Knowledge Bridge

Global Intelligence for the Digital Transition

H

Hard paywall

Hard paywall

Hard paywall (as used for example by The Wall Street Journal), requires paid subscription before any of their online content can be accessed. See also Metered paywall.

Heuristic

Heuristic

A way to measure a user's unique identity. This measure uses deduction or inference based on a rule or algorithm which is valid for that server. For example, the combination of IP address and user agent can be used to identify a user in some cases. If a server receives a new request from the same client within 30 minutes, it is inferred that a new request comes from the same user and the time since the last page request was spent viewing the last page. Also referred to as an inference.

Hit

Hit

The record of a single online transaction event stored in a log file. One page view may contain multiple hits, one for each image on a web page.

Home page

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

Host

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.

Hot Spot

Hot Spot

An ad unit that is sold within the video content experience. Mouse action over the video highlights objects that can be clicked. The click action initiates a Linear video commercial or takes the user to a website.

House ads

House ads

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

HTML (Hypertext Markup Language)

HTML (Hypertext Markup Language)

A set of codes called markup tags in a plain text file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered. Browsers receive HTML pages from the Internet and use the information to display text, graphics, links and other elements as they were intended by a Website’s creator.

HTTP (Hyper-Text Transfer Protocol)

HTTP (Hyper-Text Transfer Protocol)

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

Hybrid pricing

Hybrid pricing

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

Hyperlink

Hyperlink

A clickable link, e.g., on a Web page or within an e-mail, that sends the user to a new URL when activated.

Hypertext

Hypertext

Any text that contains links connecting it with other text or files on the Internet.

This glossary is based on the IAB Wiki and IAB UK’s Jargon Buster. The Internet Advertising Bureau (IAB) is the trade association for online and mobile advertising. It promotes growth and best practice for advertisers, agencies and media owners.
For more information visit www.iab.net and www.iabuk.net.

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