A
B C
D E
F G H
I J
K L
M N
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Q R
S T
U V
W X Y Z
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Ad Clicks
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Number of times users click on an ad banner.
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Ad Click Rate
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Sometimes referred to as "click-through," this
is the percentage of ad views that resulted in an ad click.
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Ad Views (Impressions)
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Number of times an ad banner is downloaded and presumably
seen by visitors. If the same ad appears on multiple pages
simultaneously, this statistic may understate the number of
ad impressions, due to browser caching. Corresponds to net
impressions in traditional media. There is currently no way
of knowing if an ad was actually loaded. Most servers record
an ad as served even if it was not.
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B2B
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B2B stands for "business-to-business," as in
businesses doing business with other businesses. The term is
most commonly used in connection with e-commerce and
advertising, when you are targeting businesses as opposed to
consumers.
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Backbone
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A high-speed line or series of connections that forms a
large pathway within a network. The term is relative to the
size of networkit is serving. A backbonein a small network
would probably be much smaller than many non-backbone lines
in a large network.
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Bandwidth
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How much information (text, images, video, sound) can be
sent through aconnection. Usually measured in
bits-per-second. A full page of text is about 16,000 bits. A
fast modem can move approximately 15,000 bitsin one second.
Full-motion full-screen videorequires about 10,000,000
bits-per- second, depending on compression. (See also: 56K,
bit, modem, T-1)
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Banner
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An ad on a Web page that is usually
"hot-linked" to the advertiser's site.
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Browser Caching
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To speed surfing, browsers store recently used pages on a
user's disk. If a site is revisited, browsers display pages
from the disk instead of requesting them from the server. As
a result, servers under-count the number of times a page is
viewed.
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Button
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Button is the term used to reflect an Internet
advertisement smaller than the traditional banner. Buttons
are square in shape and usually located down the left or
right side of the site.
The IAB and CASIE have recognized these sizes as the most
popular and most accepted on the Internet:
| Standard Internet Ad
Sizes |
| 468 x 60 |
Full banner |
| 392 x 72 |
Full Banner/
Vertical Navigation Bar |
| 234 x 60 |
Half Banner |
| 125 x 125 |
Square Button |
| 120 x 90 |
Button #1 |
| 120 x 60 |
Button #2 |
| 88 x 31 |
Micro Button |
| 120 x 240 |
Vertical Banner |
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CASIE
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CASIE stands for the Coalition for Advertising Supported
Information and Entertainment. It was founded in May of 1994
by the Association of National Advertisers (ANA) and the
American Association of Advertising Agencies (AAAA) to guide
the development of interactive advertising and marketing.
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CGI
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Common Gateway Interface. An interface-creation scripting
program that allows Web pages to made on the fly based on
information from buttons, checkboxes, text input, etc.
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Click through
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The percentage of ad views that resulted in an ad click.
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CPC
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Cost-per-click is an Internet marketing formula used to
price ad banners. Advertisers will pay Internet publishers
based on the number of clicks a specific ad banner gets.
Cost usually runs in the range of $.10 -.$20 per click.
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CPM
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CPM is the cost per thousand for a particular site. A Web
site that charges $15,000 per banner and guarantees 600,000
impressions has a CPM of $25 ($15,000 divided by 600).
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Cyberspace
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Coined by author William Gibson in his 1984 novel "Neuromancer,"
cyberspace is now used to describe all of the information
available through computer networks.
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Domain Name
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The unique name of an Internet site; for example
www.cyberatlas.com. There are six top-level domains widely
used in the US: .com (commercial) .edu (educational),.net
(network operations), .gov (US government), .mil (US
military) and .org (organization). Other, two letter domains
represent countries; thus; .uk for the United Kingdom and so
on.
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DTC
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DTC stands for "direct-to-consumer." The term
is commonly used to denote advertising that is targeted to
consumers, as opposed to businesses. Television ads, print
ads in consumer publications, and radio ads are all forms of
DTC advertising.
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Hit
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Each time a Web server sends a file to a browser, it is
recorded in the server log file as a "hit". Hits
are generated for every element of a requested page
(including graphics, text and interactive items). If a page
containing two graphics is viewed by a user, three hits will
be recorded - one for the page itself and one for each
graphic. Webmasters use hits to measure their server's work
load. Because page designs vary greatly, hits are a poor
guide for traffic measurement.
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Host
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An Internet host used to be a single machine connected to
the Internet (which meant it had a unique IP address). As a
host it made available to other machines on the network
certain services. However virtual hosting has now meant that
one physical host can now be actually many virtual hosts.
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HTML
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HyperText Markup Language is a coding language used to
make hypertext documents for use on the Web. HTML resembles
old-fashioned typesetting code, where a block of text is
surrounded by codes that indicate how it should appear. HTML
allows text to be "linked" to another file on the
Internet.
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Hypertext
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Any text that that can be chosen by a reader and which
causes another document to be retrieved and displayed.
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IAB
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IAB stands for the Interactive Advertising Bureau. The
IAB is a global non-profit association devoted exclusively
to maximizing the use and effectiveness of advertising on
the Internet. The IAB sponsors research and events related
to the Internet advertising industry.
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Internet
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A collection of approximately 60,000 independent,
inter-connected networks that use the TCP/IP protocols and
that evolved from ARPANet of the late '60s and early '70s.
