Blackberry - The registered trade mark that has become synonymous with wireless devices

Blackberry - The registered trade mark (that is, Blackberry®) that has become synonymous with wireless devices that are an all-in-one mobile phone, email device, web browser and organizer. The email facility is useful in that it is always connected, with the network pushing email to the device without the user having to dial up to collect it.

Bitmap - A type of digital picture made up of pixels, each of which is a separate colour

Bitmap - A type of digital picture made up of pixels, each of which is a separate colour. Although they present clearer images, bitmap files normally take up more memory than other image files, and so are rarely used online as they will slow the download time.

Bit - An abbreviation of binary digit, a bit is the smallest unit of information

Bit - An abbreviation of binary digit, a bit is the smallest unit of information on a computer. A single bit can hold only one of two values: 0 or 1 -therefore they are rarely used on their own. To be of value, bits are combined into larger units, the smallest of which is a byte, made up of 8 bits.

Big Red Switch (BRS) - A phrase used predominantly by techies to describe the immediate shutdown

Big Red Switch (BRS) - A phrase used predominantly by techies to describe the immediate shutdown of a system using the main or emergency power switch. The term is believed to have its origins in older IBM machines which had, as an off button, a big red switch. In an e-commerce environment the term is often used to describe a total shutdown, whether deliberate or not.

Bid shadowing - A tactic used in competitive bidding for keywords for paid placement on search engines

A tactic used in competitive bidding for keywords for paid placement on search engines, bid shadowing involves maintaining a bid position slightly above a specified competitor's bid. By shadowing bids in this way, bidding profiles can be matched (competitor moves up, you move up, competitor moves down, you move down), therefore ensuring that bids are always winning, but never significantly higher than they need to be. Manual practice of such a tactic is virtually impossible, utilization of bid-management software being the norm.

Bid-management software - Software, normally run by third parties, that manages an advertiser's ad listings on PPC search engines

Software, normally run by third parties, that manages an advertiser's ad listings on PPC search engines. When looking to win the auction for popular keywords in competitive markets, simply making a single bid and sitting back is no longer an option. As the name suggests, bid-management software allows users to manage bidding by systematically updating bids to maintain specific bid positions, move bid positions up and down to achieve specified objectives and enable advertisers to compete in bid wars. Such software can provide competitive advantage in strongly contested markets. See also bid jamming, bid surfing, time-based bidding, return bidding and bid shadowing Note also that the major search engines are introducing new features to their ad programmes on a regular basis, making bid management an even more specialized occupation. Google has recognized this and in April 2006 introduced its AdWords Editor, a free downloadable account management tool, with other players in the industry expected to follow suit.

Bid jamming - A lactic used in competitive bidding for keywords for paid placement on search engines

Bid jamming - A lactic used in competitive bidding for keywords for paid placement
on search engines, bid jamming keeps a bid marginally below that of a chosen competitor, so requiring them to pay the highest possible cost-per-click (CPC) value to maintain a particular position. In other words, you do not win the highest placement, but you do force up competitor's costs. Manual practice of such a tactic is virtually impossible, utilization of bid-management software being the norm. Bid jamming might be considered to be the converse to bid shadowing.

Bid gap - Allhough this could refer to any gap between bids

Bid gap - Allhough this could refer to any gap between bids, in an auction or online tender, for example, in e-commerce the term is normally asso-ciated with the gap between two advertisers who are competing for the top positions on a paid placement search engine.

Beta - A term used to describe an early release of a product - particularly software

Beta - A term used to describe an early release (the beta release) of a product - particularly software - to a limited group of users (beta testers) in order to perfect the product. The phrase in beta is used to identify something that is at this test stage of its development. While the original concept was to test the product, it has become common for beta testing to be used to test the market for a new product. Google, for example, labelled its search engine to be in beta for the early years of its availability. This added to its attraction for geeks and early adopters, and prompted its spread virally (see viral marketing) amongst academics and journalists before breaking into the mainstream marketplace.

Benchmark - A predetermined standard against which performance can be measured

Benchmark - A predetermined standard against which performance can be measured. It is included here because the fast-evolving nature of e-commerce has resulted in there being few online benchmarks that stand any test of time before technology - or better practice - supersedes them. Having no dependable benchmark makes objective assessment of any practice - an online advertising campaign, for example - difficult, if not impossible. Similarly, there is no benchmark for good, or effective, web site design.

