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Above
The Fold - the portion of a Web page that is
viewable without scrolling.
Ad Blocking - the blocking of Web advertisements, typically the
image in graphical Web advertisements.
Ad Click Rate - Sometimes referred to as "click-through," this is
the percentage of ad views that resulted in an ad click.
Ad Clicks - Number of times users click on an ad banner.
Ad Network - An aggregator or broker of advertising inventory
from many sites - 24/7 Media is an Ad Network.
Ad Space - the space on a Web page available for advertisements.
Ad Views (Impressions) - Number of times an ad banner is
downloaded and presumably seen by visitors. If the same ad appears on
multiple pages simultaneously, this statistic may understate the number
of ad impressions, due to browser caching. Corresponds to net
impressions in traditional media. There is currently no way of knowing
if an ad was actually loaded. Most servers record an ad as served even
if it was not.
Advertising Network - a network representing many Web sites in
selling advertising, allowing advertising buyers to reach broad
audiences relatively easily through run-of-category and run-of-network
buys.
Address - A unique identifier for a computer or site online,
usually a URL for a web site or marked with an @ for an email address.
Literally, it is how your computer finds a location on the information
highway.
Add URL - (see Search Engine Submission)
Affiliate - the publisher/salesperson in an affiliate marketing
relationship.
Affiliate Directory - a categorized listing of affiliate
programs.
Affiliate Forum - an online community where visitors may read and
post topics related to affiliate marketing.
Affiliate Fraud - bogus activity generated by an affiliate in an
attempt to generate illegitimate, unearned revenue.
Affiliate Marketing - revenue sharing between online
advertisers/merchants and online publishers/salespeople, whereby
compensation is based on performance measures, typically in the form of
sales, clicks, registrations, or a hybrid model.
Affiliate Merchant - the advertiser in an affiliate marketing
relationship.
Affiliate Network - a value-added intermediary providing
services, including aggregation, for affiliate merchants and affiliates.
Affiliate Software - software that, at a minimum, provides
tracking and reporting of commission-triggering actions (sales,
registrations, or clicks) from affiliate links.
ALT Text - HTML attribute that provides alternative text when
non-textual elements, typically images, cannot be displayed.
Animated GIF - a graphic in the GIF89a file format that creates
the effect of animation by rotating through a series of static images.
Anchor - A word, phrase or graphic image, in hypertext, it is the
object that is highlighted, underlined or "clickable" which links to
another site.
Applet - An application program written in Java which allows
viewing of simple animation on web pages.
Application Service Provider - provider of applications/services
that are distributed through a network to many customers in exchange for
a stream of smaller payments as opposed to one fixed, upfront price.
ARPA (Advanced Research Project Agency) - The U.S. Department of
Defense agency that, in conjunction with leading universities, created
ARPAnet, the precursor of the internet.
Auditor - Third-party company that tracks, counts and verifies
ad-banner requests or verifies a Web site's ad reporting system.
Avatar - A digital representation of a user in a virtual reality
site.
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B2B - business that sells products or
provides services to other
businesses.
B2C - business that sells products or provides services to the
end-user consumers.
Backbone - A high-speed line or series of connections that forms
a large pathway within a network. The term is relative to the size of
network it is serving. A backbone in a small network would probably be
much smaller than many non-backbone lines in a large network.
Bandwidth - How much information (text, images, video, sound) can
be sent through a connection. Usually measured in bits-per-second. A
full page of text is about 16,000 bits. A fast modem can move
approximately 15,000 bits in one second. Full-motion full-screen video
requires about 10,000,000 bits-per-second, depending on compression.
Banner Ad - a graphical web advertising unit, typically measuring
468 pixels wide and 60 pixels tall. Web sites that are usually
"hot-linked" to the advertiser's site.
Banner Blindness - the tendency of web visitors to ignore banner
ads, even when the banner ads contain information visitors are actively
looking for.
Banner Exchange - network where participating sites display
banner ads in exchange for credits which are converted (using a
predetermined exchange rate) into ads to be displayed on other sites.
Barter - to exchange goods or services directly without the use
of money.
BBS (Bulletin Board System) - Software that enables users to log
into email, usenet and chat groups via modem.
