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| Glossary A |
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| Ad blocker |
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| Software on a user's browser which prevents advertisements from being displayed (Source: IAB) |
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| Ad network |
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| Organization that aggregates or brokers advertising inventory for many sites. |
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| Ad space |
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| The location on a Web page reserved to display advertising. Multiple ad spaces can exist on a single page. |
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| Adware |
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| Advertising-supported software typically downloaded with other applications such as peer-to-peer file sharing. |
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| Affiliate (also Publisher) |
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| Individual
or company that drives traffic to Advertiser/Merchant websites in
exchange for a commission for each transaction generated: usually lead
or sale. |
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| Affiliate marketing |
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| Marketing
channel through which affiliates (publishers) earn revenue by featuring
advertiser (merchant) offers on their websites or other media;
publishers receive a commission for each advertiser transaction, e.g.,
a lead or sale, that originated from the publisher's website. |
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| Alt (alternative) tag |
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| Text that appears when a banner or another image doesn’t load or when the mouse cursor moves over a banner/image. |
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| Glossary B |
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| Bandwidth |
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| The amount of data that can be sent over a network connection in a fixed amount of time. |
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| Banner |
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| Graphic image displayed on an HTML page used as an ad (Source: IAB). |
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| Behavioral targeting |
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| Ads served based on user behavior - web surfing habits, response to advertisements, etc. |
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| Browser |
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| Software used to access Internet sites. Browsers can be either text-based or graphical. |
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| B2B (Business-to-Business) |
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| Businesses selling products or services to another businesses |
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| B2C (Business-to-Consumer) |
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| Businesses selling products or services to end-consumers |
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| Button |
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| Small banner. Buttons are typically 88 x 31 pixels. |
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| Glossary C |
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| Caching |
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| The
process of storing pages, images, or other items on a local server or
user's computer to speed up the items’ loading. When ads are cached,
they are displayed but are not counted by ad servers. Thus, caching of
ads can lead to undercounting of the number of impressions. |
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| Campaign |
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| A
Campaign is a combination of Creatives (text, banners, etc.), Publisher
specific links/tags, and Campaign Terms. Campaign Terms determine the
acceptable ways to promote the Campaign, the Events upon occurrence of
which you receive compensation and the compensation amount, among other
things. |
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| CAN-SPAM Act |
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| Federal law that establishes requirements for those who send commercial email. |
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| Click tracking |
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| The process of counting and auditing number of clicks for a campaign. |
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| Co-registration |
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| Cooperative
marketing technique through which consumers register to receive
multiple offers via one integrated registration form. |
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| Confirmed opt-in |
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| In
email marketing, a consumer who after initially requesting to receive
commercial emails from a company/in a field, confirms the request by
clicking on a link in an email received as a result of the initial
request. |
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| Contextual advertising |
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| Ads served based a web page's content. |
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| Conversion rate (CVR) |
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| This is the percentage of visitors who take a desired action. |
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| Cookie |
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| Text
file downloaded onto a visitor’s computer hard drive to store
information about the visitor's actions in order to better customize
her next visits. A cookie can be read only by the server in the domain
that stored it. |
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| CPA (Cost per Action or Acquisition) |
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| Pricing
model in which advertisers pay a fee based on direct results.
Advertiser pays each time a visitor clicks on an ad and takes some sort
of action, whether it is a lead or a sale. |
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| CPC (Cost per Click) |
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| Pricing model in which advertisers pay a fee based on the number of clicks on their advertisements. |
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| CPL (Cost Per Lead) |
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| A
CPA pricing model that typically pays a fixed fee for the acquisition
of a customer lead, such as a filled-out form, a free trial offer
signup, or free download. |
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| CPM (Cost-per-Thousand Impressions) |
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| Pricing model in which advertisers pay a fee based for every 1,000 times the ad is shown (ad impressions). |
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| Creative |
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| Ad, such as banner, text link, buttons, email, pop up, etc. |
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| CTA (Click-to-Action Rate) |
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| The percentage of people who take action after clicking on an ad. |
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| CTR (Click-through Rate) |
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| Metrics
used in measuring the effectiveness of an advertising creative. This is
the percentage of people who click on an ad after seeing it, i.e.
number of clicks divided by number of impressions multiplied by 100. |
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| Glossary E |
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| E-mail campaign |
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| Advertising campaign distributed via e-mail. |
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| Expandable banner |
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| Banner
ad, which can expand to as large as 468x240 after a user clicks on it
or after a user moves his/her cursor over the banner (Source: IAB) |
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| Glossary F |
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| Floating ad |
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| Ad
that appears within the main browser window on top of the web page's
normal content, thereby appearing to "float" over the top of the page
(Source: IAB) |
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| Frequency capping |
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| Limiting the number of times an advertisement is delivered to a user within a specific time frame. |
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| Glossary G |
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| Geo targeting |
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| Serving of ads to a particular geographical area. |
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| Glossary I |
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| Impressions |
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| The
number of times a creative is displayed, either on a web page or in a
separate browser window as a pop-up or pop-under advertisement. A
single page view can have more than one impression if there is more
than one ad placed on the page, or if dynamic ad rotation is used. |
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| Internet Protocol address (IP address) |
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| A
unique number that identifies each machine connected to the Internet.