Banner farm - A web site that consists solely of banner ads

Banner farm - A web site that consists solely of banner ads. Originally, the objective of these sites was to generate revenue through advertising and affiliate-marketing income, which then developed into selling banners to web site publishers who wanted to increase links to their site with the aim of improving search engine ranking. Success at either is rare, as search engines recognize and penalize the practice.

Banner exchange - The practice of two or more organizations exchanging

Banner exchange - The practice of two or more organizations exchanging - swapping - the placement of banners on each other's web site. Although it can be beneficial (a neighbouring hotel and restaurant, for example), it is rarely practised with discretion and is most commonly used in an attempt to increase search engine ratings; see link popularity.

Banner advertising - The use of banners on web pages to promote a product or service

Banner advertising - The use of banners on web pages to promote a product or service. By clicking on the banner the visitor is normally taken to the advertiser's own web site - preferably a landing page. Because the user can react to the ad immediately, banner advertising is considered to be an element of interactive marketing.

Banner sizes 468 x 60, 234 x 60, 120 x 60, 120 x 600, 125 x 125, 160 x 600, 728 x 90

Banner (banner ad) - The first format of ad to appear online - around 1994; see Hotwired -banners are still the most popular form of online advertising. Banner ads are normally described by their sizes, which are fixed in order for web developers to design-in spaces for ads. Banner sizes (in pixels) include:
• 468 x 60 - the most common, and so de facto standard, size;
• 234 x 60 - the half-banner;
• 120 x 60 and 125 x 125 -button size;
• 120 x 600 and 160 x 600 - skyscrapers, which appear down the side of a web page.
Banner sizes are not universal across all ad servers, however. For example, Google's AdSense uses 728 x 90 leaderboards and 300 x 250 inline rectangles that are unique to that service.
In order to show some movement - and so attract attention - some banners use animated GIFs. Although the term banner is normally associated with fixed-position ads, pop-up ads are also sometimes described as banners. More recently, other types of banner have been added. These include:
The expandable banner - where an ordinary banner (normally 468 x 60) expands to three or four times its size as a mouse is moved over it, and collapses back to a banner size when the mouse is moved away.
The margin landscape banner - this takes advantage of the fact that many web sites are designed for smaller screens than are being used by some surfers. For example, a common width for web pages is 800 pixels, yet some users will have a screen that will accommodate 1024 - leaving 'blank' screen down the side. The margin landscape banner takes advantage of this empty margin by filling it with an ad that appears like scenic background, not moving when the user scrolls down the page.
The full-scale takeover banner - as its name suggests, this banner covers the entire page content for a limited, specified time before disappearing. It has a transparent background so only its images and content are visible over the host page's content.The full-scale landscape banner - a rarely used application that works best on pages that not only have white backgrounds, but plenty of white space. The ad, normally a branding imprint, appears behind the content of the page and can only be seen through the transparent content, rather like a scenic background image. It does not move when the user scrolls down the page. The sticky banner - this can vary in size, but is usually relatively small (for example 88 x 31) and sticks to the screen as the user scrolls down the page, meaning it is always in view. Search&display banners - allow searches to take place within the banner.

Banned - in an e-commerce environment web pages being removed from a search engine's index

Banned - the term has a myriad of offline applications, in an e-commerce environment it normally refers to web pages being removed - banned - from a search engine's index because they have broken the search engine's guidelines or the site is guilty of spamming Although the term is commonly used in this way, being banned from a search engine is most usually referred to as being de-listed.

Bandwidth - The rate at which data is transmitted - in e-commerce terms

Bandwidth - The rate at which data is transmitted - in e-commerce terms, how much content can be sent through an Internet connection in a fixed amount of time. Bandwidth is normally measured in bits per second (bps) or megabits per second (Mbps) - often referred to as megs - or even in its singular form, as in 4 meg. Download time is partially determined by bandwidth, and so is important to e-commerce practitioners.

