Glossary |
Media
Ad banner: A graphic image or other media object used as an advertisement.
Ad blocker: Software on a user´s browser which prevents advertisements from being displayed.
Ad campaign audit: An activity audit for a specific ad campaign.
Ad centric measurement: Audience measurement derived from a third-party ad server´s own server logs.
Ad click: A measurement of the user-initiated action of responding to (such as clicking on) an ad element causing a re-direct to another Web location or another frame or page within the advertisement. There are three types of ad clicks: 1) click-throughs; 2) in-unit clicks; and 3) mouseovers. Ad click-throughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.
Ad click rate: Ratio of ad clicks to ad impressions.
Ad display / Ad delivered: When an ad is successfully displayed on the user´s computer screen.
Ad download: When an ad is downloaded by a server to a user´s browser. Ads can be requested, but aborted or abandoned before actually being downloaded to the browser, and hence there would be no opportunity to see the ad by the user.
Ad impression: 1) an ad which is served to a user´s browser. Ads can be requested by the user´s browser (referred to as pulled ads) or they can be pushed, such as e-mailed ads;
2) a measurement of responses from an ad delivery system to an ad request from the user´s browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the user´s browser -- therefore closest to the actual opportunity to see by the user. Two methods are used to deliver ad content to the user -
a) server-initiated and
b) client-initiated. Server-initiated ad counting uses the publisher´s Web content server for making requests, formatting and re-directing content. Client-initiated ad counting relies on the user´s browser to perform these activities. For organizations that use a server-initiated ad counting method, counting should occur subsequent to the ad response at either the publisher´s ad server or the Web content server. For organizations using a client-initiated ad counting method, counting should occur at the publisher´s ad server or third-party ad server, subsequent to the ad request, or later, in the process. See iab.net for ad campaign measurement guidelines.
Ad impression ratio: Click-throughs divided by ad impressions.
Ad insertion: When an ad is inserted in a document and recorded by the ad server.
Ad materials: The creative artwork, copy, active URLs and active target sites which are due to the seller prior to the initiation of the ad campaign.
Ad network: An aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network.
Ad recall: A measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they recall the ad. Ad recall can be on an aided or unaided basis. Aided ad recall is when the respondent is told the name of the brand or category being advertised.
Ad request: The request for an advertisement as a direct result of a user´s action as recorded by the ad server. Ad requests can come directly from the user’s browser or from an intermediate Internet resource, such as a Web content server.
Ad serving: The delivery of ads by a server to an end user´s computer on which the ads are then displayed by a browser and / or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately.
Ad space: The location on a page of a site in which an advertisement can be placed. Each space on a site is uniquely identified. Multiple ad spaces can exist on a single page.
Ad stream The series of ads displayed by the user during a single visit to a site (also impression stream).
Ad transfers: The successful display of an advertiser´s Web site after the user clicked on an ad. When a user clicks on an advertisement, a click-through is recorded and re-directs or “transfers” the user´s browser to an advertiser´s Web site. If the user successfully displays the advertiser´s Web site, an ad transfer is recorded. Ad view: When the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided by ad displays.
Ad window: Separate from the content window.
Advertiser: The company paying for the advertisement.
Advertising revenue: Revenue realized from the sale of advertising. See interactive advertising revenue.
Affinity Marketing: Selling products or services to customers on the basis of their established buying patterns. The offer can be communicated by e-mail promotions, online or offline advertising.
Alternate text: A word or phrase that is displayed when a user has image loading disabled in their browser or when a user abandons a page by hitting “stop” in their browser prior to the transfer of all images. Also appears as “balloon text” when a user lets their mouse rest over an image.
Animated Advertisement: An ad that changes over time. For example, an animated ad is an interactive Java applet or Shockwave or GIF89a file.
Animated Gif: An animation created by combining multiple GIF images in one file. The result is multiple images, displayed one after another, that give the appearance of movement.
Anonymizer: An intermediary which prevents Web sites from seeing a user´s Internet Protocol (IP) address.
Applet A small, self-contained software application that is most often used by browsers to automatically display animation and/or to perform database queries requested by the user.
Applicable browser: Any browser an ad will impact, regardless of whether it will play the ad.
Backbone: A central network connecting other networks together.
Bandwidth: 1) the transmission rate of a communications line or system, expressed either as cycles per second / hertz for analog lines, or as bits (bps) or kilobits per second (Kbps) for digital systems;
2) line speed;
3) the amount of information that can be transmitted over communications lines at one time.
