Glossary - Understanding Sponsored Search - page 267

Sponsorship : association with a Web site in some way that gives an advertiser some
particular visibility and advantage above that of run-of-site advertising (Source: IAB)
(see Chapter 6 BAM!).
Stakeholder : a person or organization with an interest (a “stake”) in how a resource
is managed (Source: Quirk) (see Chapter 9 framework).
Static ad placement : ad-serving approach through which ad placement is not altered
based on performance factors commonly employed for sponsorships (i.e., ad place-
ment does not vary according to resulting clicks or conversions, time of day, etc)
(Source: Advertising.com) (see Chapter 2 model).
Static keyword bidding : bidding approach through which term bids are not altered
based on performance factors (i.e., bidding does not vary according to resulting
clicks or conversions, time of day, etc) (Source: Advertising.com) (see Chapter 8
auctions).
Statistical validity : the degree to which an observed result, such as a difference
between two measurements, can be relied on and not attributed to random error
in sampling or in measurement. Statistical validity is important to the reliability
of test results, particularly in multivariate testing methods (Source: modified from
UsabilityFirst.com and SEMPO) (see Chapter 7 analytics).
Stickiness : a measure used to gauge the effectiveness of a site in retaining individ-
ual users. Stickiness is usually measured by the duration of the visit or the amount
of time spent at a site over a given time period (Source: modified from Marketing
Terms.com and IAB) (see Chapter 7 analytics).
Stop word : a word that appears on a Web page that will stop a search engine from
indexing that Web page (see Chapter 2 model).
Submission : the act of submitting a Web site to search engines and search direc-
tories. For some search engines, this is performed simply by typing in the absolute
home page URL of the Web site you wish to submit. Other engines and directories
request that descriptions of the Web site be submitted for approval (Source: SEMPO)
(see Chapter 2 model).
Target audience : the intended audience for an ad, usually defined in terms of specific
demographics (age, sex, income, etc.), product purchase behavior, product usage, or
media usage (Source: IAB) (see Chapter 6 BAM!).
Targeting : determining one's niche marketing audience by narrowly focusing ads
and keywords to attract a specific, marketing-profiled searcher and potential cus-
tomer. You can target to geographic locations (geo-targeting), by days of the week or
time of day (dayparting), or by gender and age (demographic targeting). Targeting
features vary by search engine. Newer ad techniques and software focus on behav-
ioral targeting based on Web activity and behaviors that are predictive for potential
customers who might be more receptive to particular ads (Source: modified from
SEMPO and Quirk) (see Chapter 6 BAM!).
Taxonomy : a set of agreed-on principles according to which information can be
stored more logically in an information-retrieval system. The term is used in science