Jargon Buster

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The ABC international standards working party (IFABC, International Federation of Audit Bureaux, www.ifabc.org) has developed a set of rules and definitions that are the effective world-wide standard for web audits. Definitions and rules specific to the internet industry in the UK and Ireland are controlled and developed by JICWEBS (Joint Industry Committee for Web Standards, www.jicwebs.org).

Current industry-agreed metrics are listed below in alphabetical order:

  • A
    AV Play
    Definition:A file request by a valid browser for AV content.  Note that this can be measured as an AV Play Event (client-side) or an AV Request (server-side).
    Jargon Buster Definition:A play of an AV file or stream.
    AV Play Duration
    Definition:The number of seconds of content served to a valid browser in an AV Play.
    Jargon Buster Definition:How long each AV Play is measured to be.
    Ad Click
    Definition:An Ad Impression clicked on by a valid browser.
    Jargon Buster Definition:A Click on an Ad Impression served in the period being measured
    Ad Click Arrival
    Definition:A valid Page Impression on a destination site which follows an Ad Click on a relevant ad.
    Jargon Buster Definition:A browser arriving at a site directly after clicking on an ad served on behalf of that site (so having made an Ad Click).
    Ad Impression
    Definition:A file, or combination of files, served to a valid browser as an individual advertisement as a result of that browser's request being received by the server.  Note that the counting of Ad Impressions must occur client-side as specified by the IAB Global Ad Impression Guidelines v 6.0b.
    Jargon Buster Definition:The number of ad banners served in the period being measured.
    Ad Unique Browser
    Definition:General Term
    Jargon Buster Definition:A unique device (e.g. a computer, PDA or mobile phone) that has made a request for an Ad Impression served in the period being measured.
    Automated Page Impression
    Definition:A Page Impression sent to a valid browser as a result of an automatic process.
    Note that all Audit Certificates must carry a breakdown of the totals of Automated Page Impressions from the overall Page Impression total where such traffic forms 5% or more of the overall Page Impression count. 
    Jargon Buster Definition:A request which a user’s browser software made automatically to refresh the content in a page in the period being measured. Often found on live game reports, scorecards, share pages etc.
  • C
    Caching
    Definition:(Not a defined metric)
    Jargon Buster Definition:The practice of storing a recently visited page locally in the browser in case the user wants to visit it again.
    Chat Duration (HTML Only)
    Definition:The total elapsed time in seconds between the first and last time stamp recorded for each valid browser's Chat Impressions.
    Jargon Buster Definition:The length of time spent on HTML Chat pages.
    Chat Impression (HTML)
    Definition:A file, or combination of files, sent to a valid browser while the User is involved in an interactive Chat session (i.e. a Page Impression generated by a Chat URL.). Chat URLs show the input of one or more concurrent Users, visible to each other, updated frequently, so as to enable a text based conversation.
    Jargon Buster Definition:The total number of requests made for a site's HTML chat content by Users of that site in the period being measured.
    Click
    Definition:The activation of a hypertext link by a valid browser.

    Jargon Buster Definition:The measurement of a mouse click on a hyperlink. A site must have an auditable way of logging Clicks. The browser must be a valid (non-robotic, non-internal) browser.
    Completed Download
    Definition:A completed request for a non-HTML file executable offline, shown by the number of bytes transferred being at least 95% of the stated size of the file.
    Jargon Buster Definition:A request for an audio or video file, which can be used offline, where the size of the file transferred is greater than 95%.
    Completed Podcast
    Definition:A Completed Audio or Video Download made by a valid browser following receipt of an automated notification of availability.
    Jargon Buster Definition:A completed request for an audio or video file, which can be used offline, following the receipt of an automated notification of the file’s availability. These are assumed to be automatically requested (i.e. Automated) unless the site can provide auditable evidence to the contrary.
