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.

IAB (Interactive Advertising Bureau)

IAB is a non-profit trade association devoted exclusively to maximizing the use and effectiveness of interactive advertising and marketing. See iab.net for more information.

Image map

A GIF or JPEG image with more than one linking hyperlink. Each hyperlink or hot spot can lead to a different destination page.

Impression

A measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user.

IMU (Interactive Marketing Unit)

The standard ad unit sizes endorsed by IAB.

Incentivised Click

A type of click through in which the person clicking on the advertisement does so in order to receive some reward. Often results in low visitor quality.

Initial Load

The first file segment of a banner that initially downloads for the viewer to experience almost immediately, so the viewer doesn't have to wait for the entire banner to download.

Insertion

Actual placement of an ad in a document, as recorded by the ad server.

Insertion order

Purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency).

Interactive advertising

All forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.

Internal page impressions

Web site activity that is generated by individuals with IP addresses known to be affiliated with the website owner. Internal activity that is associated with administration and maintenance of the site should be excluded from the traffic or measurement report.

Intenet Classified Websites

Traditional printed classified ads are typically just a few column lines in length often filled with abbreviations to save space and money. Internet classified sites do not typically use per-line pricing models, so the ad tend to be longer and more descriptive. They are also more readily searchable unlike their offline brethren, and tend to be local classifieds with a great sense of urgency because of their constantly updated structure. Because of their self-policing nature and low cost structures, more companies are increasingly advertise in Internet classified sites vs. traditional newspaper.

Internet Yellow Pages

Electronic or interactive versions of Yellow Pages directories that allow on-line search for local listings.

Interstitial ads

Ads that appear between two content pages. Also known as transition ads, intermercial ads and splash pages.

In-unit click

A measurement of a user-initiated action of responding to an ad element which generally causes an intra-site redirect or content change. In-unit clicks are usually tracked via a 302 redirect. Also known as click-downs, click-ups and click-withins.

Inventory

The number of ads available for sale on a Web site.

Island Position

An advertisement that is completely surrounded by editorial material with no adjoining advertisements to compete for the audiences attention.

JPEG (Joint Photographic Experts Group)

Standard web graphic file format that uses a compression technique to reduce graphic file sizes

Jump page ad

Microsite which is reached via click-through from button or banner ad. The jump page itself can list several topics, which are linked to either the advertiser's site or the publisher's site.

Large rectangle

A n IMU size. The IAB’s voluntary guidelines include seven Interactive Marketing Unit (IMU) ad formats; two vertical units and five large rectangular units.

Lead

Term used to describe a person or company that has expressed interest in an offer. Companies follow up on leads in hopes of converting them into customers.

Lead Generation

Fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.

Link

A clickable connection between two Web sites. Formally referred to as a hyperlink.

Listserv

A mailing list comprised of e-mail addresses. Listserver - a program that automatically sends e-mail to a list of subscribers or listserv.

Micro Button

A very small banner, measuring only 88 x 33 pixels. Most micro buttons are too small to be effective direct response banners.

Micro-sites

Multi-page ads accessed via click-through from initial ad. The user stays on the publisher’s Web site, but has access to more information from the advertiser than a display ad allows.

Midroll

Form of online video ad placement where the ad is played during a break in the middle of the content video. See Preroll and Postroll.

Mouseover

The process by which a user places his/her mouse over a media object, without clicking. The mouse may need to remain still for a specified amount of time to initiate some actions.

NAI (Network Advertising Initiative)

A cooperative group of network advertisers which has developed a set of privacy principles in conjunction with the Federal Trade Commission. The NAI provides consumers with explanations of Internet advertising practices and how they affect both consumers and the Internet.

Nonqualifying page impressions

Page impressions which should be excluded from traffic or measurement reports, such as unsuccessful transfers of requested documents, successful transfers of requested documents to a robot or spider, and/or pages in a frame set.

Off-site measurement

When a site forwards its log files to an off-site Web research service for analysis.

On-demand

The ability to request video, audio, or information to be sent to the screen immediately by clicking something on the screen referring to that choice.

On-site measurement

When a server has an appropriate software program to measure and analyze traffic received on its own site.

Opt-in

Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services. See permission marketing.

Opt-in e-mail

Lists of Internet users who have voluntarily signed up to receive commercial e-mail about topics of interest.

Opt-out

When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company's mailing list.

OTS (Opportunity to See)

Same as page display - when a page is successfully displayed on the user's computer screen.

Source: http://www.iab.net