Demystifying terms and terminologies (Contd)

Landing Page

The page on a website to which a user is taken after click thru’ an advertisement. This page could be any page on the website; but it is usually designed to provide additional information on the product/service being advertised.

Non-remnant Inventory

Inventory on the website which is sold directly by the publisher. This is as opposite to ‘remnant’ or unsold inventory which is sold thru’ 3^rd parties.

Opt In

A process whereby a user voluntarily agrees to receive emails on a subject of interest to him/her.

Opt Out

This is the opposite of Opt In - process by which user decides to stop receiving emails.

Pixel

Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 468 pixel x 60 pixel sized banner.

Pop Behind

A type of advertisement which appears in a smaller browser behind the current window. These types of ads tend to be dearer as their visibility is higher and considered less irritating to the user.

Pop Up

A type of advertisement which appears in a smaller browser when the normal web page is loaded. These types of ads tend to be dearer as their visibility is higher. But they are considered irritating to the user.

Rank

A website’s or an ad’s standing in relation to other websites/ads. Website ranking is serious business. One of the better know ‘ranks’ is Alexa. Based on the ranking of the website, inventory can be cheaper or costlier. The higher the rank, the costlier the inventory.

Remnant Inventory

Advertising space that remains unsold. It is often sold just before it is about to be used owing to which it is considerably cheaper than non-remnant inventory.

Return Visits

The number of times a visitor re-visits the same website.

Rich Media

Rich Media is a type of advertisement medium that included richer graphics, audio or video. While GIF ads are static, Rich media ads often enable users to interact with the banner. Rich Media banners are created using HTML, Shockwave, flash…

ROC

ROC – Run of category – is used to define a campaign that will run within a category within a network. For example, therefore, we may have a campaign for weight loss running only within the fashion and healthy living category - i.e the campaign will run exclusively on fashion and health living websites only. ROC is clearly a costly campaign to run than a RON campaign.

ROS

ROS – Run of Site – is subset of ROC, where the campaign will run only specific named sites only. ROS is dearer than an ROC campaign.

Rotation

When one is running a campaign, it could be a one banner campaign which runs only one banner at a time. Or it could be a rotational tag campaign where different banners are served cyclically.

Skyscraper

A skyscraper is an ad unit type which is much taller than other ad unit types. It takes up vertical space but very little horizontal space.

Supertitials

A rich media ad that downloads in the background while a visitor is reading content on a webs page. A browser window will be launched only after it has completely downloaded. Advertisers prefer this as they allow more interactive ads than the traditional banner ads. Besides as they preload in the background, they are less annoying than pop-ups or interstitial ads.

Unique Visitors

Total number of visitors to a website over a certain time period. While unique users or ‘uniques’ as it is often called in this business can be tracked using IP addresses, the most accurate way of tracking unique visitors is to require each visitor to login to gain access to the website.