-- A --
Ad Clicks
Number of times users click on an ad banner.
Ad Click Rate
Sometimes referred to as "click-through," this is the percentage of ad views that resulted in an ad click.
Ad Space
An ad space is a space on a Web page that is reserved for ads. An ad space group is a group of spaces within a Web site that share the same characteristics, so that an ad purchase can be made for the group of spaces.
Ad Views (Impressions)
Number of times an ad banner is downloaded and presumably seen by visitors. If the same ad appears on multiple pages simultaneously, this statistic may understate the number of ad impressions, due to browser caching. Corresponds to net impressions in traditional media. There is currently no way of knowing if an ad was actually loaded. Most servers record an ad as served even if it was not.
Address
A unique identifier for a computer or site online, usually a URL for a web site or marked with an "@" for an email address. Literally, it is how your computer finds a location on the information highway.
Affiliate
A web site owner who has one or more registered pages on an advertising network.
Affiliate Programs
An advertising partnership, where you run advertisements on your site and the advertiser pays you either by lead or by commission.
Associate Affiliate
A web site owner who has one or more registered pages on an advertising network, but is participating only in the banner exchange portion of the program.
Affiliate Marketing
A system of advertising in which site A agrees to feature buttons from site B, and site A gets a percentage of any sales generated for site B. It can also be applied to situations in which an advertiser may be looking for marketing information, rather than a cash sale. Popular among startups with very small marketing budgets.
Affinity Marketing
Marketing efforts, including e-mail promotions, banners or offline media. Aimed at consumers on the basis of established buying patterns.
Anchor
A word, phrase or graphic image, in hypertext, it is the object that is highlighted, underlined or "clickable" which links to another site.
Applet
An application program written in Java which allows viewing of simple animation on web pages.
Auditor
Third-party company that tracks, counts and verifies ad-banner requests, or verifies a Web site's ad reporting system.
Avatar
A digital representation of a user in a virtual reality site.
-- B --
Backbone
A high-speed line. or series of connections, that forms a large pathway within a network. The term is relative to the size of network it is serving. A backbone in a small network would probably be much smaller than many non-backbone lines in a large network.
Bandwidth
The Amount of information (text, images, video, sound) that can be sent through a connection. Usually measured in bits-per-second. A full page of text is about 16,000 bits. A fast modem can move approximately 15,000 bits in one second. Full-motion, full-screen video requires about 10,000,000 bits-per-second, depending on compression.
Banner
Banners are the 468-by-60-millimeter ad space atop commercial Web sites that are usually "hot-linked" to the advertiser's site.
Banner Ads
An advertisement that is run on a site in the shape of a banner (468 x 60 pixels)
Banner Click-Throughs
The number of times users click on a banner ad.
Banner Click-Through Rate
The percentage of banner impressions that resulted in a user clicking on the banner.
Banner Deliveries
Number of times a graphic banner file is requested to be drawn on a web page. Also called banner impressions, impressions, ad views, or banner views.
Banner Exchanges
A banner advertising program that allows you to run your banner advertisements throughout the site's network, in exchange for banner advertisements run on your site.
Banner Impressions
Number of times a graphic banner file is requested to be drawn on a web page. The actual number of times a user sees a banner ad can not be determined and is often significantly under-estimated as a result of how web pages are cached in browser and how large service providers cache pages through proxy servers. Also called ad views or banner views.
Beta
This term has migrated from computer and software development, and it is usually used as "beta site." It means test site or test version. Beta is not the finally version of a product or web site, but it's close enough to show in public and work the bugs out.
Booked Space
This is the number of ad views for an ad space that are currently sold out.
Bookmark
A bookmark is an easy way to find your way back to a web site, just like a real bookmark helps you keep your place in a book you are reading.
Bounce
This is what happens when email is returned as undeliverable.
Branding
A school of advertising that says, "If the consumer has heard of us, we've done our job." Fortunately for agencies, brand value is extremely difficult to measure, so branding campaigns can be easily defended with grandiose predictions of future glory.
Browser
An application used to view information from the Internet. Browsers provide a user-friendly interface for navigating through and accessing the vast amount of information on the Internet.
Browser Caching
To speed surfing, browsers store recently used pages on a user's disk. If a site is revisited, browsers display pages from the disk instead of requesting them from the server. As a result, servers under-count the number of times a page is viewed.