    Cookie
    Definition:.(Not a defined metric)
    Jargon Buster Definition:A file automatically sent to the user's browser upon visiting a page, which then continues to reside on the user’s computer. Typically contains user-specific information.
  • D
    Distribution Ended
    Definition:The date and time expressed in hours and minutes (GMT) when the last email in a campaign/distribution was sent to the last address on the distribution list.
    This would be the timestamp of the last message in the mailing.
    Jargon Buster Definition:The stated time when a media owner ended an email distribution.
    Distribution (Gross)
    Definition:The total number of emails sent as part of a single campaign/distribution to all (SMTP) addresses on the distribution list. This number includes Emails Bounced.
    Jargon Buster Definition:The total number of emails that a media owner attempted to send to all addresses on a distribution list.
    Distribution (Net)
    Definition:The total number of emails successfully sent as part of a single campaign/distribution to all (SMTP) addresses on the distribution list.
    Jargon Buster Definition:The total number of emails that a media owner successfully sent to all addresses on a distribution list.
    Distribution Started
    Definition:The date and time expressed in hours and minutes (GMT) when the first email in a campaign/distribution was sent to the first address on the distribution list.
    This would be the timestamp of the first message in the mailing.
    Jargon Buster Definition:The stated time when a media owner started an email distribution.
    Double Opt-In
    Definition:A unique SMTP address that has been added to the distribution list as a result of a confirmation email sent as a reply to the list owner by the address user after the user has previously opted in. This differs from Opt-In in that the address user specifically has to confirm their interest in subscribing by sending a confirmation email as a reply to the list owner.
    Jargon Buster Definition:Confirming your wish for your email address to be held on a mailing list both by subscribing and subsequently by sending a confirmation email as a reply to the list owner.
    Duplication Percentage
    Definition:The total number of identical SMTP addresses in the distribution list expressed as a percentage of the gross distribution, rounded down to the nearest whole number.  Note that this means exact, case-insensitive duplication of addresses.
    Jargon Buster Definition:The level of duplication of email addresses in a mailing list, expressed as a percentage of the total.
  • E
    Emails Bounced
    Definition:The total number of emails in the gross distribution that generated an NDN (Non-Delivery-Notice) measured at least 24 hours after the time of the last email sent in that single mailing. Any SMTP hard delivery error (e.g. "Address owner not recognised", "Delivery Failure") counts as a bounce. Re-queuing or delayed delivery do not count.
    Jargon Buster Definition:Those emails sent as part of a mailing distribution which did not have a valid recipient email address, and so generated a formal failure message (Non Delivery Notification).
    Email Job Referral
    Definition:A Click on a "mail to:" link within a job listing intended for the submission of applicant information and/or a CV to a recruiter.
    Jargon Buster Definition:Clicking to open your email client when invited to send CV information by a recruitment site as party of a job application process.
  • G
    Geographical IP Analysis
    Definition:(Not a defined metric itself; used to determine Page Impressions by Country and Unique Browsers by Country)
    Jargon Buster Definition:Metric used to determine as far as possible the country of origin of each browser. Typically involves carrying out reverse DNS and Who is lookups to determine the browser’s provenance.
  • H
    HTML
    Definition:(Not a defined metric).
    Jargon Buster Definition:HTML (HyperText Markup Language) is the authoring language used to create documents on the World Wide Web. All Web browsers should understand how to interpret HTML, and all Web sites must produce at least some of their inventory in HTML to allow browsers to understand it. In HTML, a block of text is surrounded by <tags> that indicate that that block of text is given certain properties - such as particular formats or placements, or a link to another file on the Web.
  • I
    Interactive TV Ad Click
    Definition:An Interactive TV Ad Impression clicked on by a valid browser.
    Jargon Buster Definition:A click on a banner ad shown in an Interactive TV environment.
    Interactive TV Ad Impression
    Definition:A file or a combination of files sent to a valid browser as an individual advertisement as a result of that browser's request being received by the server. In effect, one request by a valid browser should result in one Interactive TV Ad Impression being claimed. Using this measurement on the certificate is optional.