Bait and switch - The basic premise of this practice

Bait and switch - The basic premise of this practice, which originates offline, is that poten-trial customers, or prospects, are tempted by an offer in an ad or shop-window display for a product - but when they speak to a salesperson they are switched to another (usually more expensive) substitute product. Although the practice can be illegal (advertising goods that do not exist, for example), and perhaps always morally dubious, it is
common practice in sales environments. If the sales person has the skill to up sell the buyer to the more expensive product by convincing the customer it is better suited to their needs, then the customer may well overlook the fact that they were enticed by a bait ad. Online the practice is (a) easier to perform - an ad needing the user to simply click on the bait ('click here for cheap goods'), but also (b) easier to reject - users clicking on the back button. Note that a bait and switch strategy can cause harm to any organization or brand that uses it and so should be practised with care.

Bait piece - the term describes an article or editorial that attracts the interest of consumers

Bait piece - A concept that has existed offline for decades, the term describes an article or editorial that attracts the interest of consumers - hence bait -
but also acts as a promotion for a product or service offered by the producer of the bait piece. Online, free information is offered as bait to generate sales leads (see lead generation). The free offer might be an article that tells readers how to solve a particular problem. To work best, the free article should be associated to the product or service for which that article is bait. For example, a search engine marketing (SEM) company might offer an article entitled 'the beginner's guide to optimizing web page for search engines'. By downloading the free article the user has identified themselves as a prospect for the SEM company, oinline, the free article is often referred to as a white paper, and so the concept has become known by that term.

BackRub - The project that brought together Google founders Larry Page and Sergey Brin

BackRub - The project that brought together Google founders Larry Page and
Sergey Brin, and which was the foundation stone of PageRank, which
differentiated Google from other search engines. Simply put, BackRub
was tool to track where a web site's inbound links came from - rather
than simply where outbound links went.

Back office operations - programmers might beg to differ, in e-commerce terms back end and back office

Back office operations - programmers might beg to differ, in e-commerce terms back end and back office effectively mean the same thing - with office being more pertinent to the business community. The term has technical origins, where the element of a software application that interfaces with end users referred to as the front end, and the server element, the back end. Offline, however, it has always been common practice to refer to staff who deal with customers as front office and those who have no contact with customers as back office. In e-commerce the two come together. Front office refers to those elements of the web presence with which users (customers) interact, and back office those elements of the business that support customer transactions. For example, on an online shop the front-office operations would be everything from the customer arriving on the site - usability, navigation, graphics, sales copy, and so on - up to the point where they confirm a purchase. Anything that supports the fulfilment of that online sale is deemed back-office operations. This would include such things as inventory management, purchasing (from suppliers), payment processing, storage, packaging and delivery.

Backbone - A high-speed line or series of connections that form a major pathway within a network

Backbone - A high-speed line or series of connections that form a major pathway within a network - the human bone-structure analogy being particularly apt, as failure of the backbone invariably causes problems with all associated bones. In an e-commerce context, the most common application of the term is when it refers to the main connection with the Internet as used by Internet service providers, with users coming across the term when web connections are not working due to 'problems with the backbone'.

B2B e-marketplaces where buyers and sellers come together

B2B e-marketplaces - Based on the offline notion that is the market (a place where buyers and sellers come together), and applying the concept of aggregation of products, an e-marketplace has numerous sellers feeding goods/services into an online facility where multiple buyers can source goods. In the concept, The virtual marketplace is run - as a business model - by a third party who facilitates trade between the various buyers and sellers, taking a percentage of transactions or a fixed fee for the service. The concept is also known as the butterfly model - a concept that originated in the late 1990s - because a pictorial representation of multiple buyers and sellers surrounding a virtual marketplace resembles a butterfly's wings around its body.

B2- I or the traditional offline business, trading with end users

B2- For the traditional offline business, trading with end users is known as consumer marketing and trading with other businesses is referred to as industrial marketing. On the Internet these have been replaced by the terms business-to-consumer and business-to-business trading, with each being more commonly known by the abbreviations B2C and B2B, respectively. The apparent logic of these descriptions has seen them generally replace the terms consumer and industrial, particularly among the new generation of business students and practitioners. B2B and B2C are not, however, the limit to the B2 range of trading. Others include B2E (business-to-employee) and B2G (business-to-government).

