Online Advertising Terms
Some Web 2.0 Ad Terminology Is Too New to Be in Dictionaries
Here are definitions of some terms and industry jargon used in Internet advertising.
Much of today’s Internet advertising terminology won’t be found in dictionaries because it is very new and is what the Internet Advertising Bureau (IAB) calls "online jargon."
The rise of the so-called Web 2.0 in 2004 led to much of the new language. Like many Internet terms, the definition of Web 2.0 itself varies widely. According to Tim O'Reilly, one of its creators, the term was put forth in 2004 to identify the vaguely described second generation of Internet marketing. It was coined to re-image the Internet industry after the dot.com decline it seemed to experience in 2001.
Web 2.0 generally focuses on platforms, on more consumer-generated Internet functions, more two-way communications and upgraded Internet services. The older Internet is now referred to as Web 1.0.
Here, with acknowledgment to Whatis.com’s list of 959 Internet terms, the IAB glossary and Avenue A/ Razorfish, are just a few of the terms used in the online ad business these days.
Ad affiliate – A website that runs ads for another marketer in exchange for a commission on the revenue generated by clicks on the ad.
Algorithm--IAB says this is a set of ‘rules’ used by a search engine to determine the relevance and ranking of a web page.
Behavioral Targeting -- An online marketing technique that collects previous consumer decisions to detect behavior patterns and develop targeting strategies. The consumer data or "psychographic characteristics," as it is sometimes called, is usually collected with forms, "cookies" and the tracking of visits to particular areas of a website.
Bricks-and-mortar—An old term which is getting more attention on the Internet because it distinguishes between purely Internet firms such as Amazon.com and established retail outlets such as Macy’s, which have physical stores.
Deep linking -- Linking beyond a home page to a particular page inside a website.
Interruptive formats – Ads that pop up on users' screens, sometimes before the desired page opens and sometimes on top of the page.
Keywood marketing-- A strategy in which marketers buy certain keywords or search terms so that they can target the placement of their ads.
Mobile media—Cellphones, iPhones, etc., that can also be used for advertising.
Personalizing—The consumer practice of modifying a home page by adding such features as scheduled content updates and regular feeds from other websites (See RSS).
Pixel—A space measurement unit for an ad. IAB has established standard pixel sizes for ads, such as 468 x 60, 125 x 125 and 120 x 90.
Rich media—A banner or other type ad that includes interactive, animation or other special features.
RSS (real simple syndication)—Flagging specific content on one website or blog and delivering it (and its updates) to another site or computer.
Scheduled page updates—A website feature in which specific content is automatically updated as developments warrant.
Search Engine Optimization (SEO) – The use of keywords and other techniques to get websites placed high in search engine listings.
Social media sites—Websites which allow and encourage individuals to communicate with one another, such as My Space and Facebook.
Third-person recommendations—Comments and ratings by either a website, search engine or Internet consumers. A recent survey by Avenue A /Razorfish said consumers rely heavily upon such recommendations, especially user-generated reviews and ratings.
Unique users – The number of different users who visit a website within a specific period.
Viral Marketing – A strategy in which advertisers encourage people to forward or share entertaining video, games, images, etc., with other users.
Wiki - A website that allows visitors to add or edit its content. Wikipedia is an example.
