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Term

Definition

CPO (cost per order)

Cost of advertising based on the number of orders received. Also called Cost-per-Transaction

CPS (cost per sale)

the advertiser's cost to generate one sales transaction. If this is being used in conjunction with a media buy, a cookie can be offered on the content site and read on the advertiser's site after the successful completion of an online sale.

CPT (cost per transaction)

See CPO (Cost-per-Order).

Crawler

A software program which visits virtually all pages of the Web to create indexes for search engines. They are more interested in text files than graphic files.  See also spider, bot, and intelligent agent.

CRM

Customer relationship marketing. Marketing specifically targeted to increasing brand loyalty.

Demographics

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

Digital signatures

Signatures for electronic documents. They establish identity and therefore can be used to establish legal responsibility and the complete authenticity of whatever they are affixed to -- in effect, creating a tamper-proof seal.

Digital video server

A robust, dedicated computer at a central location that receives command requests from the television viewer through a video-on-demand application. Once it receives this request, it then instantly broadcasts specific digital video streams to that viewer.

Display

Successful download giving the user an opportunity to see.

DHTML

An extended set of HTML commands which are used by Web designers to create much greater animation and interactivity than HTML.

Domain name

The unique name that identifies an Internet site. Every domain name consists of one top or high-level and one or more lower-level designators. Top-level domains (TLDs) are either generic or geographic. Generic top-level domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or non-commercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .us (United States), .fr (France), .uk (United Kingdom), etc.

Drill down

When an online user accesses more and more pages of the Web site, i.e., he or she goes deeper into the content of the site.

DSL

A high-speed dedicated digital circuit from a given location to the telephone company's central office, using normal copper telephone lines. DSL provides a separate channel for voice and fax, which means that phone calls and faxes can be carried at the same time high-speed data is flowing across the line. DSL is a general term that includes several variations: ADSL (Asymmetric Digital Subscriber Line), ranging up to 1.5 Mbps; HDSL (High-bit-rate Digital Subscriber Line), 1.5 Mbps; SDSL (Single-line Digital Subscriber Line), 1.5 Mbps; VDSL (Very high-data-rate Digital Subscriber Line), ranging up to 2.3 Mbps; and RDSL (Rate Adaptive Digital Subscriber Line), various speeds.

Dynamic ad placement

The process by which an ad is inserted into a page in response to a user's request. Dynamic ad placement allows alteration of specific ads placed on a page based on any data available to the placement program. At its simplest, dynamic ad placement allows for multiple ads to be rotated through one or more spaces. In more sophisticated examples, the ad placement could be affected by demographic data or usage history for the current user.

Dynamic IP address

An IP address that changes every time a user logs on to the Internet.

Dynamic rotation

Delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.