Beta - This term has migrated from computer and software
development, and it is usually used as "beta site." It means test site
or test version. Beta is not the finally version of a product or web
site, but it's close enough to show in public and work the bugs out.
Beyond The Banner - online advertising not involving standard GIF
and JPEG banner ads.
Blog - A frequent, chronological publication of personal thoughts
and Web links.
Bookmark - a link stored in a Web browser for future reference. A
bookmark is an easy way to find your way back to a web site just like a
real bookmark helps you keep your place in a book you are reading.
Bounce - This is what happens when email returns as
undeliverable.
Branding - A school of advertising that says, "If the consumer
has heard of us, we've done our job." Fortunately for agencies, brand
value is extremely difficult to measure, so branding campaigns can be
easily defended with grandiose predictions of future glory.
Browser - An application used to view information from the
Internet. Browsers provide a user-friendly interface for navigating
through and accessing the vast amount of information on the Internet.
Browser Caching - To speed surfing, browsers store recently used
pages on a user's disk. If a site is revisited, browsers display pages
from the disk instead of requesting them from the server. As a result,
servers under-count the number of times a page is viewed.
Browsing - A term that refers to exploring an online area,
usually on the World Wide Web.
Buttons - Objects that, when clicked once, cause something to
happen.
Button Ad - a graphical advertising unit, smaller than a banner
ad.
Button Exchange - network where participating sites display
button ads in exchange for credits which are converted (using a
predetermined exchange rate) into ads to be displayed on other sites.
Buzzword - a trendy word or phrase that is used more to impress
than explain.
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Cache - Cache is a storage area for frequently accessed
information. Retrieval of the information is faster from the cache than
the originating source. There are many types of cache including RAM
cache, secondary cache, disk cache, and cache memory to name a few.
Cascading Style Sheets (CSS) - a data format used to separate
style from structure on Web pages.
CD-ROM - Compact Disk-Read Only Memory, a storage medium popular
in modern computers. One CD-ROM can hold 600 MB of data.
CGI - Common Gateway Interface. An interface-creation scripting
program that allows Web pages to be made on the fly based on information
from buttons, checkboxes, text input, etc.
Chat Room - An area online where you can chat with other members
in real-time.
Click - The opportunity for a visitor to be transferred to a
location by clicking on an ad, as recorded by the server.
Click-Through Rate - Percentage of times a user responded to an
advertisement by clicking on the ad button/banner. At one time the
granddaddy of Web-marketing measurements, click-through is based on the
idea that online promotions that do what they're intended to do will
elicit a click.
Click-Through Rate (CTR) - The average number of click-throughs
per hundred ad impressions, expressed as a percentage.
Conversion Rate - the percentage of visitors who take a desired
action.
Cookie - A file on your computer that records information such as
where you have been on the World Wide Web. The browser stores this
information which allows a site to remember the browser in future
transactions or requests. Since the Web's protocol has no way to
remember requests, cookies read and record a userŐs browser type and IP
address, and store this information on the userŐs own computer. The
cookie can be read only by a server in the domain that stored it.
Visitors can accept or deny cookies, by changing a setting in their
browser preferences.
Cost-Per-Action (CPA) - online advertising payment model in which
payment is based solely on qualifying actions such as sales or
registrations.
Cost Per Click (CPC) - Cost Per Click, the cost or
cost-equivalent paid per click-through.
Cost Per Lead (CPL) - Cost Per Lead, the cost or lead paid for
each lead referred to an affiliate site.
CPM - cost per thousand impressions. The letter M represents the
Roman numeral for thousand.
CPT - Cost Per Transaction
CPTM - Cost per targeted thousand impressions.
CPU (Central Processing Unit) - The Central Processing Unit is
the main "brain" of the computer, where the information is processed and
calculations are done.
Coverage - The percentage of a population group covered by the
Internet.
Crawler - A software that websites use to index pages throughout
a site or several web sites on the internet.
Creative - The technology used to create or develop an ad unit.
The most common creative technology for banners is GIF or JPEG images.
Other creative technologies include Java, - HTML, or streaming audio or
video. These are commonly referred to as rich media banners.
Customer Acquisition Cost - the cost associated with acquiring a
new customer.
