Impression: The display of a single creative to a consumer on a website, also called an ad or page impression. A single page view can have more than one impression if there is more than one advertising location on the page, or if dynamic ad rotation is used.
Interactive Agency: An advertising agency, or division of an advertising agency dedicated to interactive advertising, primarily published online.
Interactive Media: The online, Internet, or web environment is the primary interactive media for advertising. It is dubbed interactive because the user, or advertising target, can typically interact with the content and advertising.
Interactive Creative: A digital creative that uses a hyperlink to transfer the user to another website or open a separate interactive window.
Interstitial: Advertising creative placed in-between the origin website and the destination website, either physically or in time - also called a pop-up window. The interstitial is analogous to the advertising inserts in the Sunday paper that usually go straight to the trash. Newer concepts called superstitials or metastitials attempt to be more acceptable to consumers by being less intrusive, subtle and more interesting with the use of rich media components such as video.
Inventory: The ad space available for sale on a website. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and an estimate of future page views. Also called ad avail.
Internet Protocol Address (IP Address): The numerical system used to identify the components of the Internet. Every system connected to the Internet has a unique IP address. In the current system (IPv4), there are only 4.3 billion unique IP addresses.
J
Jump Page : See Splash Page.
Java: An object-oriented programming language developed by Sun Microsystems, Java supports animation and real-time information transfer. Web pages that have Java applets embedded are recognized by Java supported web browsers.
Joint Photographic Experts Group (JPEG): Easily compressed graphics format that displays photographic as well as graphic images. JPEG is a newer format than GIF.
K
Keyword: A word or phrase used to focus an online search and to target advertising. Advertisers can purchase keywords on search engines to guarantee that their website information is displayed prominently and/or display an associated creative.
L
Lag Time: The amount of time between making an online request or command and receiving a response. A primary goal of advertising network efficiency is to minimize lag time.
Link: See Hyperlink.
Last Call: An opportunity for buyers to find broad penetration at low prices through last-minute, wide-ranging Run-of-Network buys.
M
Make-Good: Impressions not delivered. If 500,000 impressions are bought and only 400,000 are delivered, the make-good is 100,000. Make-good impressions typically run in the month following the end of flight date or are removed from the campaign invoice (credited).
Media: The forms of publication. Traditional advertising media include newspapers, magazines, billboards, radio and television. Digital interactive advertising media started with the Internet, accessed at an indoor computer, but is quickly spreading to television, cellular devices and outdoor locations.
Media Broker: An individual or organization that represents and is authorized to sell the advertising space of one or more publishers. Advertising networks can act as brokers for online publishers.
Media Buyer / Media Planner: An individual working directly for an advertiser, or for an advertising agency, charged with the responsibility of purchasing advertising space. An interactive media buyer makes online ad space purchases, sometimes through an ad network.
Metric: Any standardized measurement used for comparison purposes. Online advertising metrics include Click-through Ratio and Unique Page Views.
N
Net Dollars: The total amount a publisher receives for inventory.
O
Opt-In Email: Email received based on a user's choice to opt-in, or rather their choice to be on a digital mailing list that (theoretically) is only used to send messages which will be of interest to them. Most opt-in email is advertising. Opt-in email continues to build market share in the online advertising world. More often than not, opt-in is the default and user action, such as a check box, is required to opt-out.
P
Page View: The loading of a webpage by a browser. A single User Session may result in multiple page views and numerous Impressions. Reload of the same page is another page view.
Pay-per-Click: See Cost per Click.
Pay-per-Impression: See Cost per 1,000 Impressions.
Pay-per-Lead: See Cost per Lead.
Pay-per-Sale: See Cost per Sale.
Pixel: See Tracking Pixel.
Plug-in:
A modification to a browser that allows the execution of a
certain type of custom file, such as Macromedia's Flash™.
Plug-ins are typically designed to enhance the web user experience
by providing animation, video or audio content.
Pop-Under: A window that pops (launches automatically) behind the current browser window. Also known as a pop-behind or go-behind (demo)
Publisher: An individual or entity selling online advertising space, including portal media planners, Webmasters and other ad networks. Publisher, web publisher, Webmaster and host are synonymous with respect to online advertising.
Psychographics: Behavioral characteristics of a target audience, such as online shopping habits.
Q R
Rate Card: A presentation of the current rates to buy and sell advertising space on an ad network.
Reach: A metric that estimates, for a given reporting period, the Unique Visitors to a website or network of websites, as a percentage of all Unique Visitors considered accessible to that website or network of sites. Percent of the audience "reached".
Redirect: The process of forwarding a call for a creative to another server based on availability and frequency capping, among other criteria.
Referral: A new member of the ad network (either a publisher or advertiser) referred directly by a current member through a button link or other means.
Refresh: To reload the same webpage.
Remnant Space: Website ad space that is relatively undesirable and is often resold to a third party to be filled with low dollar advertising. Online remnant space is analogous to 3 AM television air time.
Rep Firm: Company that represents advertising sold on a website, often exclusively.
