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Term

Definition

Hit

When users access a Web site, their computer sends a request to the site's server to begin downloading a page. Each element of a requested page (including graphics, text, interactive items) is recorded by the site's Web server log file as a "hit." If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers' workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.

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 you and introduces the purpose of the site, or the organization sponsoring it, and then provides links to other pages within the site.

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.

Hotlists

Pull-down or pop-up menus often displayed on browsers or search engines that contain new or popular sites.

Hot spot

see Hyperlink

House ads

Ads for a product or service from the same company. “Revenues” from house ads should not be included in reported revenues.

HTTP

The format most commonly used to transfer documents on the World Wide Web.

Hybrid pricing

Pricing model which is based on a combination of a CPM pricing model and a performance-based pricing model. See CPM pricing model and performance-based pricing model.

Hyperlink

HTML programming which redirects the user to a new URL when the individual clicks on hypertext

Hypertext

Text or graphical elements on a page which activates a hyperlink when clicked.

Iframe

A floating frame inserted within a Web page which is not bound to the side of a browser window.

Image map

A GIF or JPEG image with more than one linking hyperlink. Each hyperlink or hot spot can lead to a different destination page.

Interactive advertising

All forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.

Internal page impressions

Web site activity that is generated by individuals with IP addresses known to be affiliated with the Web site owner. Internal activity that is associated with administration and maintenance of the site should be excluded from the traffic or measurement report.

Interstitial ads

Ads that appear between two content pages. Also known as transition ads, intermercial ads, splash pages and Flash pages.

Intranet

A worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols.

In-unit click

A measurement of a user-initiated action of responding to an ad element which generally causes an intra-site redirect or content change. In-unit clicks are usually tracked via a 302 redirect. Also known as click-downs, click-ups and click-withins. See ad click; 302 redirect.

Inventory

The number of ads available for sale on a Web site.

IRC

1) a facility that allows people to chat in real time. The chats, or forums, are typed remarks, and they can be either public or private; 2) a protocol that allows users to converse with others in real time. IRC is structured as a network of servers, each of which accepts connections from client programs.

ISP (internet service provider)

An organization that provides access to the Internet. An ISP can be a commercial provider, a corporate computer network, a school, college, university, or the government.