[P] Interactive Marketing Glossary

1-A B C D E F G H I J K L M N O P Q R S U V T W X Z Y

[P] Interactive Marketing Glossary

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P3P (PLATFORM FOR PRIVACY PREFERENCES PROJECT) – browser feature that will analyze privacy policies and allow a user to control their privacy needs.

PACKET SNIFFER – a program used to monitor and record activity and to detect problems with Web transactions on a network.

PAGE – a document having a specific URL and comprised of a set of associated files. A page may contain text, images, and other online elements. It may be static or dynamically generated. It may be made up of multiple frames or screens, but should contain a designated primary object which, when loaded, is counted as the entire page.

PAGE DISPLAY – when a page is successfully displayed on the user’s computer screen.

PAGE IMPRESSION – a measurement of responses from a Web server to a page request from the user‘s browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to the opportunity to see the page by the user.

PAGE REQUEST – the opportunity for an HTML document to appear on a browser window as a direct result of a user’s interaction with a Web site.

PAGE VIEW – Unit of measure that tracks the number of times users load a particular web or WAP site/page. when the page is actually seen by the user. Note: this is not measurable today; the best approximation today is provided by page displays.

PAID INCLUSION – Paying a fee to an engine to be indexed.

PAID PLACEMENT – Paying a fee to a search engine to have your listing prominently displayed – usually as a “sponsored listing”.

PARTIAL MMS AD – This advertisement unit assumes that the advertisement is inserted into an existing MMS message that is being viewed by the consumer. For example, the MMS message could be a news alert with relevant news info. This MMS is requested or opted-into by the subscriber.

PARTICIPATION TELEVISION (PTV ) (INTERACTIVE TELEVISION ) –Participation TV is the use of mobile interaction and other media (mobile, landline, Web) to allow viewers of a TV broadcast to engage with the content in order to have an impact, express an opinion, or other types of viewer interactions.

PASSWORD – a group of letters and/or numbers which allow a user access to a secured Web site or handset.

PAUSE – A mobile subscriber’s status in a chat program during which premium charges cannot be applied to the subscriber’s account, nor any queue messages can be allowed.

PAYOUT – The net revenue provided to marketer after mobile carrier and aggregator allocation.

PAY-PER DOWNLOAD (POLYPHONIC RINGTONE POLY 4, 16 & 24. (REFERRING TO THE NUMBER OF INSTRUMENTS USED TO CREATE THE POLY RINGTONE); POLYTONE ) – The mobile subscriber selects the content or service he/she wants, and is billed only for the product requested. The content is often presented in print with separate order codes for each download, or through a browse-and-buy WAP site on the phone.

PAY-PER-CLICK – an advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message. See CPC

PAY-PER-IMPRESSION – an advertising pricing model in which advertisers pay based on how many users were served their ads. See CPM.

PAY-PER-LEAD – an advertising pricing model in which advertisers pay for each “sales lead” generated. For example, an advertiser might pay for every visitor that clicked on an ad or site and successfully completed a form. See CPL.

PAY-PER-SALE – an advertising pricing model in which advertisers pay agencies and/or media companies based on how many sales transactions were generated as a direct result of the ad. See CPS.

PDF (PORTABLE DOCUMENT FORMAT) – a digital format developed by Adobe used primarily for distributing digital text files. Files with a .pdf extension can be viewed and printed consistently by anyone, regardless of platform.

PEER TO PEER CHAT – A one-to-one chat program of interactions between two individuals, neither of whom is a paid “chat professional.”

PEER-TO-PEER (P2P) – the transmission of a file from one individual to another, typically through an intermediary. Individuals sharing files via P2P do not necessarily know one another, rather applications like uTorrent or bit torrent  manage file transmissions from those who have part or all of the file to those who want it.

PENETRATION – The percentage of the total population that owns a mobile phone, Internet or PC.

PERFORMANCE PRICING MODEL – an advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads. See CPA, CPC, CPL, CPO, CPS, CPT.

PERMISSION LEVEL – The level of permission a mobile subscriber has granted to a specific carrier or service or wireless content site to receive advertising messages from them.

PERMISSION MARKETING – when an individual has given a company permission to market its products and services to the individual. See opt-in.

PERSISTENT COOKIE – Cookies that remain a client hard drive until they expire (as determined by the website that set them) or are deleted by the end user.

