Internet Advertising Glossary Internet Advertising Glossary

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1 Internet Advertising Glossary Internet Advertising Glossary The Council Advertising Network bring the benefits of national web advertising to your local community. With more and more members joining the Network daily, we have developed a comprehensive list of current Internet terminology to help you get to grips with web advertising jargon and start generating revenue from your website today.

2 A Above the fold The part of the page you can see without scrolling down or over. Ad banner A graphic message or other media used as an advertisement. Ad impression An ad which is served to a user s browser. Ad impression ratio Click-throughs divided by ad impressions. Ad server A software engine whose purpose is serving and analysing the delivery of CAN tags and advertisements on the Internet. Ad Space A space on a web page that is reserved for ads. Alt Tags An HTML attribute that provides alternatives when non-textual elements, typically images, cannot be displayed. Alternate Text A word or phrase that is displayed when a user has an image loading disabled in their browser or when a user abandons a page by hitting stop in their browser before the transfer of all the images. B Banned When a web page is removed due to a breach of guidelines. Banner A graphic advertising image displayed on a web page.

3 Behavioral Targetting (BT) A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected about an individual s web browsing behaviour, such as the pages they have visited or the searches they have made, to select which advertisements are displayed to that individual. Browser A software program that can request, download, cache and display documents available on the Internet. c Cache Memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to the user. Caches can be local (i.e. on a browser) or on a network. In the case of local cache, most computers have both memory (RAM) and disk (hard drive) cache. Cached Ad Impressions The delivery of an advertisement to a browser from local cache or a proxy server s cache. When a user requests a page that contains a cached ad, the ad is obtained from the cache and displayed. Caching The processes of copying a web element (a page or advertisement) for later use. This process acts to reduce redundant network traffic resulting in increased overall efficiency of the Internet. Campaign A set of criteria for purchasing inventory to achieve advertising goals. CAN Tags A piece or section of JavaScript which pulls advertisements from our Ad Server. Channel A band of similar content. A type of sales outlet (also known as channel of distribution).

4 Click rate Ratio of ad clicks to ad impressions. Click Through The action of following a link within an advertisement or editorial content to another website or another page or frame within the website. Clicks Metric that measures the reaction of a user to an Internet ad. Conversion Rate The percentage of visitors who take a desired action. 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. CPC (Cost Per Click) Cost of advertising based on the number of clicks received. CPM (cost per thousand/ cost per mili) Media term describing the cost of 1,000 ad impressions. CTR (Click Through Rate) A ratio showing how often people seeing an advert end up clicking it. D Demographic 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.

5 DMP (Data Management Platform) A data management platform is a data warehouse. It s a piece of software that sucks up, sorts and houses information, and then presents it in a way that is useful for marketers, publishers and other businesses Domain Name DSP (Demand Side Platform) The unique name that identifies an Internet site. A demand-side platform is a piece of software used to purchase advertising in an automated fashion. DSP s are most often used by advertisers and agencies to help them buy display, video, mobile and search ads. DTM (Digital Trading Manager) The role of the DTM is to optimise the web inventory and therefore the number of impressions to ensure the highest possible yield is obtained. They are also responsible for increasing and maintaining inventory outside of the immediate environment with the view of maximizing potential revenue. E Advertising Banner ads, links or advertiser sponsorships that appear in newsletters, marketing campaigns and other commercial communications. Expandable Banner A banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner. F Flash Adobe s vector-based rich media file format, which is used to display interactive animations on a web page.

6 Fold The line below which a user has to scroll to see content not immediately visible when a web page loads in a browser. Frequency The number of times an ad is delivered to the same browser in a single session or time period. G Geo Targeting 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 devices. GIF (Graphic Interchange Format) A standard web graphic format that uses compression to store and display images. Gross Exposures The total number of times an ad is served, including duplicate downloads to the same person. H Harmful Code Any software virus, worms, Trojan Horses, malware or other harmful computer code. 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 visitors and introduces the purpose of the site, or the organisation sponsoring it and then provides links to other pages within the site.

