Term
| AAAA (American Association of Advertising Agencies) |
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Definition
| Founded in 1917, the American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States. . See www.aaaa.org. |
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| when a user leaves a shopping cart with something in it prior to completing the transaction. |
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| when a Web server does not successfully transfer a unit of content or ad to a browser. This is usually caused by a user hitting the stop button or clicking on another link prior to the completion of a download. |
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| independent verification of measured activity for a specified time period. Some of the key metrics validated are ad impressions, page impressions, clicks, total visits and unique users. An activity audit results in a report verifying the metrics. Formerly known as a count audit. |
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| a commercial message targeted to an advertiser‘s customer or prospect. |
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| the number of unique users exposed to an ad within a specified time period. |
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| A graphic image or other media object used as an advertisement. See iab.net for voluntary guidelines for banner ads. |
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| Software on a user‘s browser which prevents advertisements from being displayed. |
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| an activity audit for a specific ad campaign. |
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| audience measurement derived from a third-party ad server's own server logs. |
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| when an ad is successfully displayed on the user's computer screen. |
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| 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. |
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| a unique identifier for a computer or site online, usually a URL for a Web site or marked with an @ for an e-mail address. Literally, it is how one computer finds the location of another computer using the Internet. |
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Definition
| 1) 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; 2) 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. Two methods are used to deliver ad content to the user - a) server-initiated and b) client-initiated. Server-initiated ad counting uses the publisher's Web content server for making requests, formatting and re-directing content. Client-initiated ad counting relies on the user's browser to perform these activities. For organizations that use 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. 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. See iab.net for ad campaign measurement guidelines. |
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| Click-throughs divided by ad impressions. See click rate. |
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Definition
| when an ad is inserted in a document and recorded by the ad server. |
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| the creative artwork, copy, active URLs and active target sites which are due to the seller prior to the initiation of the ad campaign. |
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| an aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network. |
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| 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. |
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Definition
| 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. |
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Definition
| 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. |
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| 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. |
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| the series of ads displayed by the user during a single visit to a site (also impression stream). |
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| the successful display of an advertiser's Web site 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 Web site, an ad transfer is recorded. |
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| when the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided by ad displays. |
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| the company paying for the advertisement. |
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| 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. |
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