Shared Flashcard Set

Details

Centro Glossary
N/A
65
Business
Professional
07/17/2012

Additional Business Flashcards

 


 

Cards

Term
Ad Server
Definition
Computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed
Term
Ad Serving Cost
Definition
The cost associated with hosting and serving ad units
Term
Banner
Definition
Graphic that appears on a web page that is usually hyper linked to an advertisers web site.
Term
Behavioral Targeting
Definition
Uses information collected on an individual's web browsing behaviors such as the pages they have visited or the searches they have made to select which advertisements to be displayed to that individual
Term
Bonus Impressions
Definition
Additional ad impressions above the commitments outlined in the approved insertion order offered at no cost. Also called added value.
Term
Cache
Definition
Type of computer memory that stores previously accessed sites locally so that they can be called up faster if needed again.
Term
Channel
Definition
A band of similar content
Term
Click Rate
Definition
% of impressions that resulted in a user clicking through to advertiser's web site. Calculated by dividing the number of clicks by the number of impressions.
Term
Clickthrough
Definition
The result when a user clicks on a bed site banner or advertisement. Browser automatically redirects to the linking web page.
Term
Clicks
Definition
When a user clicks on an ad
Term
Content Integration
Definition
Advertising woven into editorial content or placed in a contextual envelope. Also known as "w\Web Advertorial"
Term
Cookie
Definition
A small piece of information that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions.
Term
CPA
Definition
Cost of advertising based on a visitor taking some specifically defined action in response to an ad. (Cost per Acquisition)
Term
CPC
Definition
Cost of advertising based on the number of clicks received. (Cost per Click)
Term
CPL
Definition
Cost of advertising based on the number of database files (leads) received. (Cost per Lead)
Term
CPM
Definition
Cost and advertiser pays for every 1,000 impressions of their ad. (Cost per Thousand)
Term
eCPM
Definition
Calculated by dividing the total number of impressions in thousands. (Effective Cost per Thousand)
Term
Blended CPM
Definition
Average of CPMs being used across sections
Term
Creative
Definition
Files that together, comprise an ad unit
Term
Flash
Definition
Adobe's vector-based rich media file format which is used to display interactive animations on a Web page.
Term
Flat Rate
Definition
A pricing structure that charges a single fixed cost, regardless of usage. Refers to a rate that does not change with usage or time of use.
Term
Flight
Definition
The length of time a campaign runs
Term
Floating ads
Definition
an ad or ads that appear within the main browser window on top of the Web page's normal content, thereby appearing to "float" over the top of the page
Term
Fold
Definition
the line below which a user has to scroll to see the content not immediately visible when a Web page loads in a browser
Term
Frequency
Definition
The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency
Term
GIF
Definition
Graphics interchange format. Most internet banner advertisements are created in the .gif format
Term
Home Page
Definition
The first page of a website
Term
IAB
Definition
Interactive Advertising Bureau founded in 1996 is dedicated to the growth of the interactive advertising marketplace, sets guidelines and best practices for online advertising. (iab.net)
Term
Impression
Definition
The term that refers to the point in which an ad is viewed once by a visitor, or is displayed once in a web page. The number of impressions of a particular advertisement is determined by the number of times the particular page is located and loaded.
Term
Insertion Order
Definition
Purchase order between seller of interactive advertising and a buyer (usually an advertiser or its agency), often called an IO
Term
Inventory
Definition
The number of impressions on a web site
Term
ISP
Definition
Internet Service Provider. Company that provides access to the internet via phone line, cable, fiber optics or satellite.
Term
Jpeg
Definition
Joint Photographic Experts Group. Graphic format which displays photographs and graphic images.
Term
Landing Page
Definition
Page where user "lands" after clicking on an advertisement on a web page
Term
OPA
Definition
Trade association representing a segment of online publishers. See online-publishers.org for more information.
Term
Out Clause
Definition
a clause in an underwriting agreement allowing the underwriter to cancer the agreement for certain specified reasons without penalty.
Term
Page View
Definition
Occurs when a user's browser requests and downloads a web page
Term
Performance Pricing
Definition
An advertising model in which advertisers pay based on a set of agreed upon performance criteria. (i.e. CPA, CPC, CPL)
Term
Pixel
Definition
Picture element (single illuminated dot) on a computer monitor. The metric used to indicate the size of Internet ads.
Term
1x1 Tracking Pixel
Definition
A transparent image that can be appended to web content to track impressions or clicks.
Term
Portal
Definition
A web site that often serves as a stating point for a Web user's session
Term
POV
Definition
Point of view
Term
Rate Card
Definition
The list of advertising prices and products and packages offered by a media company
Term
Reach
Definition
Unique users that visited the site over the course of the reporting period.
Term
RFP
Definition
Request for Proposal, an invitation from a client/advertiser to submit a proposal on a specific request
Term
Rich Media
Definition
Type of web banner advertising that are created using html, Flash, or other technology
Term
Roadblock
Definition
Premium 100% share-of-voice rotation typically for one day or one week, aka Carpe Diem
Term
RON
Definition
When an ad is scheduled to run across a network of sites
Term
ROS
Definition
When is ad is scheduled to run across site (all sections)
Term
Rotate
Definition
Way to schedule ads where banners are rotated when a page is refreshed or reloaded.
Term
Screen Shot
Definition
A saved image of a user's screen
Term
SEM
Definition
Search Engine Marketing; a form of internet marketing that seeks to promote websites by increasing their visibility in the search engine result pages.
Term
SOV
Definition
Share of voice; the total percentage that you possess of the particular niche, market, or audience you are targeting
Term
Spider
Definition
A program that automatically fetches Web pages. _____ are used to feed pages to search engines
Term
Sponsorship
Definition
____ represents custom content and/or experiences created for an advertiser which mat or may not include ad units (i.e, display advertising., brand logos, advertorial and pre-roll videos)
Term
Sustaining Media
Definition
Advertising that continues to run after the initial launch.
Term
Target Audience
Definition
The primary group of people that something. usually an advertising campaign, is aimed at appealing to. A ______ can be people or a certain age group, gender, marital status, etc. (ex. teenagers, females, single people)
Term
Tag
Definition
The code that calls and displays an ad unit from a remote location
Term
Terms & Conditions
Definition
The details of the contract accompanying an insertion order. See iab.net for voluntary guidelines for standard ______ for Internet advertising for media buys.
Term
3rd Party Ad Server
Definition
Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns.
Term
Traffic
Definition
The flow of data over a network, or visitors to a Web site
Term
Unique User
Definition
A unique individual that has accessed a site, regardless the number of times during a specified time.
Term
Universe
Definition
Total population of audience being measured
Term
URL
Definition
Uniform Resource Locator. Internet address of a website or web page
Term
Visitor
Definition
Individual or browser which accesses a Web site
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