Browsing
A term that refers to exploring an online area, usually on the World Wide Web.
BBS (Bulletin Board System)
Software that enables users to log into email, usenet and chat groups via modem.
Buttons
Objects that, when clicked once, cause something to happen.
-- C --
Cache
Cache is a storage area for frequently accessed information. Retrieval of the information is faster from the cache than the originating source. There are many types of cache including RAM cache, secondary cache, disk cache, and cache memory to name a few.
CD-ROM
Compact Disk-Read Only Memory, a storage medium popular in modern computers. One CD-ROM can hold 600 MB of data.
CGI
Common Gateway Interface. An interface-creation scripting program that allows Web pages to be made on the fly based on information from buttons, checkboxes, text input, etc.
Chat Room
An area online where you can chat with other members in real-time.
Charge-back
A reversal of a Pay-out previously earned for a sale, lead, or click that is later rescinded or corrected by the Merchant. A Charge-back is defined and limited to product returns, duplicate entries, non-qualified sales, leads, or clicks, and unauthorized payment or non-receipt of payment from the Visitor to the Merchant...
Click
The opportunity for a visitor to be transferred to a location by clicking on an ad, as recorded by the server.
Click stream
A click stream is a recorded path of the pages a user requested in going through one or more Web sites. Click stream information can help Web site owners understand how visitors are using their site and which pages are getting the most use. It can help advertisers understand how users get to the client's pages, what pages they look at, and how they go about ordering a product.
Click-thru/through
When a banner gets clicked on and a user accesses your site.
Click-Through Rate
Percentage of times a user responded to an advertisement by clicking on the ad button/banner. At one time the granddaddy of Web-marketing measurements, click-through is based on the idea that online promotions that do what they're intended to do will elicit a click.
Cookie
A file on your computer that records information such as where you have been on the World Wide Web. The browser stores this information which allows a site to remember the browser in future transactions or requests. Since the Web's protocol has no way to remember requests, cookies read and record a user's browser type and IP address, and store this information on the user's own computer. The cookie can be read only by a server in the domain that stored it. Visitors can accept or deny cookies, by changing a setting in their browser preferences.
Cost-per-action
What an advertiser pays for each visitor that takes some specifically defined action in response to an ad, beyond simply clicking on it.
CPC
Cost Per Click
CPL
Cost Per Lead
CPM
Cost per thousand. A term typically used in pricing impressions in lots of 1000. Agencies and advertisers typically want advertising quotes in this form.
CPT
Cost Per Transaction
CPTM
Cost per targeted thousand impressions.
CPU (Central Processing Unit)
The Central Processing Unit is the main "brain" of the computer, where the information is processed and calculations are done.
Commission
The amount per-sale, per-lead, or per-click paid to an Affiliate. The Commission may be expressed as a set amount, or as a percent of sales.
Coverage
The percentage of a population group covered by the Internet.
Creative Technology
The technology used to create or develop an ad unit. The most common creative technology for banners is GIF or JPEG images. Other creative technologies include Java, HTML, or streaming audio or video.
Cyberspace
Coined by author William Gibson in his 1984 novel "Neuromancer", cyberspace is now used to describe all of the information available through computer networks.
-- D --
Demographics:
Demographics is data about the size and characteristics of a population or audience (i.e. gender, age group, income group, etc)
Direct Response
The school of advertising that says, "The Internet is an interactive medium. If the consumer interacts with our marketing efforts, we've done our job."
Domain
A domain is the main subdivision of internet addresses, the last three letters after the final dot, and it tells you what kind of organization you are dealing with. There are six top-level domains widely used: .com (commercial), .edu educational), .net (network operations), .gov (government), mil (US military) and .org (organization). Other, two letter domains represent countries; thus .uk for the United Kingdom, .ca for Canada, and so on. However, as the domains become clogged and all the "good" site addresses get snatched up, more Domains are entering the picture.
Domain Consolidation Level
Data reflects the consolidation of multiple domain names and/or URL's associated with the main site.
Drill Down
A term used to express what a surfer does as he or she goes further into a web site -- deeper into the back pages, deeper into data.
Dynamic Rotation
Advertisements rotated on a timed basis.
-- E --
Electronic Mail, text files that are sent from one person to another.
