[T] Interactive Marketing Glossary
T-1 – a dedicated, typically corporate, high-speed (1.54 megabits/second) Internet connection.
T-3 – a very high-speed (45 megabits/second or higher) dedicated, corporate Internet connection.
TARGET AUDIENCE – the intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.
TARGETING – Various criteria to make the delivery of a mobile advertisement more precise (age, gender, geographical, day parting, household income, etc.).
T-Commerce – electronic commerce via interactive television.
TCP/IP (TRANSFER CONTROL PROTOCOL/INTERNET PROTOCOL) – The software protocols that run the Internet, determining how packets of data travel from origin to destination
TERMS & CONDITIONS – the details of the contract accompanying an insertion order.
TEXT AD – A static prepended or appended text attached to an advertisement.
TEXT LINK – Creative use for mobile advertisements – represented by highlighted and clickable text(s) with a link embedded within the highlighted text. Usually limited to 16-24 characters.
TEXT MESSAGE – See SMS (Short Message Service).
TEXT MESSAGING – text messaging, or texting is the common term for the sending of “short” (160 characters or fewer) text messages, using the Short Message Service, from mobile phones. See SMS.
TEXT TO TV – See SMS to TV
TEXTUAL AD IMPRESSIONS – the delivery of a text-based advertisement to a browser. To compensate for slow Internet connections, visitors may disable “auto load images” in their graphical browser. When they reach a page that contains an advertisement, they see a marker and the advertiser’s message in text format in place of the graphical ad. Additionally, if a user has a text-only browser, only textual ads are delivered and recorded as textual ad impressions.
THEMES (PACKS OR PHONE SKIN) – The general look and feel of a mobile phone’s user interface (UI). It includes color schemes for menus and highlights, background images, folder icons etc. A theme package contains graphics for one or many changeable components of a mobile phone’s UI.
THIRD GENERATION (3G ) – See 3G
THIRD GENERATION PARTNERSHIP PROJECT (3GPP ) – See 3GPP
THIRD-PARTY AD SERVER – independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers’ declared or predicted characteristics or preferences.
THROUGHPUT – the amount of data transmitted through Internet connectors in response to a given request. The number of messages an application can process within a specified period of time, typically in seconds (e.g., 30 messages/sec.).
TIME DIVISION MULTIPLE ACCESS (TDMA) – A technique for multiplexing multiple users onto a single channel on a single carrier. This digital cellular technology divides calls into time slots, each lasting only a fraction of a second, and allocating them on an as-needed basis.
TIME SPENT – The amount of elapsed time from the initiation of a visit to the last audience activity associated with that visit. Time spent … should represent the activity of a single cookied browser or user for a single access session to the web-site or property.
TOKEN – tracer or tag which is attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.
TRACKING – The ability to assess the performance of a mobile or Internet campaign.
TRAFFIC – the flow of data over a network, or visitors to a Web site Transfer – the successful response to a page request; also when a browser receives a complete page of content from a Web server.
TRANSCODING – The process of making the multimedia ads appear and sound best on the various handsets based on which formats are supported are by the handset.
TRANSITIONAL AD – an ad that is displayed between Web pages. In other words, the user sees an advertisement as he/she navigates between page =a‘ and page =b.‘ Also known as an interstitial.
TRANSITIONAL POP UP – an ad that pops up in a separate ad window between content pages.
TRANSMISSION/TRANSPORT COST – Cost of the SMS used to deliver the billing charges incurred by the mobile marketer/billing aggregator.
TRIGGERS- a command from the host server that notifies the viewer’s set-top box that interactive content is available at this point. The viewer is notified about the available interactive content via an icon or clickable text. Once clicked by using the remote control, the trigger disappears and more content or a new interface appears on the TV screen.
TRIPLE OPT-IN – An additional opt-in that is required from the program participant once they have exceeded a defined premium fee threshold.
TRIPLE TAP – A common text entry method for subscribers to enter information or query via a mobile phone.
TRUE TONE (REALTONE, MASTERTONE ) – See Mastertone