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Glossary for Web Technology and Advertising


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Like the technology of the Web itself, the language and terminology surrounding e-business is constantly in flux. Use this handy online guide to build your understanding of the technology and terms. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

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Ad Click A click on an advertisement on a web site which takes a user to another site.
Ad View A web page that presents an ad. There may be more than one ad on an ad view. Once the visitor has viewed an ad he/she can click on it (see Ad Click).
Authentication Technique by which access to Internet or intranet resources requires the user to enter a username and password as identification.
Bandwidth Measure (in kilobytes of data transferred) of the traffic on a site.
Browser A program used to locate and view HTML documents (Microsoft Internet Explorer for example.)
Client The browser (see above) used by a visitor to a web site.
Client Errors An error occurring due to an invalid request by the visitor's browser. Client errors are in the 400-range. See "Return Code" definition.
Company Database The database installed and used by WebTrends to look up the company name, city, state, and country corresponding to a specific domain name.
Cookies Persistent Client-State HTTP Cookies are files containing information about visitors to a web site (e.g. user name and preferences). This information is provided by the user during the first visit to a web server. The server records this information in a text file and stores this file on the visitor's hard drive. When the visitor accesses the same web site again the server looks for the cookie and configures itself based on the information provided.
CPC, cost-per-clickthrough, cost per click A performance-based pricing model for advertising sales, CPC, or cost per click pays publishers based on number of clicks on a specific ad. Most ad networks, logically enough, only pay once per click per user within a specified time period, generally 24 hours or more. CPC rates can vary greatly, from $0.01 to $0.05 for low-scale networks, up to $1.00 or more for more reputable ad networks. Click here for our CPC.
CPM, cost-per-thousand CPM, or cost per thousand (the M is from the Roman numeral for thousand, which was derived from the Latin "mille"), is the price an advertiser pays for each 1000 displays of a banner ad. As opposed to performance-based models such as CPC, CPM rates guarantee web publishers revenue for each ad displayed, whether the visitor clicks it or not. Click here for our CPM.
CTR, Click through rate , Ad Click Rate CTR, or click-through rate, is the rate at which visitors click an advertisement, usually calculated as a percentage of ad impressions. The current web standard CTR for 468x60 banner ads is about 0.25%. This is not normal on the KWG because of the audience. Your CTR will vary and is normally higher. Highest CTRs are usually generated using fake "message waiting" or JavaScript warning ads, which often have little or no relevance to their target site. Ads of this kind can generate CTRs up to 11% or more, but, due to their nuisance value, can be detrimental to the hosting site. A good indication of an ad's effectiveness.
Domain Name The text name corresponding to the numeric IP address of a computer on the Internet (i.e.
Domain Name Lookup The process of converting a numeric IP address into a text name (for example is converted to
FTP File Transfer Protocol is a standard method of sending files between computers over the Internet.
Filters A means of narrowing the scope of a report or view by specifying ranges or types of data to include or exclude.
Form An HTML page which passes variables back to the server. These pages are used to gather information from users. Also referred to as scripts.
GIF Graphics Interchange Format is an image file format commonly used in HTML documents.
HTML Hyper Text Markup Language is used to write documents for the World Wide Web to specify hypertext links between related objects and documents.
HTTP Hyper Text Transfer Protocol is a standard method of transferring data between a web server and a web browser.
Hit An action on a web site such as when a user views a page or downloads a file.
Home Page The main page of a web site. The home page provides visitors with an overview and links to the rest of the site. It often contains or links to a Table of Contents for the site.
Home Page URL The local path or Internet URL to the default page of the web site for which WebTrends reports will be generated.
IP Address Internet Protocol address identifying a computer connected to the Internet.
Log File A file created by a web or proxy server which contains all of the access information regarding the activity on that server.
Page, also
Document Views
Any document, dynamic page, or form. Documents are defined by the system administrator, but generally include all static content, such as complete html pages. Dynamic pages are created with variables and do not exist anywhere in a static form. Forms are scripted pages which get information from a visitor that gets passed back to the server.
Page Views A hit to any file that is classified as a Page. Contrast with Hit, which counts files of every type.
Platform The operating system (i.e. Windows 95 Windows NT etc.) used by a visitor to the site.
Protocol An established method of exchanging data over the Internet.
Referrer URL of an HTML page that refers to the site.
Return Code The return status of the request which specifies whether the transfer was successful and why.
Possible "Success" codes are:
200 = Success: OK
201 = Success: Created
202 = Success: Accepted
203 = Success: Partial Information
204 = Success: No Response
300 = Success: Redirected
301 = Success: Moved
302 = Success: Found
303 = Success: New Method
304 = Success: Not Modified
Possible "Failed" codes are:
400 = Failed: Bad Request
401 = Failed: Unauthorized
402 = Failed: Payment Required
403 = Failed: Forbidden
404 = Failed: Not Found
500 = Failed: Internal Error
501 = Failed: Not Implemented
502 = Failed: Overloaded Temporarily
503 = Failed: Gateway Timeout
Server A computer that hosts information available to anyone accessing the Internet.
Server Error An error occurring at the server. Web server errors have codes in the 500 range.
Spiders An automated program which searches the Internet.
Suffix (Domain Name) The three digit suffix of a domain can be used to identify the type of organization.
Possible "Suffixes" are:
.com = Commercial
.edu = Educational
.int = International
.gov = Government
.mil = Military
.net = Network
.org = Organization
URL Uniform Resource Locator is a means of identifying an exact location on the Internet. For example is the URL which defines the use of HTTP to access the web page Default.htm in the /html/info/ directory on the WebTrends Corporation Web site). As the previous example shows a URL is comprised of four parts: Protocol Type (HTTP) Machine Name ( Directory Path (/html/info/) and File Name (default.htm).
User Agent Fields in an extended web server log file identifying the browser and platform used by a visitor.
User Session A session of activity (all hits) for one user of a web site. A unique user is determined by the IP address or cookie. By default a user session is terminated when a user is inactive for more than 30 minutes. This duration can be changed from General panel in the Options Web Log Analysis dialog. Synonym: Visit.
View Page See "Page View"
Visit Commonly called User Session. All activity for one user of a web site. By default a user session is terminated when a user is inactive for more than 30 minutes.

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The above article is from WebTrends site.
WebTrends Web Site

Click here for help on Hits, Page Views, Visitors and User Sessions

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Glossary of Interactive Advertising Terms
The IAB’s Glossary of Interactive Advertising Terms has been written to help marketers, agency executives, and publishers understand the language of this powerful new marketing tool.

What is Co-op Advertising? Co-op Advertising is where the ad costs are divided between two or more companies.

Also Known As: Co-op Ads, Cooperative Advertising, Cooperative Program

General Use: Incentive offered by manufacturers to distributors or retailers to encourage promotion and advertising of particular products.

Be sure to talk to your rep from each company you do business with to learn about their Cooperative Advertising. If you don't you are losing money to help your business grow through advertising.

What is an Advertising Allowance? An advertising allowance is money provided by a manufacturer to a distributor or retailer for advertising a specific product or brand.

Also Known As: Ad Allowance

Be sure to talk to your rep from each company you do business with to learn about their advertising allowance. If you don't you are losing money to help your business grow through advertising.

All other trademarks, products brands, and logos referred to herein are the property of their respective owners. No such use, or the use of any trade names, is intended to convey endorsement or other affiliation.

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