Emoticons
The online means of facial expressions and gestures. Examples: :-) Tip your head to the left and you will see the two eyes, nose and smiling mouth. Use them where applicable in chats and e-mail. Other emoticons include: :-( sad, :-0 surprised, and ;-) wink. Some love them, some hate them, so use them carefully in business.
Encryption
Software algorithms applied to data being transmitted on the Internet to guarantee secure transmission from one point to another. An encrypted data transmission cannot be deciphered, even if it is intercepted along the way.
-- F --
FAQ (Frequently Asked Questions)
FAQ is a commonly used abbreviation for "Frequently Asked Questions." Most Internet sites will have a "FAQ" to explain what is in the area and how to use its features.
Filtering
The immediate analysis by a user's program to determine which ad(s) to return in the requested page. A Web page request can tell a Web site or its ad server whether it fits a certain characteristic, such as coming from a particular company's address, or that the user is operating a particular level of browser. The Web ad server can respond accordingly.
Firewall
A security barrier placed between an organization's internal computer network, either its IS system or intranet, and the internet. It keeps your information in, and unwanted people out. It consists of one or more routers which accept, reject or edit transmitted information and requests.
Flame
An intentionally crude or abusive email message or usenet post.
Fold
"Above the fold," a term borrowed from print media, refers to an ad that is viewable as soon as the Web page arrives. You don't have to scroll down (or sideways) to see it.
Forms
The pages in most browsers that accept information in text-entry fields. They can be customized to receive data and orders, reports or other information. They can also be used to communicate.
Frames
The use of multiple, independent sections to create a single Web page. Each frame is built as a separate HTML file but with one "master' file to identify each section. When a user requests a page with frames, several pages will be displayed as panes. Most audit firms count only the master HTML page request and therefore can accurately report the page requests.
Freeware
Software downloaded from internet download sites, which is free to use and free to keep,
Frequency
The number of times an ad is delivered to the same browser in a single session or time period. A site needs to use cookies in order to manage ad frequency.
FTP
File Transfer Protocol. A protocol that allows the transfer of files from one computer to another.
-- G --
Gateway
A link from one computer system to a different computer system.
GIF
(Graphic Interchange Format) GIF (pronounced "gift") is a graphics format that can be displayed on almost all web browsers. It is a common compression format used for transferring graphics files between different computers. Most of the "pictures" you see online are GIF files. They display in 256 colors and have built-in compression. GIF images are the most common form of Banner Creative.
GIF89a or Animated GIF
A GIF animation tool that creates sequences of images to simulate animation and allows for transparent background colors.
Gross Exposures
Each time a Web server sends a file to a browser, it is recorded in the server log file as a "hit." Hits are generated for every element of a requested page (including graphics, text and interactive items). If a page containing two graphics is viewed by a user, three hits will be recorded - one for the page itself, and one for each graphic. Webmasters use hits to measure their server's work load. Because page designs vary greatly, hits are a poor guide for traffic measurement.
-- H --
Hacker
Originally used to describe a computer enthusiast who pushed a system to its highest performance through clever programming.
Helper Application
This term refers to software programs that run along with browser programs, enabling them to perform additional functions.
History List
Most browsers have a pull-down menu, which displays the sites you've recently visited so you can return to site instantly, or view your latest surfing session. The same mechanism makes it possible for servers to track where you were before visiting a particular site.
Hit
The sending of a single file, whether text, graphic, audio or other type of file. When a page request is made, all elements or files that comprise the page are recorded as hits on a servers log file. While there is no accurate formula for determining the number of visitors to a page or site based on the number of hits, a hit at least indicates somebody was there.
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 the lower-level pages of the site. In business terms, it's the grabber.
Host
An Internet host used to be a single machine connected to the Internet (which meant it had a unique IP address). As a host, it made available to other machines on the network certain services. However, virtual hosting has now meant that one physical host, can be actually many virtual hosts.
Hotlists
These can be pull-down or pop-up menus on browsers that contain new or popular sites. Major browser and search engine home pages also contain updated hotlists, and there are also entire sites of hotlists.
HTML
HyperText Markup Language is a coding language used to make hypertext documents for use on the Web. HTML resembles old-fashioned typesetting code, where a block of text is surrounded by codes that indicate how it should appear.
