Global Intelligence for the Digital Transition
The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.
The delivery of a text-based advertisement to a browser. To compensate for slow Internet connections, visitors may disable "auto load images" in their graphical browser. When they reach a page that contains an advertisement, they see a marker and the advertiser's message in text format in place of the graphical ad. Additionally, if a user has a text-only browser, only textual ads are delivered and recorded as textual ad impressions.
The amount of elapsed time from the initiation of a visit to the last audience activity associated with that visit. Time spent should represent the activity of a single cookied browser or user for a single access session to the web-site or property. Most publishers consider a session continuous if and only if not broken by more than 30 minutes of inactivity.
A method that enables advertisers to show an ad specifically to visitors only on certain days of the week or times of the day (also known as Day Parting).
An ad that is displayed between Web pages. In other words, the user sees an advertisement as he/she navigates between page ‘a’ and page ‘b.’ Also known as an interstitial.
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.