Glossary

A term taken from traditional advertising, in which placement for a newspaper advertisement appears above the newspaper's fold. In online advertising, "above the fold" refers to an ad which is visible on a Web page without the user scrolling down the page. For the most part, we require that all our ads are placed "above the fold" for maximum interaction.

When an ad server or source code makes a request for an ad to be served on the page.

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.

The ability to filter the types of ads displayed on your site.

An organization which aggregates advertising inventory from multiple Web sites and sells, serves, tracks, reports and bills clients whose ads appear.

1. Rotating ad network providers regularly based on the eCPMs being earned.

2. An advantage of online advertising, ad rotation allows a variety of different ads to appear in the same ad space over time, stimulating user interest. Ad servers are designed to simultaneously deliver multiple ad campaigns and creatives; the frequency of an ad appearing in rotation is based on factors such as a campaign's impression guarantee, end date, CPM, or performance optimization. Sophisticated advertisers may rotate creative through their own ad server; but more typically the term means that a variety of advertisers will appear in a hierarchy to best suit the publishers' business model.

The application, hardware or software which delivers the proper advertisements for a user's pageview based on parameters such as geotargeting, capping, and content. Ad servers also support a site's ad sales by providing delivery reporting.

The tools or services which deliver the proper advertisements for a user's page view based on parameters such as geotargeting, capping, and content. The term also applies to the infrastructure and associated costs.

The dimensions of ads to be displayed on a Web site. Industry-standard ad sizes are detailed on the IAB Standards Web page. Epom works most extensively with ad sizes known colloquially as Leaderboard (728×90), Rectangle (180×150), Medium Rectangle (300×250), Full Banner (468×60), Half Page Ad (300×600), Wide Skycrapper (160×600), Button 2 (120×60), Micro Bar (88×31) or set custom size.

The code which a publisher implements via an ad server or hard-coded on their Web page page in order to serve advertisements.

The number of times an ad is called and served. Visits typically refer to the number of unique user sessions.

The creative which runs in an ad space.

The client purchasing advertising space. The term usually applies to the final client whose brand is promoted in the advertisement, but it could refer to an advertising agency.

Using traffic from a Web site to drive traffic to another website, usually one with a CPA or CPC goal. Benefit to the primary Web site is a revenue share of the profits.

Serving a particular advertisement to a user in a selected age group.

The organization which buys advertising on behalf of a client. Agencies typically recommend where the ads should run, manage the purchase agreement, reporting, and billing, and may design the advertising creative.

Analytics Bar Chart (or a bar graph) is a chart with rectangular bars - the lengths of which are proportional to the values that they represent. It is possible to choose the information you would like to be reflected in this chart using reporting filtering or the data management option.

Analytics Line Chart is an area chart made by a series of data points that are connected by a line. Analytics Line Chart is used to visualize a trend in data over intervals of time via graphic line. It is possible to choose the information you would like to be reflected in this chart using reporting filtering or grouping data management option.

Analytics Pie Chart (or a circle graph) is a circular chart that is divided into sectors to illustrate proportion. It is possible to choose the information you would like to be reflected in this chart using a report filter or grouping data management option.

The actual text of a link in mobile advertising - i.e. the portion that you see underlined. An important ranking factor which uses this text, and the keywords used in it, to make assumptions on the relevance of the content being linked to.

A type of creative in which multiple static images in .GIF format are rotated in a single ad space.

A source code based specification intended to be used as an interface by application components to communicate with Epom mobile ad code. An API may include specifications for routines, data structures, object classes and variables

Software solutions that power the business logic for mobile marketing initiative(s).

A text or multimedia message sent from a network based mobile application, typically to a mobile handset.

An organization that offers network based software solutions "applications", or downloadable applications that enable the business logic behind mobile marketing initiatives.

The unique domain and related web pages which have been accepted into the Epom network.

Advertising creative which consists of or includes audible content on mouse-over. To filter these types of ads see Block by Category.

 A setting used to refresh the page a user is on, updating both content and advertising on the page. It is thought to produce higher revenue because a user sees a larger number of pageviews, however, in most cases is devalues the inventory on the page, producing lower CPMs, and in some cases, even lower revenue.

A distribution channel by which a business targets other businesses. Advertisers frequently specify B2B targeting to display their ads to business users, that is, users who make purchase decisions for their businesses.

Graphic ads of a standard size which run on websites. Originally these were .GIFs measuring 468×60, but now the term is more widely used to speak about all creative formats and ad sizes.

Users who see the same ad campaign over and over, or excessive ads on a page, may experience "banner burnout". This negatively impacts clickthrough rates and may dampen users' awareness of ads in general. In the worst instances, it can be said that banner burnout is so bad that ads appear like wallpaper - not distinct entities.

