Category: Glossary
Carping
Carping is what someone engages in when they post the same story to multiple places simultaneously. For example, someone might post a political news story to ten political debate groups on Facebook, hoping that someone will “bite” and engage with them. It has a tendency of wearing out audiences, and creating confusing threads as participants…
Ad Server
A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party.
Referring Page
This is the web page that a visitor previously requested before arriving to the current page as a result of clicking a hyperlink on the previous web page.
Real Time
A term used to describe immediate results. For example, an advertiser may need real time statistics on how their campaign is performing rather than statistics that are updated hourly or daily or weekly.
Reach
The number of unique visitors that visited a site over the course of the reporting period, expressed as a percent of the universe for the demographic category, also called unduplicated audience.
Rate Card
The published rates and ad space availability for a particular media such as a web site are referred to as the rate card, usually subject to change and often negotiable. These often include technical details regarding the banner specifications.
Rank
A web site or advertisement’s standing in comparison to other web sites or advertisements. Rank provides advertisers with information on performance comparisons.
Query String
A query string is the portion of a URL that contains variable name and value pairs, separated from each other by ampersands and separated from the file name by a questions mark. In the URL: http://www.aflac.com?cmp=abc123 the query string is ?cmp=abc123
Publisher
This is the web site operator, also referred to as an Affiliate or Partner. A publisher displays ads, text links, or product links on its web site, in e-mail campaigns, or in search listings and is paid a commission by the respective advertiser when the ad is displayed, clicked on, or the user takes a…
Psychographics
Identification of personality characteristics and attitudes that affect a person’s lifestyle and purchasing behaviors. Psychographic data points include opinions, attitudes, and beliefs about various aspects relating to lifestyle and purchasing behavior.
