Glossary

GLOSSARY
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A account: The user name, password, and access privileges assigned to a specific
user. This is sometimes referred to as a user account.
action: A property assigned to an email address that enables DARTmail to perform

a specific task when a subscriber sends a message to that email address.
activity: In DART for Advertisers, any action (such as a click, download, lead, or
sales (tag)) performed by a user in an advertiser’s website after that user has clicked
on the advertiser’s ad. Spotlight is used to track and report on post-click and post-
impression activity.
actuals: See click, click rate, impressions, standard reports data.
ad: Any content in a website or email message that acts as a commercial device to
carry a message or attract a user. This content typically takes the form of an image or
text, but can also use multimedia effects. Ads were previously called ad placements.
See also banner, creative, order, rich media, targeting criterion.
ad ID: An internal identifier assigned to each ad by DART.
ad location: In Ad Manager, the number of ads and the placement of ads within a
publication. The name of an ad location is used with the content tag to insert an ad
into a message.
Ad Manager: A module of DARTmail that enables online publishers and marketers

to create and place ads within messages. In Ad Manager, users can create sponsors,
prepare ad content, schedule publications, schedule the insertion of ad content, and
proofread publications.
ad network: One or more websites that use DART for Publishers to serve ads. See
also DART site.
ad placement: See ad, site placement.

ad properties: The parameters of an ad, as specified in DART for Publishers or
DART for Advertisers. Ad properties include general information about the ad, the
period of time during which the ad is scheduled to run, the criteria to which the ad is
targeted, and the creatives used in the ad. See also ad, creative, targeting criterion.
ad server: 1. Any server used by DART for Advertisers or DART for Publishers to
receive requests for ads, determine which ad to send, and record impressions. The ad
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Glossary Glossary
servers then redirect the requests to the media servers, which send the creatives. See
also ad, creative, media server.
ad slot: The area or position in a Web page in which an ad is displayed.
ad slot size: In DART for Advertisers, the dimensions, in pixels, of the ad slots to
which a given creative can be served. See also ad slot.
ad type: 1. In DART for Advertisers, a setting that determines whether the ad is a

standard ad or a click command ad. 2. A setting in DART for Publishers that is used to
specify the priority that the ad servers give to the ad, where 1 is the highest priority
and 16 is the lowest priority. See also TestIt! ad, exclusive ad, standard ad, bulk ad,
time-based bulk ad, network promotional ad, public service ad, house ad.
address: A unique identifier for a computer or website, usually a URL for a web-
site or marked with an @ for an email address. Literally, it is how one computer finds
the location of another computer using the Internet. See also email address.
advertiser: The person or company that buys ad space and supplies the creatives
for ads in a website or message. See also creative.
affinity group: See content category.
agency: Advertising agency. A company that manages the advertising of other

companies.
Akamai: See INTERVU.
alt text: See image alternate text.
animated GIF: An animated GIF image produced by means of a series of still

images. Animated GIFs use the file extension .gif. An animated GIF is considered a
standard creative. DART handles animated GIF files in the same way as standard GIF
or JPEG images. See also GIF.
AOL format: One of the formats in DARTmail in which you can compose a mes-
sage. Email messages composed in this format are sent only to those subscribers who
use legacy AOL (America Online 5.0 or older) to send and receive email.
applet: A small Java application included as part of a Web page.
approval lists: A type of mailing list composed of email addresses of people who
are responsible for approving messages before they are sent to subscribers.
approval process: A DARTmail feature that enables designated members of your

company to validate and approve a message before DARTmail sends it.

Glossary Glossary
ASCII: American Standard Code for Information Interchange. A text-only format

used to transfer files among computers, and between computers and printers.
assets : Assets are the different files, such as code and images, that make up a rich
media creative. For example, an HTML rich media creative is composed of two dif-
ferent types of assets: HTML code and image files. A flash creative is composed of
three different assets: a compressed Flash file (SwF), sniffer code, and a backup GIF
or JPEG image file. See also, creative, rich media.
assignment: The placeholder of a creative in an ad. To add a new creative to an ad,

the trafficker creates a new assignment and specifies the type of creative (image file,
rich media, redirect, or internal redirect) the assignment can contain. The assignment
is used to specify characteristics of how the creative is served, such as the click-
through URL, the position of the creative in a sequential rotation, and so on.
attribute: Additional information added to an HTML tag to specify its characteris-

tics. For example, in the tag <p align=“center”>, align=“center” is an attribute of
the <p> tag. All key-values are attributes. See also key-value, tag.
autosensing: A utility that detects the type of email format that subscribers’ email
applications can receive. DARTmail can detect whether an email application can dis-
play HTML.
autosense message: A message which is one part text format and one part
HTML format. If email applications can read only text format, then only the text for-
mat part of the message is displayed. If the email application can read HTML format,
then only the HTML part is displayed.
Availability Forecast: The DART forecasting tool that is used to predict the avail-
ability of inventory. Availability Forecast is used in two ways: 1. during the sales pro-
cess, to estimate how much inventory is available for sale; 2. when an ad is booked. If
there is not enough inventory predicted to meet the requirements of the ad, the Avail-
ability Forecast report is automatically displayed to inform the trafficker of the prob-
lem. Availability Forecast was formerly called Show Availability.
B badge: A banner of 125 x 125 pixels or a similar size and shape, often used for
sponsorship ads.
banner: A graphical advertisement that is typically positioned at the top or bottom

of the Web page, in a margin, or in another space reserved for ads. The source of a
banner is a creative. DART considers a standard banner to be a 468 x 60 pixel image.
However, DART can serve banners of any size. See also ad, creative, rich media.

Glossary Glossary
batch editing: Performing an action on multiple items at once. In DART inter-

faces, batch editing is performed using selection diamonds. See also selection dia-
mond.
best-performing rotation: In DART for Publishers, a rotation type in which click

rates are improved by serving the creative in the ad that receives the highest click rate
more often than the other creatives. See also ClickBoosters, assignment, sequential
rotation, random rotation, run-of-network ad.
bias: A DART feature that improves click rates by serving the creative with the
highest click rate in a rotation more often than the other creatives in the rotation, and
by biasing creatives to the sites and zones where they generate the best click rates.
Bias is part of the ClickBoosters feature. See also site, zone.
billing data file: A file that contains semicolon-delimited information about one or
more orders. The information can be exported into spreadsheets or accounting pro-
grams and used for billing purposes. See also order.
BlueStreak.com: See E*Banner.
bonus/make-good ads: Additional ads that are run at no cost to the advertiser as
compensation for campaign delivery shortages or errors in the original contract.
Bonus/make-good ads do not generate revenue.
booked impressions: The number of impressions that an advertiser has ordered

and that have been scheduled to run. See also impressions.
bounce back threshold: The number of times that DARTmail resends messages
to an address where a message could not be delivered before the address becomes
invalid. You can set different thresholds for hard bounce backs and soft bounce backs.
bounce backs: Email messages that are returned to DARTmail because they could
not be delivered. There are two types of bounce backs: hard bounce backs and soft
bounce backs.
browser caching: See caching.
bulk ad: A DART for Publishers ad that is sold with no guarantee that the number
of impressions booked will be delivered. Bulk ads are run-of-network and cannot be
targeted to any criteria. Bulk ads are usually sold at a discounted CPM. See also ad
type, CPM, paying ad, run-of-network ad, targeting criterion, time-based bulk ad.
button: A banner of 120 x 60 pixels or a similar size and shape, often used for spon-
sorship ads. See also banner.
buy: See campaign.

Glossary Glossary
buy rate tracking: The name of a feature in DARTmail versions previous to 3.5,
that is used to track ecommerce activities. This is now referred to as Spotlight.
buy-site: See site placement.
buy-site section: See placement.
C caching: Temporarily storing or buffering Web pages in local memory to speed

access and reduce Internet traffic. Caching can be performed by access providers (at
the proxy server level) or by browsers. When a user makes a request for a Web ele-
ment, the browser looks into its own cache for the element; then a proxy, if any; fol-
lowed by the intended server. When an ad is served from the cache, the browser or
proxy server does not make a request for the ad from the DART ad servers. In such
cases, no impressions are counted. DART uses several techniques to overcome this
problem. See also ad server.
campaign: 1. A description of a campaign that is entered into DART for Advertis-

ers. Campaigns contain a series of related ads. Site placements within specific sites
are associated with each campaign. Campaigns were previously called buys. 2. In
DARTmail, campaigns are logical groupings of one or more email messages. See also
ad, site, site placement.
categorize: To specify a content category for a site or zone.
category: An optional attribute in Spotlight that is used to classify an action (either

a sale or a counter) in a given message or campaign. See also counter (tag), sales
(tag).
CGI: Common Gateway Interface. A scripting language, commonly used to write

applications that read forms submitted by users in websites. See also rich media.
change log: A list of all of the changes that have been made to an ad or order since
it was created. The change log also shows the user who made the changes.
child site: In DART for Publishers, the sub-site in a parent-child relationship. Par-
ent-child relationships are commonly used for arrangements in which the child site
contains co-branded content from the parent site, as well as its own content. Revenue
generated by the child site is split between the two partners in the parent-child rela-
tionship. The child site is created within the parent site and inherits all of its parame-
ters, such as which ads are banned or approved, statistical minimums for reports, and
so on. Child sites cannot be targeted individually. However, zones within child sites
can be targeted. See also parent site, zone.
click: A measurement of an action performed by a user in which the user clicks

(presses the mouse button) on an ad element and is sent to a click-through URL. In
DART, clicks refers to the number of times users have clicked on an ad. See also CPC.

