ExitExchange® Glossary

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Ad

In the ExitExchange® system, an ad is a collection of graphics and restrictions.

Ad Content Rating

The rating level of viewers that should be visiting your site, similar to the movie rating system currently used.

Access speed

The speed of a viewer's physical connection to the Internet, measured in bits per second (bps) or thousands of bits per second (kbps). Typical modem speeds range from 14.4 to 28.8 kbps. ISDN can offer up to 128 kbps.

 

Ad Click

a.k.a. click-thru's, Transfer. A click-thru's is generated when a user clicks with their mouse on an advertiser's message in order to move to the advertiser's web site. A click-thru's is often stated as a percentage of page impressions; if 1,000 Internet users view an advertiser's message, and 60 click on the message to view the advertiser's information, the click-thru's rate is 6%.

Advertiser

a.k.a. Buyer, Media Buyer. Any individual or organization interested in placing brand advertisements on the World Wide Web for themselves or a client.

Applet

A mini-application created in Java that allows for animation, data processing, or real-time information updates.

B

Balance

The number of times ExitExchange® needs to display your ad on our network. This number will continue to fluctuate depending upon the number of exits your site generates and how many times we show your site on our network.

Bookmarking

Using World Wide Web browser software to tag a web page for easy future reference.

 

Browser

Software that allows users to visit and download World Wide Web (WWW) sites. The most popular browsers are Netscape Navigator™ and Microsoft Internet Explorer™.

 

Buyer

a.k.a. Advertiser, Media Buyer. Any individual or organization interested in placing brand advertisements on the World Wide Web for themselves or a client.

C

Click-Thru

A click-thru occurs each time some one clicks on an ad. Advertisers who want people to visit their Web pages prefer to pay per click-thru because they only pay if the ad generate results.

Caching

Local storage of recently viewed web pages for faster access. The browser used to navigate the web resides on the user's computer. Browsers store the most recently viewed web pages on the user's system. When the user asks to see the pages again, the browser doesn't need to retrieve them again from the web. This process causes underreporting of the number of times a viewer actually saw a web page or ad.

 

Campaign

A specified time or amount of traffic purchased to promote a web site.

Content

Information available on the World Wide Web

Content Provider

a.k.a. webcaster, web content provider. Any individual or organization that maintains a World Wide Web site.

Cookie

Web sites assign cookies to a user's browser to enable them to track activity of that user and deliver ads and content based on the information collected.

CPM

Cost per thousand, A standard measure used to compare the relative cost of available media. CPM is the cost of delivering 1,000 ad impressions.

Creative

The graphic content of an advertisement which is delivered to a web site.

D

Demographics

Factual information about a population of World Wide Web viewers, such as income and education levels, and geographic location.

Resource location identifier that corresponds with a particular IP address or set of IP addresses.

Dynamic Pricing

Assigning prices to goods according to the instantaneous value of the goods.

E

Exit

An exit is defined as the number of times an Orbit Ad™has been shown to web surfers after visiting your website.

Exposures

The number of times your website has been shown on the ExitExchange® Network.

F

FAQ

Frequently Asked Questions.

 

Firewall

A barrier between a private computer network and the Internet. Firewalls limit access into private networks by creating limited points of entry.

 

Flash

A software application developed by Macromedia, which creates vector-based graphic animations, capable of high compression.

Frequency

The total number of times the same person or household is exposed to an advertising message or campaign.

FTP

FTP stands for File Transfer Protocol. It is a protocol that allows users to transfer files between their local computer and another computer through a network.

After you have updated a webpage with the ExitExchange® code on your local computer, an FTP is a common way to transfer a webpage file to a server on the Internet. Proper login information is usually always required.

G

GIF

Graphical Image Format - One of the standard methods for storing images for display on the World Wide Web.

 

GUI

Graphical User Interface - The interface between a user and data of a software application.

H

Hit

Occurs when a file request is made to a web server. Downloading a single web page may generate several hits, one for each graphical or text file that is transferred.

 

HTML

Hypertext Markup Language - The language that converts raw ASCII text into formatted text, hyperlinks, and graphics for display in a World Wide Web browser.

 

HTTP

Hypertext Transfer Protocol - The set of rules for transferring text from a web server to a browser over the Internet.

I

IP address

To differentiate computers, each computer connected to the Internet is assigned at least one unique Internet Protocol address. Computers that connect to the Internet intermittently may sometimes share an address. These dynamic IP addresses are assigned at the beginning of each connection.

Impression

An impression occurs each time an ad is displayed. Web ad space sellers normally prefer to be paid per impression because they always get even if the ad is a poor or if the ad is a poor match for their site. ExitExchange® allows Web ad space sellers to be paid per click-thru because ExitExchange® only shows the most effective ads.

Image Map

A graphic on the World Wide Web that allows a user to be hyperlinked to different new content areas when they click on different areas of the image.

Inventory

The number of brand ad impressions delivered via an ad space during a given period.

ISP

Internet Service Provider. The company that provides a viewer with a physical connection to the Internet.

J

Java

 

A programming language for the World Wide Web that allows the creation of Applets.

JavaScript

 

A scripting language developed to enable web authors to design interactive sites. Although it shares many of the features and structures of the full Java language, it was developed independently. JavaScript can interact with HTML source code, enabling web authors to enhance their sites with dynamic content. JavaScript is endorsed by a number of software companies and is an open language that anyone can use without purchasing a license. It is supported by recent browsers from Netscape and Microsoft.

 

 

JPEG

Joint Pictures Expert Group - JPEG has developed a compression technique for GIFs. A GIF stored in this format is known as a JPEG file and usually has the extension .jpg

K

Keyword

A word used to identify content for search or classification purposes.

