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Fairfax Glossary of Terms Glossary of…
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Created: Thu Jul 29 10:20:29 2004
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Fairfax Glossary of Terms
Glossary of Terms
Account Manager: Brief: Cookie:
Your primary contact at Fairfax Digital Either a direction from a client about A file placed in a users temporary
for booking and managing your booking online advertising or a directive internet folder on their computer that
campaign. the the Creative Services Unit to create can store data such as user name and
Acrobat: some online advertising.
password, frequency capping or other
Software for viewing and creating the Broadband: data so the site remembers that user.
Portable Document Format (PDF) from A type of internet connection with a
Adobe Systems. much greater bandwith (speed [eg CPM:
kilobytes per second]) than dial up Cost Per Thousand Impressions. A page
Ad Centre:
or network connections. Also use as a impression being each time that page is
The location of information on
Advertising in the Fairfax Newspapers loose term to describe the delivery of loaded into a users browser.
and on Fairfax Digital. Multimedia content.
CSS:
Ad Server: Browser: Cascading Style Sheet. A coding
The File Server and Application that A software application that can technology that allows greater control of
delivers the ads into the web sites of interpret HTML, JavaScript, CSS and how a HTML (Web Page) is displayed.
Fairfax Digital. other coding to deliver and display
content over the internet to a user. For DHTML:
Ad Serving: example Internet Exploer or Netscape Dynamic HyperText Markup Language.
The process managed by Fairfax Digital Communicator. Refers to a group of coding including
traffic department whereby ads are
Bundling: HTML, CSS and JavaScript that when
scheduled and sequenced for display on
Campaigns that use several media types combined can be interpreted by a web
Fairfax Digital sites.
from the Fairfax group, such as online, browser and can create a wide range of
Ad Tag: print and multimedia/broadband. web applications.
A code contained in an Fairfax Digital
page, that makes a program call, to the Buttons: Digital Strip:
ad server to render an ad in that space. Advertising placements on Fairfax Across the top of the entire network
Digital on various sites that a generally are the menu elements. The ad that
Alliance: built from GIF files.
animates and then retract across the
A program within Fairfax Digital for
longer term partnership clients. Classified: menu is called the `Digital Strip'.
A linage ad in print or online. Also
Alternative GIF: used to refer to the classified sites Dominant Column:
The GIF image that is served as an domain.com.au, drive.com.au and A standard ad placement 145 pixels by
alternative to creative if a browser is mycareer.com.au 400 pixels usually appearing in the right
unable to show that creative. hand column of a site on Fairfax Digital.
Click Through:
Animated GIF: Refers to the rate at which users click Email Newsletters:
A GIF image with several timed layers on an ad placement. Also the process The selection of opt in, email
that create the effect of an animation. of adding the site URL that the ad is to newsletters available to members of
Used for online advertising. point to.
Fairfax Digital based on sites within the
Banner: Closer: network.
A standard 468 pixel by 60 pixel ad A 5 second ad or clip at the end of a
that can be GIF or Flash in composition. Fairfax Digital video. Fairfax:
The ad usually appears at the top of the The media company that publishes
Competition Engine: the Sydney Morning Herald, The Age,
page on Fairfax Digital.
A software solution that enables Fairfax BRW, The Australian Financial Review
Booking: Digital to easily create competion and
and many other publications as well as
The process of organising your online data capture applications.
campaign. publishing Fairfax Digital online.
Content Integration:
Booking Confirmation: Refers to content that is provided by an Fairfax Digital:
A form from Fairfax Digital, signed by advertiser and used as part of Fairfax The online network of sites that form the
the client to confirm that the advertising Digital or having ads or text placed in online component of Fairfax.
is to go ahead. specific sections of the network.
DOCUMENT RELEASE DATE: AUGUST 2004 EXPIRES: NOVEMBER 2004 GUIDE CODE: F_GLOSSARY RELATED GUIDE(S}: ALL F_GUIDES PAGE 1 OF 3
Flash: Rugby World Cup. explain a program or schedule for a
A software application that can devlop clients advertising campaign.
Multimedia:
Rich Media applications for internet
A term used on Fairfax Digital to refer to Reach:
sites including online advertising.
video content and ads. In Fairfax Digital context the number of
Fairfax Glossary of Terms
Frequency Capping: sites or sections that an ad placement
NetBreak: appears on.
The process of making an ad only visible
A third party format for serving pop up
to a user once or limited number of
Rich Media. Real Player:
times over a given campaign or time
A software application that allows a
period. OfferWatch: users computer to play the Real Player
Membership based program whereby video format.
