Advertising Opportunities » Glossary of Terms
Ad Units
A way of classifying online ad types. Ad units on the Internet include
banners, buttons, micro buttons, pop ups, skyscrapers, text links, interstitials,
superstitials, etc. Ad units are usually defined by the IAB as voluntary guidelines.
Banner
A graphic that appears on a web page that is usually hyperlinked
to an advertisers Web site. May be in a variety of formats including
GIF, JPEG, Flash, HTML, Java, JavaScript & more.
Blogs/Blogging
Blog is short for the term Web Log. A blog is essentially a publicly
accessible online journal that is frequently updated by a particular individual
regarding a specific topic. The action of updating a blog is called blogging.
Browser
A computer software program that enables one to access and view text
or graphical web pages on the world-wide-web.
Click-Through
A click-through is the action of clicking on an online ad or text
link. This clicking action will usually display a new web page.
Click-Through Rate
The response rate of an online advertisement, expressed as a percentage
and calculated by taking the number of clickthroughs the ad received, dividing
that number by the number of impressions and multiplying by 100 to obtain
a percentage. Example: 20 clicks / 1,000 impressions = .02 x 100 = 2% CTR
Contextual Placement
Advertising in sections with editorial content related to your business
Cookies
A Cookie is a piece of information or file that is stored on your
computer by a web browser when you visit certain web sites. Cookies are stored
as text files on your hard drive so the web site can identify who you are.
CPM
CPM is an acronym for Cost Per Mil, which stands for cost per thousand.
It is the price paid by an advertiser for a content site displaying their
banner 1,000 times.
CRM
CRM stands for Customer Relationship Management. This is essentially
a software management system that allows a company to effectively handle customer
relations. An example of a CRM would be a customer database that contains
detailed information that is available at anytime in order to better meet
customers needs.
Domain Name
The part of an Internet address including and immediately preceded
by the domain extension. For example SignOnSanDiego.com is our domain name.
The domain name is part of a web sites URL. Each web site has its own unique
domain name.
Flash
Flash is a graphic animation program from Macromedia. Use of Flash
in programming enables movies and animation to move seamlessly across a Web
browser.
Frames
A frame is when a browser window is divided into multiple parts called
frames. Each of these frames have their own navigation and operate independently
of each other.
Frequency
A term used to describe the number of times the same advertisement
is shown to the same visitor during a particular session or time frame. This
can be accomplished through the use of cookies.
FTP
FTP is an acronym for File Transfer Protocol. It is standard operation
for downloading and uploading files over the internet.
Hits
A hit is the request for and delivery of a file on a server. This
includes multimedia, graphics and even text. In other words every item on
a webpage is counted as a hit when it is downloaded.
Home Page
The home page is the introductory page of a web site.
Hosting
Hosting refers to the housing of a web site, email or domain on another
server.
HTML
HTML stands for HyperText Markup Language. It is a coding language
used to create web pages.
IAB
Interactive Advertising Bureau (IAB) is the leading online global
advertising industry trade association. IAB activities include evaluating
and recommending standards and practices, fielding research to document the
effectiveness of the online medium and educating the advertising industry
about the use of online and digital advertising.
Impression
An impression is an online advertising term that refers to the number
of times a banner is displayed on a web site.
Infosite
An infosite is a dynamic, searchable web site about your business
that is available 24 hours a day, 7 days a week.
Intranet
An Intranet is a network that is only available within a company.
It is usually private and should only be available internally to employees
and approved partners.
Link popularity
Checking your link popularity measures the quantity of sites that
link back to your web site.
Links
Links can be text or images on a web page that a visitor can click
on to connect to another web page or document.
Meta tags
A meta tag is a special element of HTML that describes the contents
of a Web page. It is placed at the beginning of a web page's source code.
Meta tags are very important for search engine optimization, and meta
tags allow search engines to index pages by subject.
Navigation
Navigation is the process of moving from one web site to another or
on a particular web site. This action is created by clicking on links wich
take you to different sections of the web site. When developing a web site it
is important to have excellent Navigation so visitors can easily move around
your site.
New Visitors
A new visitor is someone with a unique IP address who is visiting
a web site for the first time
Optimization
Optimization involves making changes to individual web pages in order
to improve the positioning of that page with one or more search engines.
Page views
A page view counts the number of times a specific web page has
been accessed or viewed. Page views are often used to determine a Web
site’s
traffic.
Pop-under ad
A pop-under is a form of online advertising and is displayed in a
new browser window behind your current browser window.
Pop-up ad
A pop-up ad is a form of online advertising that is new browser window
in front of your current browser window.
Registration
A process by which visitors to a web site are either requested or
required to register certain details about themselves in order for complete
access to the site to enable web sites to target advertisements to their registered
users more effectively.
Rich Media
Rich media is a type of advertisement technology that often includes
richer graphics, audio or video within the advertisement.
Road Block
A method by which an advertiser can “own” a Web page or section
by purchasing the impressions inventory for a set time period so
that only their advertisement will appear to visitors each time,
or the first time that
they visit a specific site or section of a Web site.
RSS Feed
Really Simple Syndication or Rich Site Summary as it is also known
is an XML format for syndicating Web content. A Web site that wants to allow
other sites to publish some of its content creates an RSS document. A user
that can read RSS-distributed content can use the content on a different site.
Syndicated content includes news feeds, headlines, excerpts from discussion
forums and more.
Run-of-Site
Ad buying option in which ad placements may appear on any pages
of the publisher’s site.
Search Engine
A search engine is an online tool that allows users to search for
information on the World Wide Web or within a specific Web site. Normally
the user will type a word or phrase, also called a search query, into a search
box, and the search engine displays links to relevant web pages or site content.
Search query
A search query is a term that is typed into a search text box. This
query may be a single word, part of a word, numbers, phrase etc.
Spider
Search engines use spiders to read web pages and seek other information
in order to create entries for a search engine index.
Sponsorships
A form of advertising in which an advertiser pays to sponsor a
section or newsletter of a Web site. It may take the form of the typical
banner and/or text that mentions "sponsored by:". Works best when
the content of the sponsored web page is directly related to but
not competitive with
the advertisers products or services.
Static
Static refers to an item that does not change or rotate.
Superstitials
Rich media advertisements that download in the background while a visitor is
reading a web page and launch a browser window only when it has completely downloaded.
They are attractive to advertisers as they permit larger and more interactive ads
than a traditional banner.
Text Links
Text that is hyperlinked to another Web page. Can be found on web sites or in
newsletters and email. Often identified by appearing in blue with a line under
it. When clicked on, the visitor will be taken to the page the text was hyperlinked
to.
Traffic
Traffic refers to the amount of user activity on a particular web site.
Unique Users / Visitors
A term used to describe the total number of visitors or unique Web browsers that
access a site over a certain time period, typically one calendar month.
URL
URL is an acronym for Uniform Resource Locator. A URL describes the
address of a resource of the Internet. For example, the URL http://www.SignOnSanDiego.com
is how you would access our web site.
XML
XML stands for extensible Markup Language. It’s a coding language
primarily used for web pages allowing the author to extend and customize basic HTML
code. Use of XML is meant to streamline and categorize a web site to ensure cross
browser compatibility.
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