Bandwidth Competition: A bottleneck, however brief, when two or more files are simultaneously transmitted over a single line. Unless the system is able to prioritize among the files, the effect is to slow delivery of each.
Banner: A graphic image displayed on an HTML page used as an ad. See iab.net for voluntary guidelines defining specifications of banner ads.
Barter: The exchange of goods and services without the use of cash. The value of the barter is the dollar value of the goods and services being exchanged for advertising. This is a recognized form of revenue under GAAP (Generally Accepted Accounting Principles).
B to B: Businesses whose customers are other businesses.
B to C: Businesses whose major customers are consumers.
BBS: Software that enables users to log into e-mail, usenet and chat groups via modem.
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.
Beta: A test version of a product, such as a Web site or software, prior to final release.
Beyond the banner: A term referring to any advertisement that is not a banner, e.g. an interstitial, streaming video ads, etc.
Bit: The smallest unit of data in a computer. A bit has a single binary value of either 0 or 1. There are eight bits in a byte.
Bit rate: A measure of bandwidth which tells you how fast data is traveling from one place to another on a computer network. Bit rate is usually expressed in kilobits (100 bits) per second or Kbps.
Bonus impressions: Additional ad impressions above the commitments outlined in the approved insertion order.
Bot Short for robot. See intelligent agent, robot.
Bounce: What happens when e-mails are returned to the mail server as undeliverable.
Broadband: An Internet connection that delivers a relatively high bit rate - any bit rate at or above 100 Kbps. Cable modems, DSL and ISDN all offer broadband connections.
Browser: A software program that can request, download, cache and display documents available on the World Wide Web. Browsers can be either text-based or graphical.
Browser sniffer: See sniffer.
Buffering: When a streaming media player saves portions of a streaming media file until there is enough information for the stream to begin playing.
Button: 1) clickable graphic that contains certain functionality, such as taking one someplace or executing a program;
2) buttons can also be ads. See iab.net for voluntary guidelines defining specifications of button ads.
Cache: Memory used to temporarily store the most frequently requested content / files / pages in order to speed its delivery to the user. Cache can be local (i.e. on a browser) or on a network. In the case of local cache, most computers have both memory (RAM), and disk (hard drive) cache. Today, Web browsers cause virtually all data viewed to be cached on a user´s computer.
Cache busting: The process by which sites or servers serve content or HTML in such a manner as to minimize or prevent browsers or proxies from serving content from their cache. This forces the user or proxy to fetch a fresh copy for each request. Among other reasons, cache busting is used to provide a more accurate count of the number of requests from users.
Cache ad impressions: The delivery of an advertisement to a browser from local cache or a proxy server´s cache. When a user requests a page that contains a cached ad, the ad is obtained from the cache and displayed.
Caching: The process of copying a Web element (page or ad) for later reuse. On the Web, this copying is normally done in two places: in the user´s browser and on proxy servers. When a user makes a request for a Web element, the browser looks into its own cache for the element; then a proxy, if any; followed by the intended server. Caching is done to reduce redundant network traffic, resulting in increased overall efficiency of the Internet.
Channel: 1) a band of similar content;
2) a type of sales outlet (also known as channel of distribution), for example retail, catalogue, or e-commerce.
Chat: Online interactive communication between two or more people on the Web. One can “talk” in real time with other people in a chat room, but the words are typed instead of spoken.
Chat room: An area online where you can chat with other people in real-time.
Click down: The action of clicking on an element within an ad and having another file displayed on the user’s screen, normally below or above the initial ad. Click down ads allow the user to stay on the same Web page and provide the advertiser a larger pallet to communicate their message.
Click rate: Ratio of ad clicks to ad impressions.
Click stream: 1) The electronic path a user takes while navigating from site to site, and from page to page within a site;
2) a comprehensive body of data describing the sequence of activity between a user´s browser and any other Internet resource, such as a Web site or third party ad server.
Clickthrough: The action of following a hyperlink within an advertisement or editorial content to another Web site or another page or frame within the Web site. Ad click-throughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.
Click within: Similar to click down or click. But more commonly, click-withins are ads that allow the user to “drill down” and click, while remaining in the advertisement, not leaving the site on which they are residing.
Client initiated ad impression: One of the two methods used for ad counting. Ad content is delivered to the user via two methods - server-initiated and client-initiated. Client-initiated ad counting relies on the user’s browser for making requests, formatting and re-directing content. For organizations using a client-initiated ad counting method, counting should occur at the publisher´s ad server or third-party ad server, subsequent to the ad request, or later, in the process. See server-initiated ad impression.