Avatars - Animated computer characters meant to represent a virtual person

Avatars - Animated computer characters meant to represent a virtual person. That they invariably display human-like behaviour perhaps betrays the origin of the term - a Hindu bodily manifestation of an Immortal, or the Ultimate, Being. Widespread use of the term has diluted its meaning over time, with avatar being used to describe anything from character images as personal identifiers on forums and chat rooms to the talking head-type representations used on some web sites as a way of presenting verbal messages.

Autoresponder - Sometimes known as a mailbot, an autoresponder is an automated email reply system that responds to incoming email

Autoresponder - Sometimes known as a mailbot, an autoresponder is an automated email reply system that responds to incoming email. While a common use is to inform senders that the receiver is out of the office at that time and when they will return, autorespond-emails are also useful as sales tools when used in response to sales orders. For example, an autore-spond-email confirming a flight or holiday booking could include details of a special offer on airport car-parking. However, out of office-type autorespond messages do have a drawback. Should a spam message receive a reply from an autoresponder it is telling the spammer that the email account is live, and so they will target the address with even more spam messages.

Authentication tagging - In order to help legitimate emails pass through spam filters

Authentication tagging - In order to help legitimate emails pass through spam filters, data (in the form of tags) are embedded into each email to identify the sending organization. These enable receiving Internet Service Providers to verify that senders are actually who they say they are, making it virtually impossible for spammers and phishers to hide their identities.

Authentication - The process by which the identity

Authentication - The process by which the identity of a person is verified as being that which they claim. Although a password can be a form of authentication, it would normally be a digital certificate or digital signature. Authentication codes
I hose are used by Internet service providers to tell their inbound servers whether or not the sender is authorized to send emails from the IP address and that the sender is who they claim to be. Authentication codes are part of spam-prevention measures.

Attachment - A file which is attached to, and then sent along with, an email message

Attachment - A file which is attached to, and then sent along with, an email message. Any kind of file can be attached - text, graphics, sound, for example -but some attachments are too large to be accepted by the service provider. As most viruses are spread using attachments, using them in email marketing is not advisable, as recipients will be reluctant to open them and worse, assume the email is malicious.

ASCII (American Standard Code for Information interchange) - The worldwide standard for the code numbers

The worldwide standard for the code numbers used by computers to represent all the upper- and lower-case Latin letters, numbers, punctu-ation, etc. There are 128 standard ASCII codes, each of which can be represented by a seven-digit binary number: from 0000000 to 1111111. ASCII is not normally something an e-commerce practitioner would need to know about, but it is frequently referred to by techies.

ARPANET (Advanced Research Projects Agency Network)

The fore runner of the Internet, ARPANET was developed in the late 1960s and early 1970s by the US Department of Defense as an experiment in wide-area networking. The objective was to develop a communications system that would survive a nuclear explosion that had rendered all other methods of communication inoperable.

Application Service Provider (ASP) Application Software Provider

Application Service Provider (ASP) Application Software Provider
A third-party entity that uses a central data centre to manage and distribute software-based services to customers. In an e-commerce environment, a business may use an ASP to host web sites, provide online shopping facilities or facilitate credit-card transactions.

Applet - A software component that runs within another application

Applet - A software component that runs within another application. In an e-commerce context, that application is the web browser. Unlike a program, an applet cannot run independently. Applets are very small, secure, and work with a number of platforms, making them ideal for Internet application. A popular application is in Java.

Animated GIF - A format for saving graphics

Animated GIF - A format for saving graphics that allows several images to be saved at once and then displayed by web browsers one after another - so creating the illusion of movement (as with cartoons). It was one of the first forms of movement used on the web, and is still popular today. Used mostly in banner ads, its popularity stems from the fact that each image can be small (in data-transmission terms), and so the images download and play quickly.

Anchor tag - The HTML instruction for text or an image to be a link

Anchor tag - The HTML instruction for text or an image to be a link. For this reason a word, sentence,, phrase or paragraph on a web page that includes a link to another page or site might be referred to as the anchor text. The page to which the link takes the user is the target page.

Analogue - Media-related devices can be described or represented in one of two forms

Analogue - Media-related devices can be described or represented in one of two forms; analogue or digital. The principal feature of analogue representa-tions is that they are continuous. In contrast, digital representations consist of values measured at discrete intervals. Generally, analogue services (for example radio, TV, mobile telephones) are inferior to their digital equivalent. When used in a computing environment, the term digital is most commonly used to describe the conversion of real-world information to a binary format, as in digital radio, etc. For this reason, digital has become a familiar prefix to denote the online application of an offline subject.

