Glossary: New Media

cache

The space a computer reserves for storing components of web pages that it visits. When a user visits a website, the browser downloads all of the page’s elements and copies them to a cache. The next time the user visits that site, the browser pulls the elements that remain available from the local cache. This saves web server resources, decreases internet congestion by eliminating unnecessary traffic, and speeds up local web page loads. In a set top box, the cache is an onboard memory storage space.

cache bursting

The practice of adding random numbers to online display ads’ HTML code to ensure that browsers retrieve the ad from the ad server, not from the local cache. As the ad server counts ad impressions, this guarantees that cached impressions do not go uncounted and unpaid.

cached link

Link in a search engine results page that brings up a copy of a given web page that the search engine saved during its last automated visit. A cached link will often be outdated compared to the “live” page, and also permits deleted web pages to remain searchable, unless the site takes measures to prevent this.

CAN-SPAM

Acronym for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003, a U.S. law that governs email marketing practices. Its main provisions ban “false or misleading header information” and “deceptive subject lines,” require senders to provide a valid “opt-out method” and process opt-out requests within ten business days, and require marketing messages to carry a clear “advertisement” label.

capture

The process of digitizing analog audio and video data by copying it to a computer via a video capture card, firewire device or USB capture device.

CGI

In an online context, a Common Gateway Interface script—often coded in the Java, C or PERL programming languages—that allows web servers to create dynamic content pages based upon user input. In a common scenario, the user fills out a web form, the web server runs a query or program based upon the inputs, then reformats the outcome in HTML so the user’s browser can properly display it. CGI scripts also perform security and analytic functions. In a creative context, CGI stands for Computer Generated Imagery. Movies such as Toy Story and Shrek rely entirely upon these techniques for designing and rendering special 3D effects.

CGM

See Consumer Generated Media.

channel

The media avenue that marketers use to promote goods and services (internet, newpapers, magazines radio and TV). Also a type of sales venue that companies employ, such as catalogs, retail and e-commerce. Online, a channel describes a grouping of thematically related links or content.

channel capacity

The maximum number of TV channels that cable, satellite and telco TV companies can distribute to their customers.

chaptering

Dividing lengthy video content into smaller segments that viewers can instantly access through the use of a menu interface. DVDs of films and TV shows use this technique extensively.

chat

Online communication between two or more people who type messages back and forth to each other in real time. Many web portals offer access to topically defined chat rooms that aim to focus conversation on a single subject.

click

Activating computer or set top box transaction by clicking a remote control or mouse button. Marketers count these clicks to measure consumer response to online and interactive TV advertising.

click down

Spawning a second display or window within the original web page when a user clicks elsewhere on the page. The additional space that a click down provides offers advertisers more real estate to pitch their product, without forcing users to leave the website they initially chose. Also known as “click within.”

click stream

The path of user interactions within a web browser. In essence, a detailed record of browsing behavior.

click through

Clicking on an online ad to visit the advertiser’s website for detailed information or a purchase interface.

click through rate

Abbreviated as CTR, the percentage of ad impressions that inspire viewers to click for additional information.

click within

Spawning a second display or window within the original web page when visitors click elsewhere on the page. The additional space that a click down provides offers advertisers more real estate to pitch their product without forcing visitors to leave the website they initially selected. Also known as “click down.”

click-to-call

New technology that integrates online advertising with traditional telephone service. Visitors who click through the click-to-call graphic generate a web form that prompts them to enter a phone number. A sales representative then calls that number to answer questions and close sales.

click-to-open rate

An email marketing metric that measures the percentage of opened emails that generate a click-through. Same as Effective Rate.

client

In computer terms, a client is the computer that requests information, typically from a server, that functions as host.

cloaking

A search engine optimization practice of presenting engines with different web page versions than what actual visitors see. Cloaking is a risky tactic since search engines view it as sufficiently deceptive to trigger a ban.

closed captioning

Legally required practice of adding decodable information to a TV signal so hearing-impaired viewers can activate a reader function on their TV sets and read captions that display what the characters and narrators are saying.

clutter

In advertising, clutter refers to an environment in which a large number of competing spots or display ads make it difficult for consumers to focus on any single message within the mayhem.

CMS

See Content Management System

co-registration

Option offered to consumers completing online transactions to sign up for additional services. Having provided an email address, mailing address and/or phone number to complete the original transaction, consumers can mark a check box to receive targeted information from other providers and vendors.

CODEC

Compressor/Decompressor—a data compression algorithm that shrinks multimedia files to a much smaller size, then decodes the compressed files for playback. Sites compress media files to save bandwidth, and tend to employ widely installed codecs because end users’ media players must also include the originating codec or the files will not play.

companion ads

Ads related thematically to the electronic content with which consumers are presently engaged. For example, a cruise line banner ad might accompany a web video extolling the virtues of ocean travel.

compatability

Although the World Wide Web Consortium (W3C) publishes technical recommendations for web browser functions, many browsers page code in idiosyncratic ways. Compatibility describes how successfully underlying program code allows web pages to display as intended in a variety of web browsers.

compression

To conserve a web server’s bandwidth and a user’s download time, webmasters use compression methods to shrink the size of multimedia files. To do this, they employ software algorithms called codecs.

computer telephony integration

Technical merger of computer applications and traditional telephone service, ranging from matching incoming phone numbers to order histories to online click-to-call links.

