DartMedia

Advertising creative that is in digital format. Digital creative is easily stored, retrieved and delivered online. Common forms of digital creative include hypertext, HTML files, GIF image files, MPEG video files and AVI audio files.

A traditional advertising method used to elicit a direct response from a target by providing immediate access to the means to make a purchase. The interactivity of the Internet is ideal for the implementation of direct response advertising campaigns.

The uniform distribution of advertising creative across designated websites and over the flight of the campaign given targeting parameters, if any. Reputable ad serving systems have a variety of methods to maximize even delivery.

A contract that forces a Publisher to sell all specified inventory through a certain channel for a specified period of time. Advertisers can also be bound to purchase media only through a certain channel for a specified period of time. Fastclick does not use exclusive contracts.

The automatic launch of a browser window containing the advertiser's content triggered by the visitor exiting a particular webpage or website.

The time period, and associated start and end dates, over which an advertising campaign runs.

The rate a particular user is exposed to a particular creative or a particular campaign during a single session or period of time. Frequency capping is essential to the success of online advertising campaigns to maximize creative effectiveness.

Serving of ads to a particular geographical area or population segment.

A common graphics format that can be displayed on almost all web browsers. GIFs typically display in 256 colors and have built-in compression. Static or animated GIF images are the most common form of banner creative.

When a webpage is prevented from loading completely or at all due to a technical difficulty at the server end or at the user end. Online advertising that is poorly served may have the tendency to hang pages, thus irritating the user and publisher alike.

The sending of a single file from a web server to a user's computer. Most webpages contain several files, including all HTML, graphics, audio, etc. Hit is not the same as impression, page view, or number of unique visitors. Information about hits is valuable to the provider for server loading and bandwidth predictions, but used alone, it is of little value as a metric of online advertising, or online use in general.

The individual or website that displays online advertising. See Publisher.

An advertising campaign pricing model base on combining different individual pricing models into one. A CPM/CPA hybrid campaign combines the benefits of branding and direct response into the same campaign. The relative weighting of each individual model is adjustable within the hybrid campaign, and can be modified during the campaign run to maximize ROI.

The foundation of online interactivity. This is the clickable link in text or graphics on a webpage that takes you to another place on the same page, another page, or another website.

The text version of the hyperlink.