    Jargon Buster Definition:A banner ad shown in an Interactive TV environment such as the "red button" pages available on a digibox.
    Interactive TV Impression
    Definition:A file or combination of files intended for an Interactive TV device, sent to a valid browser as a result of that browser's request being received by the server.
    Interactive TV Impressions can be included within the headline Page Impression total on a certificate, but must be broken out where such traffic forms 5% or more of the overall Page Impression count.
    Jargon Buster Definition:A request made for a site's Interactive TV content by Users of that site in the period being measured.
  • M
    Message Duplication
    Definition:The total number of identical combinations of the same unique device ID and message found in the activity logs, expressed as a percentage of the gross distribution, rounded down to the nearest whole number. This must be declared whenever SMS Messages are certified.
    Jargon Buster Definition:The number of duplicate combinations of device-ID and message within an SMS message campaign.
  • O
    Online Job Application
    Definition:The submission to a server of an application form or CV by a valid browser.
    Jargon Buster Definition:Sending your application details to a receiving server, in order to apply for a job.
    Online Job Referral
    Definition:A click on a link within a job listing to a URL specified by a recruiter.
    Jargon Buster Definition:Clicking on a link to a recruiter's site.
    Opt-In
    Definition:A unique SMTP address that has been added to the distribution list as a result of a positive action by the address user. This action includes, but is not limited to, the address user clicking on a subscription link or sending a subscription email.
    Jargon Buster Definition:Adding your email address to a distribution list by taking positive action, such as clicking on a subscription link or sending a subscription email.
  • P
    Page Impression
    Definition:A file, or combination of files, sent to a valid browser as a result of that browser's request being received by the server. In effect, one request by a valid browser should result in one Page Impression being claimed.
    Jargon Buster Definition:A request for a page of a site’s content made by a User of that site in the period being measured. The golden rule is "one click = one page".
    PDA Synch
    Definition:The total number of times that PDA devices synched with the site (or channel). This is measured by requiring one URL per site (or channel) to be non-cacheable. This then acts as the identifier for counting PDA Synchs. Measuring how many times this URL was requested in the Audit Period will therefore allow a count of total PDA Synchs. Break-outs by channel can also be supported by this approach. This creates a comparable and indicative measure of a site's PDA audience.
    Jargon Buster Definition:The total number of times that a PDA device has requested a site's PDA content in the period being measured.
    Percentage Bounced
    Definition:The total number of emails in the gross distribution that generated an NDN measured at least 24 hours after the time of the last email sent, expressed as a percentage of the gross distribution.
    Jargon Buster Definition:The percentage of the total emails sent in a mailing distribution that bounced (see Emails Bounced).
    Podcast Subscriber
    Definition:A valid Unique Browser (measured by Cookie) that has requested a notification of podcast availability from the source site.
    Jargon Buster Definition:A Unique Browser who has asked to be notified about podcast availability.
    Publication Opened
    Definition:A file or combination of files that represents the Page Impression for the first (arrival) page of an online publication served in response to a valid request by a valid browser.
    Jargon Buster Definition:The act of viewing the first page of an online publication (typically in magazine format).
  • R
    Raw Log File
    Definition:The original text record maintained by a web server(s) of all traffic which involves it. Often text-based.
    Jargon Buster Definition:A text file containing the unfiltered, unprocessed electronic transactions recorded by a server for all processed actions, whether dealing with web, streaming or email content.
    Referral In
    Definition:A Page Impression representing an arrival at the site by a valid browser from another identifiable site.
    Jargon Buster Definition:An arrival to a site from outside (elsewhere on the Internet) by a valid browser.
    Registered Address
    Definition:A contactable SMTP address in the distribution list that has requested the email service. This is not a measure of individual people or addressees, because an individual address user may have more than one registered email address.
