fstrong>（Cost Per Time）：每时间段的成本。CPT是一种以时间来计费的广告。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">7.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPS\u003C\u002Fstrong>（Cost Per Sales）：以实际销售产品数量来换算广告刊登金额。CPS是一种以实际销售产品数量来计算广告费用的广告。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">8.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPV\u003C\u002Fstrong>（Cost Per Visit）：每个访问（Visit）的成本，即发布不收费，展示不收费，点击不收费，只是按照浏览指向目标的有意向客户数量收费。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">9.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPDownLoad\u003C\u002Fstrong>（Cost Per DownLoad）：按照每次下载收费，下载就付费，不管是否安装，当然不同渠道的下载到激活转化率不同。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"box-sizing:border-box !important;clear:both;margin:0px;max-width:100%;min-height:1em;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">03 | \u003C\u002Fstrong>\u003Cspan style=\"color:rgb(171,151,210);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-decoration-color:rgb(171, 151, 210);text-decoration-style:solid;\">\u003Cstrong style=\"box-sizing:border-box !important;color:rgb(34, 34, 34);font-size:16px;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">效果指标\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">1.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Click\u003C\u002Fstrong>（点击量）：一个投放周期内用户点击广告的总次数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">2.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CVR \u003C\u002Fstrong>（Click Value Rate）：转化率，衡量CPA广告效果的指标。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">3.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPA\u003C\u002Fstrong>（Cost Per Action）：是一种广告计费模式，按照行为(Action)作为指标来计费，这个行为可以是注册、咨询、放入购物车等等。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">4.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPL\u003C\u002Fstrong>（Cost Per Lead）：指每潜在客户获取成本，即获取一个潜在客户信息对应的价格。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">5.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">留存用户数\u003C\u002Fstrong>：未来一段时间内再次登录的用户，通常带上时间周期，如次日留存用户、3天留存用户、7天留存用户等。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">6.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">留存率\u003C\u002Fstrong>：留存率=(留存用户数\u002F新增用户数)*100%，指某一个周期里，比如次日、3天、7天等用户的留存数量占广告引流来的新增用户数量比例。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">7.\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:2em;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">活跃用户数\u003C\u002Fstrong>：活跃用户没有标准的定义，活跃用户可能是未来一段时间内再次登录或者未来几天内多次登录的用户，通常带上时间周期。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">8.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">活跃率\u003C\u002Fstrong>：特定周期内，活跃用户数量占广告导入的注册用户数量的比例。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">9.\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:2em;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">召回率\u003C\u002Fstrong>：在重定向（Retargeting）广告中，被重定向的用户通过广告重新注册或者登录的数量占总重定向用户数量的比例。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">10.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">付费用户数\u003C\u002Fstrong>：成功付费的用户数量。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">11.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">付费率\u003C\u002Fstrong>：特定周期内，付费用户数量占广告导入的注册用户数量的比例。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">12.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">充值金额\u003C\u002Fstrong>：成功付费的用户数量。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">13.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">DAU\u003C\u002Fstrong>（Daily Active User）：日活跃用户数量。常用于反映网站、互联网应用或网络游戏的运营情况。DAU通常统计一日（统计日）之内，登录或使用了某个产品的用户数（去除重复登录的用户），这与流量统计工具里的访客（UV）概念相似。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">14.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">MAU\u003C\u002Fstrong>（Monthly Active User）：一个自然月内成功登录的总用户。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">15.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">ARPU\u003C\u002Fstrong>（Average Revenue Per User ）：每用户平均收入，活跃用户对游戏产生的平均收入。即ARPU = 总收入\u002F总活跃用户。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">16.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">ARPPU\u003C\u002Fstrong>：特定周期内，付费用户的平均付费金额。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">17.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">留存成本\u003C\u002Fstrong>：单个留存用户的获取成本，即获取一个留存用户对应的广告费用。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">18.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">活跃成本\u003C\u002Fstrong>：单个活跃用户的获取成本，即获取一个活跃用户对应的广告费用。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">19.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">付费成本\u003C\u002Fstrong>：单个付费用户的获取成本，即获取一个付费用户对应的广告费用。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align:justify;\">\u003Cspan style=\"color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">20.\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:34px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">LTV\u003C\u002Fstrong>（Life Time Value）：用户终生价值，用户在生命周期内为该游戏创造的收入总计，可以看成是一个ARPU 值的长期累计。即LTV = ARPUxLT。