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

Glossary of Interactive Advertising Terms T to V



T 1

A dedicated, typically corporate, high speed (1.54 megabits/second) Internet connection.

T 3

A very high speed (45 megabits/second or higher) dedicated, corporate Internet connection.

T commerce

Electronic commerce via interactive television.

TCP/IP (Transfer Control Protocol/Internet Protocol)

The software protocols that run the Internet, determining how packets of data travel from origin to destination

Target audience

The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.), product purchase behavior, product usage or media usage.

Terms & Conditions

The details of the contract accompanying an insertion order.

Text Messaging

Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer) text messages, using the Short Message Service, from mobile phones. See SMS.

Textual ad impressions

The delivery of a text based advertisement to a browser. To compensate for slow Internet connections, visitors may disable "auto load images" in their graphical browser. When they reach a page that contains an advertisement, they see a marker and the advertiser's message in text format in place of the graphical ad. Additionally, if a user has a text only browser, only textual ads are delivered and recorded as textual ad impressions.

Third party ad server

Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers' declared or predicted characteristics or preferences.


The “Third Generation” mobile network infrastructure. As of 2007 being deployed (or already deployed) by mobile operators in most of Europe, East Asia, and North America. Supports much higher data speeds than previous mobile networks, in some cases approaching wired broadband connections.


Redirect the process of a server sending a browser the location of a requested ad, rather than sending the ad itself. Ad servers use 302 redirects to allow them to track activities such as ad requests or ad clicks.


The amount of data transmitted through Internet connectors in response to a given request.


Tracer or tag which is attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.


The number of visits and/or visitors who come to a website.


The successful response to a page request; also when a browser receives a complete page of content from a Web server.

Transitional ad

An ad that is displayed between Web pages. In other words, the user sees an advertisement as he/she navigates between page “a” and page “b”. Also known as an interstitial.

Transitional pop up

An ad that pops up in a separate ad window between content pages.


A command from the host server that notifies the viewer's set top box that interactive content is available at this point. The viewer is notified about the available interactive content via an icon or clickable text. Once clicked by using the remote control, the trigger disappears and more content or a new interface appears on the TV screen.


UMTS (Universal Mobile Telecommunications System)

Broadband, packet based wireless transmission of text, digitized voice, video, and multimedia at data rates up to and possibly higher than 2 megabits per second, offering a set of services to mobile computer and phone users. See 3G

Unduplicated audience

The number of unique individuals exposed to a specified domain, page or ad in a specified time period.

Unique user

Unique individual or browser which has either accessed a site (see unique visitor) or which has been served unique content and/or ads such as email, newsletters, interstitials and pop under ads. Unique users can be identified by user registration or cookies. Reported unique users should filter out bots.

Unique visitor

A unique user who accesses a website within a specific time period. See unique user.


Total population of audience being measured.

Unresolved IP addresses

IP addresses that do not identify their 1st or 2nd level domain. Unresolved IP addresses should be aggregated and reported as such. See also domain.

Upload to send data from a computer to a network.

An example of uploading data is sending email.

URL (Uniform Resource Locator)

The unique identifying address of any particular page on the Web. It contains all the information required to locate a resource, including its protocol (usually HTTP), server domain name (or IP address), file path (directory and name) and format (usually HTML or CGI).

URL tagging

The process of embedding unique identifiers into URLs contained in HTML content. These identifiers are recognized by Web servers on subsequent browser requests. Identifying visitors through information in the URLs should also allow for an acceptable calculation of visits, if caching is avoided.


Internet bulletin board application.


An individual with access to the World Wide Web.

User agent string

A field in a server log file which identifies the specific browser software and computer operating system making the request.

User centric measurement

Web audience measurement based on the behavior of a sample of Web users.

User registration

Information contributed by an individual which usually includes characteristics such as the person's age, gender, zip code and often much more. A site’s registration system is usually based on an ID code or password to allow the site to determine the number of unique visitors and to track a visitor's behavior within that site.



Person viewing content or ads on the Web. There is currently no way to measure viewers.

Viral marketing

1) Any advertising that propagates itself; 2) advertising and/or marketing techniques that "spread" like a virus by getting passed on from consumer to consumer and market to market.

Viral video

Online video clips (typically short and humorous) passed via links from one person to another.


Measurement which has been filtered for robotic activity of one or more text and/or graphics downloads from a site without 30 consecutive minutes of inactivity and which can be reasonably attributed to a single browser for a single session. See for ad campaign measurement guidelines.

Visit duration

The length of time the visitor is exposed to a specific ad, Web page or website during a single session.


Individual or browser which accesses a website within a specific time period.

VRML (Virtual Reality Modeling Language)

Programming language designed to be a 3D analog to HTML.

Source: Interactive Advertising Bureau