Cyberspace - Coined by author William Gibson in his 1984 novel
Neuromancer," cyberspace is now used to describe all of the information
available through computer networks.
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Deep Linking -
linking to a web page other than a site's home
page.
Deep Web - (see invisible Web)
Description Tag - an HTML tag used by Web page authors to provide
a description for search engine listings.
Direct Response - The school of advertising that says, "The
Internet is an interactive medium. If the consumer interacts with our
marketing efforts, we've done our job." Unfortunately for agencies,
there's nowhere to hide with interactive campaigns, as they produce
precise success or failure measurements.
Disintermediation - the elimination of intermediaries in the
supply chain, also referred to as "cutting out the middlemen."
Domain Name - A domain is the main subdivision of internet
addresses, the last three letters after the final dot, and it tells you
what kind of organization you are dealing with. There are six top-level
domains widely used in the US: .com (commercial) .edu educational),.net
(network operations), .gov (US government), mil (US military) and .org
(organization). Other, two letter domains represent countries; thus;.uk
for the United Kingdom
and so on.
Domain Consolidation Level - Data reflects the consolidation of
multiple domain names and/or URL's associated with the main site.
Doorway Domain - a domain used specifically to rank well in
search engines for particular keywords, serving as an entry point
through which visitors pass to the main domain.
Doorway Page - a page made specifically to rank well in search
engines for particular keywords, serving as an entry point through which
visitors pass to the main content. Doorway pages when used in bulk are
considered to be search engine spam.
Drill Down - A term used to express what a surfer does as he or
she goes further into a web site, deeper into the back pages, deeper
into data. Make certain that when someone takes the time to "drill down"
into your site that they come back with information worth digging for.
Dynamic Rotation - Advertisements rotate on a timed or
pre-designated basis.
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Email
- Electronic Mail, text files that are sent from one person to another.
Emailing
- The
sending of
Email, text files that are sent from one person to
another.
Email Marketing - the promotion of products or services via
email.
Email Spam - unwanted, unsolicited email.
Emoticons - The online means of facial expressions and gestures.
Examples: :) Tip your head to the left and you will see the two eyes and
smiling mouth. Use them where applicable in chats and e-mail. Other
emoticons include: :( sad :0 surprised o:) innocent.
Exclusivity - contract term in which one party grants another
party sole rights with regard to a particular business function.
Ezine - an electronic magazine, whether delivered via a Web site
or an email newsletter.
Ezine Directory - directory of electronic magazines, typically of
the email variety.
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FAQ (Frequently Asked Questions) - FAQ is a commonly used
abbreviation for "Frequently Asked Questions." Most Internet sites will
have a "FAQ" to explain what is in the area and how to use its features.
Favicon - a small icon that is used by some browsers to identify
a bookmarked Web site.
FFA - free-for-all links list, where there are no qualifications
for adding a link.
Firewall - A security barrier placed between an organization's
internal computer network either its IS system or intranet and the
internet. It keeps your information in, and unwanted people out. It
consists of one or more routers which accept, reject or
edit transmitted information and requests.
First-Mover Advantage - a sometimes insurmountable advantage
gained by the first significant company to move into a new market.
Flame - An intentionally crude or abusive email message or usenet
post. Rule: Don't do it. Ever. Not only is it bad netiquette, you
leave a trail.
Flash - multimedia technology developed by Macromedia to allow
much interactivity to fit in a relatively small file size.
Forms - The pages in most browsers that accept information in
text-entry fields. They can be customized to receive company sales data
and orders, expense reports or other information. They can also be used
to communicate.
Forum - an online community where visitors may read and post
topics of common interest.
Frames - a structure that allows for the dividing of a Web page
into two or more independent parts. The use of multiple, independent
sections to create a single Web page. Each frame is built as a separate
HTML file but with one "master' file to identify each section. When a
user requests a page with frames, several pages will be displayed as
panes. Sites using frames may report one page request with several panes
as multiple page requests. Most audit firms count
only the master HTML page request and therefore can accurately report
the page requests.
Free - without monetary cost.
Freeware - Shareware, or software, that can be downloaded off the
internet for free.
