Glossary - Understanding Sponsored Search - page 235

Audit : third-party validation of log activity and/or measurement process associ-
ated with Internet activity/advertising. Activity audits validate measurement counts.
Process audits validate internal controls associated with measurement (Source: IAB)
(see Chapter 7 analytics).
Auditor : a third-party independent organization that performs audits (Source: IAB)
(see Chapter 7 analytics).
Banner ad : an advertisement embedded on a Web page usually intended to drive
traffic to a different Web site by linking to the advertiser's site. The Interactive
Advertising Bureau (IAB) has created a standard set of banner ad sizes (Medium
Rectangle, Rectangle, Leaderboard, Wide Skyscraper) into a set of guidelines called
the Universal Ad Package (Source: WebTrends) (see Chapter 4 ads).
Banner blindness : refers to a “condition” among experienced Web users who tend to
automatically ignore banner ads, even when the banner ads contain information visi-
tors are actively looking for. Banner blindness is arguably the main cause of low click-
through rates in banner advertising (Source: modified from SearchEngineDictionary.
com and Marketing Terms.com) (see Chapter 5 customers).
Barter : the exchange of goods and services without the use of cash. The value of
the barter is the dollar value of the goods and services being exchanged for advertis-
ing. This is a recognized form of revenue under the Generally Accepted Accounting
Principles (GAAP) (Source: IAB) (see Chapter 8 auctions).
Behavioral targeting : the practice of targeting and serving ads to groups of people
who exhibit similarities not only in their location, gender, or age, but also in how they
act and react in their online environment, with the goal of increasing the effectiveness
of their campaigns. Behaviors tracked and targeted include Web site topic areas they
frequently visit or subscribe to, subjects or content or shopping categories for which
they have registered, profiled themselves, or requested automatic updates and informa-
tion, and so on (Source: modified from SEMPO and IAB) (see Chapter 5 customers).
Beta : a test version of a product, such as a Web site, software, or ad prior to final
release (Source: IAB) (see Chapter 2 ads).
Bias : inclination or preference that influences (but ought not to) one's judgment
from being balanced or even-handed. Prejudice is bias in pejorative sense (Source:
Business Dictionary) (see Chapter 5 customers).
Bid : the maximum amount of money that an advertiser is willing to pay each time a
searcher clicks on an ad. Bid prices can vary widely depending on competition from
other advertisers and keyword popularity (Source: SEMPO) (see Chapter 8 auctions).
Bid boosting : a form of automated bid management that allows you to increase your
bids when ads are served to someone whose age or gender matches your target mar-
ket (Source: modified from SEMPO) (see Chapter 8 auctions).
Bid management software : software that manages PPC campaigns automatically,
called either rules-based (with triggering rules or conditions set by the advertiser) or
intelligent software (enacting real-time adjustments based on tracked conversions
and competitor actions). Both types of automatic bid management programs monitor