Glossary Glossary
click command: A line of HTML that is generated by DART and included in the
DART HTML tags. This HTML replaces the href attribute in the destination web
address for a creative. DART uses the click command to track clicks on certain types
of rich media, such as HTML, and on text-link ads.
click command ad: A DART for Advertisers ad that consists of a hard-coded text
link or image. See also ad type.
click rate: The percentage of impressions that resulted in users clicking on an ad. A
click rate is a type of response rate. The click rate is calculated as: (number of clicks /
number of impressions) x 100. See also click, CPC, impressions, response rate.
ClickBoosters: An integrated feature of DART that improves click rates in ads

with more than one creative by serving the best-performing creative in the ad more
often than the other creatives in the ad, and by biasing creatives to the zones where
they perform best. ClickBoosters increases click rates by 10 percent to 40 percent. To
use the ClickBoosters functionality, use the best-performing rotation type. See also
click rate, creative, rotation, zone.
clickstream: A body of data that describes the sequence of a user's online activity,
based on the user's DoubleClick cookie. A clickstream can be analyzed to determine
the types of activities that a given user performs over time and across multiple web-
sites. The specific activities, however, are not recorded. Instead, each website
attributes points to users in different categories, which indicate what types of websites
the user has visited and what types of activities the user has performed.
click-through: In DARTmail, a click-through is counted when a subscriber clicks

on a tracked URL embedded in a message. See click, click-through URL
click-through URL: The URL to which the user is sent when he or she clicks on an
ad. Usually the click-through URL points to a Web page in the advertiser’s website.
client: The highest level of organization in DARTmail. A client is an element in

DARTmail that represents a marketer or publisher. Each client is comprised of one or
more sites.
client-level profile fields: The profile fields that are shared with all of the sites in
a client. See also site-level profile fields.
closed loop confirmation: A feature that ensures that subscribers have specifi-
cally indicated that they want to receive email. This means that subscribers must con-
firm their subscription before they receive any email. This feature helps to eliminate
invalid subscriptions that occur when users try to subscribe using a dummy address or
use an address that does not belong to them. This is sometimes referred to as double
opt-in.

Glossary Glossary
closed loop confirmation address: An email address that enables DARTmail

to confirm a subscription and automatically add the subscriber to the specified mail-
ing list when he or she replies to this address.
conditional content segments: One or more blocks of content and a series of

statements and conditions. DARTmail determines which content segments to include
in a message based on subscriber information that is in the DARTmail database.
contact: A person and his or her contact information (name, address, phone num-
ber) who serves as a go-between, messenger, source of information, or user of a
DART application. Contacts are usually declared for each advertiser, agency, pub-
lisher, user, and so on in networks that use DART for ad serving. Contacts can be
established for specific types of information, such as billing information.
content category: In DART for Advertisers, a subject group to which sites and
site placements are assigned. Typically, content categories are based on a theme or
area of focus (for example, business or sports). By grouping sites and site placements
into content categories, you can compare the performance of sites and site placements
within a given category. See also site, site placement. 2. In DART for Publishers, a
collection of DART sites, zones, or subscriber lists that are grouped according to a
common theme or focus (for example, business or sports). Content categories can be
targeted. Content category targeting provides a more horizontal means of targeting, as
opposed to the vertical, hierarchical structure of DART site or zone targeting. Content
categories were formerly called affinity groups.
content segments: A block of content that DARTmail inserts into messages.

Content segments can be the same for all subscribers or they can be personalized for
specific subscribers. There are three types of content segments: conditional content
segments, script content segments, and static content segments. See also dynamic per-
sonalization.
content tag: Tags that specify ad locations in messages for ads that are booked in
Ad Manager. When the message is sent, DARTmail replaces the tag with the ad that is
booked for that location.
cookie: A small text file that is written by DART to a user’s browser the first time a
user visits any website that uses DART technology, including sites that use DART for
Advertisers or DART for Publishers. A cookie consists of an anonymous ID number
that is associated with that computer and browser. Information associated with the
cookie is updated on each subsequent visit to any site. Data associated with the cookie
is used 1. to keep track of which ads and creatives the user has seen on which sites; 2.
to keep track of the frequency with which the user has seen each ad and creative. See
also ad, creative, frequency.
counter (tag): 1. In DART for Advertisers, the part of the Spotlight tag that tracks
the number of times a user visits a given Web page. 2. In DARTmail, the part of a

Glossary Glossary
Spotlight tag that tracks the number of unique subscribers who visit a website that is
the subject of an email campaign.
CPA: Cost Per Action. A pricing model by which an advertiser is charged each time
a user performs one of four types of action: click, download, lead, or sales (tag). CPO
(cost-per-other) ads are also considered CPA ads.
CPC: Cost Per Click. A pricing model by which an advertiser is charged every time
a user clicks on the advertiser’s ad.
CPD: Cost Per Day. A pricing model by which an advertiser is charged for each day
its ad is run.
CPDL: Cost Per Download. A pricing model by which an advertiser is charged

every time a user clicks on the ad, then downloads an application or other file from
the advertiser’s website. When the download is of a free sample or for a trial period,
the action is considered a lead.
CPI: Cost Per Impression. A pricing model by which an advertiser is charged every
time the ad is served. See also impressions.
CPL: Cost Per Lead. A pricing model by which an advertiser is charged every time a
user clicks on the ad, then provides feedback (fills out a form, requests information,
and so on) but does not carry out a financial transaction. See also lead.
CPM: Cost Per thousand impressions. (M is the Roman numeral 1,000.) The amount
charged to the advertiser per 1,000 impressions. CPM is a standard pricing model for
Web and email advertising.
CPO: Cost Per Other. Any pricing model based on criteria other than CPA (cost per
action), CPC (cost per click), CPD (cost per day) CPDL (cost per download), CPI
(cost per impression), CPL (cost per lead), CPM (cost per thousand impressions), or
CPS (cost per sale).
CPS: Cost Per Sale. A pricing model by which an advertiser is charged every time a
user clicks on the ad, then makes a purchase or carries out a financial transaction. See
also sales (tag).
crawler: An automated software program which visits virtually all pages of the Web
to retrieve online documents and the references linked to them, and sometimes per-
forms indexing. Crawlers are a common source of invalid clicks. See also robot, spi-
der, SpiderBiter.
creative: 1. The file or files that are uploaded to a DART application and are used
to generate the ad the user sees. 2. In rich media, the creative is the graphic element of
a rich media or interstitial assignment. A rich media creative is composed of different
rich media assets. See also ad, banner, rich media.

Glossary Glossary
CSV: Comma-Separated Values. A standard spreadsheet format in which values are

separated by commas. CSV files can be read by most common spreadsheet applica-
tions. Most reports are available in CSV format.
D DART: Dynamic Advertising Reporting and Targeting. The technology that Double-
Click uses to target and serve ads, to record the detailed data available in reports, and
to forecast available inventory. DART technology underlies DART for Advertisers
and DART for Publishers.
DART administrator: See network administrator.
DART for Advertisers: A service for advertisers and agencies that manages the
targeting, serving, and reporting of advertisements across any website on the World
Wide Web. DART for Advertisers allows advertisers and agencies to centralize and
streamline the implementation of online advertising campaigns as well as to standard-
ize the reporting and accounting of those campaigns. The system architecture, hard-
ware, and software are maintained and updated by DoubleClick. DART for
Advertisers uses DART technology. This is also referred to as DFA.
DART for Publishers: A comprehensive Web-based technology that enables web-

sites and networks of websites to manage online ad serving and reporting. The system
architecture, hardware, and software are maintained and updated by DoubleClick.
DART for Publishers uses DART technology. This is also referred to as DFP. See also
ad network.
DART HTML tag: See tag.
DART network: See ad network.
DART page: See zone.
DART zone: See zone.
DART server: See ad server, media server.
DART site: An entity within a DART for Publishers ad network, used to identify
one or more ad slots. DART sites are usually organized around a theme or subject and
can be targeted. A DART site can be composed of one ad slots in a Web page, part of
a Web page, or across multiple Web pages, and is not necessarily a representation of
an actual website URL. See also ad network, ad slot, site.
DARTmail: DARTmail is an Application Service Provider, or ASP, that you access

from the Internet using a Web browser. To use DARTmail, you do not have to install
any software. DARTmail enables you to create, execute, and monitor large-scale
email marketing campaigns.