What is Alt text - A tag used in HTML to describe an image on a web site - that is, alternative text

Alt text - A tag used in HTML to describe an image on a web site - that is, alternative text that should describe the image. Sadly, too few designers use the facility to actually describe the image, often simply putting in the file name instead. Non-broadband surfers often use the web with their browser's image facility turned off so that pages download more quickly. In these circumstances the alt text tag would describe the image. More important is the tag's use by visually impaired surfers, for whom the alt text would be spoken by their text-reader software - for them 'image.jpg' would mean nothing, whereas 'picture of Surfing board' gives them a description of what the sighted user is viewing. Also important is that search engine algorithms take notice of alt text tags. In the example above, someone searching on the term 'surf board', or simply 'surf' would be likely to find that image - or the page it is on - featured in the search engine results page.

Alternate reality gaming - A development of advergaming

Alternate reality gaming - A development of advergaming, the concept of alternate reality gaming was pioneered commercially by online campaigns for products such as the film Al and the game Halo 2, which combined reality and fantasy using the Internet. Alternate reality gaming efforts can blend computer game play, hoax web sites and unfolding online mysteries with offline activities such as phone messages and other sinister-seeming intrusions into gamers' real-world lives. In e-commerce terms, the concept can be used as a promotion or as a medium for carrying ads.

What is AJAX (Asynchronous JavaScript and XML) - A web site development tool used to create applications that are interactive.

AJAX (Asynchronous JavaScript and XML) - A web site development tool used to create applications that are interactive. The purpose of the AJAX technology is to move much of the computation to the user's computer so that web pages do not have to reload completely when an interactive application is used. This means that speed and interactivity are increased. Search engine marketers should take care, however. Unless administered judiciously, AJAX can cause problems in any search engine optimization for sites that use the technology.

What is AIDA (Attention, Interest, Desire, Action) - A model of direct sales dating back to the 1890s

AIDA (Attention, Interest, Desire, Action) - A model of direct sales dating back to the 1890s when salesman St Elmo Lewis introduced the concept, and which has been developed constantly since then - notably in 1925 when E. K. Strong included it in his 1925 book, The Psychology of Selling. The online concept requires the marketer to ask: did the ad grab attention, arouse an interest, stimulate desire and provide a call for action? It is included here because the AIDA model is highly pertinent for both web sites and emails. Some contemporary authors (and practitioners) have added an 'S' to the acronym, standing for satisfaction. While this does close the loop in the action-cycle, the original concept was intended for advertising, whose action-cycle would end at their response to the ad, at which point sales procedures would take over. To add 'satisfaction' to the AIDA model suggests that the customer jumps from the call to action straight to post-purchase, missing out a number of stages in the sales process. Even online - where the 'S' has been added most prominently - the customer would have to go through an online buying procedure, and then take delivery of the goods before satisfaction was determined. Both of these events (purchase and delivery) are fraught with complications that may cause the user to fall out of the conversion funnel. As previously mentioned, the AIDA concept belongs to a time long before most modern media - let alone the Internet - existed. While the model is still valid, attempts have been made to bring it into the Internet age by renaming the process. Although some work well (for example the scent trail from grokdotcom.com), all follow the basic principles of AIDA. An element in the online buying cycle, AIDA is also the basis for persuasion architecture.

Aggregation of products - Essentially, the role of a retailer in the distribution chain - that is, bring-in

Aggregation of products - Essentially, the role of a retailer in the distribution chain - that is, bring-in to one place a variety of products that will appeal to a large number of customers - aggregation of products is the identification, sourcing, ordering, receiving, storage and display of goods for sale. Such activities represent a significant expense for a bricks-and-mortar retailer, but for the online retailer much of this cost is reduced, particularly those that operate as a virtual business. Amazon, for example, does not have to carry the stock of books as do offline book stores.

Agent - In an e-commerce environment, this is a software program that performs

Agent - In an e-commerce environment, this is a software program that performs a specific information-gathering or processing task. Naturally, individuals and entities that act as agents in the offline definition can use the Internet to conduct their business - though this is one practice that has not succumbed to the 'e' prefix - that is, e-agents.

