Category: Glossary
Campaign ID
A campaign ID is a unique tracking code that is added to published URLs for the purpose of determining the relative effectiveness of different tactics and publisher scenarios.
Campaign
The process of planning, creating, buying and tracking an advertising project from start to finish.
Cache Bursting
This process, also known as “defeating cache”, is accomplished by adding a random number to the banner HTML each time the page is reloaded. This causes a separate banner request to be sent to the server, thus insuring the banner is not cached and banner advertisement impressions are not undercounted.
Cache
A type of computer memory that stores previously accessed documents so that they can be accessed faster should they be needed again. If you go back to a web page that you have previously visited, much of the pages content may be able to be accessed from a local cache or gateway proxy instead of…
Button
A type of advertising unit that is smaller than a banner and usually placed in parts of a web page where space is limited such as in narrow columns on the left or right side of a page.
BTL
Below the line (BTL) is a type of sales promotion focusing on short-term incentives, usually targeted towards consumers.
Boutique
An agency that provides a limited service, such as one that does creative work but does not provide media planning, research, etc. Usually, this refers to a relatively small company.
Bounce Rate
Used in web site traffic analysis. This represents the percentage of initial visitors to a site who “bounce” away to a different site, rather than continue on to other pages within the same site. With regards to mass e-mail sends this is the ratio of the number of e-mail messages rejected by recipient servers to…
Blind Traffic
Web visitor traffic that is generated using blind links.
Blind Link
A text or graphical hyperlink which does not clearly indicate where the hyperlink leads to.