Glossary Glossary
DARTmailConnect: An XML-based programming interface that enables users to

integrate existing customer and content management systems with the DARTmail
system. DARTmailConnect provides the means to programatically create and update
campaigns, messages, and content; send various types of messages; manage mailing
lists; check the status of jobs; and create and retrieve reports in DARTmail.
default ad: 1. In DART for Advertisers, an ad that is targeted to a site, but has no
other targeting criteria specified, uses standard creatives, and is served at the lowest
priority. When no other ad matches the criteria for the site placement, a creative from
the default ad is served. Default ads are used to prevent blank spaces from being dis-
played instead of ads. Default ads must be created for any campaign that uses target-
ing, rich media, a hard cut-off, or a frequency cap. There must be a separate default ad
for each ad slot size used in the campaign. A single default ad can be used for all ad
slots of a given size. 2. In DARTmail, these are ads sent to the remainder of a mailing
list after all booked ads have been sent. If an advertiser wants to sponsor all of the
impressions for a given ad location, the ads should be created as the default ad with
no other sponsor information for that location. See also ad, campaign, frequency cap,
hard cut-off, rich media, site, standard creative.
delivered: The status of a message that was successfully sent to an email address.
Messages that are not delivered can be: bounce backs, delivery errors, or have an
invalid address.
delivery errors: Errors that are generated when email messages cannot be deliv-
ered due to temporary network problems. Delivery errors are different from hard
bounce backs, which occur when the address or the domain no longer exists or soft
bounce backs, which occur when there is a problem with the email recipient’s inbox.
delivery ratio: In DART for Advertisers, a criterion used within a campaign to

specify relative schedules for ads that do not have a maximum number of impres-
sions. For example, if you specify a delivery ratio of 1 for Ad 1, 3 for Ad 2, Ad 2 is
served three times as often as Ad 1.
DHTML: Dynamic HTML. An extended set of HTML commands which is used

with dynamic content. The three components of DHTML pages are HTML, JavaS-
cript, and cascading style sheets. DHTML can be used to create rich media ads. See
also HTML, rich media.
directed network site: See explicitly targeted site.
Director: A rich media technology, created by Macromedia, that presents high-

quality streaming content in a Web browser, allowing designers to create high-quality
effects, illustrations, interactive multimedia, and animations compressed into small
files. See also rich media, Shockwave, Shockwave Flash.

Glossary Glossary
directory targeting: In DART for Publishers, a site-specific targeting structure

that is uploaded to the ad servers, thereby allowing users to target elements defined in
a hierarchical directory tree. The directory is a list of elements (specified by key-val-
ues that must be included in the DART HTML tags) that can be targeted, each with
sub-elements that can also be targeted. This allows targeting criteria to be grouped
and then simplifies the way that the criteria can be applied. The directory targeting
feature is particularly useful to traffickers in terms of including or excluding zones. A
whole directory can be targeted at once, which automatically targets all subdirectories
in the directory. Thus ads can be targeted to a group of elements rather than individu-
ally to the sub-elements. Directory targeting was formerly called directory hierarchy.
See also key-value, tag, zone.
DNS redirect: A feature that lets users of DARTmail brand messages by using a
customized domain name. Typically, a sub-domain is created that uses the company's
domain which is redirected to DARTmail. For example, offers@email.yourco.com.
domain name: An Internet address in alphabetic form, such as doubleclick.net.

Domain names must have at least two parts, separated by a period: the part before the
period, which names the organization; and the part after the period, called the domain
type, which identifies the highest subdomain, such as the country (fr for France, uk
for United Kingdom, and so on) or the type of organization (com for commercial, edu
for educational, and so on). See also domain type, host name, IP address.
domain restriction: For DART for Publishers sites, the banning of ads that link to
a given domain name. Sites can use domain restriction to block ads from competitors.
See also domain name, site.
domain type: The last part of a domain name, which identifies the highest subdo-
main, such as the country (fr for France, uk for United Kingdom, and so on) or the
type of organization (com for commercial, edu for educational, and so on). For exam-
ple, in the domain name doubleclick.net, net is the domain type. Domain types are
also known as top-level domain names. See also domain name.
DoubleClick development ad: See network promotional ad.
double opt-in: See closed loop confirmation, opt-in.
Dynamic HTML: See DHTML.
dynamic personalization: A method of customizing email messages based on

subscriber information.This allows you to better target messages to subscribers’ per-
onal interests and needs. Messages can be personalized in several ways: using profile
fields, content segments, and DARTmail scripting language. See also DARTmailCon-
nect.

Glossary Glossary
E Eastern Time: ET. The time in New York, which is used as the basis time for all
DART applications. Because of daylight savings time in the United States, Eastern
Time changes from Eastern Standard Time (EST) to Eastern Daylight Time (EDT)
and back during the course of the year. Eastern Standard Time is GMT (Greenwich
Mean Time) minus five hours. Eastern Daylight Time is GMT minus four hours.
Eastern Daylight Time begins at 2 a.m. on the first Sunday of April and ends at 2 a.m.
on the last Sunday of October.
email: 1. A service that sends messages from one computer to another over the
Internet. 2. An individual message sent by email.
email address: A name that identifies an electronic post office box where email
can be sent. DARTmail uses the email address to uniquely identify subscribers. Cer-
tain email addresses are managed by DARTmail. These email addresses are displayed
in the headers of messages and are used for actions such as subscribing and unsub-
scribing. There are six types of these email addresses: From address, Subscription
address, Unsubscription address, Reply to address, Triggered message address, closed
loop confirmation address.
email applications: Software applications used to send and read email messages;
for example, Hotmail, Microsoft Outlook, AOL, or Yahoo.
Emblaze: A rich media technology that allows streaming media to be served with-
out plug-ins. Emblaze creatives are downloaded with Java; therefore, they require that
the user’s browser support Java. DART can track clicks on some Emblaze ads,
depending on the design of the creative.
enhanced creative: See rich media.
Enliven: A rich media format that is both a content creation tool and an integrated
Java applet. Enliven ads are redirected to the Enliven ad servers. No plug-in is
required to view an Enliven creative.
exclusive ad: A DART for Publishers ad that is targeted exclusively to a keyword

or zone, so that no other ad (except a TestIt! ad) can be served in its place. See also ad
type, exclusive targeting.
exclusive targeting: For an ad, targeting that requires that the ad be served every
time the exclusive criterion is met. For example, if an ad is exclusively targeted to a
keyword, no other ad can run when a user enters that keyword.
explicitly targeted site: A DART for Publishers site that only serves ads that tar-
get it specifically. Run-of-network ads do not run on explicitly targeted sites. See also
run-of-network ad.
E*Banner: A rich media format, created by BlueStreak.com, that uses Java applets
to deliver streaming audio, animation, in-banner transactions and other rich media.

Glossary Glossary
F filter: A means of selecting groups of subscribers in a specified mailing list based on

criteria that you choose. You do this by choosing a series of conditions, Boolean AND
and Boolean OR operators, and specific values. For example, using filters, you can
send a message only to members of a mailing list who are under 30.
Flash: Macromedia’s vector-based graphics file format which is used to display

interactive animations in a Web page. This form of rich media technology requires a
plug-in.
form: An HTML page with text boxes, check boxes, radio buttons, menus, or other
controls through which users can submit information to a website. A script or pro-
gram is required to process the information after the user enters it.
frames: An HTML feature, supported by Netscape Navigator 2.0 and above,

Microsoft Internet Explorer 3.0 and above, and other similarly enhanced browsers,
that allows a browser window to be divided into sections, each of which displays a
separate HTML page. DART can use frames to serve rich media. Frames are ignored
by browsers that do not support them. See also rich media.
frequency: The number of times an impression of a given ad has been served to a

unique subscriber in a single session or time period. DART uses cookies to manage
frequency. See also frequency cap.
frequency cap: A limit on the number of times an impressions of a given ad is

served to a unique subscriber. A frequency cap can be set for an ad so that no user
sees the ad more than the number of times specified. For ads served on the Web, fre-
quency caps only work with users who accept cookies. Users who do not accept cook-
ies, including all users in countries or ad networks where cookies are disabled, are not
served ads with frequency caps. Furthermore, if users have deleted their cookies, the
frequency cap feature does not recognize them as having already seen the ad, so they
can be served the ad again. In DART for Advertisers, if you use a frequency cap for
an ad, you must also create a default ad. For ads served in messages, frequency caps
can be implemented for all subscribers and no cookie is required. See also cookie,
default ad, frequency.
From address: The email address that is displayed in the From field of a message.
Any messages that cannot be delivered to the intended subscribers are automatically
returned to this address.
G GEO: See Emblaze.

