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Glossary Home
Banner Advertising
Defeating Cache
This process, also known as "cache
bursting", is accomplished by adding
a random number to the banner HTML each
time the page is reloaded. This causes
a separate banner request to be sent
to the server, thus insuring the banner
is not cached and banner advertisement
impressions are not undercounted.
DTC
"Direct-to-consumer" which
is a term used to denote advertising
that is targeted to consumers and not
businesses.
Daughter window.
An ad that runs in a separate window
associated with a concurrently displayed
banner. In normal practice, the content
and banner are rendered first and the
daughter window appears a moment later.
Extramercial
Banner ads placed in the extra space
in the right column of Internet web
pages.
Exclusivity
If an advertiser requests their banner
not be shown in rotation on the desired
pages, they are requesting exclusivity.
Publishers tend to charge more for this
since it limits the number of advertisers
they can accept for those pages to one.
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