conditional access

Cable and satellite companies offer many premium channels that viewers must pay to receive. Providers enforce these access rights by embedding technology into set top boxes that decodes encrypted incoming signals.

confirmation

Reassuring practice of acknowledging online orders, site access requests, email newsletter subscriptions and other user-initiated activities. Confirmations usually appear in the form of a freshly displayed web page or an email.

confirmed opt-in

Verification process that guarantees the authenticity of subscription requests for email or mobile content. Upon receiving details from a subscription web form, content providers send a message to the subscriber’s email or phone. The subscriber must reply affirmatively before the subscription service will start. Also known as Double Opt-In.

congestion

The state of excess internet traffic that slows down data transmission. Causes include multiple family members who simultaneous clog an in-home network, a country-wide activity spike inspired by a major news event, or a backhoe at some construction site cutting through a line on the internet backbone, forcing traffic to route elsewhere.

console

On the web, an advertising or survey window that launches when visitors leave a website. Also known as an exit console, many surfers employ pop-up blockers to avoid them.

consumer-generated media

Often shortened to CGM, Consumer-Generated Media encompasses the internet-fueled democratization of opinion journalism and creative artistry in the fields of audio, video and prose. “Regular people” without professional media positions use blogs, web forums and media sharing portals to post original creative works, and to comment upon what they see in such sites and in the traditional mass media.

content delivery network

A company that subcontracts high-volume data transmission. Its substantial investment in servers, storage and high-end data lines ensures fast and reliable media streams and data downloads for all the users it serves.

content management system

A Content Management System provides non-technical staff members with a software interface that permits them to use forms and wizards to update portions of a website without knowing HTML or a sophisticated web authoring program.

contextual marketing

Buying online ads on web pages whose content is related to the goods and services advertised. Advertisers can purchase display ads directly (extra work but more control), or contract with an ad network (less work but less control).

contextual targeting

Online ad model that seeks placement only on web pages that feature content relevant to the advertised goods and services. Pharmacy and health insurance ads thus land on health and wellness sites, rather than on pages highlighting home repair.

cookie

A small file transferred from a website to an end user’s computer that stores information about the visitor’s movement in the site. While cookies provide a more personalized and user-friendly browsing session, many users disable them due to their ability to track surfing behavior.

cookie blocker

Web browser add-in that prevents websites from dropping cookie files onto a visitor’s hard drive.

COPPA

The Children’s Online Privacy Protection Act is a 1998 law that limits a company’s ability to use or disclose personally identifiable information that it may have collected from children. The act requires parental notification and approval for any personal details that a site requires from young visitors, and further requires companies to take reasonable measures to secure all the data that it does collect.

COPPR

The Children’s Online Privacy Protection Rule is a 1999 Federal Trade Commission ruling that implements the requirements of The Children’s Online Privacy Protection Act (COPPA).

cost per action

Flexible payment model where advertisers pay a website or ad network a fixed price for a pre-defined result—a registration, a click or a sale that derives from a click. Popular because advertisers pay only for results. Also known as Cost Per Transaction.

cost per click

The rate that an advertiser agrees to pay for each click sent to its website from ads displaying on search engine results pages and related content sites.

cost per lead

Average cost of radio, TV or online media to generate one request for additional product information.

cost per order

Calculation that determines the average cost of electronic media to generate a sale. Also known as CPO and Cost Per Transaction.

cost per sale

Also known as CPS, this calculation determines the average cost of electronic media to generate a sale. It is also an online payment model where advertisers agree to pay websites or ad networks a fixed price for each sale started with a click on a hosted ad link.

cost per thousand

Also known as CPM, the cost per thousand in television is a campaign analytic that calculates the money spent to reach every 1000 viewers. Online, CPM is an ad payment model in which advertisers pay websites or ad networks an agreed upon price for every 1000 server-counted ad impressions.

counter

A server hosted applet that lists on a web page the number of visits the page has thus far attracted.

CPA

See Cost Per Action.

CPC

See Cost Per Click. Also refers to Cost Per Customer, an ad campaign performance metric that calculates the average number of dollars spent to acquire one new customer.

CPI

Cost Per Inquiry, the average cost of radio, TV or online media to generate one request for additional product information.

CPL

See Cost Per Lead.

CPM

See Cost Per Thousand

CPT

In an online context, Cost Per Transaction is a payment model where advertisers pay websites or ad networks a fixed price for sales that derive from clicks on hosted ad links.

CPTM

Same as Cost Per Thousand (CPM), with the exception that the measurements ignore total ad impressions to focus exclusively on a specified target demographic.

crawler

Automated search engine program that seeks to periodically visit and index every page on the web in order to return accurate search results. Also known as a search bot or spider.

CSS

A Cascading Style Sheet is essentially a template that companies can apply to all content pages on a website to produce a unified look and feel. By separating formatting from content on individual web pages, search engine ranking algorithms are more likely to focus on substance over style.

CTI

See Computer Telephony Integration.

CTR

See Click Through Rate.

customer interaction solution

Developing marketing strategy in which a single provider offers a full range of customer contact channels—email, fax, phone, online chat, web forms, etc.

cyber squatting

A form of internet blackmail in which a person or company registers a domain name that they have no intention of using, but which they suspect they can later sell at an inflated price to an entrepreneur or the site’s logical owner.