Ad
Click Through
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Number
of times users click on an ad. |
Click-Through Rate
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Ad
click-throughs as a percentage of the number of
impressions served. |
Ad
Impressions
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The
number of times an advertiser's banner is seen by
users. |
Banner
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An
online advertisement. This may be a graphic image
(see GIF or JPEG) or a combination of HTML and graphic
images. Standard banners on Yahoo! are 468 pixels
wide by 60 pixels high, and must be less than 15kb
(10240 bytes) in size. |
Browser
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The
generic term for any piece of software that lets
you see web pages. Netscape Navigator and Microsoft
Internet Explorer are two of the more popular browsers. |
Cookie
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A
browser feature that allows websites to save a limited
amount of information to 'identify' a user's browser
on subsequent visits to a site. Newer browsers give
the user the option to reject cookies if they wish. |
CPM
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Cost
per thousand ad impressions. CPM is the standard
web advertising cost model. |
FLASH
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Software
that enables designers to easily create engaging
graphics in banner ads. |
GIF
(pronounced "jif")
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The
most common image file format on the Internet, especially
for animated banners. A GIF image can contain up
to 256 colours, one of which may be transparent
to allow the page background colour to 'show through'.
Several GIF images may be combined into a single
GIF file to produce a slideshow or animation effect.
Stands for: Graphic Interchange Format. See also
JPEG. |
HIT
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When
a user requests an HTML document on the World Wide
Web, the server records that request as a 'hit'.
The problem with measuring 'hits' is that most Web
servers also count each graphic on that page as
a hit. For example, if you look at a page with five
images on it, some servers count that as five hits.
For this reason, 'hits' are a questionable measurement
of how popular a website actually is. |
HTML
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The
standard file format for Internet documents (web
pages), able to be displayed by all browers. HTML
files can contain links to other files and web pages
on the Internet. Stands for: HyperText Markup Language.
See also URL. |
Internet
Directory
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A
categorised and hierarchically organised listing
of Websites, generally maintained by a group of
human 'surfers'. Yahoo! is an example of a searchable
directory, since you can both browse and search
the directory. See also Search
Engine. |
ISP
(Internet Service Provider)
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A
company or institution that provides connection
to the Internet or hosting of web pages. |
Java
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Programming
language that supports enhanced features such as
sound, interactivity, or real-time updating of information.
Not supported on all browsers. See also Shockwave. |
JPEG
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A
common image file format which is very effective
at displaying high colour images in a compact file
size. JPEG images cannot be animated or have transparent
colours. Stands for: Joint Photographic Experts
Group. See also GIF. |
|
Jump
Page
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|
The
page that is displayed when a user clicks on a banner.
Often this is just the home page for a product or
service, but special promotions may have more complicated
pages with user registration or competitions. |
Link
(Hyperlink)
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A
clickable connection between Web pages or between
an ad and a website. Text links are usually blue
and underlined, and change to purple and underlined
if you've clicked on them recently. Graphic links
can be identified when you move your mouse over
a graphic and the pointer changes to a picture of
a pointing hand. See also HTML. |
Pageview
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Advertising
impressions are sold based on pageviews. An ad pageview
is counted when the page on which an ad is scheduled
is served by Yahoo! to a user. We use this metric
since it is not possible for Yahoo! to track ad
impressions from cached images that are on a user's
computer, or ad impressions from services that cache
the Yahoo! site. Such impressions would be over
and above the ads served by Yahoo!. |
Search
Engine
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A
Web site that employs automated programs called
"bots" or "spiders" to search (or "crawl") the Web.
Search engines examine every page found to index
the information on that page and find links to new
pages. Search engines use different parts of the
page to try to identify what the page "contains".
If you enter a keyword in a search engine, generally
you will get a large number of result pages to choose
from but they may not always be relevant to what
you were looking for. Compare with Internet
Guide. |
Shockwave
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A
plug-in that allows for multimedia movies to play
through a browser. Most newer browsers come with
the Shockwave plug-in already installed, otherwise
this software must be downloaded and installed into
an existing browser. |
URL
(Uniform Resource Locator)
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The
address of a web site or a page of a site. It usually
begins with "http://". Every file and page on the
web has a unique URL. |
