a top-level domain (TLD) approved by ICANN on 11 July 2005 dedicated to Internet pages specially designed for mobile phones and portable devices

Second generation moblie networks with implemented a packed switched domain; it is a stepping stone between 2G and 3G; 2.5G includes GPRS / EDGE technologies

Third Generation, next generation of mobile telephony (1G - analogous, 2G - digital); extension of the existing mobile telephony networks enabling technological solutions based on packet-switching and IP transmission protocols; 3G assumes equal treatment of telephone and data transmission services; first 3G system is UMTS

Address of a page to which an advertisement directs.

A sequence of numbers separated by dots, allowing for identification of a server connected to the network in TCP/IP protocol. IP address can be sometimes used for identification of a country from which the call is made.

IT system allowing for emitting and managing internet advertisement campaigns; it also allows to report and analyze their results

A ration of number of target group users using the service to the total number of target group users in the population.

Service provider on the mobile telephony market. A company with contracts and connections with SMSC of the mobile operators, offering services both directly to the customers and to the companies going between aggregator and customers. Aggregating, i.e. traffic consolidation allows for achieving better conditions from the operators.

compatibility with the models of mobile telephones; applies to games, java applications and other multimedia elements

Opening a page by a user (cookie) after contact with an advertisement (emission or clicking) in specified time limits

Action executed by a user (cookie) after clicking on an advertisement (defined time limit taken into account)

Action, exluding post-click action, executed by a user (cookie) after advertisement's emission (defined time limit taken into account).

Advertisement in applications is mainly product placement, i.e. placing company's logo or name in the application graphics. Additionally, an application strictly related to the company's activity can be created. It can have informative features, e.g. location map for different utilities like restaurants, cinemas, gas stations, hair-dressing salons.
 

A factor showing rate of actions made after clicking on an advertisement

A factor showing rate of actions made by the users (cookies) after clicking on an advertisement. It is counted as ratio of number of users (cookies) who made post-click actions to the number of users (cookies) who had clicked on an advertisement
 

A factor showing how often, after clicking an advertisement, the actions were executed. It is counted as ration of post-click actions to the number of cookie clicks.

a platform connecting publishers of WAP pages and advertisers wanting to emit their campaigns in WAP services.

rectangular advertising component usually placed at the top of a page

short-range wireless communication technology, dedicated to connecting mobile electronic devices like mobile phones, palmtops, notebooks; specification gives 10m range but in case of open area it can reach even 200m; Bluetooth uses 2,4 GHz band
 

Sending advertising content to the user's phone through Bluetooth. Required user's agreement to receiving advertising content. Small range is another restriction - a few dozen meters from message emitter. Used in case of large concentration of potential customers, e.g. markets.

A bookmark allowing to send a link to the customer's phone. A link can lead to a WAP page or other protocol supported by phone and operator. For the present large number of phones does not support this type of messages.
 

Below The Line - advertising actions directed to the particular client that are not an advertisement in the mass-media. BTL advertisement carriers are mostly directed to the retailers and consumers. Their names are POS (Point of Sale) or POP (Point of Purchase) materials. BTL includes also Direct Mail and Consumer Promotion.

Limit of maximum number of user's contact with an advertisement; capping=1 means that single user will see an advertisement once; higher capping means maximum number of contacts.

Element of the infrastructure storing, transmitting and managing MMS messages

Element of the infrastructure storing, transmitting and managing SMS messages.

A file saved on the user's disk while visiting Internet page allowing for identification of this user

Cost of achieving single, defined action caused by emission of advertisements, counted as ration of number of actions to the total campaign cost; the action can be just clicking or other actions like participating in the contest, registration in service, made purchase etc.
 

Cost of achieving single click on an advertisement carrier, counted as ration of number of clicks on an advertisement to the total campaign cost.

Cost of emitting given advertisement to one thousand of addressees, e.g. 1000 billboard emissions, sending 1000 advertising mails etc.

A factor showing a rate of visits on the advertised page after clicking the creation.

A ratio of the number of users (cookies) who reached a page within 5 minutes after clicking to the number of users (cookies) who generally clicked an advertisement.

A ratio of number of successful clicks to the number of cookie clicks showing what part of the clicks was sucessful (finished with visit on an advertised page within 5 minutes after click).

