DartMedia

In reference to ad placement in traditional media, such as newspapers, this defines the top half of a page. On the web, this portion of the page is viewed without scrolling.

Historically, an organization charged with the representation of advertising space for a group of websites for the purpose of maximizing revenue and minimizing administrative costs through aggregation. The role of the modern Internet advertising network is to transact, serve, track and report the distribution of creative from advertisers to publishers using an efficient, interactive marketplace.

Different ads and different ad sources are often rotated in the same space on a webpage. Ad rotation can be static (one ad per page view) or dynamic (more than one ad per page view cycled based on elapsed display time). This is usually done automatically by software on the website. This function is related to, but different from ad serving provided by a network, such as DartMedia.com. Ad rotation software can be used in conjunction with the DartMedia.com service. For more information on free ad rotation software see www.adcycle.com.

Name for the organization, hardware, and software that deliver advertising creative to the user’s browser. The ad server typically is responsible for selecting the appropriate ad to serve by frequency control and targeting. The ad server also performs a variety of other administrative tasks including the counting of impressions and clicks, and report generation.

The space on a webpage reserved to display advertising.

See Impression.

Digital creative that is typically interactive. Banners, buttons, interstitials and key words are all examples of online advertisements. The digital creative can be text, static graphic, animated graphic, video, audio or other.

Any individual or entity purchasing online advertising space including agency media buyers, OEM media buyers, and sole proprietors.

Typical term for a website that drives traffic to another website in exchange for a percent of sales from users driven to the site.

Marketing efforts aimed at consumers on the basis of established buying patterns.

An organization beholden with the responsibility to design, produce and manage the advertising for its customers. Agencies that handle digital creative and online campaigns are typical called interactive agencies. Many agencies handle both interactive and traditional media.

A URL that points to another website. Many websites use aliases to differentiate traffic. Fastclick allows approved aliases to be used with the same ad code as the main website.

Text that appears while a banner is loading or when a cursor moves over a banner.

A small application served along with or instead of an image file for the purpose of executing a specific animation, visual or audio sequence. Some rich media creatives are served using a Java applet. Applets are typically intended to provide an enhanced web user experience, comparable to a plug-in.

Entities that manage and distribute services and solutions to customers across a wide area network from a central data center. Internet advertising networks are sometimes referred to as ASPs.