GIF: Graphics Interchange Format. A commonly used image file format. GIFs use
the file extension .gif. GIF files are often used in websites because all graphical Web
browsers support them. A GIF is considered a standard creative. Some types of GIF

Glossary Glossary
files, such as GIF89, allow multiple images to be rotated, creating the appearance of
animation. These GIF files are known as animated GIFs. See also animated GIF.
grey.gif: See system default.
groups: In DARTmail, a group is a set of messages within a single campaign. You

can assign messages to groups to prevent a subscriber from receiving more than one
message from the same group.
H hard bounce backs: Messages that cannot be delivered because the subscriber’s
email address or domain no longer exists.
hard cut-off: A feature that automatically stops an ad on the end date specified,
even if the ad has not met its delivery goals.
hit: A request for the files that are used to create a Web page. Do not confuse hits
with page views or impressions, because Web pages are usually constructed from
multiple files and each element of a requested page (including graphics, text, interac-
tive items) is recorded as a hit. A hit is a measure of a server’s workload, not the num-
ber of pages or ads that were downloaded.
host name: The unique name by which a computer is known on a network. This
name is used to identify the computer for email and other forms of electronic informa-
tion exchange. See also domain name, IP address.
house ad: Ads for a product or service from the same company that runs a website.
In DART for Publishers, a non-paying ad run by a DART site (house). House ads are
commonly used as default ads that run when there is no paying ad to serve. See also
ad type, non-paying ad.
HTML: Hypertext Markup Language. The hypertext document format used on the
World Wide Web. HTML documents are platform-independent and can contain links
to other files and Web pages, and to other locations within the same document. See
also rich media.
HTML format: One of the formats in DARTmail in which you can compose mes-
sages. An HTML format message can include images, font changes, colors, and rich
media. This format is sent to subscribers who use email applications that can receive
messages in composed HTML.
HTML page: A single document written in HTML. See also Web page.
HTML tag: See tag.
hybrid pricing: A pricing model, used in DART for Advertisers, by which an

advertiser pays the website each time a user clicks through from that website, then

Glossary Glossary
makes a purchase. The website receives a set amount per purchase and/or a percent-
age of the purchase amount. The amount and/or percentage is agreed upon by the
address or agency and the website. The advertiser or agency must enable Spotlight to
track the purchase activity on the advertiser’s website.
hypertext: Text or graphical elements on a page that contains links to other docu-
ments, or to other locations in the current document.
I iframes: Inline frames. An HTML feature, supported by Microsoft Internet

Explorer 3.0 and above, that lets a floating frame of any size be positioned anywhere
in the browser window as a transparent overlay. DART uses iframes to serve rich
media. Iframes are ignored by browsers that do not support them.
ilayers: Inline or In-flow layers. An HTML feature, supported by Netscape Naviga-

tor 4.0 and above, that allows you to position content in an HTML page relative to its
default position. In DART, the ilayer and layer tags are used together to serve rich
media. The ilayer reserves the space in which the layer is displayed. See also layers.
image alternate text: Text that is displayed when an ad is downloading, displayed

as a link below the ad, and/or displayed as a ToolTip in some browsers. Image alter-
nate text is sometimes called alt text.
image file: A file that constitutes an image. Standard image file formats include
GIF and JPEG.
image series: A rotation in DART for Advertisers.
impressions: 1. In DART for Advertisers and DART for Publishers, one ad served
to one ad slot in a Web page. (If the same ad is displayed in two separate ad slots in a
Web page, two impressions are counted.) DART filters robotic activity and records an
impression when the ad servers determine which ad to send. If the delivery is not suc-
cessful due to an interruption in the transaction, the impression is still counted. An
impression is recorded whether the user clicks on the ad or not. Browser and proxy
caching can, however, lead to undercounting of impressions. 2. In DARTmail, one ad
inserted in a message. DARTmail records an impression when the ad servers deter-
mine which ad to place in the email. This takes place during the process by which the
email is composed, before it is sent to a subscribers. If the delivery of the email is not
successful due to bounce backs, the impression is still counted. An impression is
recorded whether the subscriber clicks on the ad or not. See also ad server, CPI, CPM,
robot.
industry type: A classification of commercial establishments by the types of activ-

ities in which they are engaged. The classifications are based on the SIC (standard
industry classification) codes that were developed by the U.S. Department of Com-

Glossary Glossary
merce. DoubleClick uses the Dun & Bradstreet database, both in the United States
and internationally, to classify individual businesses into industry types.
Industry types were formerly called SIC codes.
inred: See internal redirect.
insertion order: See order.
internal redirect: 1. The process by which DART for Advertisers ads are served to
DART for Publishers sites. 2.The process by which ads from one DART for Publish-
ers ad network are served to another DART for Publishers ad network. Sometimes
referred to as inred. See also redirect, site.
Internet service provider: ISP. An organization that provides Internet access to

users.
interstitial: A type of ad, usually rich media, that is not defined by a traditional ban-
ner size. This can include pop-ups, pop-unders, and floating creatives.
INTERVU: A rich media technology, created by Akamai, that allows production of

turnkey video and audio on demand, as well as webcasting. DART can track clicks on
INTERVU ads.
invalid address: Messages that are returned because they exceeded the bounce
back threshold set for the client. These can be subscribers’ email addresses that were
incomplete (for example, missing the @ sign) or incorrect (for example, addresses at
nonexistent domains or nonexistent names at valid domains) and that resulted in
delivery errors, hard bounce backs, or soft bounce backs.
inventory: 1. The quantity of available impressions or ad space that a site or email

publisher has to offer for sale. 2. The ads available to run in a site or message. See
also ad, impressions.
IP address: Internet Protocol address. A numeric reference that uniquely identifies

a computer on the Internet. IP addresses take the form of four strings of numbers sep-
arated by periods, with each string ranging from 0 through 255, such as
199.95.207.11. See also domain name.
issue: In Ad Manager, an issue is a message, or instance of a newsletter or publica-
tion, that is sent on a given date. For example, DailyNews is the name of the message,
and there are seven issues of DailyNews that are sent in a week.
J Java: An object-oriented, cross-platform programming language, developed by Sun

Microsystems, that can be used to create animations and interactive features on Web
pages. Java programs, called applets, can be embedded into HTML documents or
served by DART as rich media creatives.

Glossary Glossary
JavaScript: A cross-platform World Wide Web scripting language developed by

Netscape. JavaScript is used primarily for enhanced forms, simple Web database
front-ends, and navigation enhancements. See also form, rich media.
JPEG: Joint Photographic Experts Group. A format for storing high-quality color
and grayscale images. JPEGs use the file extension .jpg. A JPEG is considered a
standard creative.
K key-value: An attribute in the DART HTML tags that transfers targeting informa-
tion to the ad servers. This information (for example, user registration data, keywords,
ad slot size and position, and so on), allows the ad servers to match an ad to an ad slot.
The format of a key-value is key=value. For example, in the key-value type=auto,
type is the key and auto is the value. Key-values are also referred to as key-value
attributes and key-value arguments. See also ad server, attribute, keyword, tag.
key-value pair: A key and its value. For example, in the key-value type=auto, type
is the key and auto is the value. See also key-value.
keyword: A user-entered key-value, such as a word or phrase entered in a search

engine, that is dynamically inserted into the DART HTML tags and sent to the ad
servers so that targeted ads can be served to the user. See also ad server, key-value,
keyword referral.
keyword referral: When keywords are dynamically inserted into the DART
HTML tags, this is the identifier which is used by the site to indicate that the value is
used with keyword-targeted ads. The default value for the keyword referral is kw, but
this value can be modified. In DART for Advertisers, a keyword referral can be spec-
ified for each site. In DART for Publishers, a single keyword referral can be specified
for an ad network.
L layers: Out-flow layers. An HTML feature, supported by Netscape 4.0 and above,
that allows overlapping layers of transparent or opaque content in an HTML page to
be positioned absolutely. Multiple layers can be overlapped and then dynamically
peeled away to reveal the layers underneath. JavaScript can be used to dynamically
change whether a layer is visible or not, to move the placement of the layer, and to
change the order in which layers overlap. In DART, the ilayers and layers tags are
used together to serve rich media. The ilayer reserves the space in which the layer is
displayed. Layers are ignored by browsers that do not support them.
lead: An event or activity in which a user submits information in a website. A lead

can be when a user fills out a form or requests information, but can also be a down-
load if it is of a free sample or for a trial period. Spotlight can be used to track leads.
See also CPL.

