FINAL EXAM: Terms (D2L VERSION)

Part of an email message or web page that is visible without scrolling.

Above the fold

An online aggregator or broker of advertising inventory for many sites.

Advertising Network

The transmission rate of a communications line or system.

Bandwith

Displaying ads to users based on their past browsing behavior with an ad network.

Behavioral targeting

The cost of advertising based on the number of clicks received

CPC

Memory used to temporarily store the most frequently requested online content/files/pages in order to speed its delivery to the user.

Cache

Advertising is advertising that is targeted to a non-search web page based on the page's content, keywords, or category.

Contextual

A very small text file (i.e. program code) that is stored on a user's browser for the purpose of uniquely identifying that browser.

Cookie

The process by which an online ad is inserted into a webpage in response to a user's request. Allows for multiple ads to be rotated through one or more spaces or placed based on demographic data or usage history for the current user.

Dynamic ad insertion

To voluntarily prevent ads from repeatedly displaying

Frequency Capping

The maximum amount of money that an advertiser is wiling to pay each time a web searcher clicks on an ad.

Keyword Bid

A web page viewed after clicking on a link within email or an ad. Also may be called a micro site, splash page, bounce page, or click page.

Landing Page

Multi-page accessed via click-through from initial ad. User stays on the publisher's web site, but has access to more information from the advertiser than a standard ad format allows.

Microsite

Unpaid search engine listings, as distinct from paid search engine placements, or pay-per-click ads

Organic Search Results

Is the action performed by a user on an advertiser site after being redirected there from clicking an ad

Post click

The form of online video ad placement where the advertisement is played before the content video plays.

Pre-roll

The scheduling of internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site-sections.

ROS

The action of one server assigning an ad-serving or ad-targeting function to another server, often operated by a third company.

Redirect

The delivery of a text-based advertisement to a browser

Textual Ad Impressions

Advertising and/or marketing techniques that spreads by getting passed on from consumer to consumer and market to market

Viral Marketing