QAG质量保证指南
#Executive Summary #Audience #1 Overview: Digital Advertising Transactions ##1.1 The Parties to a QAG Transaction Agreement ###1.1.1 Sellers ###1.1.2 Buyers ###1.1.3 Non-Transactional Parties ##1.2 The QAG Transaction ###1.2.1 Inventory Acquisition ###1.2.2 Inventory Evaluation ###1.2.3 Transaction Execution ##1.3 Advertising Formats of a QAG Transaction ###1.3.1 Display and text ###1.3.2 In-Stream Video ###1.3.3 Mobile ###1.3.4 Programmatic Buying/Auction Mechanics. #2 QAG Certification Process.11 ##2.1 Application ###2.1.1 Qualification. ###2.1.2 Key contacts. ###2.1.3 Certification Fee ###2.1.4 Training Availability ##2.2 Six-Month Gating Period ##2.3 Certification ###2.3.1 Self-Certification ###2.3.2 Independent Validation ###2.3.3 Publication of Certification Status ##2.4 Certification Renewal. ###2.4.1 Self-Certification ###2.4.2 Independent Validation #3 QAG Certification Program.15 ##3.1 IAB QAG Initiative Steering Committee. ##3.2 Disclosure ###3.2.1 Inventory Acquisition ###3.2.2 Inventory Evaluation ###3.2.3 Transaction Execution ##3.3 Compliance Officer ###3.3.1 Qualifications. ###3.3.2 Responsibilities ###3.3.3 The QAG Compliance Team ##3.4 Quarterly Reviews. ##3.5 Description of Methodology (DOM) ##3.6 Enforcement & Appeal ###3.6.1 QAG Non-Compliance ###3.6.2 Validating Complaints ###3.6.3 Loss of Certification ###3.6.4 Appeal and Recertification ##3.7 Intellectual Property (IP) Infringement Complaints. #4 Disclosure Details ##4.1 Inventory Acquisition ###4.1.1 Transaction Party Source Identification and Relationships ###4.1.2 Source Level Transparency ###4.1.3 Technical Context. ##4.2 Inventory Evaluation ###4.2.1 Content Type ###4.2.2 Content Classification ####4.2.2.1 The QAG Taxonomy ####4.2.2.2 Custom Taxonomies for QAG. ####4.2.2.3 Labeling Contextual Content. ####4.2.2.4 Adding categories to the QAG Taxonomy ###4.2.3 Content Rating ###4.2.4 Non-Standard Classification ###4.2.5 Illegal Content Prohibited from Sale. ###4.2.6 Level of Confidence ###4.2.7 Targeting Depth ###4.2.8 Placement Details. ###4.2.9 Creative Specifications ##4.3 Transaction Execution ###4.3.1 Data ###4.3.2 Programmatic Buying/Auction Mechanics. #5 术语表
| 名称 | 释义 |
|---|---|
| Ad Click | |
| Ad Creative Pixel | |
| Ad Duration (Video) | |
| Ad Exchange | |
| Ad Network | |
| Ad Pod | |
| Ad Pod Length | |
| Ad Pod Position | |
| Ad Server | |
| Add to Cart | |
| Advertiser Ad Tag | |
| Advertising Banner | |
| Adware | |
| Affiliate Conversion Data | |
| Agency | |
| Attribute | |
| Auction | |
| Audience Measurement | |
| Audible Sound | |
| Authorized Advertiser Agent (AAA) | |
| Authorized Publisher Agent (APA) | |
| Auto Play | |
| Bid | |
| Bid request | |
| Bid URL | |
| Beacon | |
| Behavioral Event | |
| Business Visitor | |
| Buyer | |
| Click-through | |
| Clickstream Data | |
| Client-side call | |
| Content (Site/Page) | |
| Content Delivery Network | |
| Communication | |
| Connection Type (Mobile) | |
| Conversion Pixel | |
| Conversion rate | |
| Cookie | |
| Cookie Matching | |
| Creative Retargeting | |
| Cross-site Publisher Analytics | |
| Cross-site Advertiser Analytics | |
| Data | |
| Data Aggregator | |
| Data Append | |
| Data Segment | |
| Default Width & Height (Video Ads): | |
| Demand Side Platform | |
| Desktop Application | |
| Deep Packet Inspection | |
| Dynamic bidding | |
| First price auction | |
| Floors | |
| Frequency Capping | |
| Hit | |
| Home Visitor | |
| Impression | |
| In-application (in-app) advertising | |
| Incentivized View | |
| Intended Transaction | |
| Internet Service Provider (ISP) | |
| Inventory | |
| Linear In-Stream Video Ads | |
| Pre-roll | |
| Mid-roll | |
| Post-roll | |
| Link (short for Hyperlink) | |
| Market Price | |
| Metadata | |
| Mobile web | |
| Modified second price auction | |
| Multi-site company | |
| Nonlinear In-Stream Ads | |
| Non-Session data (also called out-of-session data) | |
| Online Publisher | |
| Out-of-session data | |
| Pass Back | |
| Personalization | |
| Personalization Service | |
| Personally Identifiable Information (PII) | |
| Piggyback Pixel | |
| Pixel (also called Beacon or Web Beacon) | |
| Ad Creative Pixel | |
| Conversion Pixel | |
| Piggyback Pixel | |
| Platform Partner | |
| Profile | |
| Profile Aggregator | |
| Profile Database | |
| Publisher Pixel | |
| Publisher Ad Tag | |
| Purchase | |
| QPS | |
| Query String | |
| Referring URL | |
| Registration | |
| Retargeting (or re-targeting) | |
| Really Simple Syndication (RSS) | |
| RSS Reader | |
| Run of Exchange (ROE) | |
| Screen Scraping | |
| Search | |
| Search Click | |
| Search Engine | |
| Second price auction | |
| Segment | |
| Seller | |
| Sell Side Platform | |
| Server Side Call | |
| Single-site Publisher Ad Server | |
| Single-site Publisher Analytics | |
| Site/Page/Position Transparency | |
| Skippable | |
| Spyware | |
| Static bidding (Flat CPM) | |
| Targeted Advertisement | |
| Transaction | |
| User Syncing | |
| Video context | |
| Viewability Obstructions | |
| Web App Advertising |
#6 Appendix Exhibit A: Compliance Officer Attestation Exhibit B: Executive Attestation Exhibit C: Sample Independent Validation Attestation
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