[L] Interactive Marketing Glossary
LBS (LOCATION BASED SERVICES) – Location-based services are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features). LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc. LBS may also be used to track the movements and locations of people, as is being done via parent/ child monitoring services and mobile devices that target the family market.
LAG – the delay between making an online request or command and receiving a response. See latency.
LAN (Local Area Network) – a group of computers connected together (a network) at one physical location.
LANDING PAGE (Jump Page) – A secondary page to which a user is directed when they click on an ad, where they are provided additional information and/or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.
LARGE RECTANGLE – an IMU (Interactive Marketing Unit ) size -> seven Interactive Marketing Unit (IMU) ad formats; two vertical units and five large rectangular units.
LATENCY – 1) time it takes for a data packet to move across a network connection; 2) visible delay between request and display of content and ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see. In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order.
LAYERED NOTICE – The provisioning of a short, medium and long form description for a program/service overview, terms and conditions, and related program/service details.
LEAD GENERATION – fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.
LICENSE – See Royalties
LINK – a clickable connection between two Web sites. Formally referred to as a hyperlink.
LISTSERV – a mailing list comprised of e-mail addresses.
LISTSERVER – a program that automatically sends e-mail to a list of subscribers or listserv.
LOCATION INFORMATION – Information that enables a Mobile Marketer to identify the specific location of a particular wireless device. Zip codes and area codes typically do not alone provide the specificity to qualify as Location Information. However, a Global Positioning System (GPS) is an example of a functionality that provides Location Information.
LOCATOR – An advertisement or service through which na local advertiser’s can be identified based on proximity of the consumer or their preferred location (can be GPS/LBS or user defined postal code).
LOG FILE – a file that records transactions that have occurred on the Web server. Some of the types of data which are collected are: date/time stamp, URL served, IP address of requestor, status code of request, user agent string, previous URL of requestor, etc.
LOGIN – the identification or name used to access a computer, network or site.