Publishers/websites may negotiate to exchange promotional banners with another site in order to attract new users. Banner exchanges are typically at no cost, although a ratio may apply if one site's inventory is significantly more valuable than the other site's. Exchange banners are an effective type of creative to run as a default.

A term taken from traditional advertising, in which placement for a newspaper advertisement appears above the newspaper's fold. In online advertising, below the fold refers to an ad which a user must scroll down the page to view. For the most part, we require that all our ads are placed above the fold for maximum interaction.

A communication protocol that enables mobile devices equipped with a special chip to send and receive information wirelessly over short-ranges, using the 2.4 GHz spectrum band.

Epom allows publishers to specify that certain types of ads never run on their site. Categories include Adult, Alcohol, Dating, Gambling, Sweepstakes, Political, Religious, Suggestive, Tobacco, Violence, Flashing, Warning, Audio, Pop-under, Pop-up, Floating, Unicast, Full-page, Expandable, and Survey; in the future, new Ad Filtering Categories may be added. Ad Blocking by Category may be done at the site level or on the ad space level. If an ad category is blocked at the site level, it does not and should not be also blocked at the ad space level; conversely, if an ad category should only be blocked on certain pages, it is best to do this on the ad space level by clicking Enable Advanced Blocking on the tag generation page. Blocking ad categories will reduce the number of campaigns Epom can deliver to the site and has revenue implications. Speak with your Account Representative if you would like to see examples of certain categories before blocking.

Epom allows publishers to block specific advertisers from running on their site.

Ad Blocking by Domain may be done at the site level or on the ad space level. If an ad category is blocked at the site level, it does not and should not be also blocked at the ad space level; conversely, if an ad category should only be blocked on certain pages, it is best to do this on the ad space level. Blocking ad categories will reduce the number of campaigns Epom can deliver to the site and has revenue implications.

Advertising with the goal of raising users' awareness and favorability toward a brand or product.  Branding campaigns are measured not by clicks but by increases in users' awareness of a brand, their positive feelings about the brand, and their intent to purchase the brand in the future. Substantial branding campaigns often include a survey component in order to measure improvement in these areas.

Video content is "broadcasted" over a network down to the consumer's mobile handset. This allows consumers the freedom to select which content to watch. With broadcast or multi-cast video, content is a "one too many" experience and does not suffer the buffering or downloading issues of other mobile video platforms. Similar to "traditional" TV, advertising opportunities exist within commercial breaks. Personalization technology regarding the ad experience will generally be located nearer to the consumer's device (e.g. a handset application) rather than within the video delivery.

A software application used to access and read files from the Internet. Common browsers include Microsoft's Internet Explorer (IE), Mozilla Firefox, Apple Safari, Google Chrome, and Opera. When new browser versions are released there is often an adjustment period during which creative teams fine-tune advertisements to work properly in the newly upgraded browser.

A software application used to access and read files from the Internet. Common browsers include Microsoft's Internet Explorer (IE), Mozilla Firefox, Apple Safari, Google Chrome, and Opera. When new browser versions are released there is often an adjustment period during which creative teams fine-tune advertisements to work properly in the newly upgraded browser.

Budget means amount you are willing to spend over the entire scheduled span of a campaign

A small online ad which typically appears in the same location on every page or widely distributed on a site. Button sizes vary but the most common are 88×31 and 120×90.

Cached pages and cached ads are copies of images which a user's computer or ISP server has stored to speed display of a web page. Cache busting is a code which ensures delivery of a new image delivery rather than a saved or cached version. Cachebusting inserts a random number into the ad call so that each ad call is unique and therefore cannot be replaced by a previous stored (or 'cached') ad call.  Ad caching is very common and ads will be cached unless cache busting is used. Cached ads are viewed but they will not be counted by an ad server; this is a major source of discrepancies between advertisers and publishers.

The specific advertising schedule designed to promote a specific advertiser initiative. Campaigns have distinct flight dates and set of creatives.

Advertiser contracts, known as Insertion Orders or IOs, always contain a cancellation policy. Cancellation policies range from 30 days to 24 hours. Cancellations happen for many reasons, most of which have nothing to do with the websites on which they appear. Common reasons include a change in creative direction by the client, technical problems with the landing page, or a problem with the offer. It is therefore a fairly widespread industry practice to allow advertisers to nearly immediately suspend a campaign, in an effort to maintain strong business relationships with the ad agency and client.

Capping is a term in advertising that means restricting the number of times a specific visitor to a website is shown a particular advertisement. This restriction is applied to all websites that serve ads from the same advertising network.

When a user chooses to interact with an advertisement by using a mouse to "click" and activate a hyperlink embedded within the creative.  Clicks drive traffic to the advertiser's designated landing page.

A service that enables a mobile subscriber to initiate a voice call to a specified phone number by clicking on a link on a mobile web site. Typically used to enhance and provide a direct response mechanism in an advertisement.

