DartMedia

A presentation of the current rates to buy and sell advertising space on an ad network.

A metric that estimates, for a given reporting period, the Unique Visitors to a website or network of websites, as a percentage of all Unique Visitors considered accessible to that website or network of sites. Percent of the audience "reached".

The process of forwarding a call for a creative to another server based on availability and frequency capping, among other criteria.

A new member of the ad network (either a publisher or advertiser) referred directly by a current member through a button link or other means.

To reload the same webpage.

Website ad space that is relatively undesirable and is often resold to a third party to be filled with low dollar advertising. Online remnant space is analogous to 3 AM television air time.

Company that represents advertising sold on a website, often exclusively.

A request to provide a competitive proposal to handle a particular campaign for publication. The best proposal is typically awarded a contract to perform the service.

The actual or perceived future value of an expense or investment. Ad campaign ROI is a metric that attempts to determine what the advertiser receives in return for the cost of the advertising, usually in terms of new sales. The difficulty in determining ad campaign ROI is tied to the type of online campaign used.

A general term used to describe advances in online creative that take advantage of enhanced sensory features such as animation, audio and video. Rich media takes many different digital file forms. The serving of rich media creative can require more bandwidth and software modifications for older systems. Rich media creative will become more useful as user bandwidth increases.

A campaign buy that distributes creative to all or most of a network of publisher websites with no targeting or other filtering applied, other than standard frequency capping. Run-of-Network campaigns provide Advertisers with the greatest reach at the lowest cost.