Knowledge Bridge
Global Intelligence for the Digital Transition
Global Intelligence for the Digital Transition
High-volume, central, generally “long-haul” portion of a data network.
The transmission rate of a communications line or system, expressed as kilobits per second (kbps) or megabits per second (Mbps) for digital systems; the amount of data that can be transmitted over communications lines in a given time.
Basic ad units that are usually embedded within a site, application or game and come usually in a high-aspect ratio shape such as narrow and tall or short and wide.
A behavioral event is a user-initiated action which may include, but is not limited to: searches, content views, clicks, purchases, and form-based information.
They are generally anonymous and do not include personally identifiable information (PII).
Using previous online user activity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match advertising creative to users (sometimes also called Behavioral Profiling, Interest-based Advertising, or online behavioral advertising). Behavioral targeting uses anonymous, non-PII data (PII = Personally identifiable information).
Bit rate is a measure of bandwidth which indicates how much data is traveling from one place to another on a computer network. Bit rate is usually expressed in kilobits per second (kbps) or megabits per second (Mbps).
The bit rate of an audio or video stream indicates how much data must be transferred concurrently in order to properly receive the stream. Buffering can help mitigate variance in available bandwidth.
Note that bit rate does not describe how long is takes to get from one part of the network to another, only how many bits can be transferred concurrently. See latency for a measurement of delay.
There are two concepts that surface when targeting media plans to blogs: conversations and conversation phrases. A conversation is a collection of authors/sites and their audience linked by relevant content. A conversation phrase is a combination of keywords and keyword phrases used to associate an author/site, its content and audiences to a conversation.
Conversation Size
The following metrics will help advertisers understand the breadth and depth of discussion happening in the blogosphere about specific topics and in which consumers are engaged. These conversation metrics will guide media planners in their campaign planning and execution.
• Number of Conversation Relevant Sites
The count of sites in the conversation whose content contains conversation phrases from the client’s Request for Proposal (RFP) or Insertion Order (IO).
• Number of Conversation Relevant Links
The count of links to (in-links) and from (out-links) content that contains conversation phrases from the client’s RFP or IO across all sites identified for and/or supporting the campaign plan.
• Conversation Reach
The number of unique visitors (monthly) across sites in the conversation.
Site Relevance
The following metric can help an advertiser understand relevancy of the site and its content to the conversation phrases to which the media plan is targeted. By looking at the relevancy of the site’s content compared to other sites, a media planner can better understand the impact of an advertisement on that site.
• Conversation Density of Conversation Relevant Posts
The percentage for which conversation phrases from the client’s RFP or IO match Post content on the sites identified in the campaign media plan. Unlike SEO keyword density, this percentage is expressed across all posts on the site and not for a single page.
Author Credibility
The following metrics help an advertiser understand the credibility of the authors participating in the conversation. By looking at the length of time an author has been posting on a topic, the relevancy of the author’s posts among his/her peers and the frequency of the author’s posts, a media planner can better understand the impact of an advertisement on that author’s site.
• Number of Conversation Relevant Posts on the Site
The number of posts on the site with content containing conversation phrases from the client’s RFP or IO.
• Number of Links to Conversation Relevant Posts on the Site
The count of links to (in-links) and from (out-links) content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
• Earliest Post Date for Conversation Relevant Posts
The earliest post date for content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
• Latest Post Date for Conversation Relevant Posts
The most recent post date for content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
• Duration Between Earliest and Last Post Date for Conversation Relevant Posts
The time between a site’s first posting and latest post for content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
Content Freshness and Relevance
The following metrics help an advertiser understand the freshness and relevance of the content on which their advertisement will appear. These metrics are important because media planners can better understand the impact of an advertisement across sites and their content within a campaign.
• Earliest Post Date for Conversation Relevant Posts
The earliest post date for content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
• Latest Post Date for Conversation Relevant Posts
The most recent post date for content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
• Mean-time Between Posts
The average (mean) time between posts for content containing conversation phrases from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
Additional ad impressions above the commitments outlined in the approved insertion order.
Software that runs automatically without human intervention. Typically, a bot is endowed with the capability to react to different situations it may encounter. Two common types of bots are agents and spiders. Bots are used by companies like search engines to discover Web sites for indexing. Short for “robot.”
Research studies can associate ad effectiveness to measure the impact of online advertising on key branding metrics.
A software program that can request, download, cache and display documents available on the World Wide Web.
When a streaming media player temporarily stores portions of a streaming media (e.g., audio or video) file on a client PC until there is enough information for the stream to begin playing.
A persistent, graphical element that appears in the video environment. Clicking on it will take the user to a website.
Usually refers to a linear video ad with clickable call-to-action; format is usually shorter than full linear ads (i.e. 3-10 seconds) and call-to-action usually can load another video or can bring up a new site while pausing the content.
This glossary is based on the IAB Wiki and IAB UK’s Jargon Buster. The Internet Advertising Bureau (IAB) is the trade association for online and mobile advertising. It promotes growth and best practice for advertisers, agencies and media owners.
For more information visit www.iab.net and www.iabuk.net.