Click to conversion time frame is a period during which a visitor views the ad, then clicks on it, and performs a valuable action.

The process of recording click data for a specific campaign. Online advertising offers something unique, unmatched by advertising in any other medium: Users' interest in an advertising campaign is actually measurable. Being able to count clicks accurately is key to proving that an ad campaign is effective and should not be cancelled.

When a user clicks on ad to learn more, they have clicked through to the advertiser's site. Clickthrough measurement is quoted in percentage terms, such as 0.15% (e.g., there were 15 clicks per 1,000 impressions). Clickthrough is derived by dividing the total number of impressions delivered by the total number of clicks generated.

The address of a destination page hyperlinked from within an ad, arrived at when a user clicks on an ad. A "bad" clickthrough URL will lead either to a broken web page or may not click through at all. If there is a problem with the clickthrough URL, an advertising campaign is likely to be suspended or cancelled.

Also called "spread spectrum techniques", a technique for multiplexing digital transmission of radio signals in which each voice or data call uses the whole radio band, and is assigned a unique code.

A fee paid to a business partner for negotiating a sale. With online advertising networks, this is the percentage of the advertising revenue paid to the Publisher for running the campaign on their website.

A subset of HTML for small devices, such as mobile phones and PDAs.

This advertisement unit assumes that the entire MMS is the advertisement. This MMS advertisement could be the result of a WAP Banner click or a free message sent to subscribers who have opted-in to receive news about the advertiser.

In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. If the prospect has visited a marketer's web site, examples of conversion actions might include making an online purchase or submitting a form to request additional information.

A cookie is a file used to record and store a variety of information on a user's computer. Cookies are placed by an external source during a certain event, such as the display of an ad, a log-in process, or online purchase. A cookie can be read only by the server in the domain that stored it. Cookies placed by Epom  and Exponential on users' computers during the ad serving process do not collect, store or transmit personally identifiable information. Users can accept or deny cookies, by changing a setting in their browser preferences. The denial of cookies severely limits the customization and interactivity of a user's online experience and may prevent them from accessing content on certain websites.

CPA (Cost per Acquisition) is a method of advertising whereby the advertiser only pays when an advert delivers an acquisition.

CPC (Cost per Click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked.

Advertisements which are billed based on a pre-defined cost per action. The action is defined as a "lead" and typically requires that the user submit personal information to the extent that the advertiser may follow up with the goal of making a sale.

CPM (Cost per Mile), also called cost% and cost per thousand (CPT) (in Latin mille means thousand), is a commonly used measurement in advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers.

Advertisements which are billed based on a pre-defined cost per sale.

The actual display advertisement.

The measurement of user's clicking on an ad campaign. The clickthrough rate, or CTR, is quoted in percentage terms, such as 1.5% (e.g., there were 15 clicks per 1,000 impressions). The clickthrough rate is derived by dividing the total number of impressions delivered by the total number of clicks generated.

A control panel located at the home page of Epom ad server, used for hosting widgets, that indicate different reports and information on the current state of campaign run at Epom. Widgets can be moved around, rearranged, deleted and recreated. New widgets can be added from the right icon vertical bar. After loading the widget is ready for use.

Daily Budget is the maximum amount you are willing to spend per day for your ad campaign.

Daily Clicks Limit is the maximum clicks amount that is allowed to spend in one day.

A specific order in which multiple advertising partners are arrayed in an ad server, as opposed to randomly rotating. One partner is first in the daisy chain, and serves a pre-determined amount of inventory; after which, the partner second in the daisy chain serves ads, and so forth.

The ad code to be called when Epom  has no other ad to serve. Defaults are recommended so publishers may maximize the value of their ad inventory; alternatively, they may wish to run PSAs (Public Service Announcements) or no ad at all.

Statistical information describing the audience of a given user base. Typically includes information such as age range, gender, educational level, and average household income. Demographic data is one of the tools advertisers use to select media for their campaigns.

A digital radio transmission technology for sending multimedia (radio, TV, and data casting) to mobile handsets.

The technology that drives mobile TV, which is a combination of conventional digital video, and IP that scales for smaller devices.

Based upon predetermined criteria, Dynamic Ad Delivery is the process by which a mobile advertisement is delivered, via a campaign management platform, to a publisher's mobile content.

An advantage of online advertising compared to other media, allowing users to make an immediate purchase in response to an advertisement.

Ads which appear early in a user's visit to a website.

The average, actual revenue per impression earned. This can be calculated on a particular campaign, on an ad size basis, or across an entire site. To determine eCPM, divide the total revenue by the total number of impressions served and multiply by 1,000.

The "e" prefacing a word in most modern instances stands for "electronic". In this case, an eMarketer is one who uses electronics - popularly, the Internet - for marketing purposes.