Hypertext
Any text that that can be chosen by a reader, and which causes another document to be retrieved and displayed.
HTTP
(HyperText Transfer Protocol) is the format of the World Wide Web. When a browser sees "HTTP" at the beginning of an address, it knows that it is viewing a WWW page.
Hyperlink
This is the clickable link in text or graphics on a web page that takes you to another place on the same page, another page or a whole other site. It is the single most powerful and important function of online communications.
-- I --
Impression (Ad Impression or Page Impression)
The ad impression is the metric a site uses for measuring inventory. Different definitions exist for this term:
A. The viewing of a page or ad(s) by the user. The assumption is that the page or ad images were successfully downloaded, and the user viewed the page or ads.
B. The request for a page or ad. Agencies usually collect a fee for every thousand impressions (hence the term CPM - cost per thousand).
Infopreneur
Someone who starts up a business in information technology, or online communications.
Insertion Order
An insertion order is a formal, printed order to run an ad campaign. Typically, the insertion order identifies the campaign name, the Web site receiving the order, and the planner or buyer giving the order. It includes individual ads to be run (or who will provide them), the ad sizes, the campaign beginning and end dates, the CPM, the total cost, discounts to be applied, and reporting requirements. Also covered is possible penalties or stipulations relative to the failure to deliver the impressions.
Interactivity
The degree in which a visitor can control how they view, navigate or otherwise interact with a website.
Internet
A collection of approximately 60,000 independent, inter-connected networks that use the TCP/IP protocols. These evolved from ARPANet of the late '60s and early '70s. The "Net", is a worldwide system of computer networks, providing reliable and redundant connectivity between disparate computers and systems, using common transport and data protocols.
Internet Domain Name
The unique name that identifies an Internet entity.
Interstitial
Means "something in between" and is a page that is inserted in the normal flow of content between a user and a site. An Interstitial Ad is an "intrusive" ad unit that is spontaneously delivered without specifically being requested by a user. Blocking the site behind it, Interstitial Ads are designed to grab consumers' attention for the few nanoseconds it takes them to close the window. Interstitial Ads can be full pages, or small daughter windows. Also referred to as "pop-ups."
Intranet
Intranets are private networks, usually maintained by corporations for internal communications, which use Internet, usually web, protocols, software and servers. They are relatively cheap, fast, and reliable networking and information warehouse systems, that link offices around the world. They make it is easy for corporate users to communicate with one another, and to access the information resources of the Internet.
Inventory
The number of ads available for sale on a Web site. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and the number of page requests.
Inquiry
Typically, a valid inquiry is a response form voluntarily filled out by the user (to get a free catalog, for example), that contains complete name and postal address.
IP address
Internet Protocol address. Every system connected to the Internet has a unique IP address. Each consists of a number in the format A-B-C-D, where each of the four sections is a decimal number from 0 to 255. Most people use Domain Names instead, The resolution between Domain Names and IP addresses is handled by the network and the Domain Name Servers. With virtual hosting, a single machine can act like multiple machines (with multiple domain names and IP addresses).
IRC (Internet Relay Chat)
A facility that allows people, from many different places in the world at one time, to chat in real time. The chats, or forums, are typed remarks, and they can be either public or private
ISDN (Integrated Digital Services Network)
ISDN lines are high-speed dial-up connections to the Internet. Their cost and availability is determined by local telephone companies, which means in some places they are available, in other places they are not, with prices varying. The joke among communications experts is that ISDN stands for "It Still Does Nothing", as it is considered rather slow.
ISP
(Internet Service Provider) Is a business that provides access to the Internet. Its services are available to either individuals or companies, and includes a dial-in interface with the Internet, software and often web site and intranet design. There are currently over 3,000 ISPs in the U.S. alone.
-- J --
Java
Java is an object oriented programming language created by Sun Microsystems, that supports enhanced features such as animation, or real-time updating of information. If you are using a web browser that supports Java, an applet (Java program) embedded in the Web page will automatically run.
JPEG (Joint Photographic Experts Group)
JPEG (pronounced "jay peg") is a graphics format newer than GIF, which displays photographs and graphic images with millions of colors, it also compresses well and is easy to download. Unfortunately, not many browsers currently support it.
-- K --
Keyword
A word, or often phrase, used to focus an online search.
