Glossary - Understanding Sponsored Search - page 232

Ad insertion : when an ad is inserted in a document and recorded by the ad server
(Source: IAB) (see Chapter 2 model).
Ad inventory : the number of potential page views a site has available for advertising
(Source: SearchEngineDictionary.com) (see Chapter 3 model).
Ad materials : the creative artwork, copy, active URLs, and active target sites due to the
seller prior to the initiation of the ad campaign (Source: IAB) (see Chapter 4 ads).
Ad network : an aggregator or broker of advertising inventory for many sites. Ad
networks are the sales representatives for the Web sites within the network (Source:
IAB) (see Chapter 2 model).
Ad recall : a measure of advertising effectiveness in which a sample of respondents is
exposed to an ad and then at a later point in time is asked if they remember the ad. Ad
recall can be on an aided or unaided basis. Aided ad recall is when the respondent is
told the name of the brand or category being advertised (Source: IAB) (see Chapter
7 analytics).
Ad request : the request for an advertisement as a direct result of a user's action as
recorded by the ad server. Ad requests can come directly from the user's browser or
from an intermediate Internet resource, such as a Web content server (Source: IAB)
(see Chapter 7 analytics).
Ad serving : the delivery of ads by a server to an end-user's computer on which the
ads are then (Source: IAB) (see Chapter 2 model).
Ad space : the allocated real estate on a Web page of a site in which an advertise-
ment can be placed. Each space on a site is uniquely identified. Multiple ad spaces
can exist on a single page (Source: modified from IAB, Marketing Terms.com, and
Quick) (see Chapter 2 model).
Ad stream : the series of ads displayed by the user during a single visit to a site (also
impression stream) (Source: IAB) (see Chapter 7 analytics).
Ad title : the first line of text displayed in a clickable search or context-served ad. Ad
titles serve as ad headlines (Source: SEMPO) (see Chapter 4 ads).
Ad transfers : the successful display of an advertiser's Web site after the user clicked
on an ad. When a user clicks on an advertisement, a click-through is recorded and
redirects or “transfers” the user's browser to an advertiser's Web site. If the user suc-
cessfully displays the advertiser's Web site, an ad transfer is recorded (Source: IAB)
(see Chapter 7 analytics).
Ad view : when the ad is actually seen by the user. Note this is not measurable today.
The best approximation today is provided by ad displays, when a Web page displays
an ad (Source: modified from IAB and WebTrends) (see Chapter 7 analytics).
Ad (or Advertisement ): the commercial portion of message content for which an
advertiser has or will pay when a searcher sees their content after submitting a query in
a search engine or Web site search box, which will typically take a searcher to another
Web page (Source: modified from SEMPO, IAB, and WebTrends) (see Chapter 4 ads).
Address : a unique identifier for a computer or site online, usually a URL for
a Web site or marked with an @ for an e-mail address. Literally, it is how one