An ad tag option which collapses the page into an invisible 1×1 pixel rather than showing a Public Service Announcement when no paying ad is available.

Even Distribution is a fixed number of impressions that can be delivered in a set period. For example, if you've set 3 banner views per 24 hours then these 3 banners will be shown not at once, but evenly - first banner within 8 hours, second within the period between 8 and 16 hours and third one after 16 to 24 hours.

In online advertising parlance, an opportunity or placement offered to one partner but no others. An exclusive ad placement would be a unique ad unit used by a single advertiser. Exclusive site representation would mean only one organization represented a website.

An ad which automatically launches in a new browser window as a user exits a particular Web site or page.

Advertising creative which expands beyond regular banner dimensions, usually upon mouse-over. Expandable creatives are designed to engage users and may have a high entertainment value. They allow marketers to impart additional information without requiring that the user click off the page. Due to the additional media and design costs associated with expandable creative, it tends to be employed by leading brands willing to pay a premium CPM.

How often a user views a particular advertisement during a specified period of time.

Specifying how many times a particular user sees a particular ad. Advertisers frequently request frequency caps, such as 3 ad views per user per day (24 hours), to prevent diluting a campaign's effectiveness and performance.

The percentage of total ad inventory made available which is filled with paying ads. To calculate fill rate, divide the total number of ad impressions by the number of filled ad impressions.

Ad code which calls only one ad size. When selecting tags, publishers have the option between fixed and variable code; variable ad code should always be implemented when a single ad space can support more than one industry-standard ad size; this way, the highest paying ad of either size can be served.

A mobile device that supports both carrier network and WiFi and can switch between each seamlessly.

Html code or ad tag, which is "hardcoded" into a fixed position on a page.

A series of images animated at a high rate of speed.

A term taken from traditional advertising, in which placement for a newspaper advertisement appears above the newspaper's fold. In online advertising, above the fold refers to an ad which is visible on a Web page without the user scrolling down the page. Unlike with newspapers, in web design, below the fold can comprise quite a bit more than half of the page.

How often a user views a particular advertisement during a specified period of time.

Specifying how many times a particular user sees a particular ad. Advertisers frequently request frequency caps, such as 3 ad views per user per day (24 hours), to prevent diluting a campaign's effectiveness and performance.

Off-portal mobile internet content that has been validated against operator standards for technical performance and suitability of content.

Advertising creative which does not fit onto another web page but instead is a self-contained web page. Full-page ads are frequently served as a user moves from one page on a Web site to another.

Targeting ads to users of a particular gender.

Targeting to a particular geographic location such as country, state, city, or zip. Geotargeting has been attempted for years through reverse IP address lookup (seeing where a user's computer address is registered), but this is notoriously inaccurate. A far more accurate methodology is based on collecting zip codes from users during a site's registration process.

A basic image format. GIFs, or gifs, are lightweight and viewable by nearly all users and browsers, making them popular in advertising. Most rich media advertising will make an alternative gif image available to users unable to see the more sophisticated version of the creative.

A flight setting in which creative is set to deliver at an even pace over the dates of a campaign.

The amount of money a network is able to bill an advertising client or clients. The contracted revenue share is calculated off the gross revenue with no deductions.

Web pages are built dynamically by typically calling a wide variety of servers to deliver images, advertisements, and content. A web page is said to "hang" when it cannot download completely, or quickly, because it is having difficulty calling an image or code from another server, or because the user's computer memory is taxed. Ads may cause a page to hang if there is something wrong in the code; usually this is restricted to a particular advertising creative, which makes it important to know which ad or image is causing the page load delay.

In popular usage, "hits" are used interchangeably with pageviews when discussing a site's traffic. Technically, a hit is the request for a single file from a web server to a user's computer; because most web pages contain several files, including the HTML, graphics, ad calls, audio, etc., there would be many more true "hits" than page views, or impressions or unique visitors. Because "hit" is not widely understood, it is not as widely used as it was previously.

The site displaying content. Also they are referred to as publishers, rather than hosts.

Hypertext Markup Language, the code used to design web pages; browsers read HTML and display the page in a user-friendly format. To view the HTML behind a web page, access the "View" menu on your browser and select "Source".

Hypertext Transfer Protocol, a protocol used to request and transmit web pages and web page components, over the Internet or other computer network. Most web addresses begin "http"

An advertising pricing model which combines more than one pricing methodology, such as CPM and CPA.

The ability to click on text or graphics to launch a new web page or bring the user to another place on the same page. Hyperlinks are what allow the Internet to be an interactive experience for users.

The Interactive Advertising Bureau, an industry group committed to growing the amount of advertising and marketing dollars spent online.

An ad impression is the display of a particular advertisement to a website/mobile phone user. Since a typical Web page has three ad units, in most cases there are multiple ad impressions on a page. Impressions are typically counted based on a client's thirdparty reporting, rather than the publisher's.