    Jargon Buster Definition:A contactable email address that a media owner holds as part of a distribution list.
    Registered User Account
    Definition:An account set up for a user to request to receive access to a website, service or network.
    Jargon Buster Definition:A set of credentials (usually login, password and email address) that grants a User access to a service, network or website.
    Repeat Unique Browser
    Definition:A Unique Browser who makes more than one Visit.
    Jargon Buster Definition:A device that has visited the site more than once during the certified period.
    Requested Download
    Definition:. A request for a non-HTML file executable offline.
    Jargon Buster Definition:Any request for downloadable content – such as an mp3 audio file or a PDF
    Requested Podcast
    Definition:A Requested Audio or Video Download made by a valid browser following receipt of an automated notification of availability.
    Jargon Buster Definition:A Requested Download of an audio or video file made by a User following automated notification that the file is available.
  • S
    Search
    Definition:The first Page Impression sent to a valid browser as a result of that browser's search request being received by the server. In effect, one search request by a valid browser should result in one Search being claimed.
    Jargon Buster Definition:A set of search results served in response to a browser’s request, regardless of whether any matches are sent or how many results pages are made available.
    Search Click
    Definition:A click originating from a set of search results.
    Jargon Buster Definition:Any click on a link generated within search results pages.
    Single Unique Browsers
    Definition:Those Unique Browsers who make only a single Visit.   This metric should be expressed as a percentage of the total Unique Browser figure when shown on certificates.
    Site Brand URL
    Definition:(Not a defined metric)
    Jargon Buster Definition:The single URL that a site (or a network of sites) uses as shorthand to identify itself and all its content. Typically a homepage URL.
    SMS Message
    Definition:A file or combination of files sent to a valid browser's SMS-enabled device by the server. Typically, SMS devices are mobile phones or PDAs. One file sent by the server should result in one SMS Message being claimed. This metric only measures the opportunity for the SMS Message to be sent to the User, since the serving of an SMS Message does not guarantee that a User actually received it. Generally, the SMS server sends a single file to the device, comprising a single SMS Message. The server log file can be interrogated to establish a count of SMS Messages. Only one file per message is deemed valid. Therefore, the client must filter out and exclude any additional files when claiming a number of SMS Messages.
    Jargon Buster Definition:All files that together make up a successfully sent SMS message.
    Subsited Traffic
    Definition:(Not a defined metric)
    Jargon Buster Definition:Any Page Impression served for a site within a separate browser window (typically a pop-under) automatically generated by another site as a result of a request by a valid browser for the content of the other site.  Pages which have been pushed into a User’s browser, usually by a new window opening “under” the page actually requested by the User.
    Subsiting
    Definition:.Not a defined metric.
    Jargon Buster Definition:Entering into an arrangement to have your site opened under another one, so generating subsited traffic
  • T
    Tagging
    Definition:(Not a defined metric)
    Jargon Buster Definition:Traffic measurement using browser-side methods such as additional tracking code which runs when a page is rendered, rather than server-side methods such as log files. This is usually done by the embedding of code (typically Java, Javascript or CGI) on a site which sends data (often a GIF request) to a collection point (e.g. a log file) every time a page is loaded into a browser, such that one execution of code broadly equals one Page Impression. This method is increasingly used to overcome caching issues with measurement.
  • U
    Unique Chat Browser (HTML CHAT ONLY)
    Definition:The total number of Unique Browsers who make one or more Chat Impressions. This is typically a count of all the Unique Browsers who have contributed to the total Chat Impressions.
    Jargon Buster Definition:Any device that makes a Chat Impression.
    Unique Host
    Definition:The total number of unique IP addresses.
    Jargon Buster Definition:The total number of unique IP addresses that have made requests for content to the site in the period being measured.
    Unique Interactive TV Browser
    Definition:The total number of Unique Browsers who make one or more Interactive TV Impressions. This is typically a count of all the Unique Browsers who have contributed to the total Interactive TV Impressions.
