Global Intelligence for the Digital Transition
A data aggregator is an organization that collects and compiles data from various sources, often offering results or access for resale. There are three primary types of data aggregators:
Data-driven journalism is a process based on analyzing and filtering large data sets for the purpose of creating a news story. More ...
A form of computer network packet filtering that examines the data and/or header part of a packet as it passes an inspection point. In the context of online advertising, it is used to collect data, typically through an Internet Service Provider, which can be used to display targeted advertising to users based on previous web activity.
A method that enables advertisers to show an ad specifically to visitors based on demographic information such as age, gender and income which may come from, site registration data or an inference-based mechanism.
Common characteristics used for population or audience segmentation, such as age, gender, household income, etc.
An extended set of HTML commands which are used by Web designers to create much greater animation and interactivity than HTML.
A form of online advertising where an advertiser’s message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.
Platforms that allow advertisers, agencies, publishers and others to control their own first-party audience and campaign data, compare it to third-party audience data, and give the ability to make smarter media buying and campaign planning decisions via behavioural targeting or extending audiences via lookalike modeling. Advertisers and agencies generally utilise DMPs in order to buy more effectively while publishers typically utilise DMPs in order to segment their audiences and sell more effectively.
The unique name that identifies an Internet site. Every domain name consists of one top or highlevel and one or more lower-level designators. Top-level domains (TLDs) are either generic or geographic. Generic top-level domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or non-commercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .us (United States), .fr (France), .ru (Russia), etc.
When an online user accesses more and more pages of the Web site, i.e., he or she goes deeper into the content of the site.
An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the buying of auction-based display media and audience data across multiple inventory and data suppliers in a centralized management platform. Who Uses: Agencies, Marketers, etc.
A high capacity hard drive that is embedded in a set-top box, which records video programming from a television set. DVRs enable the viewer to pause, fast forward, and store TV programming.
The percentage of users exposed to a given piece of rich media content or advertising who interact with that content moving their cursors over it (but not clicking).
The amount of time that a user keeps his or her cursor stationary over a given icon, graphic, ad unit, or other piece of Web content. Often used in the context of expandable ads, where the ad increases in size only when users roll over it with their mice. Usually calculated and reported as an average across all viewers of a piece of content.
An IP address (assigned by an ISP to a client PC) that changes periodically.
Delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.
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.