An ad agency which specializes in online advertising. Interactive agencies are experienced at buying, designing, serving, and reporting online advertising campaigns. Some "traditional" ad agencies handle their clients' interactive marketing needs in addition to print and broadcast advertising; in other cases, a brand/client will separate out the Internet component and award this business to a separate agency.

An advertising outlet which allows users to interact with the creative.

An advertisement, typically full-page, which appears between pages on a web site.

The advertising space available on a website. Also known as ad avails.

Tab is where ad tags are generated.  These tags are then pasted into HTML pages which invoke (call) Epom to deliver ads. The types of tage available depend on the type of zone you have defined. The tag types (listed in order of popularity) are:

• IFRAME This tag permits an ad to be imbedded in an iFrame on a web page.
• JavaScript Tag The most popular and versatile tag type (includes a noscript option for the very small number of users that are not JavaScript-enabled).

Internet Protocol Address. Every computer or network connected to the Internet has a unique IP address, which is a series of numbers. IP addresses are managed and created by the Internet Assigned Numbers Authority (IANA). Reverse IP address look up is frequently used to geotarget advertising.

An organization which offers users access to the Internet and related services

A scripting language used in web development. Javascript allows functionality to be dynamically downloaded to users, making for a creatively rich interactive experience. Not all users have Javascript enabled in their browsers which can create problems for them in navigating and viewing a web site. Alternative GIF advertising creative should be made available for these users; an ad server can detect this and serve the proper creative.

An image format easily recognized by the extension .jpg. Commonly used for photographs on the web. JPEGs are lightweight but quality can suffer due to image compression.

A word or phrase used to target advertising or improve standings in online search results. Advertisers may purchase keywords on search engines to guarantee that their advertising is displayed on targeted content pages. An integral part of search advertising.

The length of time between the request for a file from a server and receiving it. For a good user experience, the lag time should be as short as possible.

This term is to indicate that an advertising campaign's delivery plan has been cancelled.

The destination page reached by clicking on an ad.

A qualified potential customer gleaned through a data acquisition process which began when a user clicked on an ad. A CPL pricing model would be billed on a pre-determined cost per lead. However, even CPM campaigns may be subject to a back-end analysis on the cost per lead, with the campaigns optimizing to sites with the lowest cost per lead.

A 728 90 banner.

A feature within Epom designed to limit the maximum number of impressions, clicks and money spent on the campaign.

Linear Video Ads - a Linear Video ad is experienced In-Stream, which is presented before, between, or after the video content is consumed by the user.  One of the key characteristics of Linear video ads is the ad takes over the full view of the video.

The ability to click on text or graphics to launch a new web page or bring the user to another place on the same page. Hyperlinks are what allow the Internet to be an interactive experience for users.

The method whereby a user obtains access to a computer system. Logins typically are comprised of a login name and a password.

In campaign management, this is a strategy to deliver fully contracted impressions not delivered during the original campaign flight dates. Frequently, undelivered or make good impressions are delivered in the next month, and the revenue would be recognized within the month of actual delivery. In accounting terms, a make good is something typically offered at no cost, such as in the event a campaign was delivered to the wrong geographic area.

A platform for mass communication, such as print, broadcast, Internet.

An intermediary who represents the advertising inventory for another entity.

An ad agency role responsible for soliciting, reviewing and recommending advertising options for the client.

Marketing materials which convey the benefits and opportunities for advertising on a particular media.

This is a setting accessible to publishers specifying the lowest acceptable gross eCPM on any one campaign.

A form of advertising that is communicated to the consumer/target via a mobile handset. This type of advertising is most commonly seen as a Mobile Web Banner (top of page), Mobile Web Poster (bottom of page banner), and full screen interstitial, which appears while a requested mobile web page is "loading". Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and post roll).

A  mobile banner is a hypertext link with a graphic element created for exposure on mobile handsets. In accordance with the MMA, banners come in four sizes:
Extra Large: 300 x 50 pixels; max file size 5.0 kb; file formats supported GIF, JPG, PNG.
Large: 216 x 36 pixels; max file size 3.0 kb; file formats supported GIF, JPG, PNG.
Medium: 168 x 28 pixels; max file size 2.0 kb; file formats supported GIF, JPG, PNG.
Small: 120 x 20 pixels; max file size 1.0 kb; file formats supported GIF, JPG, PNG.

A service accessible from a mobile device which may include, but is not limited to, the following functionality: (i) a system for end-users to communicate through the service; or (ii) a system or mechanism for end-users to upload or download content to a private space; or (iii) a system or mechanism to upload or download content to a public space.

Entertainment, sports and news information and games delivered via any wireless media type in a non-advertising format. Location, delivery, and technology of content is irrelevant and can include both on and off deck.

