Term |
Definition |
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. |
Tower ad |
See Skyscaper |
Third party ad server |
Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferences. |
Transfer |
The successful response to a page request; also when a browser receives a complete page of content from a Web server. |
Transitional ad |
An ad that is displayed between Web pages. In other words, the user sees an advertisement as he/she navigates between page ‘a’ and page ‘b.’ Also known as an interstitial. |
Universe |
Total population of audience being measured. |
Upload |
To send data from a computer to a network. An example of uploading data is sending e-mail. |
Usenet |
Internet bulletin-board application. |
User agent string |
A field in the server log file which identifies the specific browser software and computer operating system making the request. |
User centric measurement |
Web audience measurement based on the behavior of a sample of Web users. |
User registration |
Information contributed by an individual which usually includes characteristics such as the person's age, gender, zip code and often much more. A site’s registration system is usually based on an ID code or password to allow the site to determine the number of unique visitors and to track a visitor's behavior within that site. |
Viewer |
Person viewing content or ads on the Web. There is currently no way to measure viewers. |
Viral marketing |
1) any advertising that propagates itself; 2) advertising and/or marketing techniques that "spread" like a virus by getting passed on from consumer to consumer and market to market.
Visit - |
Visit |
Measurement which has been filtered for robotic activity of one or more text and/or graphics downloads from a site without 30 consecutive minutes of inactivity and which can be reasonably attributed to a single browser for a single session. See iab.net for ad campaign measurement guidelines. |
Visit duration |
The length of time the visitor is exposed to a specific ad, Web page or Web site during a single session. |
VRML |
Programming language designed to be a 3D analog to HTML. |
Web beacon |
a line of code which is used by a Web site or third party ad server to track a user’s activity, such as a registration or conversion. A Web beacon is often invisible because it is only 1 x 1 pixel in size with no color. Also known as Web bug, 1 by 1 GIF, invisible GIF and tracker GIF. |
Web bug |
See Web beacon. |
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