Glossary: New Media

gateway page

A web page that employs cloaking, the practice of submitting to search engine crawlers web page versions that differ from what visitors see—a version enhanced to garner higher relevancy rankings. A gateway page can also be an entry page from which visitors can jump to a variety of related topics.

general packet radio service

Protocol for transferring data packets to wireless devices, which in practice provides the means to deliver internet access to mobile phones.

generation loss

The degradation of analog audio and video data that occurs after repeated duplication. A copy of the original is considered “second generation,” a copy of the copy would be “third generation.” Digital data is not subject to degradation, though damage to storage media can corrupt it entirely.

geographical targeting

Online ad placement strategy governed by a web page visitor’s location. An ad network can direct ads according to the visitor’s IP address (which narrows physical addresses to the city level), geographically focused keywords (Italy, Iowa, Indianapolis) or the context of the ad-hosting website (bostonherald.com, chicagorestaurants.com, sandiego.org).

GIF

The Graphic Interchange Format is a compressible graphic format widely used in web pages.

global navigation

The web design practice of including a site-wide template that provides links to a site’s most important pages. A shoe e-tailer might feature links like Athletic, Boots and Sandals, as well as Children’s, Men’s and Women’s. Global navigation allows visitors to jump easily to new areas from any page on the site.

global positioning system

A system that uses information from a network of 24 satellites to send geographical positioning information to GPS enabled devices. While the chief application remains real time on-demand mapping, GPS enabled mobile devices can also accommodate targeted marketing.

global system for mobile communications

A wireless signal technology that supports voice and data applications on mobile phones.

Google

Creator of the world’s predominant search engine, capturing well over 40 percent of U.S. search traffic. For that reason, webmasters try to optimize web pages according to Google’s page rank algorithms. Google also offers many online services for free (blog hosting, email, maps, etc.), but earns most of its profits selling contextual keyword advertising.

GPRS

See General Packet Radio Service.

GPS

See Global Positioning System.

graphical user interface

A picture- and icon-based interface that allows users to issue data and commands to electronic devices. Microsoft’s famous operating system takes its name from the graphical “windows” that users manipulate to control their PCs. Electronic program guides use GUIs, as do high-end universal remote controls.

GSMC

See Global System for Mobile Communications.

GUI

See Graphical User Interface.