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。