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Wednesday, March 22, 2023


Every organization needs a Geektionary to store and teach their digital vocabulary. Below is an example from Fort Myers News-press.com combined with entries from LocalMediaInsider.com and ChesapeakeFamily.com

Let us know if you have a definition we should add.

• Ad banner – a graphic image used as an advertisement on a web site
• Ad blocker – software on a user’s browser which prevents advertisements from being displayed; popular on most modern browsers as Pop up blockers
• Ad click rate – ratio of ad clicks to ad impressions. Term is also known as yield or click-through percentage.
•Ad network – a group of media sites that have pre-agreed on ad sizes and pricing for the purpose of being packaged and sold by an agency or other entity.
• Animated GIF – an animation created by combining multiple GIF images in one file; the result is multiple images, displayed one after another, that give the appearance of movement. An animated picture file.

• Behavioral Targeting –  observing a user’s online behavior and then serving the most relevant advertisement based on their behavior
• Blog – a blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order; blogs often provide commentary or news on a particular subject, such as food, politics, or local news; some function as more personal online diaries
• Browser – a program used to navigate the internet

• Click through – when a site visitor clicks on a link or banner ad
• Channels or Sections – web pages that are located 1 click from the homepage Term used to refer to our major content categories: i.e. News, Business, Sports, etc. The front page of each channel functions like a homepage and is called a section front. As in print we often refer to editorial and classified sections. In online, classified sections are called verticals.  
• Click-through rate (CTR) – the average number of click-through per hundred ad impressions, expressed as a percentage.
• Content network – Google sells ads not only on search results but also directly on web pages of members in its “content network” including most major U.S. media sites.
• Cloud-based – Essentially this means internet-based rather than hosted on a mechanical server, making the system virtually free of crashes.
• Cookie – a file on the user’s computer that uniquely identifies the user’s machine.
• Conversion rate – the percentage of visitors who take a desired action.
• CPC (Cost-per-click) – cost of advertising based on the number of clicks received. Used by Google Adwords.
• CPL (Cost-per-lead) – cost of advertising based on the number of database files (leads) received.
• CPM – the cost of an ad for every 1,000 times the ad is shown on a Web page; think of how you sell inserts or direct marketing.
• CPO (Cost-per-Order) – cost of advertising based on the number of orders received. Also called Cost-per-Transaction.
• Crawler – a software program which visits virtually all pages of the Web to create indexes for search engines; also known as spider, bot, and intelligent agent.
• Customer Loyalty Programs  – Discount programs offered through the merchant to its customer base, often through text messaging.

• Day-Parting– the scheduling of an advertisement to appear on the website during specific hours of the day.
• Data-collection – a key goal of online advertising, usually e-mail name and other information such as zip code, gender and income that allows further targeting or marketing efforts.
• Demographic Targeting – the scheduling of an advertisement to appear on the website to users in a specific age group or gender or zip.
• Domain Name –  The name in a web address,  appearing as a component of a website’s URL.

• E-edition – an electronic version of a paper that allows the reader to “hold the paper in their hands” turning pages and reading it online as if it were a hard copy. Many ads have click-through to websites. Articles and photos can often be clicked, expanded, and printed out. And example is the www.news-press.com/e-edition.com. s.
• Engagement – the time individual user spends on the site. Studies show that customers with higher engagmenet on a site are more likely to click the ads, and high engagement on the ads are more likely to buy. High engagment also drives up pageviews and shows loyalty.
• Enterprise – as an adjective, this refers to something (software, etc.) that has been adopted for business use.
• E-tearsheets – an electronic version of paper tear sheets that allows advertisers a quick easy way to access, view and print electronically. www.etearsheets.com E-Tearsheets will hold up to 5 years of data.
• Expandable ads- an ad or ads that appear within our normal ad spaces, but expand to greater sizes by user interaction or could automatically begin expanded as the page loads and then fade back to the size of the normal ad space.

• File Size – the weight of a file, measured in kilobytes.
• File Size Limit – the maximum size an ad can be designed to so that the browser loads the ad before the rest of the page loads so the user doesn’t miss the ad impression.
• Flash™-Adobe’s graphics file format, which is used to display interactive animations on a Web page. This form of rich media technology is built-in to 99% of all internet browsers. This is just software for fancier graphics.
• Floating ads – an ad or ads that appear within the main browser window on top of the Web page’s normal content, thereby appearing to “float” over the top of the page.

