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Jargon Buster - S to Z

Sales house
An organisation which sells advertising on behalf of other media owners. Sales houses typically retain a percentage of the revenue they sell in exchange for their services. These organisations may combine a number of websites together and sell them as different packages to advertisers.

Search Discovery
The method by which a consumer finds content of interest. Online or offline.

Search engine marketing (SEM)
Form of marketing that seeks to promote websites by increasing their visibility in search engine results pages.

Search engine optimisation (SEO)
The process of improving the volume and quality of traffic to a mobile web site from search engines via natural search results for targeted keywords.

Search Engine Results Page (SERP)
A page of search results delivered by a search engine.

Sender Reputation
Sender reputation is comprised of domain and IP reputation, and is developed using a variety of metrics, including complaint rate, unknown user rate, volume, and spam trap hits. ISPs consider a sender's reputation when determining inbox vs. junk placement of emails.

Serial digital interface (SDI)
A dedicated digital video interface used to carry broadcast quality video content.

A host computer which maintains websites, newsgroups and email services.

The time spent between a user starting an application, computer or website and logging off or quitting.

Short Message Service (SMS)
A messaging system that allows sending messages between devices that consist of short code.

Subscriber Identity Module - A removable part the mobile phone hardware that identifies the subscriber.

watching an existing TV service over the internet at the same time as normal transmission.

Site analytics
The reporting and analysis of website activity - in particular user behaviour on the site. All websites have a weblog which can be used for this purpose, but other third party software is available for a more sophisticated service.

Site Tagging
The process of inserting advertisement tags into a mobile web site that allows a mobile campaign management platform to deliver advertisements to the site.

A long, vertical, online advert usually found running down the side of a page in a fixed placement.

A handheld device that integrates mobile phone capabilities with more common features of a handheld computer or PDA.

Short Message Service Centre. A network switch for routing SMS traffic.

Short Message Peer-to-peer Protocol - used for exchanging SMS messages.

Short Message Service.

Sniffer software
Identifies the capabilities of the user’s browser and therefore can determine compatibility with ad formats and serve them an advert they will be able to see/fully interact with (eg: GIF, Flash etc).

Soft Bounces
Email non-delivery notifications that are generated as a result of emails being sent to active (live) addresses but which are turned away before being delivered.

Software Developer Kit (SDK)
Usually platforms provide developers with a set of development toolkits that enable creation of software packages, frameworks, apps etc. There is usually an SDK for each language that works on the platform that interfaces between the system to the programming language.

Solus email advertising
where the body of the email is determined by the advertiser, including both text and graphical elements, and is sent on their behalf by an email list manager/owner. Solus email advertising is conducted on an opt-in basis where the recipient has given their consent to receive communications.

Unsolicited junk mail.

Spam Complaint Rates
The ratio of unique complaints from an email campaign to the total number of delivered emails, typically expressed as a percentage. Recipients of an email can complain using the "This is Junk/Spam" button in their email software platform.

Spam Traps
Email addresses that have been setup deliberately as accounts that will never be used for sending or receiving email. Since they are incapable of being used to request information or subscribe to lists, if emails are delivered to these addresses, the originator is assumed to be sending unsolicited mail.

Also known as a bot, robot or crawler. Programs used by a search engine to discover, download and index mobile web content.

Advertiser sponsorships of targeted content areas (e.g. entire website, site area or an event) for promotional purposes.

Signalling System 7. A worldwide standard for telecommunications hardware to talk to each other.

SSP - A Sell-Side Platform (SSP)
A technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximise revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences.

Measure used to gauge the effectiveness of a site in retaining its users. Usually measured by the duration of the visit.

Streaming media
Compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.

A form of rich media advertising which allows a TV-like experience on the web. It is fully pre-cached before playing. See also Rich Media, Cache.

Supply-side platform (SSP)
An Advertiser technology platform which represents the suppliers of online ads (Publishers) SSPs give publishers the ability to increase their website advertising revenues by engaging with multiple demand-side channels (Ad Networks, Ad Exchanges and DSP’s) through a single vendor. Who Uses: Publishers.

Symbian OS
Nokia’s mobile operating system.

Various criteria to make the delivery of a mobile advertisement more precise (age, gender, income, geographical location, etc.)