Killer App
A term that migrated from software development to online. It "tech-talk" for the eternal search for next big idea.
-- L --
Lag
The amount of time between making an online request or command, and receiving a response.
LAN (Local Area Network)
A computer network (pronounced "land") that is limited to a certain area, usually a single floor or building.
Link
An electronic connection between two Web sites (also called "hot link").
Listserver
A program that automatically sends email to a list of subscribers. It is the mechanism that is used to keep newsgroups informed.
Load
Usually used with upload or download, it means to transfer files or software to "load" from one computer or server to another computer or server. In other words, it's the movement of information online.
Log or Log Files
File that keeps track of network connections.
Login
The identification or name used to access, or log into, a computer, network or site.
-- M --
Mailing List
Online a mailing list is an automatically distributed email message about a particular topic, going to certain individuals. You can subscribe or unsubscribe to a mailing list by sending a message via email.
Media Broker
It's often not efficient for an advertiser to select every Web site it wants to put ads on. Media brokers aggregate sites for advertisers and their media planners or buyers, based on demographics, etc.
Media Buyer
A media buyer, usually at an advertising agency, works with a media planner to allocate the money provided for an advertising campaign. Funds are directed to specific print or online media (magazines, TV, Web sites, etc.),and the ads are placed accordingly. On the Web, placing the order often includes requesting proposals and negotiating the final cost.
Merchant Member
"Merchant" means a Web site that pays a reward for a legitimate sale, lead, or click by a Visitor, and uses a Service to facilitate sign-ups, tracking, reporting, and issuance of Commission payment.
MIME
(Multi-purpose Internet Mail Extensions) is a method of encoding a file for delivery over the Internet.
Modem
A contraction for "modulation/demodulation", it is the device that converts a digital bit stream into an analog signal (and back again), so computers can communicate across phone lines.
Modem Speeds
The speed at which you connect to the Internet through your computer's modem. They include 14.4, 28,8, 33.6 and ISDN. T1 and T3 are high-speed connections that use cards and not modems. ISDN requires special ISDN modems. The modem speed determines how fast web sites will load on your monitor
Mosaic
Developed by NCSA, the National Center for Supercomputing Applications at the University of Illinois in Urbana, this is the browser that revolutionized the Internet. It brought clickability and graphics to a hard-to-navigate, text-heavy information system.
MPEG
The file format that is used to compress and transmit movies or video clips online.
-- N --
Netiquette
A term that is used to describe the do's and don'ts of online behavior.
Network (Ad Network)
An aggregator or broker of advertising inventory from many sites.
Newbie
A term to describe anyone new to an area, whether it be a particular forum online, or the Internet.
Newsgroup
A discussion group on Usenet devoted to talking about a specific topic. Currently, there are over 15,000 newsgroups. Also called usenets, newsgroups consist of messages posted on electronic bulletin boards. Each board has a theme, and there are tens of thousands of newsgroups concerning every imaginable topic.
-- O --
Online
It's where you are right now -- and where the rest of the world is heading to get its information and entertainment, to communicate and buy products and services.
Online Service
A business that provides its subscribers with a wide variety of data transmitted over telecommunications lines. Online services provide an infrastructure, in which subscribers can communicate with one another, either by exchanging e-mail messages or by participating in online conferences (forums). In addition, the service can connect users with an almost unlimited number of third-party information providers.
Opt in/Opt out
An e-mail marketing promotion that typically gives consumers an opportunity to "opt in" (taking action to be part of the promotion) or to "opt out" (taking action to not be part of the promotion). Its also a term regularly used in regards to Ezine and Newsletter mailing lists.
-- P --
Page
All Web sites are a collection of electronic "pages." Each Web page is a document formatted in HTML (Hypertext Markup Language) that contains text, images or media objects. The "home page" is typically a visitor's first point of entry and features a site index. Pages can be static or dynamically generated. All frames and frame parent documents are counted as pages.
Page Request
The opportunity for an HTML document to be appear in a browser window as a direct result of a visitors interaction with a Web site (IAB). The page request is for a browser to "fetch" a page from a site.
Page Views
The number of times a user requests a page that may contain a particular ad. Indicative of the number of times an ad was potentially seen, or "gross impressions". Page views may overstate ad impressions if users choose to turn off graphics (often done to speed browsing).