Affiliate marketing is a close relative of online advertising, the use of affiliates to increase

Affiliate marketing is a close relative of online advertising, the use of affiliates to increase sales is a partnership between advertisers and publishers which goes beyond mere advertising. The concept is for business A to have other businesses sell their product or service for them - though not in the same way as a manufacturer would use wholesalers and retailers. Affiliate marketing is, essentially, a referral programme with partners in the affiliation agreeing to a fee that is paid when a referred customer completes a transaction. An offline example would be a car-hire firm that rewards a hotel for referring clients. Online, this means that the publisher of the web site that hosts the affil iate ad will benefit financially if a user follows a link from their site to the advertiser's site and subsequently makes a purchase. However, ad banners are passive, sitting on the web page waiting for the user to click on them, whereas for an affiliate programme to be successful, the affiliated organization (the one publishing the site containing the links) must be proactive - vigorously promoting the product or service that is on offer. Successful affiliate marketing is very much a partnership between advertiser and publisher, and so should be of benefit to both parties. The epitome of good affiliate practice is Amazon, who built its business using affiliates to promote - and sell - books on behall of the online bookseller. However, being an affiliate also produces a form of direct income, in much the same way that selling advertising space on a web site does. It is estimated that around 20 per cent of online retail sales originate with affiliates.

Affiliate management - In a normal state of affairs only major web site publishers

Affiliate management - In a normal state of affairs only major web site publishers can handle their own affiliate marketing programmes, as sourcing and negotiating with multiple advertisers is a complex and time-consuming exercise. It is far more common for publishers (particularly of small web sites) to use third-party affiliate-management services to facilitate transactions.

AdWords - Google's pay per click advertising system

AdWords - Google's pay per click advertising system. Ads can be placed as sponsored ads on a Google search engine results page (and on any site that is part of Google's 'content network' as part of their AdSense service). Recognizing how complex their ad systems have become, in April 2006 Google introduced its AdWords Editor, a free downloadable account-management tool. Such is the popularity of Google that AdWords is often used as the generic term for the practice, even though the other major search engines have their own versions - Yahool search marketing and MSN adCenter.

Adware - A type of spyware that collects information about web users

Adware - A type of spyware that collects information about web users in order to display targeted ads in that user's browser window. Exhibited ads are based on the user's browsing patterns - see contextual and behavioural targeting. Those advertisers who seek to gain commercial advantage by less scrupulous means can use adware that has the ability to deliver competitive ads next to or over the top of a site's existing ads without the user's knowledge or the publisher's permission.

Advertorial - infomercials, advertorials are ads that are presented in the form of editorial content

Advertorial - infomercials, advertorials are ads that are presented in the form of editorial content. The concept is to offer content that is stimulating to the reader while at the same time delivering a marketing message. Although they are used successfully in offline media, advertorials carry a certain commercial stigma and online application is rare. Those web sites that do use the model tend to list it under various euphemisms such as special advertising section, special promotional feature or integrated content to make them more attractive to web users. In some instances the difference between an advertorial (content written by the advertiser) and sponsored content (paid for by the sponsor but written by the publisher) is narrow - and not readily apparent to the reader.

Advertising copy - The textual content of an ad

Advertising copy - The textual content of an ad. The term copy is used because the words should encourage the viewer to take an action that will help the ad meet its objective(s). Often ad copy will consist of little more than a call to action.

Advergaming ad-gaming - Although advergaming makes use of computer games as a medium for advertising

Advergaming ad-gaming - Although advergaming makes use of computer games as a medium for advertising, this is a simplified description of the concept. Using a similar concept to viral marketing, advergaming relies on a viral element for its success - with users passing games on to other users on the web. Advergames vary from being a sponsored web page where users visit and play arcade-type games online to more sophisticated alternate-reality gaming. That most games require some kind of registration betrays the fact that advergaming has multiple marketing objectives, with user data being used for research and/or target marketing agendas.

Ad space - The area of a web site designated to carry banner ads

Ad space - The area of a web site designated to carry banner ads. The space could be filled with banners designated by the publisher of the site, or the space could display ads hosted on a third-party ad server. Banner sizes are one of the few things that are standard throughout web site design and publishing - probably because they are the only source of income for many web sites. Convention also dictates where on the web page banners are hosted - normally across the top, down the right-hand side and along the bottom.

