Internet Marketing Terms
All
| Term | Definition |
|---|---|
| 302 Redirect |
the process of a server sending a browser the location of a requested ad, rather than sending the ad itself. Ad servers use 302 redirects to allow them to track activities such as ad requests or ad clicks. |
| Abandonment |
when a user leaves a shopping cart with something in it prior to completing the transaction. |
| Abort |
when a Web server does not successfully transfer a unit of content or ad to a browser. This is usually caused by a user hitting the stop button or clicking on another link prior to the completion of a download. |
| Above The Fold |
Any area of a web page that is viewable without the viewer having to use the vertical scroll bar. Ad space in this area is usually more expensive since it is more likely to be viewed by the visitor. |
| Acquisition Cost |
The cost to an advertiser to gain a new customer. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time in order to determine the maximum acquisition cost. |
| Activity audit |
independent verification of measured activity for a specified time period. Some of the key metrics validated are ad impressions, page impressions, clicks, total visits and unique users. An activity audit results in a report verifying the metrics. Formerly known as a count audit. |
| Ad / Advertisement |
a commercial message targeted to an advertiser‘s customer or prospect. |
| Ad audience |
the number of unique users exposed to an ad within a specified time period. |
| Ad blocker |
software on a user‘s browser which prevents advertisements from being displayed. |
| Ad campaign audit |
an activity audit for a specific ad campaign |
| Ad centric measurement |
audience measurement derived from a third-party ad server's own server logs |
| Ad display/Ad delivered |
when an ad is successfully displayed on the user's computer screen. |
| Ad download |
when an ad is downloaded by a server to a user‘s browser. Ads can be requested, but aborted or abandoned before actually being downloaded to the browser, and hence there would be no opportunity to see the ad by the user. |
| Ad impression |
1) an ad which is served to a user‘s browser. Ads can be requested by the user‘s browser (referred to as pulled ads) or they can be pushed, such as e-mailed ads; 2) a measurement of responses from an ad delivery system to an ad request from the user's browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the user's browser -- therefore closest to the actual opportunity to see by the user. Two methods are used to deliver ad content to the user - a) server-initiated and b) client-initiated. Server-initiated ad counting uses the publisher's Web content server for making requests, formatting and re-directing content. Client-initiated ad counting relies on the user's browser to perform these activities. For organizations that use a server-initiated ad counting method, counting should occur subsequent to the ad response at either the publisher's ad server or the Web content server. For organizations using a client-initiated ad counting method, counting should occur at the publisher's ad server or third-party ad server, subsequent to the ad request, or later, in the process. See iab.net for ad campaign measurement guidelines. |
| Ad impression ratio |
Click-throughs divided by ad impressions. See click rate. |
| Ad insertion |
when an ad is inserted in a document and recorded by the ad server. |
| Ad Inventory - Ad Space |
the location on a page of a site in which an advertisement can be placed. Each space on a site is uniquely identified. Multiple ad spaces can exist on a single page. |
| Ad materials |
the creative artwork, copy, active URLs and active target sites which are due to the seller prior to the initiation of the ad campaign. |
| Ad network |
an aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network. |
| Ad recall |
a measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they remember the ad. Ad recall can be on an aided or unaided basis. Aided ad recall is when the respondent is told the name of the brand or category being advertised. |
| Ad request |
the request for an advertisement as a direct result of a user's action as recorded by the ad server. Ad requests can come directly from the user‘s browser or from an intermediate Internet resource, such as a Web content server. |
| Ad Server |
A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party. |
| Ad serving |
the delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher or by a third-party ad server. Ads can be embedded in the page or served separately. |
| Ad stream |
the series of ads displayed by the user during a single visit to a site (also impression stream). |
| Ad transfers |
the successful display of an advertiser's Web site after the user clicked on an ad. When a user clicks on an advertisement, a click-through is recorded and re-directs or "transfers" the user's browser to an advertiser's Web site. If the user successfully displays the advertiser's Web site, an ad transfer is recorded. |