Above the foldA term, derived from printed media,
which is used to indicate whether a banner
advertisementor other content is displayed on a
web page without the need to scroll. This is likely to
give higher clickthrough, but note that the location
of the ‘fold’ within the web browser is dependent on
the screen resolution of a user’s personal computer.
Access platformA method for customers to access
digital media.
Access providerA company providing services to
enable a company or individual to access the
Internet. Access providers are divided into Internet
service providers (ISPs)and online service
providers (OSPs).
AccessibilityAn approach to site design intended to
accommodate site usage using different browsers
and settings particularly required by the visually
impaired.
Accessibility legislationLegislation intended to
assist users of web sites with disabilities including
visual disability.
Acquisition SeeCustomer acquisition.
Active Server Page (ASP)A type of HTMLpage
(denoted by an .asp file name) that includes scripts
(small programs) that are processed on a web server
before the web page is served to the user’s web
browser. ASP is a Microsoft technology that usually
runs on a Microsoft Internet Information Server
(usually on Windows NT). The main use of such pro-
grams is to process information supplied by the user in
an online form. A query may then be run to provide
specific information to the customer such as delivery
status on an order, or a personalised web page.
ActiveX A programming language standard
developed by Microsoft that permits complex and
graphical customer applications to be written and
then accessed from a web browser. ActiveX
components are standard controls that can be
incorporated into web sites and are then
automatically downloadedfor users. Examples are
graphics and animation or a calculator form for
calculating interest on a loan or a control for
graphing stock prices. A competitor to Java.
Ad creativeThe design and content of an ad.Ad impressionSimilar in concept to a page
impression; describes one viewing of an
advertisement by a single member of its audience. The
same as ad view, a term that is less commonly used.
Ad inventoryThe total number of ad impressions
that a web sitecan sell over time (usually specified
per month).
Ad rotation When advertisements are changed on a
web sitefor different user sessions. This may be in
response to ad targetingor simply displaying
different advertisements from those on a list.
Ad serving The term for displaying an
advertisement on a web site. Often the
advertisement will be served from a web server
different from the site on which it is placed. For
example, the URL for displaying the advertisement
is http://ad.doubleclick.net.
Ad space The area of a web page that is set aside for
banner advertising.
Ad view Similar in concept to a page impression;
describes one viewing of an advertisement by a
single member of its audience. The same as ad
impression, the term that is more commonly used.
Advertisement Advertisements on web sitesare
usually banner advertisementspositioned as a
masthead on the page.
Advertising brokerSeeMedia broker.
Advertising networksA collection of independent
web sitesof different companies and media
networks, each of which has an arrangement with a
single advertising broker (seeMedia broker) to place
banner advertisements.
Affiliate networks A reciprocal arrangement
between a company and third-party sites where
traffic is directed to the company from third-party
sites through banner advertisementsand links and
incentives. In return for linking to the destination
sitethe third-party site will typically receive a
proportion of any resulting sale.
Agents Software programs that can assist people to
perform tasks such as finding particular information
such as the best price for a product.
Aggregated buyingA form of customer union where
buyers collectively purchase a number of items at
the same price and receive a volume discount.Glossary
A
INMA_Z01.QXD 17/5/06 12:40 Page 514