PERSONALIZATION CONTENT – Any content that serves to “personalize” the handset or service for the owner, often based on the owners personal style and entertainment preferences. Includes all graphics (wallpapers, screensavers, phone themes, etc) and certain audio (ringtones, ringbacks, alerts, greetings) and video products (video tones etc.).

PERSONALLY IDENTIFIABLE INFORMATION (PII ) – Information that can be used to identify or contact a person, including name, address, telephone number, or email address. PII also includes any other data, such as, but not limited to, anonymous identifiers, demographic or behavioral data, when such data are linked to PII and identify a person to the party holding such data. Data that are PII for one party may not constitute PII for another.

PICTURE MESSAGE – An SMS that is designed with qwerty text to form a picture, and is sent via SMS.

PIN – A group of numbers which allow a unique user access to a secured Web site and/or a secure area of a Web site.A method where a user purchases a PIN through a Web site or premium-rate phone number and then redeems its value against a content purchase.

PIXEL – picture element (single illuminated dot) on a computer monitor. The metric used to indicate the size of Internet ads.

PLACEMENT – The area where an advertisement is displayed/placed within a publisher’s mobile content.

PLATFORM – the type of computer or operating system on which a software application runs, e.g., Windows, Macintosh or Unix.

PLUG-IN – a program application that can easily be installed and used as part of a Web browser. Once installed, plug-in applications are recognized by the browser and their function integrated into the main HTML file being presented.

POLYPHONIC RINGTONE (POLY 4, 16 & 24. (REFERRING TO THE NUMBER OF INSTRUMENTS USED TO CREATE THE POLY RINGTONE); (POLYTONE ) – Audio created with MIDI technology for use on mobile handsets. Can be created from original compositions or existing music.

POP-UNDER AD – ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimized.

POP-UP AD – ad that appears in a separate window on top of content already on-screen. Similar to a daughter window, but without an associated banner.

POP-UP TRANSITIONAL – initiates play in a separate ad window during the transition between content pages. Continues while content is simultaneously being rendered. Depending primarily on line-speed, play of a transitional ad may finish before or after content rendering is completed.

PORTAL  – See Deck

PORTAL – a Web site that often serves as a starting point for a Web user‘s session. It typically provides services such as search, directory of Web sites, news, weather, e-mail, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards.

POST ROLL  – Form of online video ad placement where the advertisement is played after the content video plays. The streaming of a mobile advertising clip after a mobile TV/video clip. The mobile advertisement is usually 10-15 seconds. See Preroll and Midroll.

POSTING – entry on a message board, blog, or other chronological online forum.

POST-SLIDE FULL SCREEN IMAGE – A full screen advertising image that is inserted after an MMS Message. This image will be displayed as the subscriber is viewing the complete MMS message.

POTENTIAL AUDIENCE – It is a) the total number of unique users/devices that is reached by any site’s content (pull advertising), or b) the number of addressable devices to which the service provider or marketer has the permission and ability to push advertising (push advertising).

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PRE-CACHING – storing advertising or content in a computer’s RAM or hard disk memory before it is displayed on the user’s screen, rather than at the time that it plays, to reduce delays in rendering. See cache, caching.

PREDICTIVE TEXT – Intelligent software that makes typing words/text messages easier on a mobile phone keypad. Utilizes a built-in dictionary. As the mobile subscriber presses certain keys, the software tries to predict the words the mobile subscriber intends to compose based on the letters that correspond to those keys.

PREMIUM BILLING – The ability to bill above standard SMS/ text rates.

PREMIUM CONTENT – Content for which the provider levies a charge separate and in addition to any fixed charges made by the network operator to access that content.

PREMIUM RATE – Programs or messages that result in charges above and beyond standard text messaging charges normally applied to the subscriber’s wireless bill.

PREMIUM RATE PROGRAM – A program that requires double opt-in where the subscriber is billed above the standard SMS rate as per his/her mobile plan.

PREMIUM SHORT MESSAGE SERVICE (PSMS ) (REVERSE SMS BILLING OR MT BILLING) – Billing mechanism by which the mobile subscriber is charged above standard text messaging rates for mobile content and/or subscription.

PRE-PAID – Term used for no-contract, no rental charge service where a mobile subscriber buys credit usually in predetermined denominations, in advance for the use of a mobile carrier’s wireless telecommunication services.