A ration of the number of clicks on an advertisement to the amount of displayed banners showing efficiency of an advertisement, given as percentage of emissions finished with a click.

A ratio of number of users who clicked a creation to the number of users (cookies) to who an advertisement was displayed. It shows how many users clicked the advertisement. Time limit between emission and click is 2 hours.

A ration of number of cookie cliks to the number of cookie emissions showing how many openings were finished with click. Time limit between emission and click is 2 hours.

Average number of advertisement emissions per one user (cookie).

Unique name identifying IP address on DNS server. A domain is visible in address field of a page as main name and an extension (e.g. interia.pl).

Double request for signing into a mailing list or confirmed request for signing into that list; extending Opt-in model with additional authorisation.

Enhanced Data Rates for GSM Evolution - a technology used in GSM networks for data transmission; extension of GPRS (a tersm EGPRS - Enhanced GPRS - is also used) - data transmission is three times faster and there is a possibility of dynamic changing speed of transmitting packets depending on the conditions, theoretically up to 236,8 kbps

see → EDGE

Emission of an advertisement in case when user's browser accepts cookies.

Emission of an advertisement in case when user's browser does not accept cookies. Such emissions are not taken into account while counting indicators other than 'number of non-cookie emissions.

Enhanced Message Service - service of enhanced text messages; allows for attaching graphics (in WBMP format), sounds, animations and melodies (in iMelody format) to SMS message and basing text formatting.
 

see > XHTML

see > HTML

Technology developed by Macromedia allowing to present interactive, animated content in the Internet. It is often used in production of advertisements. Within an advertisement carrier prepared in Flash ususally a link to the Flash plug-in is included for the users whose browsers do not have this technology installed. Without plug-in of up-to-date version the advertisement will not be emitted.

extension of the GSM communication system allowing for wireless data transmission with use of IP protocol, sending files and using Internet through mobile phone; practically the transmission speed is 30-80 kbps
 

Global Positioning System; satellite system for localisation of objects on earth

Number of hits generated by the selected target group to the total number ot users from this group in whole population (multiplied by 100).

Global System for Mobile Telecommunication - digital radiotelephony system used by operators of mobile telephony; uses 900MHz and 1800Mhz frequency bands

High-Speed Downling Packet Access - mobile telephony protocol; defined also as 3.5G (or "3½G"); the service is based on the packet access basing on WCDMA technology with maximum capacity up to 8-10 Mbit/s in 5MHz band

Data transfer protocol defining a way of formatting and transmitting data and what actions should be taken by servers or browsers in response to the particular commands.

fast and effective system of deliverig interactive content to mobile phones, developed by Japanese company NTT DoCoMo

presonalized thematic or news services; popular service offered by the operators. Service provider sends messages according to the previously defined criteria
 

A form of advertising allowing for emission of advertising clip before editorial material in the window of Windows Media Player. Depending on the speed of user's connection the clip is displayed in three different qualities of videostream allowing for smooth playing. INTERIA.PL, within campaign, adapts given source material to the needs of internet emission. Maximum duration time of the clip is 30 seconds. TV spot is not an active form of advertising (i.e. it does not direct to the Client's pages). It is possible to show an advertising Box 300 x 250 in the video emission window. The Box is an active form of advertising (i.e. directs to the Client's pages). The clip can be emitted independently or simultaneously with Box. Order cannot be smaller tna 5 000 PLN (excl. taxes).

A person using Internet. Statistically - a person who, in the given period before polling, made at least one hit in the Internet.

A set of problems connected with using Internet in non-stationary devices (mobile phones, notebooks, board computers, etc.)

It occupies whole display area during loading. Because of the relatively large advertising space it can include many types of links.

Internet clip, an advertisement emitted on the whole area of browser's window or whole display of a monitor or portable device during waiting for loading next page of the visited service.

It is also known as: MOBILE BILLBOARD (MBoard) and MOBILE BILLBOARD PREMIUM (MBoard Premium)

A device designed by Apple Inc. functioning as mobile phone, MP3 player (iPod) and Internet client. It also includes innovative solutions: Multi-Touch screen instead of a keyboard (everything is selected by touching a screen with one or more fingers), screen that shuts off after bringing it near face (proximity sensor) and 3.5" display with resolution 320 x 480 pixels that automatically adjusts the image to the position of the device (vertical - horizontal); it allows for wireless Internet connection through Wi-Fi and Safari browser

Java 2 Micro Edition - allows programmers to use Java programs and tools while creating applications for mobile devices (PDA, phones).

