Glossary of Internet Advertising Terms

Glossary of Internet Advertising Terms

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This is a list of terms used with this rate card. For a complete list of Internet terms, ask your New Media account executive.

Accipiter’s AdManager™ – Accipiter AdManager™ allows Web site publishers to deliver targeted advertising and in-depth tracking of visitors to their sites. This software tracks and reports on ad impressions, ad clicks and ad click-through rates.

Ad Click – When users or visitors click on ads.

Ad Impressions – With the objective of knowing that there was an opportunity to see an ad, Audit Bureau of Verification Services defines an ad impression as an advertisement that was delivered to a qualified visitor. We define it as the delivery of an online advertisement (linked banner or button), to a page of information requested by a Salt Lake Tribune or Deseret News online edition visitor.

Audit Bureau of Verification Services (ABVS) – The interactive auditing unit of the Audit Bureau of Circulations (ABC).

Banner Advertisement – A graphical image, usually in the shape of a rectangle, used as an advertisement on a Web site.

Button Advertisement – A graphical image, usually in the shape of a square, used as an advertisement on a Web site.

Click-through – The result of “clicking on” an advertisement that links to the advertiser’s Web site or another page within the Web site.

Cost-per-click – A media term used to describe the cost per single click-through of an ad to a client’s Web site.

Cost-per-thousand (CPM) – A media term used to describe the cost-per-thousand ad impressions. CPM is a standard pricing model on the Web.

GIF – Graphical Interchange Format — A common and compressed file format, developed by CompuServe, used to create Web ads or other images.

Page Impressions – The combination of one or more files presented to a viewer as a single document as a result of a single request received by the server.

Run-of-Site (ROS) – Rotation of ads throughout a Web site. ROS advertisers choose the total number of ad impressions desired, in advance, and ads within the ROS rotation continue until the campaign is completed. ROS advertising offers advertisers the opportunity to enhance their brand image through a mass marketing approach. ROS advertisements, on The Salt Lake Tribune and Deseret News’ online editions, are 468W x 60H pixels in size and are referred to as “banner” ads.

Targeted Advertising – Targeted advertising refers to placement of your ads in related or desired content areas that reflect the demographic profile of your target audience. With a targeted buy, your ad has a specific presence on a section front or page. Targeted advertisements on the newspapers’ online editions are 468W x 60H or 125W x 125H pixels and are referred to as “targeted” ads. Advertisers may buy all available inventory on classified classification section fronts. Targeted ad impressions on all other pages will be limited to 50 percent of the available inventory.

URL (Uniform Resource Locator) — The standard way to give the address of any resource on the Internet that is part of the World Wide Web (WWW). A URL looks like this: http://www.NACorp.com or telnet://NACorp.com. The most common way to use a URL is to enter into a WWW browser program, such as Internet Explorer or Netscape.

Source: SRDS Interactive Advertising Source, May 1998. ABVS Interactive, Inc., a subsidiary of the Audit Bureau of Circulation, May 1998.

If you have any questions, feel free to call our new media specialists at 801-237-2008.

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