Glossary - Understanding Sponsored Search - page 269

Trademarks : distinctive symbols, pictures, or words that identify a specific product
or service, received through registration with the U.S. Patent & Trademark Office. Tier
I search engines generally prohibit the use of trademarks in advertisements if the bid-
der is not the legal owner (Source: modified from SEMPO) (see Chapter 6 BAM!).
Trafic : number of hits or visits a Web site receives during, usually, a twenty-four-
hour period. Retailing: Number of shoppers that pass through a shopping area,
mall, or store during the business hours. Refers to the number of visitors a Web site
receives. It can be determined by examination of Web logs (Source: SEMPO) (see
Chapter 7 analytics).
Traffic analysis : the process of analyzing traffic to a Web site to understand what the
visitors are searching for and what is driving traffic to a site (Source: SEMPO) (see
Chapter 7 analytics).
Unduplicated audience : the number of unique individuals exposed to a specified
domain, page, or ad in a specified time period (Source: IAB) (see Chapter 6 BAM!).
Uniform Resource Locator (URL ): location of a resource on the Internet. A means
of identifying an exact location on the Internet (Source: modified from Marketing
Terms.com and WebTrends) (see Chapter 2 model).
Unique selling proposition (USP ): what makes one's product or service better, or
different, from the competition (see Chapter 6 BAM!).
Unique user : unique individual or browser that either has accessed a site (see unique
visitor) or has been served unique content and/or ads such as e-mail, newsletters,
interstitials, and pop-under ads. Unique users can be identified by user registration or
cookies. Reported unique users should filter out bots. See http://www.iab.net for ad
campaign measurement guidelines (Source: IAB) (see Chapter 7 analytics).
Unique visitor : a unique user who accesses a Web site within a specific time period.
See unique user (Source: IAB) (see Chapter 7 analytics).
Unique visitors (UV ): refers to a measure captured by some Web analytics solu-
tions that track the interaction a single user has with a Web site over time (Source:
WebTrends) (see Chapter 7 analytics).
Universal search : also known as blended or federated search results. Universal
search pulls data from multiple databases to display on the same page. Results can
include images, videos, and results from specialty databases like maps and local
information, product information, or news stories (Source: Search Engine Watch)
(see Chapter 2 model).
Universe : total population of audience being measured (Source: IAB) (see Chapter
7 analytics).
User : an individual with access to the Web (Source: IAB) (see Chapter 7 analytics).
User agent : fields in an extended Web server log file identifying the browser and
platform used by a visitor (Source: WebTrends) (see Chapter 2 model).
User agent string : a field in a server log file that identifies the specific browser soft-
ware and computer operating system making the request (Source: IAB) (see Chapter
2 model).