Ad rotation - it is rare for web sites to display the same ads continuously

Ad rotation - it is rare for web sites to display the same ads continuously, primarily bei ause more revenue can be earned by changing them on a frequent or rotating them. There are a number of methods of rotation: (a) by user session - where the same ads are displayed while a user is on the site, (b) by page download - each time a user opens a page on the site a different ad from a series is displayed, or (c) by user profile (see contextual and behavioural targeting)

AdSense - A method of web site ad distribution from the Google organization

AdSense - A method of web site ad distribution from the Google organization. Ads (Horn Google) that are related to a page's content, or matching the char-acteristics and interests of visitors, are automatically posted on publishes, so earning revenue for the site's publisher. Technically advanced, the system is based on the offline concept of contextual and behavioural targeting and the technology involved is sometimes referred to as collaborative filtering.

Address Verification System (AVS) Software that automatically checks a user's address

Software that automatically checks a user's address held on file against that entered on an online form. It is normally used by banks and credit-card companies to detect fraudulent transactions.

What is Ad? A common abbreviation for advert

A common abbreviation for advert, which is in turn an abbreviation of , idvertisement. For no apparent reason, it has become common practice to use ad when referring to any kind of advertisement in an online context.

ActiveX A Microsoft-developed independent program which can be safely downloaded to a computer

A Microsoft-developed independent program which can be safely downloaded to a computer and immediately run without fear of viruses or other harm to the computer or its files, ActiveX makes it possible for web pages to include functions such as animations and calculators. Note, however, that a similar definition can be found for Java, ActiveX being Microsoft's version of a program with the same function.

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3. proxy VPN server

This type of proxy server is used to change your ISP (internet service provider), and IP address directly on your computer. Mostly its a software wich can be downloaded at www.hidemyass.com. I use it by my self it is probably the best VPN server online.

Ad server, online advertising network working system

A third-party server that stores ads and delivers them to web site visitors, normally used by an online advertising network. Having ads on a seperate server allows publishers to feature ads on their sites without having to store ads on their own servers. They also allow ad networks to control the distribution of the ads they are handling for cients. Adware is normally used to record ad server activity. Publishers should be aware, however that an ad server is running slowly, or the ads are to large, the downloading ads could cause the web site itself to download slowly also. Users can see if a web site is running adware by looking at the status bar at the bottom of thei browser. This shows the URL of where content is being downloaded from. Normally this will be the url of the website itself, but it could also feature the URL of the ad server distributing the ads.

Ad listing in search engines script

The textual content that user sees when a sponsored ad appears on a search engine return page. The ad listing is made up of a title and short description of the product or service being promoted. The composition of the listing is important in that it will be the difference between a user clicking on it or not, and so best practice is to include a call to action.

Banner or Ad impression script, how to track it or counter

A metric used in web site analytics, this is the number of times a banner ad is downloaded during a specific period of time. Note that because the ad has been downloaded does not necessarily mean the user has even seen it, never mind taken any notice of it. There is also the issue of whether or not the ad has actually downloaded onto the browser screen before the user clicks on a link and moves off of the page, particularly if it is not in the viewable area.

Software address verification system

Software that automatically checks a user's address held on file against that entered on an online form. It is normally used by banks and credit card companies to detect fraudulent transactions.

Active token electronic device that can generate passwords

An electronic device that can generate passwords on a one-off basis as part of a security system. The unique password is normally presented to the user as an image so that it must then be physically typed into the browser. An active token increases security by preventing any kind of software from reading and copying the text automatically.

Active server page (ASP). Used mostly for online query forms

Active server page (ASP). A dynamically created web page that uses software wich is processed on the web browser before being served to the user. Used mostly for online query forms, an active server page can be identified by the .asp suffix on a page's URL.

Accountable marketing - what it is?

What it is accountable marketing?
A term used to describe pay per click (ppc) advertising, the nature of which facilitates easy cost. This is in contrast to the unaccountable nature of corporate marketing - branding, for example. Finance departments like the pay per click model as each ad is accountable in that it costs no money if it is not successful in its objective. This concept is contrary to the well-used maxim that half of all advertising spend is wasted, but you never know wich half. In accountable marketing, however, no money is wasted - unless you are the victim of click fraud.