Online Advertising Agencies' Key Terms

Learn online advertising agencies' key terms to better understand how the industry works

By Paul Hirsch

Online advertising agencies have their own jargon, but much of it is a crossover from more traditional advertising firms. To work effectively with or to even just understand online advertising agencies you need to become familiar with key terms like house ads, log file, cookies, GIF, rich media and incentivized click.

House ads

House ads refer to ads sold by a host Web site in order to promote its features and products. It is one way a Web site can fill its advertising space when it doesn't get enough advertising business. Another way to view house ads is as a way to fill blank banners.
Try: You can find a discussion of house ads and their place online at Click Z.

Log file

Web servers use log files to track the activity of a Web site. The server can generate reports to determine which pages visitors request most often. Because log files reveal information about the Web sites on the server, online ad agencies can use the log files to determine whether or not a campaign is successful.
Try: Boxes and Arrows has a discussion of online log files, including their benefits and limitations.

Cookies

Cookies provide a way for Web servers to keep track of visits to a Web site. The small parcel of text, called the cookie, communicates between the server and a visitor's browser to track the visit. Online advertising agencies can use cookies in a way that's similar to how they use log files.
Try: Lexur offers information on the role of cookies in online advertising.

GIF

GIF stands for graphical interchange format, which is a commonly used bitmap image. The majority of graphic design artists use the GIF format, which allows them to create images, including those that are animated.
Try: At Jupiter Images you will learn how to manage and operate GIFs in the same way that online advertising agencies do.

Rich media

Rich media often attracts more clients because of its higher-quality images. Online ad agencies can use rich media as a way to advertise to clients without the visitors having to leave the Web site.
Try: The Access IT page from the University of Washington tells readers how to work with rich media and how to make it more accessible.

Incentivized click

Incentivized clicks allow click-throughs inspired by an ad offering a reward. Some say that incentivized clicks can make a Web site appear busy but won't always increase sales.
Try: A good definition of incentivized clicks is available at Open X.