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Rate Card: Advertising price list. Rates to buy and sell advertising space on an ad network.

Reach: The total number of people who will see a given ad. Percent of Unique Visitors reached.

Redirect: The process of forwarding a call for a creative to another server based on availability and frequency capping, among other criteria.

Referral: A new member of the ad network (either a publisher or advertiser) referred directly by a current member through a button link or other means.

Refresh: To reload the same web page.

Release Date: The actual day an Ad Cycle begins.

Remnant Space: web site ad space that is relatively undesirable and is often resold to a third party to be filled with low dollar advertising. 

Rep Firm: Company that represents advertising sold on a web site, often exclusively.

Request for Proposal (RFP): A request to provide a competitive proposal to handle a particular campaign for publication. The best proposal is typically awarded a contract to perform the service.

Return on Investment (ROI): The actual or perceived future value of an expense or investment. Ad campaign ROI is a metric that attempts to determine what the advertiser receives in return for the cost of the advertising, usually in terms of new sales. The difficulty in determining ad campaign ROI is tied to the type of online campaign used.

Rich Media: A general term used to describe advances in online creative that take advantage of enhanced sensory features such as animation, audio and video. Rich media takes many different digital file forms. The serving of rich media creative can require more bandwidth and software modifications for older systems. Rich media creative will become more useful as user bandwidth increases.

Rotating: A single Ad Spot will display a different Adverstisement upon each calling of the page.

Run-of-Group (ROG): Refers to a rotation of your ad throughout a specified group of pages (Group A, B, or C). Advertisers are given more control by selecting the group desired (from the pre-designated groups available) and then selecting the number of total monthly impressions to be delivered. The system then delivers a random rotation throughout only the group of pages selected.

Run-of-Network (RON): A campaign buy that distributes creative to all or most of a network of publisher web sites with no targeting or other filtering applied, other than standard frequency capping. Run-of-Network campaigns provide Advertisers with the greatest reach at the lowest cost.

ROS (Run of Site) -Provides the advertiser with the opportunity to reach a broad audience by running ads throughout a web site. There is, however, no specific targeting in this model.

S

Search Engine - A program that acts as a catalog for the Internet. Using keywords, search engines to help a user locate their desired information. Examples: Yahoo, Google, Overture, Alta Vista, Lycos, and Excite.

Serving: The real-time, controlled distribution of advertising creative to publisher web sites.

Single Pixel GIF (SPG): See Tracking Pixel.

Site Function Targeting: A simple way to target advertising by the primary use of a web site (to buy or sell, to get information, to be entertained). Site function targeting is complementary to traditional category targeting.

SkyScraper Ad: An online ad significantly taller than the 120x240 vertical banner.

Splash page: A highly expressive page between an advertisement and an advertiser's web site that often provides product information. Some splash pages automatically jump to another page on the advertiser's web site after a certain amount of time has elapsed.

Sponsorship: A long term advertising relationship that typically involves the payment of a fixed fee to display a banner or other graphic on a web site, or be included in an email newsletter. Integrates an advertiser's message with content on an exclusive or non-exclusive basis. Identified by "Brought to you by..." or "Sponsored by..." messages. 

Stats: Data about the use of a web site or the effectiveness of an ad campaign. Make sure your ad server software provides real time stats like Ad Server Solutions.

Stickiness: A performance metric based on the ability of a web site to hold a visitor's attention. A web site's stickiness is average duration per user session or per unique visitor.

Surplus Inventory: web site ad space available for purchase. Surplus inventory is often Remnant Space.

Surround Session: Advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.

T

Tag: HTML fragment that enables a web site to serve an impression.

Targeting: The process of delivering an advertiser's ad to the user through either content matching, profiling, or filtering.The control of the distribution of ad creative to only those web sites or those users that fit within the particular targeting parameters. Targeting has the potential to dramatically improve the advertiser's ROI.

Text Ad: Advertisement using text-based hyperlinks.

Third Party Auditing: The use of an independent serving authority to provide the definitive accounting of the execution of an ad campaign. The campaign contract is usually written so that the auditor's numbers are final, rather than those of either the advertiser or publisher. Third party auditing is sometimes performed by a separate enterprise than third party serving, thus involving a total of four parties. If third party remnant space or affiliates are involved, the total number of entities involved in a single interactive advertising event can be five or more.

Third Party Serving: The task of managing the frequency capping, redirection and accounting of advertising events between publishers and advertisers.

Tracking: The collection and automated analysis of data associated with the serving of digital creative. Tracking provides the frequency control, accounting, stats data and anti-fraud components of a campaign.

Traffic: The number and types of people who come to a website. Measured in many different ways. Traffic is the currency of online success, but is not the only factor. Massive, low grade traffic to a web site with poor content will inevitably result in failure. To an ad network Traffic Management is the ongoing effort to balance Publisher inventory with booked campaigns.

Tracking Pixel: The method used to track post-click actions. A small piece of HTML code is placed in the advertiser's action page. This causes a clear, single pixel GIF image (1X1) to be loaded which counts the action if a corresponding tracking cookie exists on the visitors computer.

Transfer Click: Another term for the automatic loading (pop) of a new browser window containing the advertiser's content.

U

Under Delivery: Delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

Unique Users: Users marked by either a Global User ID (GUID) or a cookie in the form of an ID that is attached to a user's browser. Unique users do not include repeat users during a specified session.

Uniform Resource Locator (URL): an HTTP address used by the World Wide Web to specify a certain site. It usually begins with "http://". Every file and page on the Web has a unique URL.This is the unique identifier, or address, of a web page on the Internet. 

Unique Page Views: The total number of unique pages on a web site by a unique visitor.

Unique Visitor and User Session: A unique IP address visiting a web site for the first time in a specified period. Unique visitor is more often associated with long periods of time, such as a month. User session is more often associated with shorter periods of time, such as 30 minutes. Both are valuable traffic metrics for many web sites. Frequency control in ad campaigns is a function of unique visitor and user session definitions.

V

Vertical Banner: A banner ad measuring 120 pixels wide and 240 pixels tall.

Viral Marketing: The use of a self-perpetuation mechanism, such as a referral or affiliate program, to grow a user base in a manner similar to the spread of a virus. Good viral marketing campaigns have extraordinary ROI.

W

Web Page: The traditional presentation of information online. web sites are made up of web pages, analogous to the pages in a book. If frames are used, multiple pages can be displayed at the same time, resulting in multiple Page Views.

Webmaster: The individual responsible for the management of a web site. See Publisher.

Web Site: A virtual location online designated by a unique URL. A web site is made up of one or more web pages.

Web Site Categories: System of grouping based on content or demographic interests. These may include automotive, Internet, financial sites, etc.

Web Site Profile: Details that may include historical demographic and psychographic information about visitors to the web site, or a portion thereof.

X Y Z

Zip Code Targeting: Real-time geographic targeting of advertisements based on the zip code of the user.