Request for Proposal (RFP): A request to provide a competitive proposal to handle a particular campaign for publication. The best proposal is typically awarded a contract to perform the service.
Return on Investment (ROI): The actual or perceived future value of an expense or investment. Ad campaign ROI is a metric that attempts to determine what the advertiser receives in return for the cost of the advertising, usually in terms of new sales. The difficulty in determining ad campaign ROI is tied to the type of online campaign used.
Rich Media: A general term used to describe advances in online creative that take advantage of enhanced sensory features such as animation, audio and video. Rich media takes many different digital file forms. The serving of rich media creative can require more bandwidth and software modifications for older systems. Rich media creative will become more useful as user bandwidth increases.
Run-of-Network (RON): A campaign buy that distributes creative to all or most of a network of publisher websites with no targeting or other filtering applied, other than standard frequency capping. Run-of-Network campaigns provide Advertisers with the greatest reach at the lowest cost.
S
Serving: The real-time, controlled distribution of advertising creative to publisher websites.
Single Pixel GIF (SPG): See Tracking Pixel.
Site Function Targeting: A simple way to target advertising by the primary use of a website (to buy or sell, to get information, to be entertained). Site function targeting is complementary to traditional category targeting.
Splash page: A highly expressive page between an advertisement and an advertiser's website that often provides product information. Some splash pages automatically jump to another page on the advertiser's website after a certain amount of time has elapsed.
Sponsorship: A "long term" advertising relationship that typically involves the payment of a fixed fee to display a banner or other graphic on a website, or be included in an email newsletter.
Stats: Data about the use of a website or the effectiveness of an ad campaign. The depth and breadth of stats is unlimited.
Stickiness: A performance metric based on the ability of a website to hold a visitor's attention. A website's stickiness is average duration per user session or per unique visitor.
Surplus Inventory: Website ad space available for purchase. Surplus inventory is often Remnant Space.
T
Tag: HTML fragment that enables a website to serve an impression.
Targeting: The control of the distribution of ad creative to only those websites or those users that fit within the particular targeting parameters. The depth and breadth of potential targeting parameters is unlimited. Targeting has the potential to dramatically improve the advertiser's ROI. Typical targeting parameters are: local user time of day, website category, user country, user age, etc.
Third Party Auditing: The use of an "independent" serving authority to provide the definitive accounting of the execution of an ad campaign. The campaign contract is usually written so that the auditor's numbers are final, rather than those of either the advertiser or publisher. Third party auditing is sometimes performed by a separate enterprise than third party serving, thus involving a total of four parties. If third party remnant space or affiliates are involved, the total number of entities involved in a single interactive advertising event can be five or more.
Third Party Serving: The task of managing the frequency capping, redirection and accounting of advertising events between publishers and advertisers.
Tracking: The collection and automated analysis of data associated with the serving of digital creative. Tracking provides the frequency control, accounting, stats data and anti-fraud components of a campaign.
Traffic: The volume of visitors to a website. Traffic is the currency of online success, but is not the only factor. Massive, low grade traffic to a website with poor content will inevitably result in failure. To an ad network Traffic Management is the ongoing effort to balance Publisher inventory with booked campaigns.
Tracking Pixel: The method used by DartMedia Network to track post-click actions. A small piece of HTML code is placed in the advertiser's action page. This causes a clear, single pixel GIF image (1X1) to be loaded by our servers and count the action if a corresponding tracking cookie exists on the visitors computer.
Transfer Click: Another term for the automatic loading (pop) of a new browser window containing the advertiser's content.
U
Uniform Resource Locator (URL): an HTTP address used by the World Wide Web to specify a certain site. This is the unique identifier, or address, of a webpage on the Internet http://site.DartMediaKuwait.com is the URL of this site.
Unique Page Views: The total number of unique pages on a website by a unique visitor.
Unique Visitor and User Session: A unique IP address visiting a website for the first time in a specified period. Unique visitor is more often associated with long periods of time, such as a month. User session is more often associated with shorter periods of time, such as 30 minutes. Both are valuable traffic metrics for many websites. Frequency control in ad campaigns is a function of unique visitor and user session definitions.
V
Viral Marketing: The use of a self-perpetuation mechanism, such as a referral or affiliate program, to grow a user base in a manner similar to the spread of a virus. Good viral marketing campaigns have extraordinary ROI.
W
Web Page: The traditional presentation of information online. Websites are made up of webpages, analogous to the pages in a book. If frames are used, multiple pages can be displayed at the same time, resulting in multiple Page Views.
Webmaster: The individual responsible for the management of a website. See Publisher.
Website: A virtual location online designated by a unique URL. A website is made up of one or more webpages.
Website Categories: System of grouping based on content or demographic interests. These may include women’s interests, automotive, and financial sites, etc.
Website Profile: Details that may include historical demographic and psychographic information about visitors to the website, or a portion thereof.
X Y Z
Zip Code Targeting: Real-time geographic targeting of advertisements based on the zip code of the user.
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