L

Log Files

A record of all the hits a web server has received over a given time period. Can be used to track web site usage by third-party audit companies.

M

Market Pricing

Pricing based on what the appropriate buyers and sellers will bear.

Media Buy

The collection of parameters that can be controlled when purchasing advertising space on the World Wide Web.

 

 

Media Planner

The person at an advertising agency or company/advertiser responsible for evaluating, selecting and recommending ad spaces to an advertiser.

 

Media Templates

ExitExchange® Media Templates automate web advertising purchases with tools for spot buying, upfront buying, in-house ad serving, and Open Network serving. Media Templates simplify a variety of complicated buys, including A/B brand tests and Best Time/Best Day buys. Media Templates provide media buyers with complete control over the buying process and enables them to react to new opportunities in real time.

O

OrbitAd™

Created by Internet branding/advertising company ExitExchange®, the OrbitAd™ is the leading non-banner solution for websites. Proven to be far more effective than other online advertising formats in achieving advertisers' and Web sites' respective online advertising goals.
Furthermore, the OrbitAd™ is perceived by users to be more entertaining and involved than other online advertising formats.

OrbitAd’s are non-banner, highly interactive online advertisements that can be any size on the screen and can be authored in most all creative format. All OrbitAd’s are pre-loaded using a patent-pending RWMS Technology™ (Responsible Windows Management System).  

OrbitAd’s launch on a user-initiated break in surfing, such as a mouse click. Orbit Ad’s are placed conveniently behind the users browser and do not ever spawn new windows. OrbitAd’s can be used to achieve multiple branding/advertising goals, including direct marketing, commerce and entertainment.

To advertisers, ad agencies and Web publishers:

• OrbitAd’s do not interfere with browsing.
• Allow for maximum creativity and results.
• OrbitAd’s can be all sizes.
  • OrbitAd’s can be any dimensional size so creativity is not limited to the 468 x 60 banner size.
• OrbitAd’s may be placed anywhere on the page.
• OrbitAd’s support the latest authoring & design tools
  • Macromedia Director, Flash & Shockwave (high bandwidth sites only)
  • Adobe Photoshop & Illustrator
  • Custom Java applets 
  • Audio (high bandwidth sites only)
  • GIF 89
  • HTML
  • Streaming Video. (High bandwidth sites only)

P

A viewing of a web site.

Page View

a.k.a. Impression, The delivery of an advertisement or a page of information to a viewer over the World Wide Web.

 

Proxy Server

A server that sits between a client application, such as a web browser, and a real server. It intercepts all requests to the real server to see if it can fulfill the requests itself. If not, it forwards the request to the real server.

 

Psychographics

Subjective information about a population of World Wide Web viewers, such as propensity towards sports, arts, or business. Includes personality characteristics.

 

Publisher

a.k.a. web publisher, content provider, Netcaster . Any individual who maintains a page on the World Wide Web.

Q

Qualified Hits

Hits that actually result in information transferred to the end user.

R

RWMS Technology™

No other browser will be opened at all for a 15-minute period of time. If the browser window that was opened by us is still open after the 15-minute period it will only be refreshed with a new ExitExchange® member site. This will ensure that the surfer will not get bombarded with windows opening up. It also ensures that the surfer will not get annoyed.

S

Single Page Visit

A single page visit is a visit that as far as ExitExchange® is able to determine started and end on a single page.

Server

A host computer that houses and serves up sites, newsgroups, e-mail and/or advertisements to viewers.

T

Targeting

In online advertising, the ability to serve ads to the users most likely to be receptive to the advertiser's message, based on their demographic, psychographic and behavioral characteristics. The more precise the targeting, the more accurately the ad is matched to all qualified buyers and only qualified buyers.

Telnet

A terminal emulation program for TCP/IP networks such as the Internet. The Telnet program runs on your computer and connects your PC to a server on the network. You can then enter commands through the Telnet program and they will be executed as if you were entering them directly on the server console. This enables you to control the server and communicate with other servers on the network. To start a Telnet session, you must log in to a server by entering a valid username and password.

Transfer

a.k.a. ad click, click-thru, the even that occurs when a viewer clicks on a World Wide Web advertisement and is hyperlinked to new content.

When a viewer clicks on an ad, the viewer is sent to the target page of the ad.

U

URL

Universal (or Uniform) Resource Locator - Indicates the World Wide Web address of a particular site, e.g. http://www.exitexchange.com

User

For the purposes of ExitExchange® Communications, an end user of products (either a web media buyer or a content provider).

Unique

A unique is defined by a surfer that has not been to your site within a 24 hour period.

A unique exit is defined by a surfer that has not been to your site within a 24 hour period.

V

View-Op

The event that occurs when an advertisement is served to a user on the World Wide Web.

Viewer

a.k.a. User, for the purposes of ExitExchange® Communications, a human being who is exposed to a World Wide Web page.

Visit

A sequence of pages or files from a single web site viewed by a user during a fixed time period.

Visit length

Visit length is a relative measure of how long users are estimated to have spent on pages ExitExchange® monitors. ExitExchange® visit lengths should only by compared against each other. Many factors, such as the number of pages of a site not monitored by ExitExchange® will affect the accuracy of the estimate.

W

Webcaster

a.k.a. Netcaster, Publisher, any individual who maintains a page on the World Wide Web.

 

Web Server

A computer that stores and serves information for access on the World Wide Web.

 

Web Page

A collection of information on the World Wide Web, addressed by a single URL.

 

Web Site

A collection of web Pages, housed on a single computer and addressed by similar URLs.