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"box-sizing:border-box !important;clear:both;margin:0px;max-width:100%;min-height:1em;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">04 | 品牌\u003C\u002Fstrong>\u003Cspan style=\"color:rgb(171,151,210);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-decoration-color:rgb(171, 151, 210);text-decoration-style:solid;\">\u003Cstrong style=\"box-sizing:border-box !important;color:rgb(34, 34, 34);font-size:16px;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">指标\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">1.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">广告可视度\u003C\u002Fstrong>（Viewability）：广告可视度指广告出现在窗口可见区域的广告曝光量占广告总曝光量的比例。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">2.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">UV\u003C\u002Fstrong>（unique view）：指通过互联网访问、浏览的独立访客数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">3.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">跳出率\u003C\u002Fstrong>（Bounce Rate）：是指浏览了一个页面就离开的用户占一组页面或一个页面访问次数的百分比。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">4.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">Frequency\u003C\u002Fstrong>（频次）：在一个阶段或者时间段内广告对同一用户展示的次数。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">5.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">频控\u003C\u002Fstrong>（频次控制）：是限制用户在某一个时间段内看到这条广告的次数。以免用户多次看到一个广告创意之后点击率逐渐下降和广告的重复曝光浪费\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">6.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">二跳率\u003C\u002Fstrong>（2nd-click Rate）：网站页面展开后，用户在页面上产生的首次点击跳转页面被称为“二跳”，二跳的次数即为“二跳量”，二跳量与浏览量的比值称为页面的二跳率。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">7.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPUV\u003C\u002Fstrong>（Cost Per UV）：每个UV成本，即广告曝光中获取一个UV的价格。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">8.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPE\u003C\u002Fstrong>（Cost Per Engagement）：单次互动成本，即获取一个用户互动行为对应的价格。\u003C\u002Fspan>\u003C\u002Fspan>\u003Cbr> \u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">9.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">CPH\u003C\u002Fstrong>（Cost Per Hour）：受众对广告的浏览\u002F互动时长的成本。\u003C\u002Fspan>\u003C\u002Fspan>\u003Cbr> \u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">10.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">互动率\u003C\u002Fstrong>（Engagement Rate）：用于衡量广告投放中用户在广告素材或者站内（网站或App）的交互度和参与度。\u003C\u002Fspan>\u003C\u002Fspan>\u003Cbr> \u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">11.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">回搜率\u003C\u002Fstrong>（Search Conversion）：看过广告的用户中，之后一段时间（如1天后、7天后、30天后等）在各个平台（包括百度、新浪、淘宝等）搜索广告主相关关键词的用户数占比。\u003C\u002Fspan>\u003C\u002Fspan>\u003Cbr> \u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">12.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">第三方监测差异\u003C\u002Fstrong>（Discrepancy）：品牌广告主一般会寻找第三方监测公司为其提供投放监测服务并输出数据分析报告，比如定向的投放结果。因此，DSP的投放效果是否达标，不仅仅在于DSP平台统计的数据，还需考核该数据与第三方监测数据之间的差异值（一般称为gap值）。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.4;margin:0px 0px 14px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-indent:34px;\">13.\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">ROI\u003C\u002Fstrong>（Return on Investment）：投资回报率。指通过投资而应返回的价值，即企业从一项投资活动中得到的经济回报。投资回报率（ROI）= （税前利润\u002F投资总额）*100%。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>","程序化广告,DSP,SSP,RTB,DMP,CPM,CPA,广告投放,转化率,用户留存,广告监测分析,广告验证平台,广告投放效率,ROI,投放策略","2026-01-04 00:45:37",170593,21,"zh_CN","ad","从专用名词、基础指标、效果指标、品牌指标四个核心维度，系统梳理了程序化广告领域的关键专业术语，助力职场新旧从业者精准理解行业知识。 专用名词涵盖产业链各参与方及核心技术、数据相关概念，包括需求方平台（DSP）、供应方平台（SSP）、广告交易平台（ADX）、实时竞价（RTB）等产业链角色与交易模式相关术语，数据管理平台（DMP）、应用程序编程接口（API）等技术数据工具术语，以及目标用户扩量（Lookalike）、落地页（Landing Page）、归因（Attribution）等用户运营与效果追踪相关术语。 基础指标聚焦广告计费模式，核心包括按千次展示付费（CPM）、有效千次展示收入（eCPM）、按点击付费（CPC）、按天计费（CPD）、按时段计费（CPT）、按销售额计费（CPS）等多种主流计费方式，明确了不同付费模式的核心计价依据。 效果指标侧重广告投放后的用户行为与收益衡量，涵盖点击量、转化率（CVR）、按行为计费（CPA）等基础效果指标，日活跃用户（DAU）、月活跃用户（MAU）、留存率、付费率等用户运营指标，以及每用户平均收入（ARPU）、用户终生价值（LTV）等收益相关指标，全面覆盖从用户获取到价值转化的全链路评估维度。 品牌指标主要用于评估品牌广告投放效果，包括广告可视度、独立访客（UV）、跳出率、广告频次与频控、互动率、回搜率等品牌传播与用户交互相关指标，同时包含第三方监测差异（Discrepancy）、投资回报率（ROI）等效果验证与价值评估术语。","香怡","2025-12-29 13:07:00","无论是职场新秀，还是老手大咖，程序化广告一定离不开这些词汇，从程序化广告4个维度，对相关专业术语进行解释，带大家进一步精准了解程序化广告。都是干货，码住收藏起来吧！ 01 | 专用名词 1.DSP（D...",6,"程序化广告术语大全：DSP、SSP、RTB等关键词解析与投放策略指南","html",{"emailStatusOk":7,"statusLocked":7,"mobileStatusOk":7,"englishNickname":82,"nickname":83,"statusReg":7,"id":78,"created":84,"sourceString":22,"avatar":85,"url":86,"statusOk":7,"detailUrl":87,"username":88},"剧剧神有话说","碎碎念","2023-01-16 18:01:43","\u002Fstatic\u002Fcommons\u002Fimg\u002Favatar.png","\u002Fuser\u002F6","\u002Fadmin\u002Fuser\u002Fdetail\u002F6","liuwei","normal","1",null,{"prev":93,"next":97},{"id":94,"slug":95,"title":96,"categoryId":6},22,"industry","般芸聚合——引领广告行业风向标",{"id":98,"slug":99,"title":100,"categoryId":6},20,"international","共同谱写广告新篇章 | 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18:50:48",{"id":123,"slug":124,"title":125,"thumbnail":126,"createTime":127,"author":75,"categoryId":6},216,"2025-advertising-industry-report-china","我国广告产业收入突破2万亿元！","\u002Fattachment\u002F20260413\u002Fa0b68e953c5d4d668a4d5c93572ef188.jpg","2026-04-13 11:25:00"]