Object programming language; programs written in Java can be run on many devices like mobile phones or computers and under different operating systems that have installed Java Virtual machine

see > Pull Campaigns

see > Push Services

Clicking on an advertisement in case when an internaut's browser accepts cookies

Amount paid by the advertiser if a user clicks on the advertisement in the system of boxes in searchers.

Separatable, common graphic form within a service consisting of characteristic colours and placement of components on a page.

Component of a page which, after clicking on it, directs to the particular address. The links can direct to other places within the same page and to other pages, run applications or direct to the files placed on the servers allowing for their download.

An advertisement in the Internet searcher displayed in a form of a link to the advertised page with its short description. The link is placed at the first position on the list when a user types particular words during searching

Access to the commercial services, sale support or electronic trading realized strictly through mobile devices (mobile phone and other portable devices)

HTML tags containing information about document. Meta tags does not influence way of displaying a page but are used by searchers to build databases of pages.

it is an advertising application created in JAVA. M-Folder can be installed in a mobile phone and run at any time by a user. M-Folder can contain graphic or textual elements.
 

digital form of paying for low-value products and services, e.g. payments for servicesdigital form of paying for low-value products and services, e.g. payments for services

It is a simplified Internet browser dedicated to applications in small electronic devices: mobile phones, palmtops etc.

Multimedia Messaging System - extension of the SMS and EMS with a possibility of sending multimedia like graphics, animations, video clips, sounds etc. Currently almost every new mobile phone has MMS function
 

Element of the infrastructure storing, transmitting and managing MMS messages

IT system allowing for emitting and managing internet advertisement campaigns; it also allows to report and analyze their results

advertising transmission is displayed as static or animated graphics on the user phone's display by at least 5 seconds. Presentation of an advertisement takes place during opening WAP page of the particular service or during downloading multimedia content

it is an enhancement of the Mobile Billobard with mechanisms allowing to e.g. direct user to the dediated pages extending advertisement. In this form of advertising the following can be presented to the user:

• top banner on the WAP page (possibility of linking to dedicated WAP page)
• top banner + text link on the WAP page (both elements with possibility of linking to dedicated WAP page)
   

see > m-commerce

see > SMS MO

see > SMS MT

 Mobile Virtual Network Operator - an operator that does not have own network infrastructure and uses networks of traditional operators for providing own services.

Displaying a page to a user after a request made through searcher.

Advertising message attached at the end of MMS message sent from MMS-gate (MMS send from Internet). Besides standard content (up to 800 characters), it also contains a graphic element with maximum size of 80 x 80 pixels. It is directed to the particular user in specified period of time.  It can contain active links associated with WAP pages or attached action (e.g. Click-To-Call, Click-To-Download).

Advertising tail is a form of text advertisement attached at the end of SMS messages sent from the Internet (SMS gates). Length of the advertising message is 50 characters with possibility of extending it to 80. Usually it does not include special links, just informative content. It is directed to the particular user in specified period of time.

A user gives his or her consent to sending them information and advertisements in electronic way; a wariety of Opt-In is Double Opt-In model

A possibilty of signing out from receiving information after previously given Opt-in consent

portable personal computer on which one can install a software (e.g. downloaded or purchased in the Internet)

sending messages in a form of photographies; making a photo with a mobile phone (built-in camera) and sending it to other person; usually, the phones with photo messaging function can also record sounds

Micropayment service provided by the operators; a client who sends such SMS can receive various gadgets: Java games, ringtones, wallpapers, newsletters and participate in many contests, polls or purchase services - e.g. reserve tickets

Services paid in advance - sale of particular products or services that are to be paid in advance. Term "Prepaid" is most commonly used as a name of one of the mobile network operator's offer in which customer purchases specified amount of tariff units. The payment is made in advance and the purchased units can be used in time defined by an operator. Depending on the amount of payment, the time is from a few days to six months

Also called a subscription system. It is a system of purchasing services and paying after using them. The payments are counted periodically (e.g. every month), usually in a form of so called subscritpion fee.

Advertising campaign displayed on random pages of a portal, independently on the pages content and their price group.

