Term |
Definition |
Sell through rate |
The percentage of ad inventory sold as opposed to traded or bartered. |
Server |
A computer which distributes files which are shared across a LAN, WAN or the Internet. Also known as a "host". |
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. |
Session cookie |
Cookies which are loaded into a computer’s RAM, and only work during that browser session. When the browser exits, these cookies are erased. They are “temporary cookies”, and no cookie is written to a user’s hard drive. See cookie. |
Set top box |
An electronic device that sits on top of one’s TV set and allows it to connect to the Internet, game systems, or cable systems. |
Skins |
Customized and interchangeable sets of graphics, which allow Internet users to continually change the look of their desktops or browsers, without changing their settings or functionality. Skins are a type of marketing tool. |
Skyscraper |
A tall, thin online ad unit. The IAB guidelines recommend two sizes of skyscrapers: 120 X 600 and 160 x 600. |
Spam |
Slang term describing unsolicited e-mail. |
Spider |
A program that automatically fetches Web pages. Spiders are used to feed pages to search engines. It is called a spider because it crawls over the Web. Because most Web pages contain links to other pages, a spider can start almost anywhere. As soon as it sees a link to another page, it goes off and fetches it. Large search engines have many spiders working in parallel. See robot. |
Splash page |
A preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions. |
Sponsor |
1) A sponsor is an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself; 2) an advertiser that has a special relationship with the Web site and supports a specific feature of a Web site, such as a writer's column or a collection of articles on a particular subject. |
Sponsorship |
An association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of run-of-site advertising. When associated with specific content, sponsorship can provide a more targeted audience than run-of-site ad buys. |
Static ads |
1) Ads that remain on a Web page for a specified period of time; 2) embedded ads. |
Stickiness |
A measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit. |
Streaming |
1) technology that permits continuous audio and video delivered to a computer from a remote Web site; 2) an Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then "streams" small packets of information over the Internet to the user, who can access the content as it is received. |
Superstitials |
An interstitial format developed by Unicast which is fully pre-cached before playing. Specs are 550 x 480 pixels (2/3 of screen), up to 100K file size and up to 20 seconds in length. |
Surfing |
Exploring the World Wide Web. |
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