• Geo-Targeting – the scheduling of an advertisement to appear in print or on the website to users in specific geographical areas.
• GIF (Graphic Interchange Format)- a graphic format which uses compression to store and display images; a picture file
• Google analytics – the main independent method most web sites track traffic to their site.

• Hits – the term most misused in describing Internet traffic. A hit is each link and graphic on a page that is loaded on to a user’s screen. On a typical day, the front page of our site has about 95 links and 15 graphics, about 110 hits. Please remove using the term HITS from your vocabulary.
• Home page – the page designated as the main point of entry of a Web site (or main page) or the entry point when a browser first connects to the Internet
• Homepage (Newspaper: Front Page)- entry page to web site http://www.news-press.com or http://www.gulfcoastmoms.com or http://www.gulfcoastinglive.com and http://www.gacetatropical.com.
• HTML (Hypertext Markup Language) – a set of codes called markup tags in a plain text (*.txt) file that determine what information is retrieved and how it is displayed by a browser.
• HTML & Code – computer language that web sites are programmed with
• HTTP (Hyper-Text Transfer Protocol) – the format most commonly used to transfer documents/pages on the World Wide Web
• HTTP – part of a web address; means nothing to our day to day except that HTTPS means it is a secure site like our web order entry address https://classified.news-press.com/webbase/index.jsp.

• IAB (Interactive Advertising Bureau) – the organization that governs advertising standard sizes and other industry issues.
• Impressions – number of times an ad is served and/or displayed.
• Interstitial Ads – ad units displayed during a transition from one Web page to the next.
• IP Address- internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers; the format is 2. The address of a computer.
• IYP – Internet Yellow Pages

• JPEG – (Joint Photographic Experts Group) – file format that uses a compression technique to reduce the size (number of bytes) of graphic files. A picture file.

• Keyword – specific word(s) entered into a search engine by the user that result(s) in a list of Web sites related to the keyword

• Leader board – a banner ad that appears at the top and bottom of pages. Standard size  is 728×90 pixels.

• Mouse Over – when the mouse is slid over a tile or place on a page, it causes action to take place. The best example of this is when a customer drags the mouse over a tile on the front page and causes the ad to expand to spotlight size. When the mouse moves off the spotlight, the ad returns to tile size.

• OAS – (Open Ad Stream) system that tracks the impressions and click through of ads.
• Online Coupons – a text-based ad that provides customers with a logo and offer. Ad links through to the coupon itself.
• Open Rate – 1. the non-contract rate on an ad placement. 2. in email marketing, the percentage of the number of emails open as compared to the total number of emails sent.
• Opt-in- refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company’s products and services. See permission marketing
• Opt-out- any time a user requests to be removed from any kind of online program, he or she is said to be “opting out.” For example, if you fill out an online form to register or sign up for something, you may see a “yes” automatically checked in a radio button to indicate that you wish to receive something. Unless you manually uncheck the yes, you will be added to some kind of marketing list.
• Opt-in e-mail – the act of explicitly requesting an e-mail distribution. For example, when you sign up to receive an e-mail newsletter, you are “opting” to receive it.
• Organic results – the free search results that appear in the center of the page
• Overlays – Converstion mechanisms such as e-mail or ‘click here” that are over-laid on top of video or other content.

• Page View – a common metric for measuring Web site traffic. When the entire page loads into a computer that is one page view, that counts as an ad impression for ads on that page. If there are three ads on the page, the media can charge for three impressions for that same page view.
• Peel Back Ad – appears at the top right corner of the front page. When the customer clicks on the folded over edge, the ad peels away, or peals back to reveal a larger size ad.
• Permission marketing – a sales approach in which the prospective consumer gives his or her consent to receive marketing information.
• Pillow Ad – antiquated term used to describe a 300X250 medium rectangle.
• Pixel – picture element (single illuminated dot) on a computer monitor; the metric used to indicate the size of Internet ads
• Plug-in- a program application that can easily be installed and used as part of a Web browser; once installed, plug-in applications are recognized by the browser and their function integrated into the main HTML file being presented
• Pop-up and Pop Under Ads- ads that appear when a customer enters (pop-up) or exits (pop-under) a page or site. Some customers find these disruptive.
• Pre-roll– online video commercial that is shown prior to video content.

•Quality Score – On of the factors that determines ranking in Google Adwords search results; a combination of relevancy, historical performance, depth of content and secret sauce (no one knows for sure).
  QR Code – digital image that links directory to a URL. The URL can be changed at any time.