Frequency Cap - restriction on the amount of times a specific
visitor is shown a particular advertisement. The number of times an ad
is delivered to the same browser in a single session or time period. A
site needs to use cookies in order to manage ad frequency.
FTP - File Transfer Protocol. A protocol that allows the transfer
of files from one computer to another. FTP can also be used as a
verb.
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Gateway - A link from one computer system to a different computer
system.
GIF (Graphic Interchange Format) - GIF (pronounced "gift") is a
graphics format that can be displayed on almost all web browsers. It is
a common compression format used for transferring graphics files between
different computers. Most of the "pictures" you see online are GIF
files. They display in 256 colors and have built-in compression. GIF
images are the most common form of banner creative.
GIF89a or Animated GIF - A GIF animation tool that creates
sequences of images to simulate animation and allows for transparent
background colors.
Animated GIF's can generate higher response rates than static banners.
Gross Exposures - Each time a Web server sends a file to a
browser, it is recorded in the server log file as a "hit." Hits are
generated for every element of a requested page (including graphics,
text and interactive items). If a page containing two graphics is viewed
by a user, three hits will be recorded - one for the page itself and one
for each graphic. Webmasters use hits to measure their server's work
load. Because page designs vary greatly, hits are a poor guide for
traffic measurement.
Guerilla
Marketing - unconventional marketing intended to get
maximum results from minimal resources.
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Hacker - Originally used to describe a computer enthusiast who
pushed a system to its highest performance through clever programming.
The term Hacker has since been used to identify computer enthusiasts who
use their abilities to enhance and better computer systems these hackers
are referred to as White Hat, the term is also used to describe those
who use their abilities to alter computer systems in a negative way also
known as Black Hat.
Helper Application - This term refers to software programs that
run along with browser programs enabling them to perform additional
functions.
Good examples are Shockwave for downloading and viewing moving images
and RealAudio for hearing sounds and music online.
History List - Most browsers have a pull-down menu which displays
the sites you've recently visited so you can return to site instantly or
view your latest surfing session. The same mechanism makes it possible
for servers to track where you were before visiting a particular site
better viewing habit information than television networks ever dreamed
of providing.
Hit - The sending of a single file, whether text, graphic, audio
or other type of file. When a page request is made, all elements or
files that comprise the page are recorded as hits on a servers log file.
While there is no accurate formula for determining the number of
visitors to a page or site based on the number of hits one visitor could
go back and forth twenty times or twenty people could visit a single
time each a hit at least indicates somebody was there. Thus, hits can
be far more valuable than the tracking devices in any other media.
Home Page - the main page of a Web site. 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 the lower-level pages of the
site. In business terms, it's the grabber. If your home page downloads
too slowly, or it's unclear or uninteresting, you will probably lose a
customer.
Host - An Internet host used to be a single machine connected to
the Internet (which meant it had a unique IP address). As a host, it
made available to other machines on the network certain services.
However, virtual hosting has now meant that one physical host can now be
actually many virtual hosts.
Hot lists - These can be pull-down or pop-up menus on browsers
that contain new or popular sites. Major browser and search engine home
pages also contain updated hot lists, and there are entire sites such as
Cool Site O' the Day.
House Ad - self-promotional ad a company runs on their own
site/network to use unsold inventory.
HTML - Hypertext Markup Language is a coding language used to
make hypertext documents for use on the Web. HTML resembles
old-fashioned typesetting code, where a block of text is surrounded by
codes that indicate how it should appear. HTML allows text to be
"linked" to another file on the Internet.
HTML Banner - a banner ad using HTML elements, often including
interactive forms instead of (or in addition to) standard graphical
elements.
HTML Email - email that is formatted using Hypertext Markup
Language, as opposed to plain text email.
HTTP - Hyper-Text Transfer Protocol, the format of the World Wide
Web. When a browser sees "HTTP" at the beginning of an address, it knows
that it is viewing a WWW page.
Hypertext - Any text that that can be chosen by a reader and
which causes another document to be retrieved and displayed.
Hyperlink - This is the clickable link in text or graphics on a
web page that takes you to another place on the same page, another page
or a whole other site. It is the single most powerful and important
function of online communications. Hyperlinks are revolutionizing the
way the world gets its information.