This is typically an SMS message that either: a) contains advertising text; or b) points mobile subscribers to a print, web or TV advertisement that promotes mobile ringtones, games, applications, subscription services and other mobile products.

A game created for and played on a mobile handset. The majority of mobile games are downloaded to the handset and played using the basic technologies and controls built into the device (arrow keys, soft key, number keys, etc). Some mobile games are developed to be played using the communications technologies present in the device and/or provided by the service provider/carrier, such as by text message (SMS), multimedia message (MMS) or GPRS location identification.

Mobile Gateway (Aggregator) - Provides connectivity and billing to wireless networks.

Term used in reference to a mobile phone, mobile device, or mobile terminal.

All companies within the mobile ecosystem, including: Advertisers, Aggregators/Distributors, Carriers, Content Providers and Publishers.

The use of wireless media as an integrated content delivery and direct response vehicle within a cross media or stand-alone marketing communications program.

Any marketing or advertising program distributed via a handset. This includes, but is not limited to, a Mobile Messaging Program, one or more advertisements delivered on WAP sites, or one or more advertisements delivered via games on mobile devices.

Executing a search via mobile Internet.

Original, made-for-mobile programming/episodes. Usually created by TV networks and movie studios to cross-sell popular TV and film properties/franchises. Not the same as mobile video clips.

Television/Video programming formatted for the mobile screen. Program is streamed or broadcasted via various platforms - MediaFlo, DVB-H, etc.

The Mobile Web is a channel for delivery of web content, which offers and formats content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs (e.g. updating your blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN).

Payment terms, in which a publisher is paid 45 days after the end of the month revenue was earned. Under net 45 terms, June revenue would be paid August 15.

The amount of money a publisher earns, this is a predetermined percentage of the gross amount billed to the client.

A network which uses the IP protocol, part of the TCP/IP protocol suite. IP has become the global standard for networking, used as the basis for the entire Internet, private LANs and many of data and voice networks.

Non-linear Video Ads - a Non-linear Video ad product runs parallel to the video content so the user still has the option of viewing the content. Common Non-linear ad products include overlays which are shown directly over the content video itself, and product placements which are ads placed within the video content itself.  Non-linear video ads can be delivered as text, graphical banners or buttons, or as video overlays.

An advertising space which does not conform to industry standards, as outlined by the industry trade group the IAB (Interactive Advertising Bureau). IAB standards for advertising creative have been widely adopted.

The foundation of the ad server, which serves ads on the websites generating the highest clickthrough rate or other back-end metric such as an online purchase for that particular ad campaign.

Overlay Ad - a video advertisement appearing as a break during the video content.

A method of distributing new software updates to cell phones or provisioning handsets with the necessary settings with which to access services such as WAP or MMS.

The delivery of a web or WAP page  in a user's browser. Since a typical Web/WAP more than one ad unit, in most cases there are multiple ad impressions on a page.

The temporary suspension of delivery for a particular ad campaign.

The results of an ad campaign, typically measured by users' clicks on an ad.

The smallest segment of an image. Pixel is a combination of picture element, using the common abbreviation "pix" for "picture". It is the basic form of measurement for visual aspects of the web, such as the size of ads or a browser window. Tracking pixels are used by sophisticated advertisers to count ad impressions; these 1 1 images are not visible but are instead invisibly embedded in other images. Tracking pixels call an advertiser's server.

An ad placement is a specific group of ad units on which an advertiser can choose to place their ads by linking banners to specific placement. Ad placements can be as broad as an entire website or as specific as a single ad unit.

The addition to a user's browser which supports the function of a certain type of custom file, such as Flash. Plug-ins typically provide an enhanced user experience such as allowing animation, video, or audio content.

A window that automatically launches or "pops" behind the user's current browser window.

A window that automatically launches or "pops" on top of the user's current browser window. Epom  does not run popups, only popunders.

Post-Roll Ad - a video advertisement shown after the video content has ended.

Pre-Roll Ad - a video advertisement shown prior to the video content.

This is a setting accessible to Epom  publishers specifying the lowest acceptable gross eCPM on any one campaign. Because a pricing floor is based on a minimum CPM rather than a target CPM, a 60 cent pricing floor will most often result in more than $1.00 CPM.

Ads which promote a widely accepted social cause or charity. There is no revenue associated with PSAs; they are charity.

Behavioral characteristics of a particular audience, such as online shopping habits. Psychographics have to do with the psychology of users, versus demographics, which are the top-level basis statistics about users, such as age, gender, household income.

An individual or entity selling online advertising space on a particular website. Publisher, web publisher, Webmaster and host are synonymous with respect to online advertising.

The stated rates to buy and sell advertising space.

The percentage of the total audience represented by a particular website or network of websites. Reach can be calculated as a percentage of the sheer number of unique visitors online, or for a particular demographic or psychographic statistic, such as men age 18-24.