7 Host Any computer on a network that offers services or connectivity to other computers on the network. A host has an IP address associated with it. House Ads Advertisements for products or services within the council. HTML (Hypertext Markup Language) A set of codes called markup tags in a plain text file that determine what information is retrieved and how it is rendered by a browser. HTTP (Hyper-Text Transfer Protocol) The format most commonly used to transfer documents on the Internet. Hyperlink A clickable link, perhaps on a web page or within an , that sends the user to a new URL when activated. I ibar One of two CAN advertising units. Anchored to the bottom of the screen, the ibar offers advertisers an opportunity engage with an audience using multiple messages and collate user interactions. Impression Synonymous with page views, every time a web page is viewed a page impression is counted. More specifically, it is a measurement of responses from a web server to a page request from the user browser. It is filtered from robotic activity and error codes and is recorded at a point as close as possible to see the page by the user. Inventory The number of ads available for sale on a web site. 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.

8 J JPEG (Joint Photographic Experts Group) Standard web graphic file format that uses a compression technique to reduce graphic file sizes. K Keyword Specific word(s) entered into a search engine by the user that result(s) in a list of websites related to the keyword. L Landing Page A specific web page on a website that a user is taken to when clicking on a search engine result or an advert. Leaderboard This is second of CAN s advertising unit and is sometimes referred to as a banner ad. It uses set dimensions across the entire CAN network of Council partners, measuring 728 pixels x 90 pixels. These are industry standard dimensions and ensures that any existing advertising creatives conform to the networks requirements. M Microsites Multi-page ads accessed via click-through from an initial ad. The user stays on the publisher s web site, but has access to more information from the advertiser than a display ad allows.

9 Mobile Marketing (MI) Process of sending out advertisements via mobile devices. O Opt-In Refers to an individual giving a company/council permission to use data collected from or about the individual for a particular reason, such as presenting information relevant to the users visit. Opt-Out When a company/council states that it plans to use information stored on an individual visitor to improve their user journey/experience unless being advised not to. Organic Traffic Traffic that is generated by search engine, it is also known as free traffic. P Page Impression / View When the page is actually seen by the user. Pay-Per-Click An advertising pricing model in which advertisers pay agencies and/ or media companies based on how many users clicked on an online ad or message. Pixel Picture element (single illuminated dot) on a computer monitor. Prohibited Code Any indecent, obscure, adult or pornographic material, material that promotes or allows download of Harmful Code, or any material that is itself illegal or which improperly references illegal activities.

10 R RTB (Real Time Buying) The process by which ad inventory is bought and sold on a per impression basis, via programmatic instantaneous auction. S Sell-Through Rate Server The percentage of ad inventory sold. A computer that distributes files shared across a LAN, WAN or the Internet. Also known as a host. SSP (Supply Side Platform) A supply-side platform is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads. T Target Audience The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.), product purchase behaviou r, product usage or messages, using the Short Message Service, from mobile phones. Textual Ad Impressions The delivery of a text-based advertisement to a browser. To compensate for slow Internet connections, visitors may disable auto load images in their graphical browser. When they reach a page that contains an advertisement, they see a marker and the advertiser s message in text format in place of the graphical ad. Additionally, if a user has a text-only browser, only textual ads are delivered and recorded as textual ad impressions. Traffic The flow of data over a network or visitors to a website.

11 U Unique User A unique individual or browser which has either accessed a site (see unique visitor) or has been served unique content and/or advertisements. Unique users can be identified by user registration or cookies. Unique Visitor A unique user who accesses the website within a specific time period. URL (Uniform Resource 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). Usability How easy it is for a user to navigate a website and find the information he or she is seeking. User An individual with access to the Internet. User Centric Measurements A measurement of a web audience which is based on the behaviour of a sample of web users. V View Often used as a synonym for impression. View refers to when a web page is visited by a user. Visit A single continuous set of activities attributable to a cookied browser or user (if registration-based or a panel participant) resulting in one or more pulled text and/or graphics download from a site.

12 Visitor Individual or browser that accesses a website within a specific time period. W WCAG Compliance Refers to equal opportunities in the web based environment. The WCAG guidelines are designed to increase accessibility to all members of the public, with this in mind WCAG compliance refers to ensuring the maximum amount of accessibility to advertisements published on councils websites by ensuring advertisers adhere to guidelines, allowing users to pause advertisements, providing Alt tags for advertisements and acting to increase accessibility where reasonable. White List A selection of advertising campaigns and/or advertisements approved by the client. Y Yield The revenue vs. impressions on an ad within a specific campaign. Yield Management Yield and revenue management is the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management, while delivering value to advertisers and site users. Want to learn more? For more information about the Council Advertising Network, please visit our website or contact us directly on or [email protected]