Glossary Glossary
lead form: A form that is displayed after users click on an ad, requiring them to
enter specific information (for example, name, address, email address, and so on)
before they can receive additional information. See also CPL, lead.
legacy AOL: The email applications used by dial-up versions of America Online
5.0 or older.
List Generator: A customer acquisition feature that helps you to increase the size
and number of mailing lists by capturing subscriptions from HTML-based forms that
you set up on your website.
List Services: A service that allows advertisers and direct marketers to rent sub-
scriber lists from direct marketers who use DARTmail. Renters can only send mes-
sages to subscribers who have opted to receive email from third parties. Furthermore,
DoubleClick processes the email lists so that the renter never has access to the actual
email addresses.
M mailing: See message.
mailing list: A list of email addresses, or subscribers, and corresponding informa-

tion about those subscribers (such as gender and age) to whom you can send email
messages.
make-good ads: See bonus/make-good ads.
media plan: In DART for Advertisers, details about a campaign, agreed upon by
the address or agency and the websites to which ads are served. The media plan must
include the start and end dates of the ad campaign, targeting information, and the cre-
ative requirements for each website (for example, whether the website accepts rich
media).
media server: Any server used by DART to store and serve creatives. See also ad
server, creative.
message: An email that is sent to a mailing list when campaigns are deployed. A
message consists of a body, a subject line, and URL links to ecommerce or content
websites. Messages can contain text, legacy AOL, or HTML and can include one or
more file attachments. This is sometimes referred to as a mailing.
message footer: Text that is displayed at the bottom of every message. It can be
stored as static content segments or created as a part of each message. The footer usu-
ally contains instructions about how to subscribe or unsubscribe, privacy and opt-out
information, and provides the appropriate email addresses or the URL of the prefer-
ence center where users can access online forms to subscribe or unsubscribe to mail-
ing lists.

Glossary Glossary
message formats: DARTmail enables you to compose messages in three different

formats: text format, HTML format, and (legacy) AOL format.
N navigation and status line: In DART interfaces, a line of text between the two
sets of tabs that tells the user his or her current location within the application, as well
as information about the status of items in the tabs currently displayed.
network: See ad network, DART HTML tag, subnetwork.
network administrator: For a DART for Publishers ad network or DART HTML

tag, the person typically responsible for configuring and maintaining the network and
creating and maintaining logins and permissions. The network administrator has
access to all information in the network. If an ad network has subnetworks, the net-
work administrator is also responsible for managing the subnetworks. This is some-
times referred to as a DART administrator.
network benchmark: The overall click rate for an ad network. This value allows a
site to compare its performance with the average click rate throughout the ad network.
network promotional ad: An ad that promotes the ad network. Network promo-

tional ads do not generate revenue. Network Promotional ads were previously called
DoubleClick development ads. See also ad type, non-paying ad.
non-paying ad: Any DART for Publishers ad that does not generate revenue for a
site or publisher. An ad is non-paying ad if it is a network promotional ad, public ser-
vice ad, house ad. An ad is a paying ad if it is a TestIt! ad, exclusive ad, standard ad,
or bulk ad. See also ad type.
notification message: 1. An email message that DARTmail sends to a subscriber

as a confirmation that an action has been completed. Notification messages are sent
only when users reply to an email address to which an action has been assigned. 2. An
email message sent to users of DARTmailConnect.
O online service provider: OSP. An Internet service provider that offers an exten-
sive online array of services of its own, such as proprietary content, and sometimes its
own version of a Web browser. Common online service providers include America
Online (AOL), Compuserve, and Prodigy. See also Internet service provider.
on-schedule indicator: A factor, calculated by DART for all DART for Publish-
ers ads, that indicates whether an ad is ahead of or behind schedule by comparing the
average number of ads delivered each day with the optimal daily delivery. The on-
schedule indicator is displayed in the Paying Ad Status report. Ads that are behind
schedule are given a higher priority than ads that are ahead of schedule.

Glossary Glossary
open rates: A record of the number of subscribers who preview or open HTML
messages. Open rates are shown in reports.
opt-in: A mechanism by which subscribers actively chooses to receive email mes-

sages. This can be implemented by requiring the subscriber to respond to a message
or by indicating a preference on a website. See also subscription center.
optimal daily delivery: For ads that are set to spread evenly, the number of
impressions that should be delivered each day for the ad to remain on schedule, calcu-
lated as booked impressions / days the ad is scheduled to run. See also on-schedule
indicator.
order: A description of a campaign in DART for Publishers. Orders are composed

of ads, and contain information such as the how the ads are billed, the length of the ad
campaign, and the number of impressions ordered. Orders were previously called
insertion orders.
order ID: An internal identification number assigned to each order by DART.
OSP: See online service provider.
overages: Paying ads that are run at no cost to the advertiser because they have
exceeded the contracted number of impressions. See also paying ad.
overbook: To book an ad for a greater number of impressions or clicks than are

forecasted to be available. See also Availability Forecast.
P page: See zone.
page ID: See zone ID.
pagename: See zonename.
page view: One download of a Web page by a user. Because a single Web page can
contain more than one ad slot, there can be more than one impressions in one page
view.
parent site: In DART for Publishers, the main DART site in a parent-child relation-
ship. Parent-child relationships are commonly used for revenue sharing, in which a
subsection of a DART site — the child site — contains co-branded content from the
parent site. Revenue generated by the child site is split between the two partners in the
parent-child relationship. Child sites are created within the parent site, and inherit all
of the parameters of the parent site, such as which ads are banned or approved, statis-
tical minimums for reports, and so on.
pass alongs: Pass alongs are counted when a subscriber clicks through to a web-
site, then passes the message to another person, who also clicks through. A pass along

Glossary Glossary
is counted by number of subscribers who forward an email rather than the person to
whom it was forwarded.
In order for a pass along to work, the subscriber must click the link and then forward
the message to someone who then clicks through. Consequently, one subscriber can
generate multiple pass alongs. For example, subscriber A receives a message, clicks
through on the link, and then sends the message to three of her friends. If none of the
three friends clicked on the link, there would be no pass alongs. If only one of the
friends clicked on the link, one pass along would be counted. If two of the friends
clicked on the link, two pass alongs would be counted.
paying ad: Any ad that generates revenue for an address, publisher, or site. An ad is
a paying ad if it is a TestIt! ad, an exclusive ad, a standard ad, a bulk ad. An ad is a
non-paying ad if it is a house ad, network promotional ad, or public service ad. See
also ad type.
PDF: Portable Document Format. A file format, developed by Adobe Systems

Incorporated, that is used to present documents in a manner that is independent of the
original application software, hardware, and operating system in which they were cre-
ated. A PDF file can contain any combination of text, graphics, images, and links.
PDF files can be viewed with the Adobe Acrobat Reader, available for free download
from the Adobe website (http://www.adobe.com/).
permission: The right to access a given feature or take a given action in an applica-
tion, such as viewing reports, creating messages, or modifying currently active ads. In
DARTmail this is referred to as privilege. See also account, user group.
placement: In DART for Advertisers, the locations within a website where the
DART HTML tags for a given site placement are applied, as agreed upon by the
advertiser or agency and the website publisher. See also tag.
plug-in: An accessory program that enhances the operation of a Web browser. There
are many plug-ins for Web browsers, such as Shockwave and RealPlayer, that give
the browser special capabilities, especially for multimedia-enhanced websites. Some
rich media formats cannot be viewed without plug-ins.
pop-under: An ad that is displayed in a separate window beneath an open window.

Pop-under ads are concealed until the top window is closed, moved, resized or mini-
mized.
pop-up: An ad displayed in a new browser window, on top of content already dis-
played, when a user performs an action such as clicking a link, moving the mouse cur-
sor over an image, closing a browser window, and so on. A pop-up is a rich media ad.
It is a type of interstitial ad that is displayed in a new browser window.
post-click activity: An action performed by a user in a Web page that contains

Spotlight tags. 1. In DART for Advertisers, the user must have clicked an ad served

Glossary Glossary
by DART for Advertisers, and then later accessed a Web page that contains Spotlight
tags. 2. In DARTmail, the user must have clicked an email message from DARTmail
and then accessed a Web page that contains Spotlight tags. (This could be at the time
of the click or on a later visit to the website as long as the user has not clicked on a
more recent email). Post-click activities are sometimes referred to as click-through
activities.
post-impression activity: An action performed by a user in a Web page that con-

tains Spotlight tags. 1. In DART for Advertisers, the user must have clicked an ad
served by DART for Advertisers, and then later accessed a Web page that contains
Spotlight tags by a means other than clicking an ad. 2. In DARTmail, the user must
have clicked on a URL contained in an email message from DARTmail, and then
accessed a Web page that contains Spotlight tags by either clicking in an email or by
accessing the same website at a later time. Post-impression activities are sometimes
referred to as view-through activities.
preference center: One of two forms used with List Generator. These are pre-
populated forms that enable subscribers to subscribe to or unsubscribe from one or
more mailing lists, and to access and update personal profile data and preferences
directly at a website.
priority: When determining which ad to serve, the precedence the ad servers give to
a particular ad in relation to other ads that meet the targeting criteria for the ad slot.
Priority is based on ad type and scheduling, but the priority level for ads of certain
types can be set manually. A priority of 1 means that the ad is served at the highest
priority, 16 that it is served at the lowest. See also on-schedule indicator, targeting cri-
terion.
privilege: See permission.
product type: A group of ad properties, set at the ad network level, that can be
applied to a given ad when the ad is created.
profile data: Personal information entered by subscribers when they join a mailing
list. See also profile fields.
profile fields: Fields in the DARTmail database in which you can save the infor-
mation that subscribers enter when they register to join an email list, such as first
name, last name, email address, mailing address, gender, and so on.
proofing lists: A type of mailing list comprised of email addresses of people who
are responsible for reviewing messages before they are sent. Proofing lists also enable
you to test message functionality before you send messages.
proofing and approval lists: A type of mailing list comprised of email addresses
of people who are responsible for both reviewing and approving messages before

