IAB terminologie pour la publicité en ligne
Voici les standards, inspirés par IAB US Glossary, CIM/Metriweb, Marketing Management (Kotler), compilés et adaptés par le groupe de travail d'IAB 'Barométrie', vérifiés et approuvés par le groupe de travail d'IAB 'Standardisation'
- (Ad) audience : Number of unique users or visitors exposed to a site (or an ad) within a specific time period
- (Ad) Click : A measurement of the user-initiated interaction (such as clicking on) an element causing a re-direct to another Web location or another frame or page within the advertisement.
- (Ad) Click Rate : Gross click rate = Number of clicks / Number of impressions, expressed in %Net click rate = Number of clicks / Number of unique users, expressed in %
- (Ad) impression or Gross contact : An ad which is served to a user's browser. Ads can be requested by the user's browser (referred as pull ads) or they can be pushed, such as e-mailed ads.
- Cost per Thousand or CPM : Media term describing the cost of 1000 gross contacts (impressions). For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros. CPM = (cost / number of gross contacts)x1000
- Cost per click or CPC : Cost of advertising based on the number of clicks received.
- Share of visibility : Number of gross contacts received by an advertisement on a site (or site section) / Total impressions served by the site (or site section) during the same period, expressed in %
- OTS or frequency : Number of times, within a specified time period that an average user is exposed to the message. The notion of Capping refers to the maximum frequency the user can be exposed to, if the campaign runs endlessly.
- Unique Visitor : Individual or browser which accesses a Web site within a specific time period.
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