From the category archives:

Glossary

Glossary: Hits

by Joel on 2008/07/21 · 2 comments

Hits are requests for files from a server. When you visit a web page, your browser has to request all the files that make up that page to be delivered to you. Hits do not measure how many times the site was visited, nor how many visitors the site has. They don’t even measure how [...]

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Glossary: Skinning

by Joel on 2008/07/12 · 0 comments

When you skin (or add “wallpaper”) to a website, you typically fill the remnant space on either side of the page content with your branding creative. As well, the wallpaper may show in the “whitespace” within the content. Skinning allows all of the content of a site to remain unobstructed, while allowing for interesting, attention-grabbing [...]

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Glossary: Voken

by Joel on 2008/07/12 · 1 comment

A voken, or “virtual token” is a Top-Layer Animation advertisement that appears and covers over content on a website. Not necessarily user-initiated, these ads, while able to seize the visitor’s attention, can be quite annoying. Advertisers and clients have raved about their effectiveness on a click-through basis, but that’s likely because they were tracking the [...]

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Glossary: % Comp UV

by Joel on 2008/06/23 · 0 comments

% Comp UV: (Or, Percent Composition of Unique Visitors) The percentage of a site’s visitors that are in your target demo. This is why reach ain’t everything. If you have a small demo especially, you might not want to blow a ton of money on big sites with huge reach to hit them. If you [...]

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Glossary: Reach

by Joel on 2008/06/23 · 0 comments

Reach: The percentage of your target demo that visit the website you’re advertising on. If you’re looking to hit as many people in your demo as possible by buying on as few sites as possible, reach is your metric of choice. If your target is pretty broad, you’re going to be looking at buying on [...]

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