DartMedia

A coding language used to make hypertext documents for use online.

The networking protocol that allows hyperlinks to work.

The display of a single creative to a consumer on a website, also called an ad or page impression. A single page view can have more than one impression if there is more than one advertising location on the page, or if dynamic ad rotation is used.

An advertising agency, or division of an advertising agency dedicated to interactive advertising, primarily published online.

A digital creative that uses a hyperlink to transfer the user to another website or open a separate interactive window.

The online, Internet, or web environment is the primary interactive media for advertising. It is dubbed interactive because the user, or advertising target, can typically interact with the content and advertising.

The numerical system used to identify the components of the Internet. Every system connected to the Internet has a unique IP address. In the current system (IPv4), there are only 4.3 billion unique IP addresses.

Advertising creative placed in-between the origin website and the destination website, either physically or in time - also called a pop-up window. The interstitial is analogous to the advertising inserts in the Sunday paper that usually go straight to the trash. Newer concepts called superstitials or metastitials attempt to be more acceptable to consumers by being less intrusive, subtle and more interesting with the use of rich media components such as video.

The ad space available for sale on a website. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and an estimate of future page views. Also called ad avail.

An object-oriented programming language developed by Sun Microsystems, Java supports animation and real-time information transfer. Web pages that have Java applets embedded are recognized by Java supported web browsers.

Easily compressed graphics format that displays photographic as well as graphic images. JPEG is a newer format than GIF.

See Splash Page.

A word or phrase used to focus an online search and to target advertising. Advertisers can purchase keywords on search engines to guarantee that their website information is displayed prominently and/or display an associated creative.

The amount of time between making an online request or command and receiving a response. A primary goal of advertising network efficiency is to minimize lag time.

An opportunity for buyers to find broad penetration at low prices through last-minute, wide-ranging Run-of-Network buys.