Glossary Glossary
they are sent to subscribers. Use this list only if your proofing lists and approval lists
contain the same addresses.
proofing process: A feature that enables you to verify message format and func-
tionality on a variety of email applications before DARTmail sends messages.
properties: See ad properties.
proxy caching: See caching, proxy server.
proxy server: A server that is an intermediary between users and websites such as
ISP, OSP, and corporate networks. These servers access files on remote servers by
retrieving them either from its local cache or from the remote servers. Because a
proxy server acts as the single point of access to the Internet for a domain name, users
accessing the Internet via a proxy server do not send their individual IP addresses, but
only that of the proxy server. See also caching, domain name, IP address.
PSA: See public service ad.
publication: An entity in Ad Manager that functions much like a periodical in tra-

ditional media (for example, the New York Times or Der Spiegel). As in traditional
media, there is a list of subscribers to which each issue of the publication is sent. An
individual issue is called a message in DARTmail.
public service ad: PSA. An ad served free of charge for a non-profit agency or
organization. Public service ads do not generate revenue. See also ad type, non-pay-
ing ad.
publisher: The owner of a website where ads are displayed, or the company or
organization that creates and sends email messages.
Q QuickTime: A rich media format, developed by Apple, that delivers streaming

audio and visual content to the user through the QuickTime plug-in.
R RadicalMail: A technology developed by Radical Communications that enables

rich media such as streamed audio or video to be included in an email message. Radi-
calMail media players and content can be delivered through DARTmail.
random rotation: In DART for Publishers, a rotation type that serves all creatives
within the ad in random order. This is the default rotation value. See also assignment,
sequential rotation.
ratio: See delivery ratio.

Glossary Glossary
reach: 1. The number of unique subscribers who have seen an ad, site, or message.
2. Unique users who visited a website during the reporting period, expressed as a per-
cent of the entire website audience. See also responder.
RealAudio: A streaming audio format created by RealNetworks. The RealPlayer

plug-in is used to play RealAudio files. See also rich media.
RealPlayer: The plug-in created by RealNetworks and used to display RealAudio

and RealVideo files. See also rich media.
RealVideo: A streaming video format created by RealNetworks. The RealPlayer

plug-in is used to play RealVideo files. See also rich media.
recipient: See subscribers.
redirect: An ad that is served by DART, but stored on a third-party ad server. The

DART ad server receives the request for an ad and determines which ad to send, then
redirects the request to the third-party ad server, which serves the ad that was selected
by the DART ad server. See also internal redirect.
redirect site: A DART site to which a DART for Advertisers ad or an ad from a

different DART for Publishers ad network has been redirected using an internal redi-
rect. See also redirect.
registration data: See profile data.
Reply to address: An email address that subscribers can use to reply to a mes-
sage. If you do not specify a Reply To address, replies are sent to the From address.
responder: A subscriber, identified by a single email address, who performed some

specific action as a result of receiving a message; for example, clicking a URL or
making a purchase. If a subscriber has multiple email addresses — for example a
business and a home address — a unique responder is counted for each. DART counts
email addresses, not actual people, because there is no way to determine who is using
an email address at a given time. See also Spotlight, tracked URL, unique subscriber.
response rate: The percentage of impressions that result in users performing some
kind of action on a given ad, where the action can be a click, download, lead, or sales
(tag). The response rate is calculated as: (number of actions / number of impressions)
x 100. A click rate is one type of response rate. See also click rate, CPA, impressions.
revenue sharing: The business agreement by which a site divides its revenue with
an ad network. See also child site, parent site.
rich media: An ad developed with advanced multimedia technologies such as

scripts, animation and video, or audio. In DART for Publishers, rich media can only
be implemented by using enhanced HTML tags (frames, iframes, layers, ilayers, Jav-

Glossary Glossary
aScript). In DARTmail, rich media such as Flash and RadicalMail (streaming video)
can be included in email messages, though almost any type of rich media can be
implemented depending on the third party software’s compatibility.
DART can support any rich media format. Rich media were previously called
enhanced creatives. See also creative, assets, tag. For rich media formats, see CGI,
DHTML, Director, E*Banner, Enliven, HTML, interstitial, JavaScript, Java,
INTERVU, pop-up, pop-under, RealAudio, RealVideo, Shockwave, Shockwave
Flash,and SUPERSTITIAL.
robot: A program that runs automatically without human intervention. Common

types of robots are agents, crawlers, and spiders. Commercial robots are programs
that are used to fetch Web pages, but the user never has an opportunity to see the con-
tent of the requested documents. Personal robots provide the user with the opportu-
nity to see the requested Web pages, usually in an offline mode.
rotation: In DART for Publishers, the order in which creatives in an ad are served to
users. There are four rotation types: sequential rotation, random rotation, run-of-net-
work ad. See also assignment, ClickBoosters, creative.
run-of-network ad: An ad scheduled to run across an entire network of sites,

except explicitly targeted sites, according to available inventory. See also ad network,
explicitly targeted site.
S sales (tag): 1. In DART for Advertisers, the part of the Spotlight tag that tracks the
number of transactions or items purchased by a user on a given Web page. 2. In
DARTmail, the part of a Spotlight tag that is used to track number of sales and pur-
chase amounts. See also CPS.
script content segments: Types of complex content segments that enable you to
insert content into messages based on dynamic personalization scripting. See also
static content segments.
section: See site placement.
secure server environment: An environment in which cryptographic protocols

are used to prevent unauthorized people from seeing the confidential information that
is transferred between a user’s computer and the sequential rotation. A secure server
environment also protects the server against intrusion. Secure server environments are
commonly used for e-commerce, online banking, online stock trading, and other
financial transactions on the Web. DART can serve both standard and rich media in
secure server environments.
selection diamond: An element in a DART application that allows the user to

select one or more items in a tab in order to perform an action on all the selected items
at once.

Glossary Glossary
sell-through rate: The percentage of available ad space that has been sold in a
publication. Ad Manager calculates the sum of the total number of impressions sold
for each ad location and divides it by the total number of subscribers in a list.
separator: 1. In a database file, the character used to separate values. Many reports
are available in CSV (comma-separated values) format. 2. For an ad that targets more
than one keyword or key-value, a comma used to separate each keyword or key-value
from the next.
sequential rotation: In DART for Publishers, a rotation type that serves all of the
creatives within an ad in the order of the assignments. The number at the far left of
each assignment determines this order. See also assignment, random rotation, run-of-
network ad, run-of-network ad.
server-side include: A variable value (for example, a time stamp or a random

number) that a server can include in the tags of an HTML file before it sends it to the
user. See also tag.
service provider: See Internet service provider, online service provider.
session: A sequence of Internet activity made by one user at one site. If a user
makes no request from a site during a 30 minute period, the next content or ad request
constitutes the beginning of a new session.
Shockwave: A rich media format developed by Macromedia for exporting multi-

media files to be viewed on the Web. Shockwave is available as a free plug-in for
Web browsers. See also Director, rich media, Shockwave Flash.
Shockwave Flash: A rich media format developed by Macromedia for creating

vector graphics and animation. Shockwave Flash files are viewed with Flash Player,
which is available as a free plug-in for Web browsers. See also Director, rich media,
Shockwave.
Show Availability: See Availability Forecast.
SIC codes: See industry type.
site: 1. In DART for Advertisers, a website, part of a website, or group of websites

from which an advertiser or agency has purchased ad space. 2. In DART for Publish-
ers, a DART site. 3. In DARTmail, sites are individual groups within a client that usu-
ally represent separate branding objectives or lines of business; for example, a
department or product line. Each site runs its own campaigns and can have its own or
use shared mailing lists. See also ad network, ad slot, campaign, site placement, site-
name.
site manager: In DART for Publishers, the person responsible for the daily activity
of one or more DART sites in an ad network. The responsibilities vary depending on