Hybrid Model - a combination of two or more online marketing
payment models
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Impression (Ad Impression or Page Impression) - a single instance
of an online advertisement being displayed.
inbound link - a link from a site outside of your site.
Incentive Traffic - visitors who have received some form of
compensation for visiting a site.
Infopreneur - Someone who starts up a business in information
technology or online communications.
Interactive Agency - an agency offering a mix of Web
design/development, Internet advertising/marketing, or
E-Business/E-Commerce consulting.
Interactivity - If your web site isn't interactive, it's dead.
Internet - A collection of independent, inter-connected networks
that use the TCP/IP protocols and that evolved from ARPANet of the late
'60s and early '70s. The Net," is a worldwide system of computer
networks providing reliable and redundant connectivity between disparate
computers and systems by using common transport and data protocols.
Internet Domain Name - The unique name that identifies an
Internet entity.
Internet Marketing - A form of online marketing strategies to
help a website improve its ranking in search engines and can also refer
to marketing strategies that include Website Optimization, displaying
ads, or links throughout the internet with the common goal of improving
the quantity and quality of visitors to a web site.
Internet Marketing Company - A
company that provides Internet Marketing and often
Search Engine Marketing for
their clients.
Internet Marketing
Software - search engine optimization software.
Internet Marketing Software is
an online or offline application that is intended to help webmasters
optimize their WebPages to make them more search engine friendly.
Interstitial - an advertisement that loads between two content
pages. Means "something in between" and is a page that is inserted in
the normal flow of content between a user and a site. An Interstitial Ad
is an "intrusive" ad unit that is spontaneously delivered without
specifically being requested by a user. Blocking the site behind it,
Interstitial Ads are designed to grab consumers' attention for the few
nanoseconds it takes them to close the window. Interstitials can be full
pages or small daughter windows. Also referred to as "pop-ups."
Intranet - Intranets are private networks, usually maintained by
corporations for internal communications, which use web protocols,
software and servers. They are relatively inexpensive, fast, and
reliable networking and information warehouse systems that link offices
around the world. They make it is easy for corporate users to
communicate with one another, and to access the information resources of
the internet.
IRC (Internet Relay Chat) - A facility that allows people from
many different places in the world at one time to chat in real time. The
chats, or forums, are typed remarks, and they can be either public or
private. This, understandably, is a wildly popular consumer area of the
internet. A sort of "ham radio" for the '90s, it offers intimacy
combined with autonomy. Many celebrities are also talking to the public
at pre-announced times, so IRC has commercial publicity uses, too.
Business meetings can be conducted in the same way.
Invisible Web - the portion of the Web not indexed by search
engines.
Inventory - The number of ads available for sale on a Web site.
Ad inventory is determined by the number of ads on a page, the number of
pages containing ad space and the number of page requests.
IP Address - Internet Protocol address. Every system connected to
the Internet has a unique IP address, which consists of a number in the
format A.B.C.D where each of the four sections is a decimal number from
0 to 255. Most people use Domain Names instead and the resolution
between Domain Names and IP addresses is handled by the network and the
Domain Name Servers. With virtual hosting, a single machine can act like
multiple machines (with multiple domain names and IP addresses).
ISDN (Integrated Digital Services Network) - ISDN lines are
high-speed dial-up connections to the internet. That's good. What's bad
is that their cost and availability is determined by local telephone
companies, which means in some places they are available, in other
places not; and sometimes they're cheap, and at other times wildly
expensive. It is a lot of commotion for a connection roughly four times
faster than a normal phone line.
ISP (Internet Service Provider) - A business that provides access
to the internet. Its services are available to either individuals or
companies, and include a dial-in interface with the internet, software
supply and often web site and intranet design. There are currently over
3,000 ISPs in the U.S. alone. It's a growth business, and as a result
pricing is highly competitive.
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Java - Java is an object oriented programming language created by
Sun Microsystems that supports enhanced features such as animation, or
real-time updating of information. If you are using a web browser that
supports Java, an applet (Java program) embedded in the Web page will
automatically run.
JavaScript - a scripting language developed by Netscape and used
to create interactive Web sites.
JPEG (Joint Photographic Experts Group) - JPEG (pronounced "jay
peg") is a graphics format newer than GIF which displays photographs and
graphic images with millions of colors, it also compresses well and is
easy to download.