Communication error: The failure of a Web browser / Web server to successfully request / transfer a document.
Content integration: Advertising woven into editorial content or placed in a contextual envelope. Also known as “Web advertorial”.
Cookie buster: Software that blocks the placement of cookies on a user´s browser.
Copy: Printed text in an advertisement.
Count Audit: See activity audit.
CPA (cost per action): Cost of advertising based on a visitor taking some specifically defined action in response to an ad. ´Actions´ include such things as a sales transaction, a customer acquisition, or a click.
CPC (cost per click): Cost of advertising based on the number of clicks received.
CPL (cost per lead): Cost of advertising based on the number of database files (leads) received.
CPM (cost per thousand): Media term describing the cost of 1,000 impressions. For example, a Web site that charges $1,500 per ad and reports 100,000 visits has a CPM of $15 ($1,500 divided by 100).
CPO (cost per order): Cost of advertising based on the number of orders received. Also called Cost-per-Transaction.
CPS (cost per sale): The advertiser´s cost to generate one sales transaction. If this is being used in conjunction with a media buy, a cookie can be offered on the content site and read on the advertiser´s site after the successful completion of an online sale.
CPT (cost per transaction): See CPO (Cost-per-Order).
Crawler: A software program which visits virtually all pages of the Web to create indexes for search engines. They are more interested in text files than graphic files. See also spider, bot, and intelligent agent.
CRM: Customer relationship marketing. Marketing specifically targeted to increasing brand loyalty.
Demographics: Common characteristics used for population or audience segmentation, such as age, gender, household income, etc.
Digital signatures: Signatures for electronic documents. They establish identity and therefore can be used to establish legal responsibility and the complete authenticity of whatever they are affixed to -- in effect, creating a tamper-proof seal.
Digital video server: A robust, dedicated computer at a central location that receives command requests from the television viewer through a video-on-demand application. Once it receives this request, it then instantly broadcasts specific digital video streams to that viewer.
Display: Successful download giving the user an opportunity to see.
DHTML: An extended set of HTML commands which are used by Web designers to create much greater animation and interactivity than HTML.
Domain name: The unique name that identifies an Internet site. Every domain name consists of one top or high-level and one or more lower-level designators. Top-level domains (TLDs) are either generic or geographic. Generic top-level domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or non-commercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .us (United States), .fr (France), .uk (United Kingdom), etc.
Drill down: When an online user accesses more and more pages of the Web site, i.e., he or she goes deeper into the content of the site.
DSL: A high-speed dedicated digital circuit from a given location to the telephone company´s central office, using normal copper telephone lines. DSL provides a separate channel for voice and fax, which means that phone calls and faxes can be carried at the same time high-speed data is flowing across the line. DSL is a general term that includes several variations: ADSL (Asymmetric Digital Subscriber Line), ranging up to 1.5 Mbps; HDSL (High-bit-rate Digital Subscriber Line), 1.5 Mbps; SDSL (Single-line Digital Subscriber Line), 1.5 Mbps; VDSL (Very high-data-rate Digital Subscriber Line), ranging up to 2.3 Mbps; and RDSL (Rate Adaptive Digital Subscriber Line), various speeds.
Dynamic ad placement: The process by which an ad is inserted into a page in response to a user´s request. Dynamic ad placement allows alteration of specific ads placed on a page based on any data available to the placement program. At its simplest, dynamic ad placement allows for multiple ads to be rotated through one or more spaces. In more sophisticated examples, the ad placement could be affected by demographic data or usage history for the current user.
Dynamic IP address: An IP address that changes every time a user logs on to the Internet.
Dynamic rotation: Delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.
Ecommerce: The process of selling products or services via the Web.
Email: Electronic mail. Text files that are sent from one person to another over the Internet.
Email campaign: Advertising campaign distributed via e-mail.
Encoding: the process of compressing and separating a file into packets so that it can be delivered over a network.
Encoder: A hardware or software application used to compress audio and video signals for the purpose of streaming.
Encryption: The scrambling of digital information so that it is unreadable without the use of digital keys.
Expandable banners: A banner ad which can expand to as large as 468 x 240 after a user clicks on it or after a user moves his / her cursor over the banner. See iab.net for the IAB IMU guidelines.
