| Tag |
HTML fragment that enables a website to serve an impression.
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| Targeting |
The control of the distribution of ad creative to only those websites or those users that fit within the particular targeting parameters. The depth and breadth of potential targeting parameters is unlimited. Targeting has the potential to dramatically improve the advertiser's ROI. Typical targeting parameters are: local user time of day, website category, user country, user age, etc.
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| Third Party Auditing |
The use of an "independent" serving authority to provide the definitive accounting of the execution of an ad campaign. The campaign contract is usually written so that the auditor's numbers are final, rather than those of either the advertiser or publisher. Third party auditing is sometimes performed by a separate enterprise than third party serving, thus involving a total of four parties. If third party remnant space or affiliates are involved, the total number of entities involved in a single interactive advertising event can be five or more.
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| Third Party Serving |
The task of managing the frequency capping, redirection and accounting of advertising events between publishers and advertisers.
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| Tracking |
The collection and automated analysis of data associated with the serving of digital creative. Tracking provides the frequency control, accounting, stats data and anti-fraud components of a campaign.
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| Tracking Pixel |
The method used by Fastclick to track post-click actions. A small piece of HTML code is placed in the advertiser's action page. This causes a clear, single pixel GIF image (1X1) to be loaded by our servers and count the action if a corresponding tracking cookie exists on the visitors computer.
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| Traffic |
The volume of visitors to a website. Traffic is the currency of online success, but is not the only factor. Massive, low grade traffic to a website with poor content will inevitably result in failure. To an ad network Traffic Management is the ongoing effort to balance Publisher inventory with booked campaigns.
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| Transfer Click |
Another term for the automatic loading (pop) of a new browser window containing the advertiser's content.
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Agency Glossary