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Keyword - a word used in a performing a search. A keyword is used
to focus a search by helping to categorize web sites and to locate
specific topics.
Keyword Density - keywords as a percentage of text words that can
be indexed.
Keyword Marketing - putting your message in front of people who
are searching using particular keywords and keyword phrases.
Keyword Research - the search for keywords related to your Web
site, and the analysis of which ones yield the highest return on
investment (ROI).
Keywords Tag - META tag used to help define the primary keywords
of a Web page.
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Lag Time - The amount of time between making an online request or
command and receiving a response. Until lag time becomes no time at all
the internet will not be consumer-friendly, and its profit potential
will remain limited.
LAN (Local Area Network) - A computer network which for some
reason is pronounced "land" limited to a certain area, usually a single
floor or building. The web is a network, but not a LAN.
Link - An electronic connection between two Web sites also known
as a "Hot Link"
Link Checker - tool used to check for broken hyperlinks.
Link Popularity - a measure of the quantity and quality of sites
that link to your site.
Link Text - the text contained in (and sometimes near) a
hyperlink.
Link Rot - when Web pages previously accessible at a particular
URL are no longer reachable at that URL due to movement or deletion of
the pages.
List Server - A program that automatically sends email to a list
of subscribers. It is the mechanism that is used to keep newsgroups
informed.
Load - Usually used with up-load or down-load, it means to
transfer files or software to "load" from one computer or server to
another computer or server. In other words, it's the movement of
information online.
Log File - file that records the activity on a Web server and
keeps track of network connections.
Login - The identification or name used to access log into a
computer, network or site.
Long Domain Name - domain names longer than the original 26
characters, up to a theoretical limit of 67 characters (including the
extension, such as .com).
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Mailing List - Online a mailing list is an automatically
distributed email message on a particular topics going to certain
individuals. You can subscribe or unsubscribe to a mailing list by
sending a message via email. There are many good professional mailing
lists, and you should find the ones that concern your business.
Manual Submission - adding a URL to the search engines
individually by hand.
Marketing Plan - the part of the business plan outlining the
marketing strategy for a product or service.
Media Kit - a resource created by a publisher to help prospective
ad buyers evaluate advertising opportunities.
Meta Search Engine - a search engine that displays results from
multiple search engines.
META Tag Generator - tool that will output META tags based on
input page information.
META Tags - tags to describe various aspects about a Web page.
MIME - Multi-purpose Internet Mail Extensions, a method of
encoding a file for delivery over the Internet.
Modem - A contraction for "modulation/demodulation," it is the
device that converts a digital bit stream into an analog signal (and
back again) so computers can communicate across phone lines.
Moderator - at a forum, someone entrusted by the administrator to
help discussions stay productive and within the guidelines.
Mouse Trapping - the use of browser tricks in an effort to keep a
visitor captive at a site, often by disabling the "Back" button or
generated repeated pop-up windows.
MPEG - The file format that is used to compress and transmit
movies or video clips online.
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Navigation - that which facilitates movement from one Web page to
another Web page.
Netiquette - short for network etiquette, the code of conduct
regarding acceptable online behavior.
Network Effect - the phenomenon whereby a service becomes more
valuable as more people use it, thereby encouraging ever-increasing
numbers of adopters.
Newsgroup - A discussion group on Usenet devoted to talking about
a specific topic. Also called usenets, newsgroups consist of messages
posted on electronic bulletin boards.
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Online - It's where you are right now and where the rest of the
world is heading to get its information and entertainment, to
communicate and buy products and services.
Online
Business Community - It's a
social network for business that
allows users to promote and find businesses.
Online Marketing -
Online Marketing is a form of
website promotion that is completed online as apposed to offline.
Opt-In Email - email that is requested by the recipient.
Opt-Out - Opt-Out means the type of program that assumes
inclusion unless stated otherwise. Opt-Out also means to remove oneself
from an opt-out program.
Outbound Link - A link to a site outside of your site.
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Page Jacking - theft of a page from the original site and
publication of a copy (or near-copy) at another site.
Page View - request to load a single HTML page.
