From G to H


One gigabyte equals 1000 megabytes.

GIF(Graphic Interchange Format)

A graphic format which uses compression to store and display images.

GIF89a/Animated GIF

An extension of the .gif format which creates animation through a sequence of images being stored in a single image. A delay is customizable between “frames” to render the appearance of animation, much like a flappable picturebook.

Gross exposures

The total number of times an ad is served, including duplicate downloads to the same person.

GSM(Global System for Mobile)

The wireless telephone standard in Europe.

GUI(Graphical Interchange Format)

A way of enabling users to interact with the computer using visual icons and a mouse rather than a command-like prompt/interpreter.

HDTV(High-Definition Television)

A higher quality signal resolution using a digital format for the transmission and reception of TV signals. HDTV provides about five times more picture information(picture elements or pixels)than conventional television, creating clarity, wider aspect ratio, and digital quality sound.

Head end

The site in a cable system or broadband coaxial network where the programming originates and the distribution network starts. Signals are usually received off the air from satellites, microwave relays, or fiber-optic cables at the head end for distribution.


A way to measure a user’s unique identity. This measure uses deduction or inference based on a rule or algorithm which is valid for that server. For example, the combination of IP address and user agent can be used to identify a user in some cases. If a server receives a new request from the same client within 30 minutes, it is inferred that a new request comes from the same user and the time since the last page request was spent viewing the last page. Also referred to as an inference.

History lists

A pull-down menu which displays the sites you’ve recently visited so you can return to the site instantly or view your latest session. The same mechanism makes it possible for servers to track where you were before visiting a particular site.


When users access a Web site, their computer sends a request to the site’s server to begin downloading a page. Each element of a requested page(including graphics, text, interactive items)is recorded by the site’s Web server log file as a “hit.” If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers’ workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.

Home page

The page designated as the main point of entry of a Web site(or main page)or the starting point when a browser first connects to the Internet. Typically, it welcomes you and introduces the purpose of the site, or the organization sponsoring it, and then provides links to other pages within the site.


Any computer on a network that offers services or connectivity to other computers on the network. A host has an IP address associated with it.


Pull-down or pop-up menus often displayed on browsers or search engines that contain new or popular sites.

Hot spot

See Hyperlink.

House ads

Ads for a product or service from the same company. “Revenues” from house ads should not be included in reported revenues.

HTML(Hypertext Markup Language)

A set of codes called markup tags in a plain text(*.txt)file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.

HTML page

A HyperText Markup Language document stored in a directory on a Web server and/or created dynamically at the time of the request for the purpose of satisfying that request. In addition to text, an HTML page may include graphics, video, audio, and other files.

HTTP(Hyper-Text Transfer Protocol)

The format most commonly used to transfer documents on the World Wide Web.

Hybrid pricing

Pricing model which is based on a combination of a CPM pricing model and a performance-based pricing model. See CPM pricing model and performance-based pricing model.


HTML programming which redirects the user to a new URL when the individual clicks on hypertext.


Text or graphical elements on a page which activates a hyperlink when clicked.