From K to N


Specific word(s)entered into a search engine by the user that result(s)in a list of Web sites related to the key word. The key word can be purchased by advertisers in order to direct the hyperlink opportunity to the advertiser’s site or to serve an ad related to the user’s search.

Keyword search revenues

Fees advertisers pay to retrieve the hyperlink opportunity to the advertiser’s site or to serve an ad related to the user’s search.


The amount of time between making an online request or command and receiving a response. See latency.

LAN(Local Area Network)

A group of computers connected together(a network)which are at one physical location.

Large rectangle

An IMU size. The IAB’s voluntary guidelines include seven Interactive Marketing Unit(IMU)ad formats; two vertical units and five large rectangular units. See for more information


1) Time it takes for a data packet to move across a network connection;
2) Visible delay between request and display of content and ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see. In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order.


An electronic connection between two Web sites. Also called “hot link” and hyperlink.


A mailing list comprised of e-mail addresses.


A program that automatically sends e-mail to a list of subscribers or listserv.


Usually used with up-load or down-load, it means to transfer files or software from one computer or server to another computer or server. In other words, it is the movement of information online.


A file that keeps track of network connections.

Log file

A file that records transactions that have occurred on the Web server. Some of the types of data which are collected are: date/time stamp, URL served, IP address of requestor, status code of request, user agent string, previous URL of requestor, etc. Use of the extended log file format is preferable.


The identification or name used to access a computer, network or site.
Mailing list

An automatically distributed e-mail message on a particular topic going to certain individuals.


Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments outlined in the approved insertion order.


A term referring to mobile commerce which is the ability to conduct monetary transactions via a mobile device, such as a WAP-enabled cell phone.

Media objects

Files, other than HTML documents, which can be displayed or executed within HTML documents, or in a stand-alone fashion. Examples currently include GIFs, JPEGs, video, audio, Flash objects(SWF), PDF, Java applets, and other objects which can be viewed through a browser or using a “plug-in”(see plug-in).


A million bytes.

Metcalfe’s Law

The value of a network increases geometrically with the number of people who use it.


Multi-page ads accessed via click-through from initial ad. User stays on the publisher’s Web site, but has access to more information from the advertiser than a standard ad format allows.

MIME(Multi-purpose Internet Mail Extensions)

A method of encoding a file for delivery over the Internet.

MIP(Mobile Internet Provider)

ISPs dedicated to providing wireless service.


A computer file format that compresses audio files by a factor of 12 from a .wav file.

Modem speeds

The speed at which one connects to the Internet through his/her computer’s modem. There are dial-up and cable modems. The dial-up modem speeds include 14.4, 28.8, 33.6, 56K and ISDN. Cable modem speeds range between 500 K and 2.5 Mbps. T1 and T3 are high-speed connections that do not require a modem. See also DSL.


Device which transfers digital signals to analog signals and vice versa suitable for sending across phone or cable lines.

Moore’s Law

The speed of computing doubles every 18 months.


The process by which a user places his/her mouse over a media object, without clicking. The mouse may need to remain still for a specified amount of time to initiate some actions.


1) The file format that is used to compress and transmit movies or video clips online;
2) Standards set by the Motion Picture Exports Group for video media.

MRC(Media Rating Council)

A non-profit trade association dedicated to assuring valid, reliable and effective syndicated audience research. The MRC performs audits of Internet measurements as well as traditional media measurements.

Multi-camera angle or individualized television

A technology that allows viewers to control camera angles during live events, select which commercials they want to watch, and generally control a selection of choices content producers provide as part of the broadcast. E-commerce and interaction with those commercials is possible. In the backend, servers collect choice information and offer viewers further selections based on those choices.

NAI(Network Advertising Initiative)

A cooperative group of network advertisers which has developed a set of privacy principles in conjunction with the Federal Trade Commission. The NAI provides consumers with explanations of Internet advertising practices and how they affect both consumers and the Internet. See for more information.

Net TV

Televisions which have the ability to dial up to the Internet. Often, a manufacturer has integrated or offers a special set-top which permits the viewer to connect online over telephone wires.


A term that is used to describe the informal rules of conduct(“do’s and don’ts”)of online behavior.


An electronic bulletin board devoted to talking about a specific topic and open to everybody. Only a handful of newsgroups permit the posting of advertising.

Non-registered user

Someone who visits a Web site and elects not to, or is not required to, provide certain information, and hence may be denied access to part(s)of the site.

Nonqualifying page impressions

Page impressions which should be excluded from traffic or measurement reports, such as unsuccessful transfers of requested documents, successful transfers of requested documents to a robot or spider, and/or pages in a frame set. See frames.