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VNU - Online advertising terms Category: Business and Law > Online advertising Date & country: 11/11/2007, UK Words: 11

Ad Serving Software
A program that websites use to deliver the ads to specific criteria e.g. duration, targeting, ad format, ad size, time of day, browser version, operating system etc. VNU uses Dart

Ad view - ad impressions
An ad view occurs when both a Web page and an ad are delivered. Most Web sites prefer to sell ad views, and presume that each page delivered equals an ad view for each ad on that page.

Branding
Product/Service on offer â€` low volume, high yield (e.g. a Server) vs. high volume, low yield (e.g. an entry level PC)

Click-through rates
Whenever a user clicks their mouse on an ad, this is referred to as a click-through. Click-through rates (the percentage of ad views that resulted in click-throughs) are often referred to by advertisers as a measure of a campaign's success and want to pay just for these, but this is a limited measurement as it ignores:

Cookie
A data text file sent to the user's hard disk that tracks a user's return visits and click streams. Cookies can be useful for gaining valuable marketing data about users.

Cost Per Thousand (CPM)
The industry accepted rate for a banner ad, calculated depending on the price for every thousand banners viewed by a user of the site e.g. A banner campaign could be 100,000 impressions at £42 CPM = £4,200

Graphic files (GIF and JPEG)
The two most common file formats used for graphic images on the Web. JPEGs have a more variable range of compression qualities, affecting file size and/or quality. Creatives increasingly using Rich Media eg Shockwave, dhtml, java, enliven

Java
A multi-platform (i.e. it will run on any browser or computer) computer language invented by Sun Microsystems and designed to create programmes for use on the Internet.

JavaScript
A script language from Netscape, used in Web site development for linking Web pages to pop-up windows or causing text or graphics to change when a mouse rolls over them.

Page Impression
A page impression is recorded when the whole Web page is delivered to a Web browser. Current standards gauge traffic by page impressions on a per monthly basis.

Unique visitor
Detected by unique addresses visiting a site for the first time in a specified period (usually one day), so that user visits are not recorded twice. While unique visitor counts can show the size of a site's audience, they cannot show how visitors use the site. vnunet.com uses WebTrendsLive to measure site traffic.