Eyeballs: Reference to the number of people who view, or “lay their eyes on”, a certain advertisement.
Flash: Macromedia’s vector-based graphics file format which is used to display interactive animations on a Web page. This form of rich media technology is available via a plug-in.
Floating ads: An ad or ads that appear within the main browser window on top of the Web page’s normal content, thereby appearing to “float’ over the top of the page.
Fold: An ad or content that is viewable as soon as the Web page arrives. One does not have to scroll down (or sideways) to see it. Since screen resolution can affect what is immediately viewable, it is good to know whether the Web site's audience tends to set their resolution at 640 x 480 pixels or at 800 x 600 (or higher).
Frame rate: The number of frames of video displayed during a given time. The higher the frame rate, the more high-quality the image will be.
Frequency The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.
GIF: A graphic format which uses compression to store and display images.
Gif / Animated Gif: An extension of the .gif format which creates animation through a sequence of images being stored in a single image. A delay is customizable between “frames” to render the appearance of animation, much like a flappable picturebook.
Hit: When users access a Web site, their computer sends a request to the site’s server to begin downloading a page. Each element of a requested page (including graphics, text, interactive items) is recorded by the site’s Web server log file as a “hit”. If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.
Home page: The page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet. Typically, it welcomes you and introduces the purpose of the site, or the organization sponsoring it, and then provides links to other pages within the site.
Host: Any computer on a network that offers services or connectivity to other computers on the network. A host has an IP address associated with it.
Hotlists: Pull-down or pop-up menus often displayed on browsers or search engines that contain new or popular sites.
Hot spot: see Hyperlink.
House ads: Ads for a product or service from the same company. “Revenues” from house ads should not be included in reported revenues. HTTP: The format most commonly used to transfer documents on the World Wide Web.
Hybrid pricing: Pricing model which is based on a combination of a CPM pricing model and a performance-based pricing model. See CPM pricing model and performance-based pricing model.
Hyperlink: HTML programming which redirects the user to a new URL when the individual clicks on hypertext. Hypertext: Text or graphical elements on a page which activates a hyperlink when clicked.
Iframe: A floating frame inserted within a Web page which is not bound to the side of a browser window.
Image map: A GIF or JPEG image with more than one linking hyperlink. Each hyperlink or hot spot can lead to a different destination page.
Interactive advertising: All forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.
Internal page impressions: Web site activity that is generated by individuals with IP addresses known to be affiliated with the Web site owner. Internal activity that is associated with administration and maintenance of the site should be excluded from the traffic or measurement report.
Interstitial ads: Ads that appear between two content pages. Also known as transition ads, intermercial ads, splash pages and Flash pages.
Intranet: A worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols.
In-unit click: A measurement of a user-initiated action of responding to an ad element which generally causes an intra-site redirect or content change. In-unit clicks are usually tracked via a 302 redirect. Also known as click-downs, click-ups and click-withins. See ad click; 302 redirect.
Inventory: The number of ads available for sale on a Web site.
IRC: 1) a facility that allows people to chat in real time. The chats, or forums, are typed remarks, and they can be either public or private;
2) a protocol that allows users to converse with others in real time. IRC is structured as a network of servers, each of which accepts connections from client programs.
ISP (internet service provider): An organization that provides access to the Internet. An ISP can be a commercial provider, a corporate computer network, a school, college, university, or the government.
Page: A document having a specific URL and comprised of a set of associated files. A page may contain text, images, and other online elements. It may be static or dynamically generated. It may be made up of multiple frames or screens, but should contain a designated primary object which, when loaded, is counted as the entire page.
Page display: When a page is successfully displayed on the user’s computer screen.
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.
Page request: The opportunity for an HTML document to appear on a browser window as a direct result of a user’s interaction with a Web site.
Page view: When the page is actually seen by the user. Note: this is not measurable today; the best approximation today is provided by page displays.
Password: A group of letters and / or numbers which allow a unique user access to a secured Web site and / or a secure area of a Web site.
Pay per click: An advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message.
Pay per impression: An advertising pricing model in which advertisers pay based on how many users were served their ads. See CPM pricing model.
Pay per lead: An advertising pricing model in which advertisers pay for each “sales lead’ generated. For example, an advertiser might pay for every visitor that clicked on an ad or site and successfully completed a form. See CPL.
Pay per sale: An advertising pricing model in which advertisers pay agencies and / or media companies based on how many sales transactions were generated as a direct result of the ad. See CPS.
