Online Advertising Adserver Terminology: Ad Terms Part 2

Advertising specifications for online ad networks, adserver, ad management and ad server software and services. Ad definitions and ad terms do not necessarily represent the common or complete meaning of the term.

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H

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Hang: When a web page is prevented from loading completely or at all due to a technical difficulty at the server end or at the user end. Online advertising that is poorly served may have the tendency to hang pages, thus irritating the user and publisher alike.

Hit: The sending of a single file from a web server to a user's computer. Most web pages contain several files, including all HTML, graphics, audio, etc. Hit is not the same as impression, page view, or number of unique visitors. Information about hits is valuable to the provider for server loading and bandwidth predictions, but used alone, it is of little value as a metric of online advertising, or online use in general.

Host: The individual or web site that displays online advertising. See Publisher.

House Ad: A Self promotional ad a company runs on its media outlets to put unsold inventory to use.

Hybrid Campaign: An advertising campaign pricing model base on combining different individual pricing models into one. A CPM/CPA hybrid campaign combines the benefits of branding and direct response into the same campaign. The relative weighting of each individual model is adjustable within the hybrid campaign, and can be modified during the campaign run to maximize ROI.

Hyperlink: The foundation of online interactivity. This is the clickable link in text or graphics on a web page that takes you to another place on the same page, another page, or another web site.

Hypertext Markup Language (HTML): The standard file format for internet documents (web pages). 

HTML Banner: A banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.

Hypertext: The text version of the hyperlink.

Hypertext Transfer Protocol (HTTP): The networking protocol that allows hyperlinks to work.

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Impression: Also called an ad or page impression. The display of a single creative to a consumer on a website. A single page view can have more than one impression if there is more than one advertising location on the page, or if dynamic ad rotation is used.

Interactive Agency: An advertising agency, or division of an advertising agency dedicated to interactive advertising, primarily published online.

Interactive Media: The online, Internet, or web environment is the primary interactive media for advertising. It is dubbed interactive because the user, or advertising target, can typically interact with the content and advertising.

Interactive Creative: A digital creative that uses a hyperlink to transfer the user to another website or open a separate interactive window.

Interstitial Ads: Interstitial ads are ads that appear in a separate browser window while another page is loaded. If a user, on page A, clicks a hyperlink to go to page B, the user will see the interstitial ad before arriving at page B. Newer concepts called superstitials or metastitials attempt to be more acceptable to consumers by being less intrusive, subtle and more interesting with the use of rich media components such as video.

Inventory: The ad space available for sale on a website. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and an estimate of future page views. Also called ad availability.

Internet Protocol Address (IP Address): The numerical system used to identify the components of the Internet. Every system connected to the Internet has a unique IP address. 

J

Jump Page: See Splash Page. The page that is displayed when a user clicks on a banner. Can be used for just about anything from promoting a website, product or service, user registration to contests.

Java: An object-oriented programming language developed by Sun Microsystems, Java supports animation and real-time information transfer. Web pages that have Java applets embedded are recognized by Java supported web browsers.

Joint Photographic Experts Group (JPEG): Easily compressed graphics format that displays photographic as well as graphic images. JPEG is a newer format than GIF.

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Keyword: A word or phrase used to focus an online search and to target advertising. Advertisers can purchase keywords on search engines to guarantee that their website information is displayed prominently and/or display an associated creative.

L

Lag Time: The amount of time between making an online request or command and receiving a response. A primary goal of advertising network efficiency is to minimize lag time.

Link: See Hyperlink. When clicked on, a link brings you to another web page, or to another place on the same page.

Last Call: An opportunity for buyers to find broad penetration at low prices through last-minute, wide-ranging Run-of-Network buys.  

M

Make-Good: Impressions not delivered. If 600,000 impressions are bought and only 200,000 are delivered, the make-good is 400,000. Make-good impressions typically run in the month following the end of flight date or are credited to the campaign invoice.

Media: The forms of publication. Traditional advertising media include newspapers, magazines, billboards, radio and television. Digital interactive advertising media started with the Internet, accessed at an indoor computer, but is quickly spreading to television, cellular devices and outdoor locations.

Media Broker: An individual or organization that represents and is authorized to sell the advertising space of one or more publishers. Advertising networks can act as brokers for online publishers.

Media Buyer / Media Planner: An individual working directly for an advertiser, or for an advertising agency, charged with the responsibility of purchasing advertising space. An interactive media buyer makes online ad space purchases, sometimes through an ad network.

Metric: Any standardized measurement used for comparison purposes. Online advertising metrics include Click-through Ratio and Unique Page Views. 

N

Net Dollars: The total amount a publisher receives for inventory.

O

Opt-In Email: Email received based on a user's choice to opt-in is only used to send messages which will be of interest to them. Opt-in email continues to build market share in the online advertising world. More often than not, opt-in is the default and user action, such as a check box, is required to opt-out.

P

Page View: The number of times users request a web page. Page view is used interchangeably with page impression.The loading of a webpage by a browser. A single User Session may result in multiple page views and numerous Impressions.  

Pay-per-Click: See Cost per Click.

Pay-per-Impression: See CPM.

Pay-per-Lead: See Cost per Lead.

Pay-per-Sale: See Cost per Sale.

Pixel: See Tracking Pixel.

Plug-in: A modification to a browser that allows the execution of a certain type of custom file, such as Macromedia's Flash. Plug-ins are typically designed to enhance the web user experience by providing animation, video or audio content.

Pop Under: A window that pops (launches automatically) behind the current browser window. Also known as a pop-behind or go-behind

Pop Up: An ad that displays in a new browser window.

Publisher: An individual or entity selling online advertising space, including portal media planners, Webmasters and other ad networks. Publisher, web publisher, Webmaster and host are synonymous with respect to online advertising.

Psychographics: Behavioral characteristics of a target audience, such as online shopping habits.

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