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Jargon Buster - F to L

A virtual profile generated by assembling several pieces of information, often used to track generic patterns of behaviour.

Firewall software
Provides security for a computer or local network by preventing unauthorised access. It sits as a barrier between the web and your computer in order to prevent hacking, viruses or unapproved data transfer.

Fixed Mobile Convergence (FMC)
A mobile device that supports both carrier network and WIFI and can switch between each seamlessly.

Web design software that creates animation and interactive elements which are quick to download.

Flash impression
The total number of requests made for pages holding flash-based content by users of that site in the period being measured.

Flash Lite
Adobe’s lightweight version of Flash for mobile devices.

an online community where visitors may read and post topics of common interest.

a structure that allows for the dividing of a webpage into two or more independent parts.

Freemium Model
A type of business model that works by selling basic services, or a basic downloadable digital product, for free, while charging a premium price for advanced or special features.

Frequency cap
restriction on the amount of times a specific visitor is shown a particular advertisement.

The process of only showing adverts to people on a website and in search engines based on their physical location. This could be done using advanced technology that knows where a computer is located or by using the content of website to determine what a person is looking for, e.g. someone searching for a restaurant in Islington, London.

Global Positioning System (GPS)
System of satellites, computers and receivers that can determine the latitude and longitude of a given receiver located on Earth. Determined by the time it takes signals from different satellites to reach the receiver.

General Packet Radio Service or ‘2.5G’ is an underlying mechanism for mobile networks to deliver Internet browsing, WAP, email and other such content. The user is ‘always connected’ and relatively high data rates can be achieved with most modern phones compared to a dial-up modem. Most phones default to using GPRS (if capable).

Graphic Banners
A graphic mobile ad represented by a banner featuring an image.

Global Standard for Mobiles. The set of standards covering one particular type of mobile phone system.

Hard Bounces
Email non-delivery notifications that are generated as a result of messages being sent to invalid, closed or nonexistent email accounts.

A single request from a web browser for a single item from a web server.

Holding Company
Four major international groups, Omnicom, WPP, Interpublic and Publicis Groupe, that each control a large number of different operating agencies across the globe.

Hot spotting
The ability to add hyperlinks to objects in a video that enable viewers to tag a product or service. Hot spotting can be used as a direct response mechanic in internet video.

HyperText Markup Language, the set of commands used by web browsers to interpret and display page content to users.

A new standard for displaying content on the web through browsers. HTML5 is the new rendition in work of HTML (hypertext markup language) that will be competing directly with Flash and includes features like video playback and drag-and-drop functionality.

Hybrid model
a combination of two or more online marketing payment models.

Image ad
An image on a mobile internet site with an active link that can be clicked on by the wireless subscriber.

Business metric for counting the number of times mobile subscribers have viewed a particular page, mobile ad on an Internet site or embedded within a text message.

Inbox Placement Rate (IPR)
The percentage of emails that were delivered to the inbox, versus the junk folder. Calculated as Number of Emails Delivered to the Inbox divided by Total Number of Emails Sent.

Information architecture (IA)
The art of expressing a model or concept of information used in activities that require explicit details of complex systems. Among these activities are library systems, Content Management Systems, web development, user interactions, database development, programming, technical writing, enterprise architecture, and critical system software design.

Information on Demand (IOD)
Content delivered in the form of an alert.

Refers to the actual hardware used to deploy your emails or have your emails deployed on your behalf by an Email Service Provider (ESP). The hardware is commonly referred to as your Mailing Transport Agent (MTA).

Instant messaging
Sending messages and chatting with friends or colleagues in real-time when both are online.

Integrated Services Digital Network (ISDN)
High-speed dial-up connections to the internet over normal phone lines.

Interactive Voice Response (IVR)
Phone technology that allows a computer to detect voice and touch tones using a normal phone call.

Internet Protocol TV (IPTV)
The use of a broadband connection to stream digital television over the internet to subscribed users.

Internet Service Provider (ISP)
A company which provides users with the means to connect to the internet.

Interruptive formats
Online advertising formats that appear on users' screens on top of web content (and sometimes before web page appears) and range from static, one-page splash screens to full-motion animated advertisements.

Interstitial ads
Appear between two content pages. Also known as splash pages and transition ads.

Interstitial Image Ad
An advertising image that is inserted into the middle of a complete MMS message.

Interstitial Text Ad
A text page that is inserted into the middle of a complete MMS message.

Interstitial Video Ad/Clip
An advertising video that is inserted into the middle of a complete MMS message.

Apple’s official mobile operating system for the iPad, iPhone, iPod and to be announced devices, focusing on gesture based and multi-touch functionality.

IP address
The numerical internet address assigned to each computer on a network so that it can be distinguished from other computers. Expressed as four groups of numbers separated by dots.

IP Address Permanence
An IP address is a unique number assigned to each device connected to the Internet. An IP address can be dynamic, meaning it changes each time an email message or campaign goes out, or it can be static, meaning it does not change.

Institute of Practitioners in Advertising is the trade body representing advertising agencies in the UK.

Java ME
Designed to run on mobile devices and embedded systems.

Jump/Landing Page
The page or view to which a user is directed when they click on an active link embedded in a banner, etc. Provided additional information and/or a mechanism to make a purchase.

A name or word used to distinguish a key message within a Short Code Service.

Keyword Density
The ratio of keywords to non-keywords within page content.

Keyword marketing
The purchase of keywords (or ‘search terms’) by advertisers in search listings.

LAN (Local Area Network)
A group of computers connected together which are at one physical location.

Landing page (Jump page)
The page or view to which a user is directed when they click on an active link embedded in a banner, web page, email or other view. A click through lands the user on a jump page. Sometimes the landing page is one stage upstream from what would ordinarily be considered the homepage.

Latency Time
The time delay while advertising loads on a page.

When a visitor registers, signs up for, or downloads something on an advertiser’s site. A lead might also comprise a visitor filling out a form on an advertiser’s site.

Location Based Services (LBS)
A range of services that are provided to mobile subscribers based on the geographical location of their handsets, e.g. local deals and sat nav.

Location Information
Information that enables a mobile marketer to identify the specific location of a particular wireless device.

An advertisement or service through which an advertiser’s bricks and mortar location can be identified based on proximity of the consumer or their preferred location).

Log files
A record of all the hits a web server has received over a given period of time.

"We weren’t aware of the Puffin Brief from Total Media until it came through the briefing service. We built a strong response and we made the booking with Total Media 4 weeks after we had received the brief."
Austen Kay, Director - w00t!media statistics

Last Updated: 10 December 2018
  • Over 1,400 live opportunities and case studies
  • 11,462 registered client and agency members
  • Worked on £570k worth of briefs in the last 4 weeks
  • 69 media owner and client connections in November 18