Glossary: New Media

data stream

The transfer of data within or between computers, transmitters and/or set top boxes. A high-speed data stream is essential for high quality multimedia applications and HDTV.

daughter window

A separate window that online display ads spawn—sometimes automatically, but more typically when clicked or moused over. A daughter window’s role is to reinforce the initial ad or provide additional information.

DBS

See Direct Broadcast Satellite.

DDR

Digital Disk Recorders copy video programming directly onto a hard disk or blank DVD. Personal Video Recorders (PVRs) and DVD Recorders are both DDR devices.

dead link

A hyperlink residing on a web page or search engine results page that no longer functions, usually because a webmaster has deleted the corresponding page, or because the linked website no longer exists.

decoder

Another term for the set top box that unscrambles incoming signals so consumers can view programming to which they’ve subscribed.

decompression

Reversing the effects of file compression with the corresponding codec so a media player can faithfully render the file’s original picture and sound.

deep linking

The practice of linking directly to material found deep in the navigational structure of another website. Companies discourage this practice in general—and for media links in particular—because they often open a media player outside of the host’s branded site pages.

delisting

A search engine’s removal of a website’s pages from its index and search engine results pages. Delisting usually occurs due to questionable search engine optimization practices, but can also result if a site’s web server suffers significant down time.

denial of service

Malicious attack that floods a particular network with more incoming traffic than its servers can handle, effectively denying those servers’ the ability to provide conventional service.

DHTML

Dynamic Hypertext Markup Language is actually standard HTML code enhanced with scripts and style sheets to allow for greater interactivity and “on the fly” page changes.

digital cable

Higher tier cable service that relies on digital signal transmission to accommodate additional channels, interactive TV applications and high definition programming.

digital rights management

The application of various technologies to prevent unauthorized access and duplication of copyrighted multimedia files. DRM is difficult to implement effectively. Content pirates seem able to defeat most DRM schemes, whereas honest consumers on occasion lose access to the files that they purchased should they try to transfer them to replacement or backup devices.

digital technology

An electrical data storage and transmission technology that processes information in binary strings of 1’s (charged) and 0’s (uncharged). This is the foundation of computing and of high-end multimedia systems (HDTV, direct broadcast satellite, online video and so on).

digital television

Television services dependent upon digital signal transmission. Most prominent are digital cable, satellite and HDTV, but this also includes Enhanced TV and standard definition multicasting (so viewers with older sets can still watch).

digital video

Signal where the audio and video information is encoded into a binary stream of 1s and 0s. Digital signals carry more information than analog signals and never degrade—even over several generations of copies.

digital video recorder

A DVR is a set top box that interfaces with the source of a TV signal to record programming to an internal hard drive. Viewers can record entire shows, an entire season of shows, or simply “pause live TV” by clicking a remote control button and return later to watch the cached video data play back directly from the hard disk.

digitize

The process of converting analog audio and video media—audiocassettes, film, video tapes, vinyl record albums and so on—into digital files by using a sound card, video capture card or USB capture device to copy the data onto a hard drive.

direct broadcast satellite

System in which a geosynchronously orbiting satellite distributes audio and television programming directly to consumers equipped with a small dish-shaped antenna and a set top receiver. DBS providers—DirecTV and DISH Network in the US—program the receivers to decode the signals of every subscribed channel and purchased Pay Per View event.

directory

In a local context, directories are a computer’s data storage—folders that house the files that the computer’s end users request. In an online context, directories are manually edited search resources, such as Yahoo and the Open Directory Project. While directories are not as comprehensive as automated search engines like Google, manual compilation ensures that all sites included are worthy.

DMOZ

Short for Directory Mozilla, also known as the Open Directory Project (ODP). DMOZ is a volunteer-edited online content directory. Websites must request inclusion in this directory in a relevant content category of their choosing. The volunteers who accept or reject these requests play an important role within the search space since many search engines rely extensively upon data included in DMOZ listings.

DNS

The Domain Name System facilitates manageable naming conventions on the internet. A second DNS—a Domain Name Server—translates strings of words that people can remember (hawthornedirect.com) into the corresponding numeric strings (65.18.215.87) that the internet’s data transfer protocols require.

domain

A unique name that every online entity must officially register to designate their slice of the internet. You can identify a domain by looking at the site’s URL. The domain for hawthorne direct inc is hawthornedirect.com. The last part of the address indicates the Top Level Domain—in this case .com, which indicates a business purpose. The first part of the address ideally identifies the website’s owner.See also: ad blocker

domain registration

Registering a domain with the proper DNS authority. There are many domain name registrars that can perform this task, which is a recurring one. Ensuring that a domain name registration does not lapse is a webmaster’s most basic and critical task (lest a cyber squatter buy out the name from its rightful owner) A second “domain registration” task occurs with search engines, which sites can ask to index new pages.

DoS

See Denial of Service. Different than DOS, an early Disk Operating System.

double opt-in

Verification process that guarantees the authenticity of a subscription request for email or mobile content by confirming it twice. For instance, upon receiving details from a subscription web form, the content provider sends a message to the user’s email or cell phone. The subscriber must reply affirmatively before the subscription service will start. Also known as Confirmed Opt-In.

downconverting

The process of lowering a video’s pixel count or frame rate, which in turns lowers its quality. In an online context, downconverting shrinks the file size, saving server bandwidth and download time. For TV signals, downconverting allows HDTV content to display on a standard definition TV set.

drill down

To click repeatedly through a website, navigating increasingly deeper into its structure to find increasingly specific items and more detailed information. Also a navigation device that illustrates contextual options when users mouse over a link

DRM

See Digital Rights Management.

dropout

The rate at which presumptive customers abandon online shopping carts or leave e-commerce sites before completing a checkout process.

DSL

The Digital Subscriber Line provides broadband internet service over traditional telephone lines. But since DSL technology sends voice data on a separate channel, consumers can chat on the phone and browse the web simultaneously. Most phone companies offer multiple DSL bandwidth options on an escalating price scale.

DTV

See Digital Television.

DV

See Digital Video. DV and Mini-DV also refer to a popular format of digital videotape used in consumer video cameras.

DVR

See Digital Video Recorder.

dwell time

The amount of time that a reader’s or viewer’s gaze remains fixed on a particular element or area of the screen.

dynamic content

Information in web pages or emails that changes automatically according to predefined rules. Content changes may be driven by a user’s behavior or location, or by spotlighting a variety of site and company initiatives.

dynamic rotation

A website’s practice of randomizing ad placement by page, position and daypart.