An industry-standard banner size, most commonly 300×250 but on some websites as large as 336×280.

Also known as a default. The ad code to be called when ad server has no other ad to serve. Defaults are recommended so publishers may maximize the value of their ad inventory; alternatively, they may wish to run PSAs (Public Service Announcements) or no ad at all.

A current client of Epom Market who recommends the Epom Market ad network to new publishers by providing them with a link containing his unique Referral ID.

A unique 5-digit identification number which each Epom Market client receives when his account is created. Can be found in the "Referral Program' tab and should be used in the link the Referrer shares to attract new publishers. All the Referred Users who register using the link with the Referral ID are automatically assigned to a certain Referrer.

A publisher who applies to join the Epom Market ad network based on the recommendation of a current client (Referrer). The Referred User should visit the Epom Market website following the link with the Referral ID and fill in one of the registration forms on the site.

Advertising space which is unsold by the website and made available to one or more third parties such as an advertising network.

A firm which represents and sells advertising for a website. This may be on an exclusive or non-exclusive basis.

A setting used to refresh the page a user is on, updating both content and advertising on the page. It is thought to produce higher revenue because a user sees a larger number of pageviews, however, in most cases is devalues the inventory on the page, producing lower CPMs, and in some cases, even lower revenue.

The portion of the total gross amount billed to the advertiser which is payable to the website on which the ads ran.

A request by a potential advertiser for a website or ad network to provide a specific recommended program for an upcoming ad campaign. RFP responses typically include the names of specific website(s), CPMs, impressions, and total recommended budget.

A form of advertising creative which uses multiple forms of content and presentation formats to create sensory experiences beyond that of standard online advertising. Examples of rich media include audio, video, graphics which expand beyond the banner space, and opportunities for the user to interact within the ad itself. Advertisers frequently rely on third party rich media vendors to ensure smooth delivery, a good user experience, and straightforward creative development. Such third parties typically charge advertisers a serving or licensing fee.

A form of default advertising to be called when Epom  has no other ad to serve. Defaults are recommended so publishers may maximize the value of their ad inventory; alternatively, they may wish to run PSAs (Public Service Announcements) or no ad at all.

The actual or perceived ultimate value of an expense or investment. In advertising, ROI measures whether the advertiser receives adequate benefits (usually sales) in return for the cost of the advertising. Epom  can optimize ad campaign delivery based on back-end metrics improving their client's ROI.

The widest possible distribution for an advertising campaign across a network of ad properties.

1. Rotating ad network providers regularly based on the eCPMs being earned.

2. An ad serving methodology which causes multiple ad campaigns to cycle through an ad space based on factors such as campaign end date, impressions left to deliver, and CPM. A primary function of ad servers is to rotate ad campaigns.

The pixel size and color of the device screen that can display advertising.

Pertaining to the quality and size of the handset screen, i.e., the area of which advertisers can utilize for banner placements.

Package of software development tools that contains Application Programming Interface (API) and Development Tools (IDE) that allow mobile advertisers to integrate their applications with Epom ad tags.

1. Rotating ad network providers regularly based on the eCPMs being earned.

2. An ad serving methodology which causes multiple ad campaigns to cycle through an ad space based on factors such as campaign end date, impressions left to deliver, and CPM. A primary function of ad servers is to rotate ad campaigns

An industry-standard banner size, most commonly 120×600 but on some websites as large as 160×600.

A handheld device that integrates mobile phone capabilities with the more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, along with using a mobile phone in one device.

A full-page advertisement which appears as a user moves from one webpage to another requested webpage. For a good user experience, splash pages should have a close box for users disinterested in the ad, and should time out after several seconds even in the absence of user interaction.

An advertising or marketing campaign more integrated than a simple rotational banner campaign, sold on a site-specific basis. Sponsorships may involve a fixed placement on relevant content or a takeover of all advertising inventory on certain areas of a website. Costs are frequently billed on a flat-rate basis, with a minimum number of guaranteed impressions.

Statistics, such as a description of the audience for a website or the effectiveness of an ad campaign.

Used to describe content which compels a user to remain on a website. "Sticky" content generates more pageviews per user session than standard websites.

In this context, advertising creative that is used to query a website's users on brands or products they may have seen advertised online recently. Questions often are designed to determine users' favorability toward a brand, familiarity with a product, and intent to purchase the product in the future, and how these measures may have improved due to an ad campaign.

Pronounced "swiff", this is a file extension for Flash creative.

Short for ad tag. The code which a publisher implements via an ad server or hard-coded on their Web page page in order to serve advertisements.

Limiting where an ad is served to the most appropriate audience. Targeting may be based on geography, time of day, browser, operating system, or more sophisticated parameters such as age, gender, or exact zip code if this information is known about individual users.