GIF:
users opt in and select categories (such
Graphics Interchange Format.
as real estate, finance or cars etc) to Reporting (see Tracking):
Developed by Compuserve this format
receive offers from advertisers in that The genertion of reporting information
is the basic graphics format used for Ad
category. from Fairfax Digital Ad Server that
Placements on Fairfax Digital.
shows a client details of their campaign
HTML: One Day Buyout: such as click through and impressions.
HyperText Markup Language. The basic Refers to being able to buy all the
banner, dominant columns or islands on Rich Media:
programming language used in web
a particular page or section on Fairfax A general term used in the adverting
design to display information to a web industry to describe adveritising that
browser. Digital.
uses DHTML, Flash, Video, Sound,
IFRAME: Opener: Animation or complex programming to
Internet Frame. A coding-tag within the A 5 second video or ad at the front of provide a Richer use of the functionality
HTML language creating a window on video content. of the internet. The purpose is to create
the web page that ads can be served Opt In: ads that have greater `cut through'.
into. Ads or email wherby a user chooses Scalability:
Initiation: `opts in' to receiving or viewing the The conceptul design of how a site
How an ad appears or starts. The timing content or ad. expands or contracts to accomodate
of a particular ad event online. the different screen sizes that different
Optimisation:
users may have as part of their computer
Island: A process wherby an Fairfax Digital
system.
A standard ad placement that appears Account Manager reviews a campaign
in the story content on Fairfax Digital. while it is in progress to ensure the Schedule:
This placement is 300 pixels by 250 campaign goals are met. The spreadsheet or table that explains
pixels and can be GIF, Flash or HTML. Page Load: the placement, type, frequency and
A reference to an event where an ad value of an advertisers campaign.
JavaScript: plays immediately the page is loaded
A scripting language that can be Scrolling:
into a users browser. Refers to either a type of ad that moves
interpreted by web browsers to provide
extra functionality and application PDF: across a users screen or moving up and
beyond HTML coding. Used with online Portable Document Format. A file down the depth of a particular web
forms for example. format developed by Adobe Systems for page.
exchanging files by converting them into Site Producer / See Web Master:
Location: the PDF format. Files are viewable with
The location of your ad on the page, or The person in charge of the form and
the FREE Acrobat Reader. functionality of a particular Fairfax
its location within Fairfax Digital, or the
type of ad format (banner etc) occupied. Permission Based: Digital site.
Describes a type of email marketing SMS:
Looping: where the user has opted to receive the The Short Messaging Service is a means
The setting for the number of time that information or advertising. of sending text messages between
an ad can replay.
Placement: mobile phones or from web sites/servers
Masthead: Refers to where an ad is placed on to mobile phones.
Used as a general reference within
Fairfax Digital or what type of ad it is. Streams:
Fairfax Digital to refer to the news sites
A single presentation of video content to
smh.com.au and theage.com.au and Platform:
a users browser.
sometimes the Australian Financial Refers to the operating system that the
Review. browser, site or ad is to appear on, on Strobing:
the users computer. Where an ad flashes over and over on
Membership:
the screen. Not accepted on Fairfax
The membership base of Fairfax Digital, Plug In:
Digital.
now over 1million members. A extension to the web browsing
software that allows a greater range of Targeting:
MiniSite:
content to be viewed. Examples are the Aiming an ad at a particular site vertical
A site page within Fairfax Digital used
flash plug in and the PDF plug in. (such as business, finance or travel)
to integrate advertiser content into a
or at a particular demographic within
special advertising program or section. Proposal:
Fairfax Digital.
Also used to refer to a special section The documentation provided by an
within the network, for example The Fairfax Digital Account Manager to Text Link:
DOCUMENT RELEASE DATE: AUGUST 2004 EXPIRES: NOVEMBER 2004 GUIDE CODE: F_GLOSSARY RELATED GUIDE(S}: ALL F_GUIDES PAGE 2 OF 3
A standard advertising format usually
in the top right hand corner of a site or
enewsletter that is a HyperLink with a
short advertising message.
Fairfax Glossary of Terms
Tracking (see Reporting):
Refers to the implementation of features
within the ad server or at a third party
location to measure click through within
an ad placement.
Traffic:
The department (part of Advertising
Services) where online ads are managed
and scheduled to appear on Fairfax
Digital sites.
Transparent Layer:
A layer created using DHTML coding on
a site so that objects can appear and
move around on a site with a transparent
background.
Web Master / see Site Producer:
The person responsible for the form
and functionality of a particular Fairfax
Digital web site.
White Paper:
A PDF document containing technical or
user information on a particular subject.
Windows Media Player:
Software from Microsoft that allows the
viewing of video content in the Windows
Media Player format.
DOCUMENT RELEASE DATE: AUGUST 2004 EXPIRES: NOVEMBER 2004 GUIDE CODE: F_GLOSSARY RELATED GUIDE(S}: ALL F_GUIDES PAGE 3 OF 3