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Interstitial
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Meaning in between, an advertisement that appears in a
separate browser window while you wait for a Web page to
load. Interstitials are more likely to contain large
graphics, streaming presentations, and applets than
conventional banner ads, and some studies have found that
more users click on interstitials than on banner ads. Some
users, however, have complained that interstitials slow
access to destination pages.
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IP address
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Internet Protocol address. Every system connected to the
Internet has a unique IP address, which consists of a number
in the format A.B.C.D where each of the four sections is a
decimal number from 0 to 255. Most people use Domain Names
instead and the resolution between Domain Names and IP
addresses is handled by the network and the Domain Name
Servers. With virtual hosting, a single machine can act like
multiple machines (with multiple domain names and IP
addresses).
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IRC
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Internet Relay Chat is a worldwide network of people
talking to each other in real time.
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ISDN
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Integrated Services Digital Network is a digital network
that moves up to 128,000 bits-per-second over a regular
phone line at nearly the same cost as a normal phone call.
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Java
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Java is a general purpose programming language with a
number of features that make the language well suited for
use on the World Wide Web. Small Java applications are
called Java applets and can be downloaded from a Web server
and run on your computer by a Java-compatible Web browser,
such as Netscape Navigator or Microsoft Internet Explorer.
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Javascript
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Javascript is a scripting language developed by Netscape
that can interact with HTML source code, enabling Web
authors to spice up their sites with dynamic content.
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Jump Page
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A jump page, also known as a "splash page," is
a special page set up for visitors who clicked on a link in
an advertisement. For example, by clicking on an ad for Site
X, visitors go to a page in Site X that continues the
message used in the advertising creative. The jump page can
be used to promote special offers or to measure the response
to an advertisement.
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Link
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An electronic connection between two Web sites (also
called "hot link").
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Listserv
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The most widespread of mail lists. Listervs started on
BITNET and are now common on the Internet.
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Log file
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A file that lists actions that have occurred. For
example, Web servers maintain log files listing every
request made to the server. With log file analysis tools,
it's possible to get a good idea of where visitors are
coming from, how often they return, and how they navigate
through a site. Using cookies enables Webmasters to log even
more detailed information about how individual users are
accessing a site.
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Newsgroup
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A discussion group on Usenet devoted to talking about a
specific topic. Currently, there are over 15,000 newsgroups.
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Opt-in e-mail
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Opt-in email lists are lists where Internet users have
voluntarily signed up to receive commercial e-mail about
topics of interest.
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>
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Page
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All Web sites are a collection of electronic
"pages." Each Web page is a document formatted in
HTML (Hypertext Markup Language) that contains text, images
or media objects such as RealAudio player files, QuickTime
videos or Java applets. The "home page" is
typically a visitor's first point of entry and features a
site index. Pages can be static or dynamically generated.
All frames and frame parent documents are counted as pages.
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Page Views
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Number of times a user requests a page that may contain a
particular ad. Indicative of the number of times an ad was
potentially seen, or "gross impressions." Page
views may overstate ad impressions if users choose to turn
off graphics (done to speed browsing).
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RealAudio
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A commercial software program that plays audio on demand,
without waiting for long file transfers. For instance, you
can listen to National Public Radios entire broadcast of All
Things Considered and the Morning Edition on the Internet.
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Rich Media
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Rich media is a term for advanced technology used in
Internet ads, such as streaming video, applets that allow
user interaction, and special effects.
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ROI
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ROI stands for "return on investment," one of
the great mysteries of online advertising, and indeed,
advertising in general. ROI is trying to find out what the
end of result of the expenditure (in this case, an ad
campaign) is. A lot depends on the goal of the campaign,
building brand awareness, increasing sales, etc. Early
attempts at determining ROI in Internet advertising relied
heavily on the click-rate of an ad.
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Server
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A machine that makes services available on a network to
client programs. A file server makes files available. A WAIS
server makes full-text information available through the
WAIS protocol (although WAIS uses the term source
interchangeably with server).
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Sponsorship
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Sponsorships are increasing in popularity on the
Internet. A sponsorship is when an advertisers pays to
sponsor content, usually a section of Web site or an e-mail
newsletter. In the case of a site, the sponsorship may
include banners or buttons on the site, and possibly a tag
line.
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Sticky
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"Sticky" sites are those where the visitors
stay for an extended period of time. For instance, a banking
site that offers a financial calculator is stickier than on
that doesn't because visitors do not have to leave to find a
resource they need.
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T-1
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A high-speed (1.54 megabits/second) network connection.
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T-3
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An even higher speed (45 megabits/second) Internet
connection.
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TCP
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Transmission Control Protocol works with IP to ensure
that packets travel safely on the Internet.
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Unique Users
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The number of different individuals who visit a site
within a specific time period. To identify unique users, Web
sites rely on some form of user registration or
identification system.
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UNIX
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A computer operating system (the basic software running
on a computer, underneath things like data bases and word
processors). UNIX is designed to be used by many people at
once ("multi-user") and has TCP/IP built-in. Unix
is the most prevalent operating system for Internet servers.
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Valid Hits
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A further refinement of hits, valid hits are hits that
deliver all information to a user. Excludes hits such as
redirects, error messages and computer-generated hits.
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Visits
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A sequence of requests made by one user at one site. If a
visitor does not request any new information for a period of
time, known as the "time-out" period, then the
next request by the visitor is considered a new visit. To
enable comparisons among sites, I/PRO uses a 30-minute
time-out.
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