espace client

Glossary

AUDIENCE

The number of unique users exposed to an ad within a specified  time period.

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 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 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.

ADVERTISER

The company paying for the advertisement.

ADVERTISMENT

A commercial message targeted to an advertiser’s customer or prospect

APPLICABLE BROWSER

Any browser an ad will impact, regardless of whether it will play the ad.

BANNER

A graphic image or other media object used as an advertisement.

BEHAVIORAL TARGETING

A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual‘s web browsing behavior such as the pages they have visited or the searches they have made to select which advertisements to be displayed to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.

BROWSER

A software program that can request, download, cache and display documents available on the World Wide Web.

CLICKS

1) metric which measures the reaction of a user to an Internet ad. There are three types of clicks: click-throughs; in-unit clicks; and mouseovers; 2) the opportunity for a user to download another file by clicking on an advertisement, as recorded by the server; 3) the result of a measurable interaction with an advertisement or key word that links to the advertiser‘s intended Web site or another page or frame within the Web site; 4) metric which measures the reaction of a user to linked editorial content. See iab.net for ad campaign measurement guidelines. See also, click-through, in-unit clicks and mouseover.

COOKIE

A small piece of information (i.e., program code) that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions.

DEMOGRAPHICS

Common characteristics used for population or audience segmentation, such as age, gender, household income, etc.

DISPLAY ADVERTISING

A form of online advertising where an advertiser‘s message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.

GEOTARGETING

Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user‘s position in the real world. Relevant to both PC and mobile data services.

IAB

IAB is a non-profit trade association devoted exclusively to maximizing the use and effectiveness of interactive advertising and marketing. See iab.net for more information.

IMPRESSION

A measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user.

INTERNET

The worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols known as TCP/IP.

INTERNET PROTOCOL / IP

A protocol telling the network how packets are addressed and routed.

IP ADDRESS

Internet protocol numerical address assigned to each computer on the Internet so that its location and activities can be distinguished from those of other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g. 125.45.87.204)

OPT-OUT

When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company’s mailing list.

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 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.

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.

PUBLISHER

An individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media.

RICH MEDIA

advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs.

SEARCH

Fees advertisers pay Internet companies to list and/or link their company site or domain name to a specific search word or phrase (includes paid search revenues). Search categories include: Paid listings—text links appear at the top or side of search results for specific keywords. The more a marketer pays, the higher the position it gets. Marketers only pay when a user clicks on the text link. Contextual search—text links appear in an article based on the context of the content, instead of a user-submitted keyword. Payment only occurs when the link is clicked. Paid inclusion—guarantees that a marketer‘s URL is indexed by a search engine. The listing is determined by the engine’s search algorithms. Site optimization—modifies a site to make it easier for search engines to automatically index the site and hopefully result in better placement in results.

SEARCH ENGINE

An application that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.

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.

TARGET AUDIENCE

The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.

UNIQUE USER

unique individual or browser which has either accessed a site (see unique visitor) or which has been served unique content and/or ads such as e-mail, newsletters, interstitials and pop-under ads. Unique users can be identified by user registration or cookies. Reported unique users should filter out bots. See iab.net for ad campaign measurement guidelines.

URL/ UNIFORM RESSOURCE LOCATOR

The unique identifying address of any particular page on the Web. It contains all the information required to locate a resource, including its protocol (usually HTTP), server domain name (or IP address), file path (directory and name) and format (usually HTML or CGI).

USER

An individual with access to the World Wide Web.

VIEW

Often used as a synonym for ―impression‖. Any measurement and reporting of a ―view‖ should be governed by the ―impression‖ definition above.

VISIT

A single continuous set of activity attributable to a cookied browser or user (if registration-based or a panel participant) resulting in one or more pulled text and/or graphics downloads from a site.

VISITOR

Individual or browser which accesses a Web site within a specific time period.

WEB SITE

The virtual location (domain) for an organization’s or individual’s presence on the World Wide Web.