Advertising services I Why advertise with Publiboda? I Glossary of Interactive Advertising Terms

Glossary of Interactive Advertising Terms E to H




The process of selling products or services via the Web.

Email advertising

Banner ads, links or advertiser sponsorships that appear in email newsletters, email marketing campaigns and other commercial email communications. Includes all types of electronic mail (e.g., basic text or HTML enabled).

Email bounce

An email that cannot be delivered to the mailbox provider and is sent back to the email Service Provider that sent it. A bounce is classified as either hard or soft. Hard bounces are the failed delivery of email due to a permanent reason, such as a non-existent address. Soft bounces are the failed delivery of email due to a temporary issue, such as a full inbox or an unavailable ISP server.

E mail campaign

Anadvertising campaign distributed via email.

E mail Inbox

Within a mailbox provider, the default, primary folder that stores delivered email messages.

E mail Mailbox Provider

The email program, and by extension the server, that hosts the targeted email address.

E mail Preview Pane

A small window within a mailbox provider that allows the user to view some email content without opening the email.

Email Service Provider (ESP)

A business or organization that provides the email campaign delivery technology. ESPs may also provide services for marketing, advertising and general communication purposes.


The process of compressing and separating a file into packets so that it can be delivered over a network.


A hardware or software application used to compress audio and video signals for the purpose of streaming.


Securing digital information so that it is unreadable without the use of digital keys.

EPG (Electronic Programming Guide)

An application that allows the viewer to interactively select his/her television programming.


A networking technology that links computers together in local area networks.

ETV (Enhanced Television)

A type of interactive television technology which allows content producers to send data and graphical "enhancements" through a small part of the regular analog broadcast signal called the Vertical Blanking Interval. These enhancements appear as overlays on the video and allow viewers to click on them if they are watching TV via special set top box/software services.

Expandable banners

A banner ad which can expand to as large as 468 x 240 after a user clicks on it or after a user moves his/her cursor over the banner.


An intranet that is partially accessible to authorized outsiders via a valid username and password.


Slang term for audience; the number of people who view a certain website or advertisement.


Failure to transfer

Content requested by a browser can fail to transfer if the page is abandoned by the browser which requested it (see abandon) or if the server is unable to send the complete page, including the ads (known as an error or a communications error).

Family/Ad family

A collection of one or more ad creatives. Also called ad campaign.


Frequently asked questions.

FTP (File Transfer Protocol)

Internet protocol which facilitates downloading or uploading digital files.

FTTH (Fiber to the Home)

Advanced, next generation data networking infrastructure being deployed by some telcos and other companies to provide faster broadband Internet connectivity and other services.

Fiber Optic Cable

Strands of glass used to transmit data, encoded as light, at extremely high data rates. Fiber optics is widely deployed in backbone data networks today and is beginning to be used for last mile broadband connections as well.


The process of removing robotic activity and error codes from measurement records to make the remaining records representative of valid human Internet actions.


A security barrier controlling communication between a personal or corporate computer network and the Internet. A firewall is based on rules which allow and disallow traffic to pass, based on the level of security and filtering a network administrator wishes to employ.


An inflammatory opinion or criticism distributed by email or posted on a newsgroup or message board.


Adobe’s vector based rich media file format which is used to display interactive animations on a Web page.

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.


The line below which a user has to scroll to see content not immediately visible when a Web page loads in a browser. Ads or content displayed above the fold are visible without any end user interaction. Monitor size and resolution determine where on a Web page the fold lies.


Multiple, independent sections used to create a single Web page. Each frame is built as a separate HTML file but with one "master" file to control the placement of each section. When a user requests a page with frames, several files will be displayed as panes. Sites using frames report one page request with several panes as multiple page requests. IAB ad campaign measurement guidelines call for the counting of one file per frame set as a page impression.

Frame rate

The number of frames of video displayed during a given time. The higher the frame rate, the more high quality the image will be.


The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.



Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user’s position in the real world. Relevant to both PC and mobile data services.

GIF (Graphic Interchange Format)

A standard web graphic format which uses compression to store and display images.


One gigabyte equals 1000 megabytes.

GPRS (General Packet Radio Service)

Digital mobile radio technology permitting moderate data rates along with voice communication. Evolution from the GSM standard; referred to as 2.5 G. See 3G.

Gross exposures

The total number of times an ad is served, including duplicate downloads to the same person.

GSM (Global System for Mobile)

The wireless telephone standard in Europe and most of the rest of the world outside North America; also used by T Mobile and AT&T, among other US operators.

Guerilla Marketing

Campaign tactic involving the placement of often humorous brand related messages in unexpected places either online or in the real world; intended to provoke word of mouth and build buzz.

GUI (Graphical User interface)

A way of enabling users to interact with the computer using visual icons and a mouse rather than a command line prompt/interpreter.


HDTV (High Definition Television)

A higher quality signal resolution using a digital format for the transmission and reception of TV signals. HDTV provides about five times more picture information (picture elements or pixels) than conventional television, creating clarity, wider aspect ratio, and digital quality sound.

Head end

The site in a cable system or broadband coaxial network where the programming originates and the distribution network starts. Signals are usually received off the air from satellites, microwave relays, or fiber optic cables at the head end for distribution.


A way to measure a user's unique identity. This measure uses deduction or inference based on a rule or algorithm which is valid for that server. For example, the combination of IP address and user agent can be used to identify a user in some cases. If a server receives a new request from the same client within 30 minutes, it is inferred that a new request comes from the same user and the time since the last page request was spent viewing the last page. Also referred to as an inference.

History list

A menu in a web browser which displays recently visited sites. The same mechanism makes it possible for servers to track where a browser was before visiting a particular site.


When users access a website, their computer sends a request to the site's server to begin downloading a page. Each element of a requested page (including graphics, text, and interactive items) is recorded by the site's Web server log file as a "hit." If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers' workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.

Home page

The page designated as the main point of entry of a website (or main page) or the starting point when a browser first connects to the Internet. Typically, it welcomes visitors and introduces the purpose of the site, or the organization sponsoring it, and then provides links to other pages within the site.


Any computer on a network that offers services or connectivity to other computers on the network. A host has an IP address associated with it.


Pull down or pop up menus often displayed on browsers or search engines that contain new or popular sites.

House ads

Ads for a product or service from the same company. Revenues from house ads should not be included in reported revenues.

HTML (Hypertext Markup Language)

A set of codes called markup tags in a plain text file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered. Browsers receive HTML pages from the Internet and use the information to display text, graphics, links and other elements as they were intended by a Website’s creator.

HTTP (Hyper Text Transfer Protocol)

The format most commonly used to transfer documents on the World Wide Web.

Hybrid pricing

Pricing model which is based on a combination of a CPM pricing model and a performance based pricing model. See CPM pricing model and performance based pricing model.


A clickable link, e.g., on a Web page or within an email, that sends the user to a new URL when activated.


Any text that contains links connecting it with other text or files on the Internet.

Source: Interactive Advertising Bureau