Glossary Glossary
the configuration of each DART site. Site managers are typically responsible for tasks
such as restricting ads by domain name, approving and banning ads, and monitoring
DART site activity.
site placement: In DART for Advertisers, a complete description of an ad slot or

set of ad slots within a site. The site placement includes information about the size of
the ad slots, pricing, and the placement and website where they are located. Site
placements can be targeted. Site placements were previously called buy-site.
site pool: The list of sites that have been entered into a DART HTML tag. Once a
site has been entered into a site pool, that site, or a sub-section of that site, can be
assigned to any campaign in that DART for Advertisers network.
site trafficker: In DART for Advertisers, the person responsible for configuring the
HTML of a website, including the DART HTML tags, understanding the website’s
technical requirements and limitations, and testing creatives before a campaign
begins. See also creative, tag.
sitename: An identifier of a site, declared when the site is created. The sitename,
which is contained in the DART HTML tags, is passed to the DART ad servers to
identify the Web page where an ad is to be displayed. A sitename cannot exceed 64
characters. The sitename does not refer to the actual URL of a website, but is simply a
naming convention used for targeting and categorizing a site. See also site, website.
site-level profile fields: These are profile fields that are confined to the mailing
lists in a specific site. See also client-level profile fields.
site-section: See placement.
sniffer code: The HTML code used to detect whether a given plug-in has been
installed for the browser making the request. When serving rich media that require
plug-ins, DART can use sniffer code to determine whether the user has the necessary
plug-in. If the user does not have the plug-in, an ad that uses standard creatives can be
served instead.
soft bounce backs: Messages that cannot be delivered because the subscriber’s
email server rejected the message. The typical reason for a soft bounce back is due to
the subscriber’s inbox being full. See also bounce backs, hard bounce backs.
spider: A program that automatically fetches documents on the World Wide Web in
order to build topical, statistical, or historical indexes of websites. To search a web-
site, a spider clicks on each hypertext link to access the content. See also crawler,
robot, SpiderBiter.
SpiderBiter: An integrated feature of DART that automatically discards clicks on

ads generated by spiders and crawlers. SpiderBiter considers 10 or more clicks on one
hypertext link by the same user within a four minute period to be invalid. The “user”

Glossary Glossary
who performed these clicks is considered invalid for a 24 hour period. (A user is iden-
tified by cookie, or, if cookies are disabled, by IP address.) In addition, there are some
extra considerations used in the algorithms to account for large proxy servers (for
example, America Online). See also crawler, proxy server, spider.
sponsors: Advertisers in a DARTmail message who pay to include ads in mes-

sages.
sponsorship: 1. Any promotion that integrates an advertiser’s message with the

content of a website. Sponsorships occupy a particular ad slot or location in a Web
page or message exclusively, and can use any type of creative or content integration.
Sponsorships are typically used by marketers who seek brand introduction or aware-
ness. 2. In Availability Forecast, a sponsorship web ad considers only the impressions
available to zones specifically created for sponsorships. Sponsorships zones are auto-
matically created when a DART site is created and the webmaster inserts the word
sponsor- to the zone name in the DART HTML tag. See also Availability Forecast.
sponsorship badge: See badge.
sponsorship button: See button.
Spotlight: 1. In DART for Advertisers, an optional tagging feature used by adver-

tisers to analyze consumer behavior on their websites after users have clicked or
viewed their ads. Spotlight helps advertisers determine their return on investment
from ad campaigns. Advertisers can place Spotlight tags on Web pages where they
want to record user activity. When a user views or clicks an ad, and then performs an
activity on an advertiser's Web page that contains Spotlight tags, DART records and
reports on that activity. 2. In DARTmail, Spotlight is a feature that records a sub-
scriber’s post-click activity, such as purchasing a product after the subscriber received
a message that contained a tracked URL. Spotlight tracks a user’s activity based on
the most recent campaign that was clicked on. Formerly known as buy rate tracking.
See also post-click activity, post-impression activity, tag.
spread evenly: A means of serving ads at relatively constant levels throughout the
life of an ad campaign while ensuring that delivery goals can be met. DART con-
stantly recalculates the number of impressions that should be delivered each day to
remain on schedule. See also on-schedule indicator.
standard ad: 1. In DART for Advertisers, any ad that is served dynamically. 2. In

DART for Publishers, a paying ad that does not use exclusive targeting and is not a
bulk ad. See also ad type.
standard creative: A creative that is an image file in either GIF or JPEG format.
standard reports: In DART for Advertisers and DART for Publishers, reports that
display standard reports data grouped by a targeting criterion, such as a user's domain

Glossary Glossary
or browser type. In DART for Advertisers, you can generate standard reports at the
network, advertiser, campaign, and ad levels. In DART for Publishers, you can gener-
ate standard reports at the network, advertiser, order, and ad levels. Standard reports
were formerly known as Actuals by Criteria reports.
standard reports data: In DART for Advertisers and DART for Publishers, data
that measures ad performance based on the actual number of times that ad servers
serve an ad compared to the number of actual times users click ads. Standard reports
data includes impressions, click, and click rate. Standard reports data was formerly
known as actuals data.
static content segments: A single block of content that DARTmail inserts into
messages. The text in the content segment is the same for all subscribers who receive
the message.
static message: A message that contains the same content for every subscriber;
that is, every subscriber receives exactly the same message. See also dynamic person-
alization.
subnetwork: Within an ad network, a functionally independent network of adver-

tisers and DART sites. Subnetworks are part of an ad network, but independently sell
and manage their own inventory and can generate reports specific to the subnetwork
only. A subnetwork can book ads on its own sites, but does not have permission to
book ads on the ad network or other subnetworks in the ad network. A subnetwork
administrator only has access to the information that is associated with the specific
subnetwork. A subnetwork administrator is never able to view or modify any other
subnetwork. Subnetworks were formerly called affiliates.
subnetwork administrator: A network administrator for a subnetwork.
subscribe: The act of joining a mailing list.
subscribers: People who have opted to receive a given email. Subscribers also
refer to the email addresses of people who belong to one or more mailing lists.
Subscription address: An email address that can be used to allow customers to

opt-in to a mailing list by sending an email.
subscription center: One of two forms used with List Generator. These forms are
HTML pages where subscribers can subscribe to or unsubscribe from one or more
mailing list, or enter profile information directly at a website. This page is not pre-
populated with any profile data.
SUPERSTITIAL: A rich media technology, created by Unicast, that is used to cre-

ate pop-up ads that can use any other rich media or standard creative format for the
display of the ad. SUPERSTITIAL ads are displayed only after the applet is loaded

Glossary Glossary
into a user’s browser cache. DART can track clicks on some Unicast ads, depending
on the design of the rich media.
Syndicate: A DART functionality whereby a DART site can set up and manage
revenue generated by ads on a co-branded or third-party website. Syndicate revenue is
generated when a user either is served an ad in a co-branded Syndicate site or clicks
through from a site that has a strategic link to the Syndicate website, and is then
served an ad by DART for Publishers. The revenue from the ad served is divided
between the Syndicate partners. See also revenue sharing.
system default: The 1 x 1 pixel transparent GIF file, sometimes called grey.gif,
that DART serves when there are no other ads available, including default ads in
DART for Advertisers or house ads in DART for Publishers. The ad slot in the Web
page or message is displayed as a blank space, not as a broken image. See also house
ad.
T tag: 1. An HTML command, embedded in the text of an HTML document, that

describes the document’s logical structure and behavior and determines how the file is
displayed in browsers. 2. XML commands used in the DARTmailConnect scripting
language. Tags can be embedded in Web pages and emails. These tags send the
request for an ad to the ad servers. See also ad server, email, HTML, Web page.
targeting: 1. In DART, targeting is the process of specifying criteria so that an

appropriate ad is served to a user. 2. In DARTmail, targeting is the process of sending
or not sending a message to given subscribers based on specified criteria, such as sub-
scribers’ profile data, their subscriptions, or past response data. See also targeting cri-
terion.
targeting criterion: An aspect of the user or the ad slot that DART can take into
account when determining which ad to serve, such as geography, what browser the
user is using, time of day, the site or zone where the ad slot is located, and so on. Ad-
serving priority is not considered a targeting criterion.
templates: A DARTmail feature used for entering and storing text, HTML, infor-
mation, page layouts, and settings that can be used in one or more messages.
test lists: Mailing lists that are comprised of a small, randomly selected group of
subscribers. Test lists enable you to check subscriber response rates to a given mes-
sage. A message can be sent to a test list before being sent to a larger group to deter-
mine that the message will receive a positive response from subscribers.
test number: A number that is automatically inserted into the subject line of a mes-
sage during the proofing process. The number increases by one each time you proof-
read the message. The number is removed when the final version of the message is
sent to subscribers.