PREROLL – form of online video ad placement where the advertisement is played before the content video plays. The mobile ad is usually 10-15 seconds in length. See Postroll and Midroll

PRE-SLIDE FULL SCREEN IMAGE – A full screen advertising image that is inserted before an MMS Message. This image will be displayed as the subscriber is viewing the complete MMS message.

PRIVACY – The quality of being secluded from the presence or view of others.

PRIVACY POLICY – a statement about what information is being collected; how the information being collected is being used; how an individual can access his/her own data collected; how the individual can opt-out; and what security measures are being taken by the parties collecting the data.

PRIVACY SEAL PROGRAM – a program that certifies the Web site owner complies with the site‘s proposed policy. Examples include TRUSTe and BBBOnline.

PRIVATE CONTENT – End-user data (including but not limited to text entries, photos, videos, and multimedia files) located in a private space.

PRIVATE SPACE – The parts of the Mobile Community Service that are only visible and accessible by the end-user, or to other individuals that the end-user has expressly granted access. Examples of a Private Space include but are not limited to (i) Private content locker; (ii) Private blog entry; (iii) Instant messaging session; or (iv) Email inbox;

PROCESS AUDIT – third party validation of internal control processes associated with measurement. See audit.

PROFILING – the practice of tracking information about consumers’ interests by monitoring their movements online. This can be done without using any personal information, but simply by analyzing the content, URL‘s, and other information about a user‘s browsing path/click-stream.

PROGRAM “TELEVISION” – A television program, inclusive of all content broadcast in connection therewith, including, without limitation, bumpers, promotional spots, commercials, PSAs, chyrons, credits, disclosures, disclaimers, etc., whether broadcast during the body of the program or in the commercial and promotional spots which precede and follow the program.

PROGRAM APPROVAL – A specific program presented for approval to an aggregator and carrier for the usage and provisioning of a short code. 

PROGRESSIVE VIDEO DOWNLOAD – Here a video file is downloaded to the handset and starts playing the video when a certain percentage of the video file has been received. This technology combines the benefits of streaming video (quick to play the video) and download video (high quality). Although most progressive video download technologies are still proprietary, standardization bodies are making efforts to include progressive downloads as a new standard.

PROMOTIONAL CONTENT – Content offered at no charge to the user, as a sampler, enabling customers to “try before they buy,” increasing purchase confidence.

PROTOCOL – a uniform set of rules that enable two devices to connect and transmit data to one another. Protocols determine how data are transmitted between computing devices and over networks. They define issues such as error control and data compression methods. The protocol determines the following: type of error checking to be used, data compression method (if any), how the sending device will indicate that it has finished a message and how the receiving device will indicate that it has received the message. Internet protocols include TCP/IP (Transfer Control Protocol/Internet Protocol), HTTP (Hypertext Transfer Protocol), FTP (File Transfer Protocol), and SMTP (Simple Mail Transfer Protocol).

PROXY SERVERS – intermediaries between end users and Web sites such as ISPs, commercial online services, and corporate networks. Proxy servers hold the most commonly and recently used content from the Web for users in order to provide quicker access and to increase server security.

PSMS TARIFF – The dollar unit for premium billing.

PUBLIC CONTENT – The end-user data (including but not limited to text entries, photos, videos, and multimedia files) located in a Public Space.

PUBLIC SPACE – The parts of the Mobile Community Service that are visible and accessible by users in general without any explicit grant of access by any end-user. Examples of a Public Space include but are not limited to (i) Public chat rooms; (ii) Public user profiles; (iii) Public group chats; or (iv) Public content lockers.

PUBLISHER – A company that provides WAP sites and/or facilitates the delivery of advertising via one or more WAP sites. Also, a publisher of mobile content, such as games and personalization products. Publisher- an individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media.


PULL MESSAGING (WIRELESS PULL ADVERTISING CONTENT PULL MESSAGING ) – Describes the process where a person initiates a request from his/her mobile phone. Any content sent to the wireless subscriber upon request, shortly thereafter, on a one time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging.

PUSH MESSAGING (WIRELESS PUSH ADVERTISING CONTENT PUSH MESSAGING) – Describes the mailing of information (SMS/MMS), directly on the consumer’s mobile phone and under the condition that his/her acceptance has been given. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content.

PVR (Personal Video Recorder) – see DVR


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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