The IP address takes the form of four numbers separated by dots. |
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| Interstitial |
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| Ad
that appears between two content pages; also known as transition ad,
intermercial ad, splash page and Flash page (Source: IAB) |
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| Inventory |
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| The ad space available for sale on a Web site or other media. |
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| Glossary J |
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| Jump page (also Landing page) |
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| The page that is displayed when a user clicks on an ad. |
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| Glossary L |
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| Lead |
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| Action that doesn’t involve payment, such as filled-out form, free trial signup, or free download. |
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| Log file |
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| A
journal file that records all the requests made to a web server over a
given time period. Some of the types of data which are collected are:
date/time stamp, URL served, IP address of requestor, status code of
request, user agent string, previous URL of requestor, etc. |
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| Glossary M |
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| Media |
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| Distribution vehicle. The most used online media is the website. |
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| Mouseover |
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| Process by which a user places his/her mouse over a media object, without clicking. (Source: IAB) |
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| Glossary O |
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| Opt-in |
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| An
online process by which a subscriber requests to receive information
such as e-mail advertising and newsletters. An opt-in e-mail list is
also called a permission-based e-mail list. |
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| Opt-out |
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| An online process (such as un-checking a pre-checked box) by which a user actively chooses not to receive information. |
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| Glossary P |
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| Paid inclusion |
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| Search listings guaranteed to appear in response to a search query in exchange for payment; no guarantee of ranking. |
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| Performance-based advertising |
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| Advertising model in which the advertiser pays based on results achieved. |
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| Performance pricing |
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| Includes cost-per-click, cost-per-lead and cost-per-acquisition models. |
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| PPC (Pay-per-Click) |
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| See CPC pricing model |
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| PPI (Pay-per-Impression) |
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| See CPM pricing model |
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| PPL (Pay-per-Lead) |
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| See CPL pricing model |
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| PPS (Pay-per-Sale) |
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| See CPA pricing model |
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| Pop-under ad |
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| Ad that appears in a separate window beneath an open window. (Source: IAB) |
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| Pop-up ad |
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| An ad that appears in a separate window on top of content already on-screen. (Source: IAB) |
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| Privacy policy |
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| A Company’s official statement about the type of information collected on a site, the way information is stored and used. |
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| Glossary R |
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| Re-direct |
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| The process of a server sending a browser the location of a requested ad, rather than sending the ad itself. |
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| Referral |
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| A new member of a network referred by a current member. |
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| Revenue share |
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| Pricing model where advertisers pay publishers a percentage of the revenue earned. |
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| Rich media |
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| Method
of communication that incorporates animation, sound, video, and/or
interactivity; 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. (Source: IAB) |
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| ROI (Return on Investment) |
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| Net
profit divided by investment - a metric that attempts to determine what
the advertiser receives in return for the cost of the advertising. |
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| RON (Run of Network) |
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| Scheduling
of Internet advertising whereby an ad network positions ads across the
sites it represents at its own discretion, according to available
inventory. (Source: IAB) |
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| ROS (Run of Site) |
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| 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 (Source: IAB) |
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| Glossary S |
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| SEM (Search Engine Marketing) |
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| Act
of marketing a website via search engines, whether this be improving
rank in organic listings, purchasing paid listings or a combination of
these and other search engine-related activities. (Source: SEMPO) |
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| SEO (Search Engine Optimization) |
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| Act of altering a website so that it does well in the organic, crawler-based listings of search engines. (Source: SEMPO) |
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| Site stickiness |
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| Measure used to gauge the ability of a web site to hold a visitor's attention. |
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| Skyscraper |
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| Creative with dimensions 120x600 or 160x600 pixels. |
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| Spam (a.k.a. unsolicited commercial e-mail, bulk e-mail, mass e-mail, junk e-mail) |
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| Electronic
message advertising goods or services that is sent to someone without
his prior consent and in the absence of a previous relationship
(including newsgroup, IRC channel, or message board postings unrelated
to the topic of discussion of the particular newsgroup, channel or
message board). |
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| Superstitial |
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| 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. (Source: IAB) |
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| Glossary T |
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| Target audience |
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| A specified audience or demographic group for which an advertising message is designed. |
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| Tracking pixel (also Web beacon) |
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| Single
line of code which is used by a website or third-party ad server to
track a user's activity, such as a registration or conversion (Source:
IAB) |
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| Traffic |
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| The number of visits to a Web page or site. |
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| Glossary U |
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| Unique visitors |
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| Number of unique users who visit a page or site (usually counted once per 24 hours). |
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| Glossary V |
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| View-through tracking |
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| Ad tracking technology that measures actions occurring in the time after the initial impression. |
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| Viral marketing |
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| Advertising
and/or marketing techniques that "spread" like a virus by getting
passed on from consumer to consumer and market to market (Source: IAB) |
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| Glossary Y |
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| Yield management |
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| Process through which publisher return is maximized by adjusting payout based on the observed value of each inventory placement. |
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