Pay-per-Click
An advertising pricing model in which advertisers pay agencies based on how many consumers clicked on a promotion.
Pay-per-Impression
An advertising pricing model in which advertisers pay agencies based on how many consumers see their promotions.
Pay-per-Lead
In pay-per-lead advertising, the advertiser pays for each sale's lead generated.
Pay-per-Sale
An advertising pricing model in which advertisers pay agencies based on how many consumers actually buy something as a direct result of the promotion.
Pay-per-View
Since this is the prevalent type of ad buying arrangement at larger Web sites, the term tends to be used only when comparing this most prevalent method, with pay-per-click and other methods.
Pay-out
The amount per-sale, per-lead, or per-click established and agreed upon. The Payout may be expressed as a set amount or as a percent of sales.
PCMCIA
An acronym meaning Personal Computer Memory Card Industry Association. Many laptop computers use these devices as modems.
Portable Document Format. Word-processing software, business applications or desktop publishing files on the Web that look exactly like the originals.
PDF Files
Adobe's "Portable Document Format" is a translation format used primarily for distributing files across a network, or on a web site. Files with a .pdf extension have been created in another application, and then translated into .pdf files so they can be viewed by anyone, regardless of platform.
Performance Marketing
"Affiliate Marketing" or "Revenue Sharing" occurs when online businesses ("Merchants") and Web sites that generate online traffic ("Affiliates") partner to drive Visitors to the Merchant's Web site. The Merchant pays a reward when the Visitor referral results in a sale, lead, or click.
PID
(Personal Information Destination) There are millions of pages of information on the web, but if you are looking for a specific item, there is only one page, or very few, that contain exactly the information you need. That's your PID.
Plug-in
A program application that can easily be installed and used as part of a Web browser. Once installed, the browser recognizes plug-in applications, and its function is integrated into the main HTML file being presented.
POP
(Point of Presence) POP is a service provider's location for connecting to users. Generally, A POP refers to the location where people can dial into the provider's host computer. Most providers have several to allow low-cost access via telephone lines.
Portal
A Web site or service that offers a broad array of resources and services, such as e-mail, forums, search engines, and on-line shopping malls.
POTS
(Plain Old Telephone Lines) If you are using a dial-up connection which uses ISDN or T1 lines, you are accessing over POTS, copper wires that transmit at about 28.8 KBPS.
PPP
(Point to Point Protocol) Is the language that enables a computer to use telephone lines and a modem to connect to the Internet. Gradually replacing SLIP as the preferred means of connection.
Proof of performance
Some advertisers may want proof that the ads they have bought actually run and that clickthrough figures are accurate. In print media, tearsheets taken from a publication prove that an ad was run. On the Web, there is no industry-wide practice for proof of performance. Some buyers rely on the integrity of the media broker and the Web site. The ad buyer usually checks the Web site to determine the ads are actually running. Most buyers require weekly figures during a campaign. A few want to look directly at the figures, viewing the ad server or Web site-reporting tool.
Protocol
A set of rules that governs how information is to be exchanged between computer systems. Also used in certain structured chat rooms to refer to the order in which people may speak.
Psychographic Characteristics
This is a term for personal interest information that Web sites gather from users. Advertisers could use this data to help create a demographic profile for that site.
Push
The delivery ("push") of information that is initiated by the server; rather than being requested ("pulled") by a user. Pointcast is the most well known push service that pushes information based on the user's profile.
-- Q --
Query
A request for information, usually to a search engine.
-- R --
Rank
An ad's standing in comparison to other ads, based on the graphical click-through rate. Rank provides advertisers with information on an ad's performance across sites. Rank is also used in regards to a Web site's position with the Search Engines.
Reach
Unique Web users that visited the site over the course of the reporting period. Also called "unduplicated audience".
Real Time
Events that happen in real time are happening virtually at that particular moment. When you chat in a chat room, or send an instant message, you are interacting in real time, as it is immediate.
RealAudio
A commercial software program that plays audio on demand, without waiting for long file transfers.
Registration
A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of ads. Some sites require certain registration in order to access their content, while other sites use voluntary registration. Fee-based sites conduct registration in the form of a transaction (take a credit card to pay for the content). A registered user is a user who visits a Web site and elects, or is required, to provide certain information. Non-registered users may be denied access to a site requiring registration.