Glossary Glossary
TestIt! ad: An ad type that allows an advertiser to run an ad for 24 hours to test the
effectiveness of multiple creatives before beginning a complete advertising schedule.
TestIt! ads are comparable to split-run testing in print advertising. TestIt! ads are
served at the highest priority. See also creative.
text format: One of the formats in DARTmail in which you can compose messages.
Messages in text format are usually encoded in ASCII text and are supported by
almost all email applications.
text-link ad: An ad that consists of a text only, which is usually hypertext and not
an image. See also click command, click command ad.
third-party ad serving: Having ads served by an outside organization (a third

party) that is neither the advertiser or agency nor the website. For example, some rich
media formats require that a third party store and serve the creatives.
time-based bulk ad: A DART for Publishers ad that runs only for the time period
specified, does not have impression goals, is always run-of-network and cannot be
targeted to any criteria, runs at the lowest priority of all paying ads, rotates evenly
with other time-based bulk ads being served, or is usually sold at a discounted CPM.
When a time-based bulk ad is running, no non-paying ad of the same pixel size can
run in the ad network. The time-based bulk ad is always served instead of the non-
paying ad. See also ad type, bulk ad, CPM, paying ad, priority.
top-level domain name: See domain type.
tracked URL: URLs that are redirected through DARTmail to enable click-
throughs in a message to be counted.
trafficker: The person who creates, schedules, sets the properties, sets the targeting
criteria, and uploads the creatives for ads. See also ad, creative, targeting criterion.
trigger event: An external event that is used to automatically send a message; for
example when a purchase is made, a confirmation message is sent. Triggers are sent
to DARTmail through DARTmailConnect or through an email message.
triggered message: A message that DARTmail automatically sends to one or

more subscribers when a specified trigger event occurs.
Triggered message address: An email address that enables DARTmail to auto-

matically send a message to subscribers when they reply to this address.
U Unicast: See SUPERSTITIAL.
unique subscriber: In DARTmail, a single email address. The number of unique

subscribers who click on a tracked URL equals the number of distinct click-throughs.

Glossary Glossary
unique user: In DART for Advertisers and DART for Publishers, a unique browser
(as identified by cookie) that visits (accesses) a website. If a user deletes the cookie,
upgrades the browser, or uses a different browser, a new unique user is counted.
DART counts browsers, not actual people, because there is no way to determine who
is using a browser at a given time. For example, a family computer is often used by
multiple members of the family. Likewise, a single person can be counted as multiple
unique users if that person uses different browsers on one computer, or uses more
than one computer (for example, a home computer, an office computer, and a laptop).
See also visit, visitor.
unsubscribe: The act of requesting to be removed from a mailing list.
Unsubscription address: An email address that enables subscribers to send a

request to be removed from a specified mailing list, all mailing lists in a specified site,
or all mailing lists in the client. Subscribers can use the unsubscription address or the
From address to unsubscribe from a mailing list, depending on the actions that are
assigned to the addresses.
user: 1. A person who uses a DART application. 2. A person who visits a DART-
enabled website and is served an ad.
user account: See account.
user group: A group of permissions that can be assigned to individual users. See
also permission, user.
user name: A login name used to access a DART application.
V visit: One instance in which a browser accesses to a website or Web page. DART
counts browsers, not actual people, because there is no way to determine who is using
a browser at a given time. For example, a family computer is often used by multiple
members of the family. Likewise, a single person can be counted as multiple unique
users if that person uses different browsers on one computer, or uses more than one
computer (for example, a home computer, an office computer, and a laptop). See also
unique subscriber, visitor.
visitor: A browser that visits (accesses) a website. A visitor is counted as a unique

subscriber only once, when the browser is given a cookie. If the browser does not
accept the cookie, or if the browser was given a cookie on a previous visit, a visit is
counted, but not a unique user. DART counts browsers, not actual people, because
there is no way to determine who is using a browser at a given time. For example, a
family computer is often used by multiple members of the family. Likewise, a single
person can be counted as multiple unique users if that person uses different browsers
on one computer, or uses more than one computer (for example, a home computer, an
office computer, and a laptop). See also visit, unique subscriber.

Glossary Glossary
W webmaster: The person responsible for configuring the HTML of a website,

including the DART HTML tags, and understanding the website’s technical require-
ments and limitations. See also tag.
Web page: An HTML page on the World Wide Web. See also HTML page.
website: A collection of Web pages, often sharing a single domain name or several
related domain names, and accessed through a single home page. See also site, site-
name.
weighted rotation: In DART for Publishers, a rotation type in which a trafficker

applies a percentage to each creative (for a total of 100 percent). Each creative is then
served that specified percentage of the time. See also assignment, sequential rotation,
random rotation.
X XML: Extensible Markup Language. A programming language, developed by the

World Wide Web Consortium, that allows Web developers to create customized tags
that organize and deliver content with more efficiency than traditional HTML. This
language provides a method for describing and exchanging structured data in an open
text-based format. It is a subset of SGML and is delivered by the standard HTTP pro-
tocol.
Z zone: An entity within a DART site, used to identify one or more ad slots within
that DART site. Zones are used to increase the granularity of targeting within a DART
site. A zone can be composed of ad slots in one or more Web pages or parts of Web
pages. Not all DART sites contain zones. Zones were previously called pages. See
also ad slot, DART site, zone ID, zonename.
zone ID: An internal identification number assigned to each zone by DART. Zone
IDs were previously called page IDs. See also zone.
zonename: The name of a zone, declared when the zone is created in DART for
Publishers. The zonename, which is contained in the DART HTML tags, is passed to
the DART ad servers, which use it to help determine which ad to serve. A zonename
cannot exceed 64 characters. Zonenames were previously called pagenames. See also
ad server, zone, tag.

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GLOSSARY

action: A property assigned to an email address that enables DARTmail to perform

actuals: See click, click rate, impressions, standard reports data.

ad ID: An internal identifier assigned to each ad by DART.

Ad Manager: A module of DARTmail that enables online publishers and marketers

ad placement: See ad, site placement.

DoubleClick DART Last Modified February 6, 2002 1

ad slot: The area or position in a Web page in which an ad is displayed.

ad type: 1. In DART for Advertisers, a setting that determines whether the ad is a

affinity group: See content category.

agency: Advertising agency. A company that manages the advertising of other

Akamai: See INTERVU.

alt text: See image alternate text.

animated GIF: An animated GIF image produced by means of a series of still

applet: A small Java application included as part of a Web page.

approval process: A DARTmail feature that enables designated members of your

DoubleClick DART Last Modified February 6, 2002 2

ASCII: American Standard Code for Information Interchange. A text-only format

assignment: The placeholder of a creative in an ad. To add a new creative to an ad,

attribute: Additional information added to an HTML tag to specify its characteris-

banner: A graphical advertisement that is typically positioned at the top or bottom

DoubleClick DART Last Modified February 6, 2002 3

batch editing: Performing an action on multiple items at once. In DART inter-

best-performing rotation: In DART for Publishers, a rotation type in which click

booked impressions: The number of impressions that an advertiser has ordered

browser caching: See caching.

buy: See campaign.

DoubleClick DART Last Modified February 6, 2002 4

buy-site: See site placement.

buy-site section: See placement.

C caching: Temporarily storing or buffering Web pages in local memory to speed

campaign: 1. A description of a campaign that is entered into DART for Advertis-

categorize: To specify a content category for a site or zone.

category: An optional attribute in Spotlight that is used to classify an action (either

CGI: Common Gateway Interface. A scripting language, commonly used to write

click: A measurement of an action performed by a user in which the user clicks

DoubleClick DART Last Modified February 6, 2002 5

ClickBoosters: An integrated feature of DART that improves click rates in ads

click-through: In DARTmail, a click-through is counted when a subscriber clicks

client: The highest level of organization in DARTmail. A client is an element in

DoubleClick DART Last Modified February 6, 2002 6

closed loop confirmation address: An email address that enables DARTmail

conditional content segments: One or more blocks of content and a series of

content segments: A block of content that DARTmail inserts into messages.

DoubleClick DART Last Modified February 6, 2002 7

CPDL: Cost Per Download. A pricing model by which an advertiser is charged

DoubleClick DART Last Modified February 6, 2002 8

CSV: Comma-Separated Values. A standard spreadsheet format in which values are

DART administrator: See network administrator.

DART for Publishers: A comprehensive Web-based technology that enables web-

DART HTML tag: See tag.

DART network: See ad network.

DART page: See zone.

DART zone: See zone.

DART server: See ad server, media server.

DARTmail: DARTmail is an Application Service Provider, or ASP, that you access

DoubleClick DART Last Modified February 6, 2002 9

DARTmailConnect: An XML-based programming interface that enables users to

delivery ratio: In DART for Advertisers, a criterion used within a campaign to

DHTML: Dynamic HTML. An extended set of HTML commands which is used

directed network site: See explicitly targeted site.

Director: A rich media technology, created by Macromedia, that presents high-

DoubleClick DART Last Modified February 6, 2002 10