Digital Agency Terms & Definitions You May Come Across (Part 3)

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Continued from Part 2


Re-direct -  when used in reference to online advertising, one server assigning an ad-serving or ad-targeting function to another server, often operated by a third company. For instance, a Web publisher's ad management server might re-direct to a third-party hired by an advertiser to distribute its ads to target customers; and then another re- direct to a "rich media" provider might also occur if streaming video were involved before the ad is finally delivered to the consumer. In some cases, the process of re- directs can produce latency. See ad serving, latency.

Real time -  events that happen 'live' – at a particular moment. When one chats in a chat room, or sends an instant message, one is interacting in real time.

Referral link -  the referring page, or referral link is a place from which the user clicked to get to the current page. In other words, since a hyperlink connects one URL to another, in clicking on a link the browser moves from the referring URL to the destination URL. Also known as source of a visit.

Rich media - advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML.

RSS / RSS Readers - or 'Really Simple Syndication'– is a process for publishing content on the Internet that facilitates moving that content into other environments.  For example, top news stories on a newspaper website can be published as an RSS feed and pulled into and delivered via a Web portal site.  RSS Readers are software programs or websites that enable users to subscribe to one or more RSS feeds, delivering content and information from multiple sources into a single user interface and environment.  

Recurring payment - A type of transaction wherein a customer authorizes an online store to automatically charge his credit card for regular delivery of products or services. 


Site optimization - modifies a site to make it easier for search engines to automatically index the site and hopefully result in better placement in results.

Search engine -  an application that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.

Sell-through rate -  the percentage of ad inventory sold.

Session -  1) a sequence of Internet activity made by one user at one site. If a user makes no request from a site during a 30-minute period of time, the next content or ad request would then constitute the beginning of a new visit; 2) a series of transactions performed by a user that can be tracked across successive Web sites. For example, in a single session, a user may start on a publisher's Web site, click on an advertisement and then go to an advertiser's Web site and make a purchase.

Site-centric measurement -  audience measurement derived from a Web site's own server logs.

Skins -  customized and interchangeable sets of graphics, which allow Internet users to continually change the look of their desktops or browsers, without changing their settings or functionality. Skins are a type of marketing tool.

Social marketing - Marketing tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user social circle of friends.

Social network - An online destination that gives users a chance to connect with one or more groups of friends, facilitating sharing of content, news, and information among them.  Examples of social networks include Facebook and LinkedIn.

Spam -  term describing unsolicited commercial e-mail.

Spam filter - software built into e-mail gateways as well as e-mail client applications designed to identify and remove unsolicited commercial messages from incoming e-mail before the end user sees them.

Splash page -  a preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial.

Search Engine Optimization (SEO) - An online marketing process of improving an online store’s website content to make it easier for search engine bots to index the website and hopefully enhance its ranking in search engine results.

Shipping - Physically transferring a product from the seller’s warehouse to the customer’s delivery address.

Shopping cart - A virtual representation of a shopping cart which lists the items that the customer has “picked up” from the online store.

Stock-keeping Unit (SKU) - An online store’s unique alphanumeric identification code for each product or service that can be bought.



Time Lag - A Google Analytics report, this summarizes how long (in days) it took your website visitors to finally become customers.

Third-party payment processor - An external servHelps merchants accept and process online payments even without their own merchant accounts. An example of this is Paypal.

Transaction - A record of actions taken for every order.

Text Messaging-text messaging, or texting - is the common term for the sending of "short" text messages, using the Short Message Service, from mobile phones. See SMS.

Third-party ad server - independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferences.

Traffic -  the flow of data over a network, or visitors to a Web site.

Transfer - the successful response to a page request; also when a browser receives a complete page of content from a Web server.

Transitional pop up - an ad that pops up in a separate ad window between content pages.



Unique Browser- An identified and unduplicated Cookied Browser that accesses Internet content or advertising during a measurement period. This definition requires taking account for the potentially inflationary impact of cookie deletion among certain of the cookied browsers that access Internet content.

Unique user -unique individual or browser which has either accessed a site (see unique visitor) or which has been served unique content and/or ads such as e-mail, newsletters, interstitials and pop-under ads. Unique users can be identified by user registration or cookies.

Unique visitor -a unique user who accesses a Web site within a specific time period. See unique user.

URL (Uniform Resource Locator) - the unique identifying address of any particular page on the Web. It contains all the information required to locate a resource, including its protocol (usually HTTP), server domain name (or IP address), file path (directory and name) and format (usually HTML or CGI).

URL tagging - the process of embedding unique identifiers into URLs contained in HTML content. These identifiers are recognized by Web servers on subsequent browser requests. Identifying visitors through information in the URLs should also allow for an acceptable calculation of visits, if caching is avoided.

User - an individual with access to the World Wide Web.

User registration - information contributed by an individual which usually includes characteristics such as the person's age, gender, zip code and often much more. A site's registration system is usually based on an ID code or password to allow the site to determine the number of unique visitors and to track a visitor's behaviour within that site.

Upselling - A sales technique where you offer your customers the chance to purchase upgrades (better features, better specifications, more volume) or to get the more expensive version of what they’re buying so you can maximize the value of their purchase (higher price).



Void - A type of transaction that cancels a transaction that has not been completed yet.

View - Often used as a synonym for 'impression'.

Visit - A single continuous set of activity attributable to a cookied browser or user (if registration-based or a panel participant) resulting in one or more pulled text and/or graphics downloads from a site. 

Visit duration - the length of time the visitor is exposed to a specific ad, Web page or Web site during a single session.

Visitor - individual or browser which accesses a Web site within a specific time period.



Web site - the virtual location (domain) for an organization's or individual's presence on the World Wide Web.

Webcasting - real-time or pre-recorded delivery of a live events audio, video, or animation over the Internet.

Widget - A small application designed to reside on a desktop (Mac OS X or Windows Vista) or within a Web-based portal or social network site (e.g., MySpace or Facebook) offering useful or entertaining functionality to the end user.

Wi-Fi - Any of a family of wireless LAN data standards used fairly ubiquitously for corporate and home connectivity.  Also available as 'hotspots’ in public areas such as cafes and airport terminals, either for free or for a one-time use charge or subscription fee.

Web analytics
- A set of strategic methodologies to collect, measure, analyze and report website data in order to determine the behaviour of website visitors and optimize the website itself.


Useful links


By Alanna at 7 Apr 2016, 11:06 AM