[D] Interactive Marketing Glossary

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[D] Interactive Marketing Glossary

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DATA CHARGING – The cost of using the mobile network for data services. The two main charging models are: pay-as-you-use, which is effectively metered billing because the charges increase in proportion to the amount of data consumed by the user; the second method is charging at pre-set rates (over a monthly usage period) for pre-determined amounts of data that can be consumed.

DATA COLLECTION – The process by which a marketer collects mobile subscribers’ personally identifiable information.

DAUGHTER WINDOW – an ad that runs in a separate ad window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears thereafter.

DAY PARTING – See Targeting

DECK (PORTAL) – A browseable portal of links to content, pre-configured usually by the network operator, and set as the default home page to the phone’s browser.

DELIVERY REPORT – An acknowledgement /notice/report of a successful MO/MT billing.  

DEMOGRAPHICS – common characteristics used for population or audience segmentation, such as age, gender, household income, etc.

DHTML (Dynamic Hypertext Markup Language) – an extended set of HTML commands which are used by Web designers to create much greater animation and interactivity than HTML.

DIGITAL MULTIMEDIA BROADCASTING (DMB)  – A digital radio transmission technology for sending multimedia (radio, TV, and data casting) to handsets.

DIGITAL SIGNATURES – signatures for electronic documents. They establish identity and therefore can be used to establish legal responsibility and the complete authenticity of whatever they are affixed to — in effect, creating a tamper-proof seal.

DIGITAL SUBSCRIBER LINE (DSL) – a high-speed dedicated digital circuit from a given location to the telephone company’s central office, using normal copper telephone lines. DSL is the main form of consumer broadband worldwide. DSL is a general term that includes several variations: ADSL (Asymmetric Digital Subscriber Line), ranging up to 1.5 Mbps; HDSL (High-bit-rate Digital Subscriber Line), 1.5 Mbps; SDSL (Single-line Digital Subscriber Line), 1.5 Mbps; VDSL (Very high-data-rate Digital Subscriber Line), ranging up to 2.3 Mbps; and RDSL (Rate Adaptive Digital Subscriber Line), various speeds.

DIGITAL VIDEO BROADCASTING- HANDSET (DVB-H) – The technology that drives mobile TV, which is a combination of conventional digital video, and IP that scales for smaller devices.

DIGITAL VIDEO RECORDER (DVR) – a high capacity hard drive that is embedded in a set-top box, which records video programming from a television set. DVRs enable the viewer to pause, fast forward, and store TV programming

DIGITAL VIDEO SERVER – a robust, dedicated computer at a central location that receives command requests from the television viewer through a video-on-demand application. Once it receives this request, it then instantly broadcasts specific digital video streams to that viewer.

DIRECT TO CONSUMER (D2C) – Content and services promoted directly by the third-party “provider” to the phone end-user. The promotion of these services does not depend upon listing in (operator) portals; the content provider is responsible for tasks such as pricing and marketing.


DISPLAY ADVERTISING – a form of online advertising where an advertiser‘s message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.

DISTINCT POINT OF ORIGIN (DPO) – a unique address from which a browser connects to a Web site on the Internet.

DOMAIN NAME – the unique name that identifies an Internet site. Every domain name consists of one top or high-level and one or more lower-level designators. Top-level domains (TLDs) are either generic or geographic. Generic top-level domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or non-commercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .pt (Portuguese) .us (United States), .fr (France), .uk (United Kingdom), etc.

DOUBLE OPT-IN – The process of confirming a mobile subscriber’s wish to participate in a mobile program by requesting the subscriber to opt-in twice, prior to engaging the subscriber. A requirement for premium and many other types of mobile services.

DOWNLOAD VIDEO – In this instance, the video file is downloaded to the handset completely before the handset starts playing it. Since the video is played when fully received on the handset, an ad server cannot detect whether the video content and ads are actually watched in their entirety. Due to the nature of the underlying technologies used, the quality of the received video files is as good as the quality of the source file on the network servers. Since the video files are stored complete on the mobile handset, copyright concerns are more apparent here. The most popular underlying technology is OMA download.


DRILL DOWN – when an online user accesses more and more pages of the Web site, i.e., he or she goes deeper into the content of the site.

DRINGSPOT – The object of thid patent consists in the utilization of the time between a request for communication by the emitting party and the receptor accepting that request. The DringSPOT, allows invoice reduction through credits received for the information heard before the receiver of the call answers. (Mobile – Mobile; Fixed – Mobile ou Mobile Fixed; Fixed – Fixed; Videoconferencing On-line Communications;  VOIP; Any communication with a cost to the originator and/or  receiver entity )

DUAL BAND – A handset that supports and is compatible with two different standards and/or two different frequencies/ bands.

DYNAMIC AD DELIVERY – Based upon predetermined criteria, Dynamic Ad Delivery is the process by which a mobile advertisement is delivered, via a campaign management platform, to a publisher’s mobile content.

DYNAMIC AD INSERTION – the process by which an ad is inserted into a page in response to a user’s request. Dynamic ad placement allows alteration of specific ads placed on a page based on any data available to the placement program. At its simplest, dynamic ad placement  allows for multiple ads to be rotated through one or more spaces. In more sophisticated examples, the ad placement could be affected by demographic data or usage history for the current user.

DYNAMIC IP ADDRESS – an IP address (assigned by an ISP to a client PC) that changes periodically.

DYNAMIC ROTATION – delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.


About João Geraldes

Doutorado em Gestão, Estratégia e Posicionamento pela Universidad da Extremadura de Badajoz na área de Organização e Competitividade, Mestre em Gestão no Instituto Superior de Gestão e Licenciado em Organização e Gestão de Empresas no ISCTE. Atualmente é Coordenador da Licenciatura de Gestão do Instituto Piaget, Diretor Emérito do Instituto Superior de Ciências da Administração, Managing Partner da 2B-On | SOCIAL BUSINESS CONSULTING, CEO da TSG, BUSINESS & TECHNOLOGY CONSULTING, Partner da AKA People, Diretor da Pós Graduação de Gestão Hospitalar do Instituto Superior de Gestão. Leciona ainda na Ordem dos Farmacêuticos a Pós-Graduação de Marketing Digital e é docente também no Centro de Estudos Superiores da Indústria Farmacêutica em Marketing Digital, acumulando experiência lectiva desde 1990 (27 anos). É Presidente da Assembleia da OV-Associação Portuguesa de Profissionais de Vendas e Presidente da Direção da Associação de Proprietários de São Marcos desde 1995). É membro efetivo da Ordem dos Economistas com o nº 10723.
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One Response to [D] Interactive Marketing Glossary

  1. Pingback: [P] Interactive Marketing Glossary | Geraldes's Blog

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