Knowledge Bridge
Global Intelligence for the Digital Transition
Global Intelligence for the Digital Transition
The transmission of a file from one individual to another, typically through an intermediary. Individuals sharing files via P2P do not necessarily know one another, rather applications like BitTorrent manage file transmissions from those who have part or all of the file to those who want it.
A document having a specific URL and comprised of a set of associated files. A page may contain text, images, and other online elements. It may be static or dynamically generated. It may be made up of multiple frames or screens, but should contain a designated primary object which, when loaded, is counted as the entire page.
When a page is successfully displayed on the user's computer screen.
A measurement of responses from a Web server to a page request from the user’s browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to the opportunity to see the page by the user.
The opportunity for an HTML document to appear on a browser window as a direct result of a user's interaction with a Web site.
When the page is actually seen by the user. Note: this is not measurable today; the best approximation today is provided by page displays.
When the page is actually seen by the user. Some platforms, like Facebook cache preview images for applications, which can mean that page views are not counted until a user clicks through to an application canvas page.
An advertising pricing model in which advertisers pay based on how many users were served their ads. See also CPM.
An advertising pricing model in which advertisers pay for each "sales lead" generated. For example, an advertiser might pay for every visitor that clicked on an ad or site and successfully completed a form. See also CPL.
An advertising pricing model in which advertisers pay agencies and/or media companies based on how many sales transactions were generated as a direct result of the ad. See CPS.
An advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads. See CPA, CPC, CPL, CPO, CPS, CPT.
Permission marketing is a term popularized by Seth Godin, whereby marketers obtain permission before advancing to the next step in the purchasing process. For example, asking permission to send email newsletters to prospective customers. It is mostly used by online marketers, notably email and search marketers, as well as certain direct marketers who send a catalog in response to a request.
Cookies that remain a client hard drive until they expire (as determined by the website that set them) or are deleted by the end user.
Personally identifiable information (PII), also known as personally identifying information, is user data that can be used to contact the user, either directly or through a lookup.
User data that can be used to contact the user directly includes postal address and email address. User data that can be used, through a lookup, to contact the user includes SSN and other government issued ID numbers.
Some user data that does not fit either of these criteria is commonly considered PII because it has a reasonable probability of resulting in the ability to contact the user. The archetype for this is the user's full name. The intersection of large datasets with consistent cross-session identifiers are being increasingly shown to offer the opportunity to derive user contact details.
(also called Beacon or Web Beacon) – An HTML object or code that transmits information to a third-party server, where the user is the first party and the site they are interacting with is the second party. Pixels are used to track online user activity, such as viewing a particular web page or completing a conversion process.
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 their function integrated into the main HTML file being presented.
Ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimized.
Any advertising experience where visiting a website in an initial browser window initiates a secondary browser window to deliver an ad impression directly above the initial browser window.
Initiates play in a separate ad window during the transition between content pages. Continues while content is simultaneously being rendered. Depending primarily on line-speed, play of a transitional ad may finish before or after content rendering is completed.
A Web site that often serves as a starting point for a Web user’s session. It typically provides services such as search, directory of Web sites, news, weather, e-mail, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards.
A linear video spot that appears after the video content completes. See also Preroll and Midroll.
An advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message. See also CPC.
Storing advertising or content in a computer's RAM or hard disk memory before it is displayed on the user's screen, rather than at the time that it plays, to reduce delays in rendering. See also Cache and Caching.
A preroll video ad is an In-Stream Video Ads that occurs before the video content the user has requested. See also Postroll and Midroll.
The practice of tracking information about consumers' interests by monitoring their movements online. This can be done without using any personal information, but simply by analyzing the content, URL’s, and other information about a user’s browsing path/click-stream.
Intermediaries between end users and Web sites such as ISPs, commercial online services, and corporate networks. Proxy servers hold the most commonly and recently used content from the Web for users in order to provide quicker access and to increase server security.
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.