    Jargon Buster Definition:Any device that makes an Interactive TV Impression.
    Unique Web Feed Browser
    Definition:A valid Unique Browser (measured by Cookie) that has requested a web feed from the source site.
    Jargon Buster Definition:A Unique Browser who has made at least one request for a Web Feed. Must be measured by Cookie.
    Unique Search Browser
    Definition:A Unique Browser who has made one or more Searches.
    Jargon Buster Definition:Any device that has made at least one Search during the certified period.
    Unique SMS Browser
    Definition:The total number of unique device IDs recorded in the log files for the SMS Messages sent. This will typically be a count of all the unique telephone numbers.
    Jargon Buster Definition:A unique SMS device.
    Unique AV Browser
    Definition:The total number of Unique Browsers who make one or more AV Plays.
    Jargon Buster Definition:NEEDED
    Unique Browser
    Definition:A unique and valid identifier. Sites may use (i) IP+User-Agent, (ii) Cookie and/or (iii) Registration ID.   NB: Other identifiers may also be allowed.
    Jargon Buster Definition:A unique device (e.g. a computer or mobile phone) that has made requests for content to the site in the period being measured.
    Unique Browser Duration
    Definition:The total time in seconds for all Visits of two or more Page Impressions, divided by the number of Unique Browsers making such Visits.
    Jargon Buster Definition:How long a Unique Browser spent on the site overall in the period being certified.
    User-Initiated Logged Event
    Definition:Any logged event that can be attributed to a particular Unique Browser.
    Jargon Buster Definition:A line of log that records a given event made by a valid browser.
  • V
    Visit
    Definition:A series of one or more Page Impressions, served to one browser, which ends when there is a gap of 30 minutes or more between successive Page Impressions for that browser.
    Jargon Buster Definition:The total number of times that a browser (a device) has engaged in a single burst of activity with less than 30 minutes between Page Impression. A new Visit starts when the gap between requests for content is at least 30 minutes.
    Visit Duration
    Definition:The total time in seconds for all Visits of two or more Page Impressions, divided by the total number of Visits of two or more Page Impressions. In order to measure Visit Duration, a first and last Page Impression record must exist for each Visit. Therefore, Visits of only one page are excluded, since no interval can be established.
    Jargon Buster Definition:The average time of each Visit (of more than one Page Impression) in the period being measured.
  • W
    WAP AD CLICK
    Definition:A WAP Ad Impression clicked on by a valid browser. This metric is optional. The WAP Ad Click total is usually the total number of WML requests for an ad file recorded in the relevant server log(s).
    Jargon Buster Definition:A click on a WAP ad banner.
    WAP Ad Impression
    Definition:A file or a combination of files sent to a valid browser as an individual advertisement as a result of that valid browser's request being received by the server.
    In effect, one request by a valid browser should result in one WAP Ad Impression being claimed.
    Jargon Buster Definition:An ad banner (or equivalent text) served in a WAP environment.
    WAP Impression
    Definition:A file or combination of files intended for a WAP device, sent to a valid browser as a result of that browser's request being received by the server.
    WAP Impressions can be included within the headline Page Impression total, but must be broken out where such traffic forms 5% or more of the overall Page Impression count.
    Jargon Buster Definition:The total number of requests made for a site's WAP content by Users of that site in the period being measured.
    Web Feed
    Definition:(Not a defined metric)
    Jargon Buster Definition:A technology that allows a website to flag stories or headlines that special software delivers automatically to a subscriber’s PC, in an easy read and automated format. The most popular types are RSS and Atom.
    Web Feed Referral In
    Definition:The first Page Impression served to a valid browser as a result of redirection from a link in a Web Feed clicked on by that browser.
    Jargon Buster Definition:A Referral In (arrival at a site) generated by a click on a headline or link provided in a Web Feed.
 
 

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