From E to F


The process of selling products or services via the Web.


Electronic mail. Text files that are sent from one person to another over the Internet.

E-mail campaign

Advertising campaign distributed via e-mail.


The process of compressing and separating a file into packets so that it can be delivered over a network.


A hardware or software application used to compress audio and video signals for the purpose of streaming.


The scrambling of digital information so that it is unreadable without the use of digital keys.

EPG(Electronic Programming Guide)

An application that allows the viewer to interactively select his/her television programming.


A networking technology that links computers together.

ETV(Enhanced Television)

A type of interactive television technology which allows content producers to send HTML data and graphical “enhancements” through a small part of the regular analog broadcast signal called the Vertical Blanking Interval. These enhancements appear as overlays on the video and allow viewers to click on them if they are watching TV via special set-top box/software services.

Expandable banners

A banner ad which can expand to as large as 468 x 240 after a user clicks on it or after a user moves his/her cursor over the banner. See for the IAB IMU guidelines.


An intranet that is partially accessible to authorized outsiders via a valid username and password.


Reference to the number of people who view, or “lay their eyes on,” a certain advertisement.

Failure to transfer

Content requested by a browser can fail to transfer if the page is abandoned by the browser which requested it(see abandon)or if the server is unable to send the complete page, including the ads(known as an error or a communications error).

Family/Ad family

A collection of one or more ad creatives. Also called ad campaign.


Frequently asked questions.

FTP(File Transfer Protocol)

Internet protocol which facilitates transfer of files.


The process of removing robotic activity and error codes from measurement records to make the remaining records representative of valid human Internet actions.

Filtration guidelines

IAB voluntary guidelines for removing non-human activity in the reported measurement of ad impressions, page impressions, unique visitors and clicks. See for ad campaign measurement guidelines.


An Internet software tool for locating people on other Internet sites. A finger is also sometimes used to give access to non-personal information, but the most common use is to see if a person has an account at a particular Internet site. Not all sites allow incoming finger requests.


A security barrier placed between an organization’s internal computer network and the Internet. A firewall is based on rules which allow and disallow traffic to pass, based on the level of security and filtering a network administrator wishes to employ.


An inflammatory opinion or criticism distributed by e-mail or posted on a newsgroup.


Macromedia’s vector-based graphics file format which is used to display interactive animations on a Web page. This form of rich media technology is available via a plug-in.

Flash downloading

The ability to automatically send software upgrades to a set-top box network.

Floating ads

An ad or ads that appear within the main browser window on top of the Web page’s normal content, thereby appearing to “float” over the top of the page.


An ad or content that is viewable as soon as the Web page arrives. One does not have to scroll down(or sideways)to see it. Since screen resolution can affect what is immediately viewable, it is good to know whether the Web site’s audience tends to set their resolution at 640 x 480 pixels or at 800 x 600(or higher).


Multiple, independent sections used to create a single Web page. Each frame is built as a separate HTML file but with one “master” file to control the placement of each section. When a user requests a page with frames, several files will be displayed as panes. Sites using frames report one page request with several panes as multiple page requests. IAB ad campaign measurement guidelines call for the counting of one file per frame set as a page impression.

Frame rate

The number of frames of video displayed during a given time. The higher the frame rate, the more high-quality the image will be.


The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.