Performance pricing model ecpm: An advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads. See CPA, CPC, CPL, CPO, CPS, CPT.
Permission marketing: When an individual has given a company permission to market its products and services to the individual. See opt-in.
Persistent cookie: A cookie which remains on the user‘s hard drive until the user erases it.
Pixel: Picture element (single illuminated dot) on a computer monitor.The metric used to indicate the size of Internet ads.
Platform: The type of computer or operating system on which a software application runs, e.g., PC, Macintosh, Unix or WebTV.
Plug in: A program application that can easily be installed and used as part of a Web browser. Once installed, plug-in applications are recognized by the browser and their function integrated into the main HTML file being presented.
Pop under ad: Ad that appears in a separate window on top of content already on-screen. Similar to a daughter window, but without an associated banner.
Pop up ad: Ad that appears in a separate window on top of content already on-screen. Similar to a daughter window, but without an associated banner.
Pop up transitional: Initiates play in a separate ad window during the transition between content pages. Continues while content is simultaneously being rendered. Depending primarily on line-speed, play of a transitional ad may finish before or after content rendering is completed.
Portal: A Web site that often serves as a starting point for a Web user’s session. It typically provides services such as search, directory of Web sites, news, weather, e-mail, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards.
Pre caching: Storing advertising or content in a computer‘s RAM or hard disk memory before it is displayed on the user‘s screen, rather than at the time that it plays, to reduce delays in rendering. See cache, caching.
Privacy policy: A statement about what information is being collected; how the information being collected is being used; how an individual can access his / her own data collected; how the individual can opt-out; and what security measures are being taken by the parties collecting the data.
Privacy seal program: A program that certifies the Web site owner complies with the site‘s proposed policy. Examples include TRUSTe and BBBOnline.
Profiling: The practice of tracking information about consumers interests by monitoring their movements online. This can be done without using any personal information, but simply by analyzing the content, URL‘s, and other information about a user‘s browsing path / click-stream.
Protocol: A uniform set of rules that enable two devices to connect and transmit data to one another. Protocols determine how data are transmitted between computing devices and over networks. They define issues such as error control and data compression methods. The protocol determines the following: type of error checking to be used, data compression method (if any), how the sending device will indicate that it has finished a message and how the receiving device will indicate that it has received the message. Internet protocols include TCP / IP (Transfer Control Protocol/Internet Protocol), HTTP (Hypertext Transfer Protocol), FTP (File Transfer Protocol), and SMTP (Simple Mail Transfer Protocol).
Proxy servers: Intermediaries between end users and Web sites such as ISPs, commercial online services, and corporate networks. Proxy servers hold the most commonly and recently used content from the Web for users in order to provide quicker access and to increase server security.
Push advertising: Pro-active, partial screen, dynamic advertisement which comes in various formats.
Rate card: The list of prices and products and packages offered by a media company.
Re-direct: When used in reference to online advertising, one server assigning an ad-serving or ad-targeting function to another server, often operated by a third company. For instance, a Web publisher‘s ad management server might re-direct to a third-party hired by an advertiser to distribute its ads to target customers; and then another re-direct to a “rich media” provider might also occur if streaming video were involved before the ad is finally delivered to the consumer. In some cases, the process of re-directs can produce latency. See ad serving, latency.
Reach: 1) unique users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category; also called unduplicated audience;
2) the total number of unique users who will be served a given ad.
Real time: Events that happen in real time are happening virtually at that particular moment. When one chats in a chat room, or sends an instant message, one is interacting in real time since it is immediate.
Referral link: Fees paid by advertisers for delivering a qualified sales lead or purchase inquiry.
Referral fees: Fees paid by advertisers for delivering a qualified sales lead or purchase inquiry.
Registration: A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of content and ads. Registration can be required or voluntary.
Repeat visitor: Unique visitor who has accessed a Web site more than once over a specific time period.
Return Visits: The average number of times a user returns to a site over a specific time period.
Rich media: A method of communication that incorporates animation, sound, video, and / or interactivity. It can be used either singularly or in combination with the following technologies: streaming media, sound, Flash, and with programming languages such as Java, Javascript, and DHTML. It is deployed via standard Web and wireless applications including e-mail, Web design, banners, buttons, and interstitials.
RON (Run of network): The scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion, according to available inventor. The advertiser usually forgoes premium positioning in exchange for more advertising weight at a lower CPM.
ROS (Run of site): The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.