Search Engine Marketing) - web marketing in internet browsers.SEM means usage of different forms of promotion in the Internet, including website positioning in search engines for. ex. in Google.

Search Engine Optimization - website optimization for Internet search engines - positioning.

Services and/or advertisement sent after addressee's request; sent in response to the order

Services and/or advertisement sent without addressee's request based on his earlier agreement (Opt-In) or without it

Share of number of emission to the total number of hits on the particular page; SOV=50% means that half of the total number of displayed advertisements belongs to the given advertiser.

portable telephone-device integrating a few functions; first smartphones were designed at the end of 90' and currently they are integrating functions of mobile phone, e-mail, Internet browser, pager, GPS and digital photo camera and simple video camera

Short Message Service - a service of sending short text messages (up to 160 characters) in the digital networks of mobile telephony; introduced also in stationary telephony; additionally, SMS can be used in radio and TV contests, votings etc. - realized basing on the SMS premium message (increased charge)

Mobile Originated SMS - a message sent from a phone; in case of the premium service these are the messages that are paid for at the moment of sending

Mobile Terminated SMS - a message sent to a phone (e.g. from an application); used in subscriptive services ordered by a SMS (standard charge or charge-free); user pays for every received SMS till the moment of cancelling the service.

see > SMS Center

Exclusive form of promotion - being, for defined time, a sponsor of the service of its part. Presence of the sponsor is indicated in the service heading and special carriers displayed in Flat Fee mode (i.e. constant).

see > Interstitial

Technology allowing to download and load content in background of playing. It allows to shorten the download time to minimum by presenting already downloaded content and simultaneously downloading rest of it. Depending on the user's connection speed the advertisement clip can be displayed in three different qualities of a stream allowing for smooth playing.

New technology of transmitting audio/video content on request of the users. It allows for placement of advertisements before, inside or after sent content. Currently only the small number of phone models works with Streaming Media

HTML-type file placed in WWW network. It has unique address of location.

Operating system and attached libraries, user's interface solutions and specifiactions for programs created by Symbian enterprise consisting of the largest manufacturers of mobile phones (Nokia, Samsung, Motorola, Siemens); created basing on EPOC system

Basic software allowing for using computer. The most popular systems are Windows and Unix-based (e.g. Linux).

Precise directing the advertisement to the specified group according to the demographic and sociographic criteria (sex, age, place of living, branch, hobbies etc.)

see > 3G

Universal Mobile Telecommunications Systems - third generation mobile telephony system, successor of 2G systems; thanks to the new radio interface the data transfer between user and network has been significantly improved; UMTS network services: fast Internet (144kbps - 2Mbps), videotelephony, videoconferences, active maps, localising systems.

A user visiting a particular service in certain period of time; number of unique users approximately corresponds to the number if internauts visiting the page and is based on the number of active cookies.

a code that identifies resources in the Internet

Wireless Access Protocol - a standard designed by WAP Forum allowing to access the Internet from mobile devices and taking into account technical restrictions of these devices and connection speeds; in the latest phones replaced with WAP 2.0

Paid sponsored links, selected according to the content of viewed page. If they are closely related to the page, the probability of clicking on them is much higher. They are usually connected with WAP search engine.

Image or text presented on a WAP page. Dimensions of the image depend on the display width (goal - it should occupy whole display area)

SMS containing link to WAP address; after receiving such message (if the device is compatibile) user automatically has a possibility of accessing content under this address; used for delivering data like ringtones, JAVA applications, weather forecasts, stock exchange data, screensavers, notification about incoming e-mail or advertisements.

Sending a link to the client's phone. It can direct to the WAP page or other protocol supported by the terminal and operator (e.g. Streaming Media with use of RTSP protocol). Part of the phones does not handle such type of messages.

Wireless Markup Language - standard langueage for creating Internet pages and services displayed in mobile devices equipped with WAP (version 1.x); it is an application of XML and has been designed for small-capacity devices, low amounts of operational memory and slow Internet connection

Extensible HyperText Markup Language - a language for creating general-purpose WWW sites; successor of HTML; the documents written in XHTML are correct XML files thus they can be easily generated from other XML documents (e.g. XSLT transformations) and  automatically transformed into other XML forms.

Extensible Markup Language - universal format using meta-tags for presentation of the web content - interpretation and appearance depends on the application.

Number of users (cookies) reached by an advertisement.