The ‘renting’ out of a section of a website by another brand who pays commission to this media owner for any revenue generated from this space.

Text Ad
A static appended text attached to an advertisement.

Text Link
Creative use for mobile advertisements, represented by highlighted and clickable text with a link embedded within the highlighted text.

Third party adserving
The technology used to deliver creative assets from one adserver into another, allowing advertisers to track the performance of the campaigns and recording impressions and clicks amongst other campaign metrics.

The ability to assess the performance of a mobile campaign.

Trading desk
An agency branch trading entity known as the expert operators in their use of new technology. These entities can be independent or operate within an agency holding company. This group of people (known as traders) play the day-to-day campaign management role. Who uses: Agency holding companies, operating agencies, advertisers.

Number of visitors who come to a website.

Universal Mobile Telephony Service or ‘3G’ offers comprehensive voice and multimedia services to mobile customers by providing very high data rates and functionality such as data streaming. 3G phones are backward compatible and can access all the services that 2 and 2.5G phones can, except that in this case, data can be transferred a lot quicker.

Uniform resource locator (URL)
Technical term that is used to refer to the web address of a particular website. For example

Unique Device Identifiers
Serial numbers associated to each mobile device or to one of its components.

Unique users
A specific mobile subscriber. Every mobile subscriber has some sort of alpha and/or numeric code that is sent with each advertisement request. These ‘unique identifiers’ are used to determine how many unique visitors view each ad.

Universal advertising package
A set of online advertising formats that are standardised placements as defined by the IAB.

Universal player
Is a platform agnostic media player that will allow video and audio to be played on any hardware / software configuration from a single source file.

Unknown Users
Bounce error codes that are generated by ISPs when email addresses are not registered in their systems.

User generated content (UGC)
Online content created by website users rather than media owners or publishers - either through reviews, blogging, podcasting or posting comments, pictures or video clips. Sites that encourage user generated content include YouTube, Wikipedia and Flickr.

Video On Demand (VOD)
Allows users to watch what they want, when they want. This can be either ‘pay per view’ or a free service usually funded by advertising.

Viral marketing
User receives the original advert/message and forwards it to someone who they believe will be interested.

Virtual Mobile Network Operator. A company that uses the infrastructure of an existing (licence-owning) telecoms network operator. Tesco and Virgin are two of the largest VMNOs in the UK.

Voice over internet protocol (VOIP)
Technology that allows the use of a broadband Internet connection to make telephone calls.

WAP (Wireless Application Protocol)
Mark-up language developed specifically for wireless applications to enable optimum usage of the limited display capabilities of a handset.

WAP 2.0
An increasingly popular format of choice for mobile web. Relies on a new set of standards that are more in line with Internet standards. Using xHTML, mobile carriers, content providers and media companies can present content and functionality in more robust formats via faster wireless technologies.

WAP Site
A web site that is specifically designed and formatted for display on a mobile device.

Web 2.0
The term Web 2.0 - with its knowing nod to upgraded computer applications - describes the next generation of online use. Web 2.0 identifies the consumer as a major contributor in the evolution of the internet into a two-way medium.

Web based
Requiring no software to access an online service or function, other than a web browser and access to the Internet.

Web portal
A website or service that offers a broad array of resources and services, such as email, forums, search engines, and online shopping malls.

A list of contacts that users deem are acceptable to receive email from and should not be filtered or sent to the trash or spam folder.

An e-mail whitelist is a list of contacts that the user deems are acceptable to receive email from and should not be sent to the trash folder.

Wi-Fi (Wireless Fidelity)
The ability to connect to the internet wirelessly. Internet ‘hotspots’ in coffee shops and airports.etc use this technology.

Third party lightweight web application that can be embedded in a 3G mobile phone.

A type of website that allows visitors themselves to easily add, remove, and otherwise edit and change some available content.

Wireless Mark-up Language
Mark-up language developed specifically for wireless applications to enable optimum usage of the limited display capabilities of a handset.

XHTML (Extensible Hypertag Markup Language)
The language used to create most mobile internet sites.

XML (Extensible Markup Language)
Language used by many internet applications for exchanging information.

Did you know
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Last Updated: 10 December 2018
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