Router: A device that connects any number of LANs. Routers use headers and a forwarding table to determine where packets go, and they communicate with each other to configure the best route between any two hosts.
Sell through rate: The percentage of ad inventory sold as opposed to traded or bartered.
Server: A computer which distributes files which are shared across a LAN, WAN or the Internet. Also known as a “host”. Session: 1) a sequence of Internet activity made by one user at one site. If a user makes no request from a site during a 30 minute period of time, the next content or ad request would then constitute the beginning of a new visit;
2) a series of transactions performed by a user that can be tracked across successive Web sites. For example, in a single session, a user may start on a publisher’s Web site, click on an advertisement and then go to an advertiser’s Web site and make a purchase. See visit.
Session cookie Cookies which are loaded into a computer‘s RAM, and only work during that browser session. When the browser exits, these cookies are erased. They are “temporary cookies”, and no cookie is written to a user’s hard drive. See cookie.
Set top box: An electronic device that sits on top of one‘s TV set and allows it to connect to the Internet, game systems, or cable systems.
Skins: Customized and interchangeable sets of graphics, which allow Internet users to continually change the look of their desktops or browsers, without changing their settings or functionality. Skins are a type of marketing tool.
Skyscraper: A tall, thin online ad unit. The IAB guidelines recommend two sizes of skyscrapers: 120 X 600 and 160 x 600.
Spam: Slang term describing unsolicited e-mail.
Spider: A program that automatically fetches Web pages. Spiders are used to feed pages to search engines. It is called a spider because it crawls over the Web. Because most Web pages contain links to other pages, a spider can start almost anywhere. As soon as it sees a link to another page, it goes off and fetches it. Large search engines have many spiders working in parallel. See robot.
Splash page: A preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.
Static ads: 1) Ads that remain on a Web page for a specified period of time;
2) embedded ads. Stickiness: A measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit.
Streaming 1) technology that permits continuous audio and video delivered to a computer from a remote Web site;
2) an Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then “streams” small packets of information over the Internet to the user, who can access the content as it is received.
Superstitials: An interstitial format developed by Unicast which is fully pre-cached before playing. Specs are 550 x 480 pixels (2/3 of screen), up to 100K file size and up to 20 seconds in length.
Surfing: Exploring the World Wide Web.
Textual ad impressions: The delivery of a text-based advertisement to a browser. To compensate for slow Internet connections, visitors may disable “auto load images” in their graphical browser. When they reach a page that contains an advertisement, they see a marker and the advertiser’s message in text format in place of the graphical ad. Additionally, if a user has a text-only browser, only textual ads are delivered and recorded as textual ad impressions.
Tower ad: See Skyscaper.
Third party ad server: Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferences.
Transfer The successful response to a page request; also when a browser receives a complete page of content from a Web server.
Transitional ad: An ad that is displayed between Web pages. In other words, the user sees an advertisement as he / she navigates between page ’a‘ and page ‘b’. Also known as an interstitial.
Universe: Total population of audience being measured.
Upload: To send data from a computer to a network. An example of uploading data is sending e-mail.
Usenet: Internet bulletin-board application.
User agent string: A field in the server log file which identifies the specific browser software and computer operating system making the request.
User centric measurement: Web audience measurement based on the behavior of a sample of Web users.
User registration: Information contributed by an individual which usually includes characteristics such as the person’s age, gender, zip code and often much more. A site’s registration system is usually based on an ID code or password to allow the site to determine the number of unique visitors and to track a visitor’s behavior within that site.
Viewer: Person viewing content or ads on the Web. There is currently no way to measure viewers.
Viral marketing: 1) any advertising that propagates itself;
2) advertising and/or marketing techniques that “spread” like a virus by getting passed on from consumer to consumer and market to market.
Visit: Measurement which has been filtered for robotic activity of one or more text and / or graphics downloads from a site without 30 consecutive minutes of inactivity and which can be reasonably attributed to a single browser for a single session. See iab.net for ad campaign measurement guidelines.
Visit duration: The length of time the visitor is exposed to a specific ad, Web page or Web site during a single session.
VRML: Programming language designed to be a 3D analog to HTML.
Web beacon: A line of code which is used by a Web site or third party ad server to track a user´s activity, such as a registration or conversion. A Web beacon is often invisible because it is only 1 x 1 pixel in size with no color. Also known as Web bug, 1 by 1 GIF, invisible GIF and tracker GIF.
Web bug: See Web beacon. |
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