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Ad Glossary

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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 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.

B2B: B2B stands for "business-to-business," as in businesses doing business with other businesses. The term is most commonly used in connection with e-commerce and advertising when you are targeting businesses as opposed to consumers.

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: How much information (text, images, video, sound) 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. (See also: 56K, bit, modem, T-1)

Banner: An ad on a Web page that is usually "hot-linked" to the advertiser's site.

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.

Button: Button is the term used to reflect an Internet advertisement smaller than the traditional banner. Buttons are square in shape and usually located down the left or right side of the site.

The IAB and CASIE have recognized these sizes as the most popular and most accepted on the Internet:

Standard Internet Ad Sizes:
728 x 90 Leaderboard Banner
300 x 250 Large Format Banner
180 x 150 Tile Button

CASIE: CASIE stands for the Coalition for Advertising Supported Information and Entertainment. It was founded in May of 1994 by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA) to guide the development of interactive advertising and marketing.

CGI: Common Gateway Interface. An interface-creation scripting program that allows Web pages tobe made on the fly, based on information from buttons, checkboxes, text input, etc.

Click Through: The percentage of ad views that resulted in an ad click.

CPC: Cost-per-click is an Internet marketing formula used to price ad banners. Advertisers will pay Internet publishers based on the number of clicks a specific ad banner gets. Cost usually runs in the range of $.10 -.$20 per click.

CPM: CPM is the cost per thousand for a particular site. A Web site that charges $15,000 per banner and guarantees 600,000 impressions has a CPM of $25 ($15,000 divided by 600).

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.

Domain Name: The unique name of an Internet site; for example www.cyberatlas.com. There are six top-level domains widely used in the US: .com (commercial), .edu (educational),.net (network operations), .gov (US government), .mil (US military) and .org (organization). Other, two letter domains represent countries; thus .uk for the United Kingdom and so on.

DTC: DTC stands for "direct-to-consumer." The term is commonly used to denote advertising that is targeted to consumers, as opposed to businesses. Television ads, print ads in consumer publications, and radio ads are all forms of DTC advertising.

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.

Hit: 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.

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 now be actually many virtual hosts.

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. HTML allows text to be "linked" to another file on the Internet.

Hypertext: Any text that that can be chosen by a reader and which causes another document to be retrieved and displayed.

IAB: IAB stands for the Internet Advertising Bureau. The IAB is a global nonprofit association devoted exclusively to maximizing the use and effectiveness of advertising on the Internet. The IAB sponsors research and events related to theInternet advertising industry.

Internet: A collection of approximately 60,000 independent, inter-connected networks that use the TCP/IP protocols and that evolved from ARPANet of the late '60s and early '70s.

Interstitial: Meaning in-between, an advertisement that appears in a separate browser window while you wait for a Web page to load. Interstitials are more likely to contain large graphics, streaming presentations, and applets than conventional banner ads, and some studies have found that more users click on interstitials than on banner ads. Some users, however, have complained that interstitials slow access to destination pages.

IP Address: Internet Protocal address. Every system connected to the Internet has a unique IP address, which 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 and their solution 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 is a worldwide network of people talking to each other in real time.

ISDN: Integrated Services Digital Network is a digital network that moves up to 128,000 bits-per-second over a regular phone line at nearly the same cost as a normal phone call.

Java: Java is a general purpose programming language with a number of features that make the language well suited for use on the World Wide Web. Small Java applications are called Java applets and can be downloaded from a Web server and run on your computer by a Java-compatible Web browser, such as Netscape Navigator or Microsoft Internet Explorer.

Javascript: Javascript is a scripting language developed by Netscape that can interact with HTML source code, enabling Web authors to spice up their sites with dynamic content.

Jump Page: A jump page, also known as a "splash page," is a special page set up for visitors who clicked on a link in an advertisement. For example, by clicking on an ad for Site X, visitors go to a page in Site X that continues the message used in the advertising creative. The jump page can be used to promote special offers or to measure the response to an advertisement.

Link: An electronic connection between two Web sites (also called "hot link").

Listserv: The most widespread of mail lists. Listervs started on BITNET and are now common on the Internet.

Log File: A file that lists actions that have occurred. For example, Web servers maintain log files listing every request made to the server. With log file analysis tools, it's possible to get a good idea of where visitors are coming from, how often they return, and how they navigate through a site. Using cookies enables Webmasters to log even more detailed information about how individual users are accessing a site.

Newsgroup: A discussion group on Usenet devoted to talking about a specific topic. Currently, there are over 15,000 newsgroups.

Opt-in E-mail: Opt-in e-mail lists are lists where Internet users have voluntarily signed up to receive commercial e-mail about topics of interest.

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 such as RealAudio player files, QuickTime videos or Java applets. 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 Views: 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 (done to speed browsing).

RealAudio: A commercial software program that plays audio on demand, without waiting for long file transfers. For instance, you can listen to National Public Radios entire broadcast of All Things Considered and the Morning Edition on the Internet.

Rich Media: Rich media is a term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects.

ROI: ROI stands for "return on investment," one of the great mysteries of online advertising, and indeed, advertising in general. ROI is trying to find out what the end result of the expenditure (in this case, an ad campaign) is. A lot depends on the goal of the campaign, building brand awareness, increasing sales, etc. Early attempts at determining ROI in Internet advertising relied heavily on the click-rate of an ad.

Server: A machine that makes services available on a network to client programs. A file server makes files available. A WAIS server makes full-text information available through the WAIS protocol (although WAIS uses the term source interchangeably with server).

Splash Page: See jump page.

Sponsorship: Sponsorships are increasing in popularity on the Internet. A sponsorship is when an advertiser pays to sponsor content, usually a section of Web site or an e-mail newsletter. In the case of a site, the sponsorship may include banners or buttons on the site, and possibly a tag line.

Sticky: "Sticky" sites are those where the visitors stay for an extended period of time. For instance, a banking site that offers a financial calculator is stickier than one that doesn't because visitors do not have to leave to find a resource they need.

T-1: A high-speed (1.54 megabits/second) network connection.

T-3: An even higher speed (45 megabits/second) Internet connection.

TCP: Transmission Control Protocol works with IP to ensure that packets travel safely on the Internet.

Unique Users: The number of different individuals who visit a site within a specific time period. To identify unique users, Web sites rely on some form of user registration or identification system.

UNIX: A computer operating system (the basic software running on a computer, underneath things like data bases and word processors). UNIX is designed to be used by many people at once ("multi-user") and has TCP/IP built-in. Unix is the most prevalent operating system for Internet servers.

Valid Hits: A further refinement of hits, valid hits are hits that deliver all information to a user. Excludes hits such as redirects, error messages and computer-generated hits.

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. To enable comparisons among sites, I/PRO uses a 30-minute time-out.

Source: Internet.com- Ad Resource