Glossary |
General
Advertiser / Merchant: The company / party paying for the advertisement / marketing.
Agency: Agencies are clients of a network who mange multiple merchants.
Banner: The standard type of creative format such as a static image or an animated image (i.e. jpeg or gif files).
They can be of following format:
- Gif
- Jpeg
- Flash (Rich media banner)
- Html banners
B to B (business to business): Businesses whose customers are other businesses.
B to C (business to consumer): Businesses whose major customers are consumers.
Clicks:
- Metric which measures the reaction of a user to a banner or any link. There are three types of clicks: click-throughs; in-unit clicks; and mouseovers;
- The opportunity for a user to download another file by clicking on an advertisement, as recorded by the server.
- the result of a measurable interaction with an advertisement or key word that links to the advertiser’s intended Web site or another page or frame within the Web site;
- metric which measures the reaction of a user to hot-linked editorial content.
Conversion: The act of converting a web site visitor into a customer or at least taking that visitor a step closer to customer acquisition (such as convincing them to sign up for your e-mail newsletter).
Conversion rate This is measure of how many clicks converted to sales.
Cookie This is small file stored on user´s browser by a web server. While the web site is being accessed, data in the visitor´s cookie file can be stored or retrieved. Mostly cookies are used as unique identifiers (i.e. user IDs or session IDs) to isolate a visitor´s movements from others during that visit and subsequent visits. Other data that may get stored in a cookie include an order number, email address, referring advertiser, etc.
Cost per action(CPA): the cost incurred or price paid for a specific action, such as signing up for an email newsletter, entering a contest, registering on the site, completing a survey, downloading trial software, printing a coupon, etc.
Cost per click(CPC): The cost incurred or price paid for a clickthrough to your landing page.
Cost per thousand Impressions(CPM): The cost incurred or price paid for a thousand impressions.
HTML (Hyper text markup language): A set of codes called markup tags in a plain text (*.txt) file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.
HTML page: A HyperText Markup Language document stored in a directory on a Web server and / or created dynamically at the time of the request for the purpose of satisfying that request. In addition to text, an HTML page may include graphics, video, audio, and other files.
Impression The number of times your search ad is served to users.
Insertion order Purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency).
IP: An internet protocol telling the network how packets are addressed and routed.
IP address: Internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g. 125.45.87.204).
Key performance indicators: KPIs help organizations achieve organizational goals through the definition and measurement of progress. The key indicators are agreed upon by an organization and are indicators which can be measured that will reflect success factors. The KPIs selected must reflect the organization's goals, they must be key to its success, and they must be measurable. Key performance indicators usually are long-term considerations for an organization.
Pay-for-performance: A pricing model based on delivering sales or something else that can be directly attributed to the bottom line. Contrast this with traditional banner advertising which is based on impressions, a chunk of which come from people you have no desire or ability to do business with.
Pay per click: A pay-for-performance pricing model where advertiser pays on number of clickthroughs. Google adwords is an example of such a model which charges advertisers on a pay-per-click basis.
Page impression A measurement of responses from a Web server to a page request from the user´s browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to the opportunity to see the page by the user.
ROI(return on investment): Net profit divided by investment.
Tag: There are different definitions of tags depending on the channel in question.
- Heading tag - An HTML tag that is often used to denote a page or section heading on a web page. Search engines pay special attention to text that is marked with a heading tag, as such text is set off from the rest of the page content as being more important.
- Meta tags - Meta-information (information about information) that is associated with a web page and placed in the HTML but not displayed on the page for the user to see. There are a range of meta tags, only a few of which are relevant to search engine spiders. Two of the most well-known meta tags are the meta description and meta keywords; unfortunately these are ignored by most major search engines, including Google.
- No frames tag - Alternative non-framed HTML on a frameset page for very old, non-frames capable web browsers and search engine spiders. A framed web site is not search engine friendly as long as it uses noframes tags.
- Title Tag - The text displayed in the blue bar at the very top of the browser window, above "Back," "Forward," "Refresh," "Print," etc. Although inconspicuous to the user, the title tag is the most important bit of text on a web page as far as the search engines are concerned. Search engines not only assign the words in the title tag more weight, they also typically display the title tag in the search results, making the title tag an important potential call-to-action as well. Thus, the wording of each page´s title tag should be thought through carefully
- Pixel tag or ‘beacon’ - A snippet of code placed in an ad, on a Web page, or in an email which helps measure whether the ad, page or email was delivered to the browser and to track actions in general. Also known as a clear GIF or pixel tag.
Target audience: The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.
Traffic: The amount of users that surf to a site . This is measured in terms of page views or unique visitors.
Unique user: Unique individual or browser which has either accessed a site (see unique visitor) or which has been served unique content and / or ads such as e-mail, newsletters, interstitials and pop-under ads. Unique users can be identified by user registration or cookies. Reported unique users should filter out robots.
Unique visitor: A unique user who accesses a Web site within a specific time period. See unique user.
Unique Visitors A count of individual users who have accessed your web site. It should be noted that the “user session” metric does not yield an accurate unique visitor count, as multiple user sessions can be generated by one unique visitor.
URL (Universal Resource Locator): The unique identifying address of any particular page on the Web. It contains all the information required to locate a resource, including its protocol (usually HTTP), server domain name (or IP address), file path (directory and name) and format (usually HTML or CGI).
XML (Extensible markup language): XML stands for Extensible Markup Language (filename.xml) - a scripting language that allows the programmer to define the properties of the document. |
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