Ads served by an entity that is not the publisher, nor the ad network, nor directly by the advertiser. Ad agencies and sophisticated advertisers often use independent ad servers to serve and report on a campaign across a variety of media.

The words which are displayed when a user mouses over some types of advertising creative. Also displayed in some browsers in lieu of the actual creative. The most common version of alternative text is "Click here".

Total Clicks Limit is the maximum number of clicks possible.

The number of unique visitors to a website or the number of pageviews generated. Traffic is usually quoted in monthly terms. The data source is important for its credibility in stripping out spiders and bots.

Independent measurement of an online ad campaign. Ad impressions and clicks are frequently tracked by third party servers as a basis for reporting, performance analysis and billing.

Reporting mechanism embedded on advertising or webpages, via an invisible 1×1 pixel.

The total number of individual pages seen on a website by a unique visitor.

Used as a common measurement for site popularity and reach, akin to the number of individuals visiting a website over a specific period of time. Usually measured by the occurrence in a site's visitor logs of a unique IP address plus a further identifier, it is a system which in actuality recognizes computers rather than people. Note that where users are allocated IP addresses dynamically (for example by dial-up Internet service providers), this definition may overstate or understate the real number of individual users. Alternatively, sites may use their own cookie or registration system to gauge the number of visitors to their site.

Implementing ad creative in an ad server so it can be served on a website.

From Uniform Resource Locator, an HTTP address used by the World Wide Web to specify a certain site.

An individual accessing a website.

The length of time a unique visitor spends in one visit to a website. Usually quoted as an average for the site.

Limiting where an ad is served to the most appropriate audience. Targeting may be based on geography, time of day, browser, operating system, or more sophisticated parameters such as age, gender, or exact zip code, based on collecting zip codes from users during a site's registration process.

An ad tag which supports the delivery of two or more ad sizes through a single ad space. When selecting tags, publishers have the option between variable and fixed code; variable ad code should always be implemented when a single ad space can support more than one industry-standard ad size; this way, the highest paying ad of either size can be served. Popular variable code options include 728×90/468×60, 160×600/120×600, 300×250/336×280, and 425×600/300×600.

View to conversion time frame is a period during which a visitor views the ad but does not click on this ad, then later he/she visits the advertiser's website and performs a valuable action.

The spread of an advertising campaign via user interaction. Users may recommend their friends visit a promotional website, enter a contest, or otherwise engage with some aspect of online marketing they have found enjoyable. Viral marketing results in traffic growth at no incremental cost to the marketer.

Wireless Application Protocol, an open international standard used by a majority of the world's mobile internet sites. Principally used to enable access to the Internet from a mobile phone or PDA. Mobile advertising is generally WAP compliant.

A format of mobile web. Relied on WML markup language and special protocols designed for ultra-efficient transmission of content to limited devices over limited connections.

An increasingly popular format of choice for mobile web. Relies on a new set of standards that are more in line with Internet standards. Using xHTML, mobile carriers, content providers and media companies can present content and functionality in more robust formats via faster wireless technologies.

A secondary WAP page a consumer is taken to once they click on a link in order to give or receive additional information.

Where the user directly requests a mobile WAP site by entering a URL, or by entering the phone number on a content provider Web page.

A specially encoded message which includes a link to a WAP address that allows WAP content to be pushed to the handset with minimum user intervention.

A website that is specifically designed and formatted for display on a mobile device.

A mobile Internet site, provided by a third-party content provider, which contains some percentage of premium content.

A Web site for mobile content, especially one containing premium content. Enables the user to browse content and make multiple purchases per visit. The user may order from the Web site so that the content is pushed to their phone.

The individual who manages the technical aspects of a website. Epom  typically refers to webmasters as publishers, if they are responsible for implementing ad tags and allocating ad inventory.

The traditional presentation of information online. Websites are made up of webpages, analogous to the pages in a book. If frames are used, multiple pages can be displayed at the same time, resulting in multiple Page Views.

A virtual location online designated by a unique URL. A website is made up of one or more webpages.

Details that may include historical demographic and psychographic information about visitors to the website, or a portion thereof.

Whitelist of IP addresses is a list of IP addresses from which users will be able to access your account if you allow them.

A markup language developed specifically for wireless applications to enable optimum usage of the limited display capabilities of a handset. Based on XML, it is used for tailoring WAP content.

The return on investment generated by an advertising campaign, also known as ROI.

Targeting ads to users in a particular area based on zip code. Zip code targeting may be based on reverse IP address lookup, or by recognizing users after they have registered personal information.

Refers to the area on a Web/WAP page or within a mobile application reserved for advertising. Epom also uses this term to signify the unique placement for an ad tag, such as "ROS" or "Run of Site". Additional ad spaces such as "Homepage", "Forums", or "Auto" may be recommended and created if a Web or mobile site's content, navigation and traffic supports breaking out individual areas of the site for distinct ad targeting.