Pass Along Rate - the percentage of people who pass on a message
or file.
Pay Per Click (PPC) - online advertising payment model in which
payment is based solely on qualifying click-throughs.
Pay Per Click Search Engine (PPCSE) - search engine where results
are ranked according to the bid amount and advertisers are charged only
when a searcher clicks on the search listing.
Pay Per Lead (PPL) - online advertising payment model in which
payment is based solely based on qualifying leads.
Pay Per Sale (PPS) - online advertising payment model in which
payment is based solely based on qualifying sales.
Payment Threshold - the minimum accumulated commission an
affiliate must earn to trigger payment from an affiliate program.
PDF - Portable Document Format. Word processing software,
business applications or desktop publishing files on the Web that look
exactly like the originals. Must have Adobe Acrobat Reader to view.
PDF Files - Adobe's Portable Document Format (PDF) is a
translation format used primarily for distributing files across a
network, or on a web site. Files with a .PDF extension have been created
in another application and then translated into PDF.
Permission Marketing - marketing centered around getting
customer's consent to receive information from a company.
Plug-in - A program application that can easily be installed and
used as part of a Web browser. Once installed, plug-in applications are
recognized by the browser and its function integrated into the main HTML
file being presented.
Pop-Under Ad - an ad that displays in a new browser window behind
the current browser window.
Pop-Up Ad - an ad that displays in a new browser window.
Portal - a site that offers many commonly used services, serving
as a starting point and frequent gateway to the Web.
PPP (Point to Point Protocol) - The language that enables a
computer to use telephone lines and a modem to connect to the internet.
Gradually replacing SLIP as the preferred means of connection.
PR (Page Rank) - The Page Rank of a site is the position of your
site overall throughout the internets search engines. This phrase was
initially coined by google search engine as a way to rate your sites
internet presence value throughout the internet.
Protocol - A set of rules that governs how information is to be
exchanged between computer systems. Also used in certain structured chat
rooms to refer to the order in which people may speak.
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Query - A request for information, usually to a search engine
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Rank - An ad's standing in comparison to other ads, based on the
graphical click-through rate. Rank provides advertisers with information
on an ad's performance across sites.
Rate Card - document detailing prices for various ad placement
options.
Reach - Unique Web users that visited the site over the course of
the reporting period, expressed as a percent of the universe for the
demographic category. Also called unduplicated audience
Real Time - Events that happen in real time are happening
virtually at that particular moment. When you chat in a chat room, or
send an instant message, you are interacting in real time since it is
immediate.
Reciprocal Links - links between two sites, often based on an
agreement by the site owners to exchange links.
Rectangle Ad - any one of the large, rectangular banner sizes
suggested by the IAB.
Rep Firm - ad sales partner specializing primarily in single-site
sales.
Return Days - the number of days an affiliate can earn commission
on a conversion (sale or lead) by a referred visitor.
RFP - Request for proposal.
RFC (Request for Comment) - The documents that contain the
protocols, standards and information that define the internet. Gathered
and published by the Internet Engineering Task Force, a
consensus-building body made up of institutions and corporations
involved with online communications, they are preceded by RFC and
followed by anumber. RFC archives can be found at InterNIC.
Rich Media - new media that offers an enhanced experience
relative to older, mainstream formats.
ROI - Return on investment.
Router - The hardware or software that handles connections
between networks online. In other words, it tells your computer where to
go.
Run of Network (RON) - ad buying option in which ad placements
may appear on any pages on sites within an ad network.
Run of Site (ROS) - ad buying option in which ad placements may
appear on any pages of the target site.
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Search Engine - a program that searches and indexes documents,
then attempts to match documents relevant to the users search requests.
Search Engine Marketing
- The act of marketing a web site via search engines, whether this be
improving rank in organic listings, purchasing paid listings or a
combination of these and other search engine-related activities.
Search Engine Optimization - the process of choosing targeted
keyword phrases related to a site, and ensuring that the site places
well when those keyword phrases are part of a Web search.
Search Engine Spam - excessive manipulation to influence search
engine rankings, often for pages which contain little or no relevant
content.
Search Engine Submission
- the act of supplying a URL to a search engine in an attempt to make a
search engine aware of a site or page.
