Glossary: New Media

ODP

See Open Directory Project.

On Demand

Service offered by content providers that allows customers to request immediate access to some type of programming. Most providers accept orders over the phone or directly through an on-screen interface.

one click shopping

An interactive shopping model that allows customers to order goods and services with one click of a mouse or remote control button. To enable such easy buying, shoppers must first create a profile—including mailing address, phone number or email address and complete credit card details—that vendors store in a protected database.

online privacy alliance

E-commerce trade association whose stated mission is to “lead and support self-regulatory initiatives that create an environment of trust and that foster the protection of individuals' privacy online and in electronic commerce.” For more information, visit privacyalliance.org.

OPA

See Online Privacy Alliance.

Open Directory Project

Also known as DMOZ (short for Directory Mozilla), the ODP is a volunteer-run content directory. Websites must request inclusion in this directory in a content category of their choice. The volunteers who accept or reject these requests are powerful online players because many search engines rely heavily on ODP data.

open rate

Email campaign effectiveness metric that measures the percentage of sent messages that users actually open. To determine this rate, companies must compose the messages in HTML format (which can accommodate web beacons). Recipients who employ email graphics blocking or outbound firewalls can skew the percentage misleadingly low.

opt-in

Verification protocol that guarantees the authenticity of subscription requests for email or mobile content. Upon receiving details from the request interface, the content provider sends a message to the user’s email or phone. For the service to start, the subscriber must reply affirmatively to signal permission.

opt-out

Formal request by recipient of printed or online marketing materials that future deliveries be stopped. Also refers to a convention in web form design that requires users to specifically designate their unwillingness to receive future messages.

optimization

In online marketing, web page coding practices designed to enhance placement in search engine results pages. In website usability, coding that enhances performance and visitors’ user experiences. In media production, applying noise reduction algorithms to produce audio and video files that sound better and look better.

organic search results

Results returned by search engines due to relevancy and page rank metrics, not those listed due to contextual advertising and paid inclusion programs. Companies optimize sites to boost organic results because high relevancy rankings provide links at no direct cost. Also known as natural results.

overlay

Graphic or text based elements that appear atop websites and TV shows. Overlays allow for branding (network logos), usability enhancements (closed captioning) and interactivity (click to order or to save additional content).