[F] Interactive Marketing Glossary
FAILURE TO TRANSFER – —content requested by a browser can fail to transfer if the page is abandoned by the browser which requested it (see abandon) or if the server is unable to send the complete page, including the ads (known as an error or a communications error).
FAMILY/AD FAMILY – a collection of one or more ad creatives. Also called ad campaign.
FAQ – frequently asked questions.
FILTERING – the process of removing robotic activity and error codes from measurement records to make the remaining records representative of valid human Internet actions.
FIREWALL – a security barrier controlling communication between a personal or corporate computer network and the Internet. A firewall is based on rules which allow and disallow traffic to pass, based on the level of security and filtering a network administrator wishes to employ.
FIRST GENERATION – See 1G
FIXED MOBILE CONVERGENCE (FMC ) – A mobile device that supports both carrier network and WiFi and can switch between each seamlessly.
FLAME – an inflammatory opinion or criticism distributed by e-mail or posted on a newsgroup or message board.
FLASH LITE – Flash Lite is the profile of the Flash Player designed for mobile phones and consumer electronic devices. It enables mobile application developers and designers to create rich, engaging content and applications, and customized user interfaces across device platforms.
FLASH™ – Adobe‘s vector-based rich media file format which is used to display interactive animations on a Web page.
FLOATING ADS – an ad or ads that appear within the main browser window on top of the Web page’s normal content, thereby appearing to “float” over the top of the page.
FOLD – The line below which a user has to scroll to see content not immediately visible when a Web page loads in a browser. Ads or content displayed .above the fold. are visible without any end-user interaction. Monitor size and resolution determine where on a Web page the fold lies.
FRAME RATE – the number of frames of video displayed during a given time. The higher the frame rate, the more high-quality the image will be.
FRAMES – multiple, independent sections used to create a single Web page. Each frame is built as a separate HTML file but with one “master” file to control the placement of each section. When a user requests a page with frames, several files will be displayed as panes. Sites using frames report one page request with several panes as multiple page requests.
FREE TO END USER (FTEU ) – An FTEU program is any program to which the subscriber opts-in, with the result that the subscriber receives Mobile Terminated (MT) SMS/MMS messages for which they do not incur any premium or standard messaging charges from their wireless carrier. The subscriber may interact with the service by sending SMS/MMS messages (including, but not limited to, messages for the purpose of opt-in, opt-out and requesting help).
FRIENDLY OFF-DECK – Off-portal mobile internet content that has been validated against operator standards for technical performance and suitability of content.
FTP (File Transfer Protocol) – Internet protocol which facilitates downloading or uploading digital files.
FTTH (Fiber to the Home) – Advanced, next generation data networking infrastructure being deployed by some telcos and other companies to provide faster broadband Internet connectivity and other services.
FULL MUSIC DOWNLOAD – The downloading of a complete song, versus a section of a song, for playback on a mobile device.