Search Spy - a perpetually refreshing page that provides a
real-time view of actual Web searches.
Self Serve Advertising - advertising that can be purchased
without the assistance of a sales representative.
SEO - search engine optimization.
SEO Software - search engine optimization
software.
SEO Software
is an online or offline application that is intended to help webmasters
optimize their WebPages to make them more search engine friendly.
Server - Servers are the backbone of the internet, the computers
that are linked by communication lines and "serve up" information in the
form of text, graphics and multimedia to online computers that request
data. (When a server "goes down" it loses its online link and the
information it holds can not be accessed.)
Session - A series of transactions or hits made by a single user.
If there has been no activity for a period of time, followed by the
resumption of activity by the same user, a new session is considered
started. Thirty minutes is the most common time period used to measure a
session length.
Shareware - Software programs that are openly available, and
usually they can be downloaded online. They are often free, though not
always.
shopping cart - software used to make a site's product catalogue
available for online ordering, whereby visitors may select, view,
add/delete, and purchase merchandise.
Sig File - a short block of text at the end of a message
identifying the sender and providing additional information about them.
Site Search - search functionality specific to one site.
Skyscraper Ad - an online ad significantly taller than the
120x240 vertical banner.
Social Network -
A
social Network
is a community website that allows users to create profiles and find
friends. Often a
Social Network
will also allow users to find other users based on interest, location,
or by name searches.
Spam - inappropriate commercial email message of extremely low
value.
Spider - A software that websites use to index pages throughout a
site or several web sites on the internet.
Splash Page - a branding page before the home page of a Web site.
Sponsorship - advertising that seeks to establish a deeper
association and integration between an advertiser and a publisher, often
involving coordinated beyond-the-banner placements.
Static Rotation - Advertisements rotate based on the entry of
users into a screen. Regardless of the amount of time a user spends with
a screen, advertisements will remain on the screen for the entire time
and will not change.
Stickiness - the amount of time spent at a site over a given time
period.
Super Affiliate - an affiliate capable of generating a
significant percentage of an affiliate program's activity.
Surround Session - advertising sequence in which a visitor
receives ads from one advertiser throughout an entire site visit.
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Targeted Marketing - Banners or other promotions aimed, on the
basis of demographic analysis, at one specific subsection of the market.
TCP - Transmission Control Protocol works with IP to ensure that
packets travel safely on the Internet. This is the method by which most
Internet activity takes place.
Text Ad - advertisement using text-based hyperlinks.
Text Link Exchange - network where participating sites display
text ads in exchange for credits which are converted (using a
predetermined exchange rate) into ads to be displayed on other sites.
Throughput - The amount of data transmitted through internet
connectors in response to a given request.
Title Tag - HTML tag used to define the text in the top line of a
Web browser, also used by many search engines as the title of search
listings.
Top 10 - the top ten search engine results for a particular
search term.
Trick Banner - a banner ad that attempts to trick people into
clicking, often by imitating an operating system message.
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Under Delivery - delivery of less impressions, visitors, or
conversions than contracted for a specified period of time.
Unique Visitors (Unique Users) - individuals who have visited a
Web site (or network) at least once in a during a fixed time frame.
Upload - To send a file from one computer to another via modem or
other telecommunication method.
URL - location of a resource on the Internet.
Usability - (see Web site usability)
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Vertical Banner - a banner ad measuring 120 pixels wide and 240
pixels tall.
Viral Marketing - marketing phenomenon that facilitates and
encourages people to pass along a marketing message.
Volunteer Directory - a Web directory staffed primarily by unpaid
volunteer editors, the most popular volunteer directory to date is DMOZ.
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Web Browser - a software application that allows for the browsing
of the World Wide Web.
Web Design - the selection and coordination of available
components to create the layout and structure of a Web page.
Web Directory - organized, categorized listings of Web sites.
Web Hosting - the business of providing the storage,
connectivity, and services necessary to serve files for a website.
Web Ring - a means for navigating a group of related sites
primarily by going forward and backward.
Web Site Traffic - the amount of visitors and visits a Web site
receives.
Web Site Usability - the ease with which visitors are able to use
a Web site.
Whois - a utility that returns ownership information about
second-level domains. |
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