TGM Designs

TGM Designs has compiled this glossary of internet marketing and advertising terminology to help our clients to know and understand what services we provide. The terms cited are used regularly throughout online advertising and marketing. If you are preparing to start marketing or advertising your website these terms will prove to be very helpful. This glossary's intention is to be relevant and beneficial to your understanding rather than be comprehensive.

Abandonment

When a user leaves a shopping cart with something in it prior to completing the transaction.

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 banner

A graphic image or other media object used as an advertisement. See iab.net for voluntary guidelines for banner ads.

Ad blocker

Software on a user’s browser which prevents advertisements from being displayed.

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 Flag

An banner that contains a text headline, or text lines of words.

Ad impression

	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
	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.

Ad impression Methods

Server-initiated ad impression: Ad content is delivered to the user via two methods - server-initiated and client-initiated. Server-initiated ad counting uses the publisher’s Web content server for making requests, formatting and re-directing content. For organizations using 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, or later in the process.

Client-initiated ad counting impression: Ad content is delivered to the user via two methods - server-initiated and client-initiated. Client-initiated ad counting relies on the user’s browser for making requests, formatting and re-directing content. 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.

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 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 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 SLOT

Adapted from the traditional print media, it refers to a assigned space on the webpage reserved for a button/banner advertisement.

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 stream

The series of ads displayed by the user during a single visit to a website.

Ad transfers

The successful display of an advertiser's website 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 website, an ad transfer is recorded.

Ad view

When the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided by ad displays.

Advertiser

The company paying for the advertisement.

Advertorial

An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.

Affiliate marketing

An agreement between two sites in which one site (the affiliate) agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate receives a percentage of sales or some other form of compensation generated by that traffic. See Affiliate Program.

Affiliate Program

A profit-sharing mechanism between companies to display banner ad on one company's site, with the banner linked to the other company. The company that displays the banner ad usually receives either:

	A cash percentage of sales from the click-throughs.
	A fixed dollar amount per click-through.

Affinity marketing

Selling products or services to customers on the basis of their established buying patterns. The offer can be communicated by e-mail promotions, online or offline advertising.

AIDA

Acronym for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.

Animated GIF

An animation created by combining multiple GIF images in one file. The result is multiple images, displayed sequentially, giving the appearance of movement.

Aspect ratio

The width-to-height ratio of a picture or video frame. IMUs have an aspect ratio of 6:5 (330x 250; 336 x 280; and 180 x 150).

Autoclose

A banner that automatically closes within a certain time period of launching. The autoclose feature is becoming increasingly popular with interstitial ads.

Auto-Optimization

Manually changing a banner campaign over the internet. Auto-optimization can allow for changing the frequency of your banner rotation across a site, having it rotate on another site, or removing the banner altogether.

Source: http://www.iab.net