• Rail – navigation element in the column of the web page; you will often hear references to the right and left rail.
• Registered Users – a user who registers with a site; on our site allows users to view our content; drives e-mail newsletters subscription (Business, Sports, Traffic Updates, etc) Allows media to collect age, gender, zip and print subscription information.
•Relevancy – The closeness of the exact literal match between a search term and key words  on the ad, landing page, and site; a key concept in optimizing web sites and search ads,
• Rich Media – term used to describe a variety of online advertising media experiences, including high-quality animation, streaming audio and video, and software-like features that can be embedded in relatively small ad files; a user can explore all of those features in the ad unit without ever leaving the content page on which the ad appears
• Roll-over/Expandable ad – ads that extend and double in size when a user rolls their mouse over the ad
• Run of Site – ads will rotate randomly throughout the website typically with a guaranteed number of impressions.

• Section Sponsor –  Usually a fixed ad or logo that appears on a specified section and correlating pages for every page view in that section. Impressions are usually not guaranteed but based on historical data.
• Server / Host Server – a host computer on a network. It houses information and responds to requests for information (for example, it houses Web sites and executes their links to other Web sites). The term “server” also refers to the software that makes the act of “serving information” possible.
• Share of Voice – Share of audience, a broadcast model in which the audience is divided into “shares” that are sold to advertisers, now being used for online sales. Percentage of time an ad rotates onto a page.
• Shop Local – the name of a movement to encourage people to buy locally.  
• Six pack – now an eight pack, this refers to the top eight slots next to the local map on Google search results. Available free by sending in a post card validating the business is at a real address.
• Skyscraper Ad – tall rectangular ads, typical size is 160×600 pixels.
• Sliding Billboard Ads – delicately intrusive ad ideal to promote big sales or big events in the community. Ad unit may be sold by day and is available to just 1 advertiser. Ad unit scrolls down over the content from the section fronts. Ad typically has 2 components, 910X40 and 910 X 200.
• SMS – (Short Message Service) is a telecommunications protocol that allows the sending of “short” (160 characters or less) text messages.
• Spam – unsolicited emails sent to users
• Spider – see Crawler
• Sponsorship –  ad units appear in fixed positions on the section fronts.
• Spotlight Ad – small ads, typically  120X60 in size  that  expand to a 300X250 when moused over.
• Streaming- data, audio or video that can be viewed by clicking to activate but does not download to your computer. This protects your computer from viruses.
• Streaming Audio Ads – click on the ad and the audio plays. Usually audio taken directly from radio commercials. Traceable on an OAS report.
• Stickiness –  a high amount user engagement.
• Story Level (article)Or Story Pages – term used to refer to the page with the full article displayed

• TIVO – the most well known brand of a digital video recorder (DVR), it is a stand alone piece of equipment used to record and save television programs on hard disks inside cable and satellite receivers. Basically it digitally records all of your favorite shows (and let’s you fast forward easily through the commercials).

• Unique Visitors – individual visitors who have been to a Web site within a given amount of time; tracked on a monthly basis
• URL – Uniform Resource Locator, the global address of a site on the World Wide Web
• User – an individual using the internet.

• Video Player – digital platform allowing users to watch video clips on their computers.
• Visitor Data – number of times each unique visitor goes to site in a month and other statistics.
• Visit Length- pages per session or time spent per session.
• Visitor – individual or browser which accesses a Web site within a specific time period, usually a month.

• WAP – An open international standard for applications that use wireless communication. Its principal application is to enable access to the Internet from a mobile phone or PDA.
• Web Address/URL (Uniform Resource Locator) – the unique identifying address of any particular page on the Web; the address of a website.
• Webmercial- video ad unit that plays within a 300X250. Ad unit is either user initiated and includes sound or auto-plays in mute mode. Either unit also serves as a link to advertiser’s web site. Ad unit is sold at a cost per thousand.
• www – World Wide Web

• Yield – an online marketing term; this is the percentage of users who click on an online ad. For example, if 19 users click on an ad that has been shown 79,000 times, it works out to be 0.02%. Industry average is 0.02% to 0.05%. news-press.com average is 0.11%.

• ZAG (Zip Code, Age, and Gender Targeted) Advertising- targeted banner ads by zip, age or gender. Units only appear to users who have registered using these 3 elements. Helpful to call out to the demographic you are targeting in the creative itself.

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