Knowledge Bridge

Lag

The delay between making an online request or command and receiving a response. See also Latency.

LAN (Local Area Network)

A group of computers connected together (a network) at one physical location.

Latency

Latency can be seen as:

1. The time it takes for a data packet to move across a network connection
2. The visible delay between request and display of content and ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see.

In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order.

LBS (Location based service)

Location based service (LBS) is mobile data service related to an end user’s immediate location. Examples include store or service locators and friend finders.

Lead Generation

Fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.

Linear Video Ads

Experienced In-Stream, which is presented before, between, or after the video content is consumed by the user. One of the key characteristics of Linear video ads is the ad takes over the full view of the video.

Log file

A file that records transactions that have occurred on the Web server. Some of the types of data which are collected are: date/time stamp, URL served, IP address of requestor, status code of request, user agent string, previous URL of requestor, etc. Use of the extended log file format is preferable.