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网络营销/电子商务词典:网络广告/交互式广告/互联网广告媒体等相关英文词汇(S)

【说明】:下列词汇为网上营销新观察通过多个网站的相关资源整理汇总,并未一一核对词汇内容的准确性,对词汇的解释不代表本站的观点,仅供初步参考,如需要严格考证词汇的意义,请参考互联网相关的专业词典。

Sample
a subset of a universe whose properties are studied to gain information about that universe.

Sampling frame
the source from which the sample is drawn.

Scripts
files that initiate routines like generating Web pages dynamically in response to user input.

SDSL (Symmetrical Digital Subscriber Line)
a type of DSL that uses only one of the two cable pairs for transmission. SDSL allows residential or small office users to share the same telephone for data transmission and voice or fax telephony.

Search engine
a program that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.

Sell-through rate
the percentage of ad inventory sold as opposed to traded or bartered.

Server
a computer which distributes files which are shared across a LAN, WAN or the Internet. Also known as a "host".

Server centric measurement
audience measurement derived from server logs.

Server-initiated ad impression
one of the two methods used for ad counting. Ad content is delivered to the user via two methods - server-initiated and client-initiated. Server-initiated ad counting uses the publisher’s Web content server for making requests, formatting and re-directing content. For organizations using a server-initiated ad counting method, counting should occur subsequent to the ad response at either the publisher's ad server or the Web content server, or later in the process. See client-initiated ad impression.

Server pull
a process whereby a user's browser maintains an automated or customized connection or profile with a Web server. The browser usually sets up a unique request that is recorded and stored electronically for future reference. Examples are: requests for the automated delivery of e-mail newsletters, the request for Web content based on a specific search criteria determined by the user, or setting up a personalized Web page that customizes the information delivered to the user based on pre-determined self selections.

Server push
a process whereby a server maintains an open connection with a browser after the initial request for a page. Through this open connection the server continues to provide updated pages and content even though the visitor has made no further direct requests for such information.

Session
1) a sequence of Internet activity made by one user at one site. If a user makes no request from a site during a 30 minute period of time, the next content or ad request would then constitute the beginning of a new visit; 2) a series of transactions performed by a user that can be tracked across successive Web sites. For example, in a single session, a user may start on a publisher's Web site, click on an advertisement and then go to an advertiser's Web site and make a purchase. See visit.

Session cookies
cookies which are loaded into a computer’s RAM, and only work during that browser session. When the browser exits, these cookies are erased. They are “temporary cookies”, and no cookie is written to a user’s hard drive. See cookie.

Set-top box
an electronic device that sits on top of one’s TV set and allows it to connect to the Internet, game systems, or cable systems.

SGML (Standard Generalized Markup Language)
the parent language for HTML.

Shockwave
a browser plug-in developed by Macromedia which allows multimedia objects to appear on the Web (animation, audio and video).

Shop bot
intelligent agent which searches for the best price.

Site-centric measurement
audience measurement derived from a Web site's own server logs.

Skins
customized and interchangeable sets of graphics, which allow Internet users to continually change the look of their desktops or browsers, without changing their settings or functionality. Skins are a type of marketing tool.

Skyscraper
a tall, thin online ad unit. The IAB guidelines recommend two sizes of skyscrapers: 120 X 600 and 160 x 600.

Slotting fee
a fee charged to advertisers by media companies to get premium positioning on their site, category exclusivity or some other special treatment. It is similar to slotting allowances charged by retailers.

Smart Card
identical in size and feel to credit cards, smart cards store information on an integrated microprocessor chip located within the body of the card. These chips hold a variety of information, from stored (monetary)-value used for retail and vending machines, to secure information and applications for higher-end operations such as medical/healthcare records. The different types of cards being used today are contact, contactless and combination cards. Contact smart cards must be inserted into a smart card reader. These cards have a contact plate on the face which makes an electrical connector for reads and writes to and from the chip when inserted into the reader. Contactless smart cards have an antenna coil, as well as a chip embedded within the card. The internal antenna allows for communication and power with a receiving antenna at the transaction point to transfer information. Close proximity is required for such transactions, which can decrease transaction time while increasing convenience. A combination card functions as both a contact and contactless smart card. Specific to interactive television, the viewer can insert smart cards into the set-top box to trigger the box to decrypt contact programming.

SMPT (Simple Mail Transfer Protocol)
the protocol used to transfer e-mail.

Sniffer
software that detects capabilities of the user's browser (looking for such things as Java capabilities, plug-ins, screen resolution, and bandwidth).

Space
location on a page of a site in which an ad can be placed. Each space on a site is uniquely identified. There can be multiple spaces on a single page.

Spam
slang term describing unsolicited e-mail.

Spider
a program that automatically fetches Web pages. Spiders are used to feed pages to search engines. It is called a spider because it crawls over the Web. Because most Web pages contain links to other pages, a spider can start almost anywhere. As soon as it sees a link to another page, it goes off and fetches it. Large search engines have many spiders working in parallel. See robot.

Splash page
a preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.

Sponsor
1) a sponsor is an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself; 2) an advertiser that has a special relationship with the Web site and supports a specific feature of a Web site, such as a writer's column or a collection of articles on a particular subject.

Sponsorship
an association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of run-of-site advertising. When associated with specific content, sponsorship can provide a more targeted audience than run-of-site ad buys.

Static ad placement/Static rotation
1) ads that remain on a Web page for a specified period of time; 2) embedded ads.

Stickiness
a measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit.

Streaming
1) technology that permits continuous audio and video delivered to a computer from a remote Web site; 2) an Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then "streams" small packets of information over the Internet to the user, who can access the content as it is received.

Streaming media player
a software program which decompresses audio and/or video files so the user can hear and/or see the video or audio file. Some examples are Real Player, Windows Media and Quick Time Player.

Superstitials
an interstitial format developed by Unicast which is fully pre-cached before playing. Specs are 550 x 480 pixels (2/3 of screen), up to 100K file size and up to 20 seconds in length.

Surfing
exploring the World Wide Web.

【说明】:上述词汇为网上营销新观察通过多个网站的相关资源整理汇总,并未一一核对词汇内容的准确性,对词汇的解释不代表本站的观点,仅供初步参考,如需要严格考证词汇的意义,请参考互联网相关的专业词典。

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