Reporting Template
Although the media has to report data to ad agencies, media planners and buyers during, and at the end of each campaign, no standard report is yet available. FAST, the ad industry coalition is working on proposed standard reporting template that would enable reporting to be consistent.
Rich Media
Rich media is advertising that contains perceptual or interactive elements more elaborate than the usual banner ad. Today, the term is often used for banner ads with popup menus that let the visitor select a particular page to link to on the advertiser's site. Rich media ads are generally more challenging to create and to serve.
Revenue Sharing
An advertising program that pays a commission each time someone buys a product or products.
RFP
Request for proposal.
RFC
(Request for Comment) are the documents that contain the protocols, standards and information that define the Internet. Gathered and published by the Internet Engineering Task Force, (a consensus-building body made up of institutions and corporations involved with online communications), they are preceded by RFC and followed by a number. RFC archives can be found at InterNIC.
ROI
Return on investment.
Router
The hardware or software that handles connections between networks online.
Run-of-Network
A run-of-network ad is one that is placed to run on all sites within a given network of sites. Ad sales firms handle run-of-network insertion orders in such a way as to optimize results for the buyer, consistent with higher priority ad commitments.
Run-of-Site
A run-of-site ad is one that is placed to rotate on all non-featured ad spaces on a site. CPM rates for run-of-site ads are usually less than for rates for specially placed ads or sponsorships.
-- S --
Screen Name
The name you use to represent yourself online.
Screen Shot
The viewing area of a web page that can be seen through a fully maximized browser on an average sized monitor, without scrolling up, down, or left or right.
Search Engine
A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. Although Search Engine is really a general class of programs, the term is often used to specifically describe systems, like Alta Vista and Excite, that enable users to search for documents on the World Wide Web, USENET newsgroups, etc.
Secure Electronic Transaction (SET)
An Internet protocol designed by Visa and MasterCard for securing credit card transactions on the Internet.
Server
Servers are the backbone of the Internet. These are the computers that are linked by communication lines, and "serve up" information in the form of text, graphics and multimedia, to online computers that request data.
Session
A series of transactions or hits made by a single user. If there has been no activity for a period of time, followed by the resumption of activity by the same user, a new session is considered started. Thirty minutes is the most common time period used to measure a session length.
Shareware
Software programs that are openly available, and usually can be downloaded online. They are often free, though not always. Many are "Demo" versions without the features of the "full version", or only work for a trial period.
Shovelware
Shovelware is software that is inflated in value by "shoveling" in all kinds of information, usually free to anyone and generally worthless. The term is being expanded by usage to the web, where a lot of irrelevant information is shoveled onto many sites.
Shockwave
A plug-in that allows for multimedia movies to play through a browser.
SIC Codes
(Standard Industrial Classifications) classifies establishments by the type of activity in which they are engaged.
SIS
Secure Interface Software
Slip
(Serial Line Internet Protocol) SLIP refers to a method of Internet connection that enables computers to use phone lines and a modem to connect to the Internet, without having to connect to a host.
Snail Mail
A term for traditional land and air mail services, which take days to deliver a message, versus seconds for delivery of email.
SOS
Secure Online Sales.
Spam
The use of mailing lists to blanket usenets or private email boxes with indiscriminate advertising messages. It is considered extremely bad netiquette and a loathed business practice.
Spider
A term used to describe search engines, because of the way they cruise all over the World Wide Web to find information. It is a software program that combs the web for new sites and updated information on old ones, like a spider looking for a fly.
Splash Page
A bridge page between a banner advertisement and an advertiser's Web site that provides product information and hotlinks. Splash pages are replacing many home pages, particularly on sites more involved with news and publishing, as gateways into web content. They start with a bigger "splash," more graphics and timely information, and change often, like the cover of a magazine
Sponsor
Depending on the context, a sponsor simply means an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself. It can also mean an advertiser that has a special relationship with the Web site, and supports a special feature of a Web site.
Sponsorship
Sponsorship is an association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of run-of-site advertising. When associated with specific content, sponsorship can provide a more targeted audience than run-of-site ad buys. Sponsorship also implies a "synergy and resonance" between the Web site and the advertiser. Some sponsorships are available as value-added opportunities for advertisers who buy a certain minimum amount of advertising.
Static Rotation
Advertisements rotate based on the entry of users into a screen. Regardless of the amount of time a user spends with a screen, advertisements will remain on the screen for the entire time and will not change.
Stickiness
A measure used to gauge the effectiveness of a site in retaining individual users. The term is typically used in promotional material when traffic numbers are too low to be effective in lauding a site's performance.
Surfing
Exploring World Wide Web. Commonly referred to as "Surfing the 'Net."
SYSOP
The person responsible for the day-to-day operations of a computer system or network. In large corporations, this person can be the head of the IS (Information Systems) Department.
-- T --
T-1
A high-speed (1.54 megabits/second) network connection.
T-3
An even higher speed (45 megabits/second) Internet connection.
Targeted Marketing
Banners or other promotions aimed, on the basis of demographic analysis, at one specific subsection of the market.
TCP
(Transmission Control Protocol) works with IP to ensure that packets travel safely on the Internet. This is the method by which most Internet activity takes place.
Throughput
The amount of data transmitted through internet connectors in response to a given request.
-- U --
Undernet
An alternative IRC that is accessed through a normal, or public, chat area. Its access is limited, and it is usually used for private conversations.
Unique Users
The total number of different users, or different computer terminals which have visited a Web site. This is measured using advanced tracking technology or user registration.
Unique Visitors
Different programs define unique visitors in widely different ways, often using assumptions that can not be verified. Some define it as the total number of different IP numbers in a 24-hour period, and some use the different computer terminals that have visited a Web site. There is NO current way to track real unique visitors unless the site uses a registration process.
Upload
To send a file from one computer to another via modem or other cable / telecommunication method.
URL
(Uniform Resource Locator) HTTP addresses used by the World Wide Web to specify a certain site. This is the unique identifier, or address, of a web page on the Internet. URL is pronounced "you-are-ell" or "earl".
Usenet
Internet message boards, also known as Newsgroups. Each board has a theme, and there are tens of thousands of usenets concerning every imaginable topic.
User Session
A series of transactions or hits made by a single user. If there has been no activity for a period of time, followed by the resumption of activity by the same user, a new session is considered started. Thirty minutes is the most common time period used to measure a session length.
-- V --
Valid Hits
Valid hits are hits that deliver all information to a user. Excludes hits such as redirects, error messages and computer-generated hits.
View
A view, depending on how it is used, is either an ad view or a page view. Usually an ad view is what's meant. There can be multiple ad views per page views.
Viewer
Another name for a help application.
Viral Marketing
Advertising that propagates itself. (I.E. When users send e-mail Email from most free, web-based accounts, they send an Ad, via tagline, at the bottom of the message).
Virtual Storefront
Allows you put another company's products on your Web site, and sell the products to make a commission.
Virus
These are programs that can be downloaded onto your computer or network from the Internet. Some are harmless, others are programmed to destroy your system, trash your files and disable your software.
VRML
(Virtual Reality Modeling Language)
This is an online programming language for creating three-dimensional programs. Its attractive, but at current bandwidths, it's slow.
Visits
A sequence of requests made by one user at one site. If a visitor does not request any new information for a period of time, known as the "time-out" period, then the next request by the visitor is considered a new visit.
-- W --
Web Page
A HTML (Hypertext markup Language) document on the web, usually one of many together that makeup a Web site.
Webmaster
The individual assigned to administer a corporation or organization's web site. This person lays out the information trees, designs the look, codes HTML pages, handles editing and additions, and checks that links are intact. In addition, he or she monitors routes and sometimes responds to email generated by the site.
Web Site
The virtual location for an organization's presence on the World Wide Web, usually making up several web pages and a single home page designated by a unique URL.
WAIS
(Wide Area Information Server) WAIS, pronounced "ways," searches for data through online gopher databases. Generally used to obtain scientific or Technical Information.
World Wide Web
The web allows computer users to access information across systems around the world. It uses URLs to identify files, systems and hypertext links to move between files on the same or different systems. The web is a client/server information system that supports the retrieval of data in the form of text, graphics and multimedia in a uniform HTML format.
-- X --
-- Y --
Your Account
In the Net Business, its a separate, specific account within a Service that is credited with your commissions and other earnings.
-- Z --
'zine (Ezine)
Magazines that are published digitally, rather than on paper. Some are mainstream, others are oddball and cover almost every topic imaginable.
