ad tags – A set of code similar to a web address. These are often sent in place of sending the actual ad. Some clients prefer this format because it allows them to attach their own ad tracking to the ad.

animated .gif – A file type that is used to display simple animations. This file type has limited functionality: it does not interact with the viewer, and it has a limited colors. An animated .gif is a static ad.

click tags – This tag is used in place of an actual exit link when the client wants the ability to change where the ad clicks through to without going through the host (our ad servers). Click tags can also be used to track the number of clickthroughs.

dithering – The process of dithering places pixels of two different colors next to each other to suggest the appearance of a third color. This process is used by the .gif format.

Flash – An application used to create animations and/or interactive ads. Flash ads will not run on Apple iDevices, such as the iPad or iPhone, or most other mobile devices. Adobe, who creates the Flash application, has halted development of Flash on all mobile platforms, with the exception of tablet computers running Windows 8 or higher.

font – Another name for typefaces. It is recommended that an ad not use more than 2-3 fonts.

HTML 5 – a markup language of the Internet used for structuring and presenting content for the World Wide Web. HTML 5 includes the ability to create some animations and interactivity, and works in the web browser of most smart phones and tablets, including the mobile platforms of Google Android, Windows Phone, and Apple iOS.

pixel – A unit of measurement for width and height.

polite load function – Polite loading refers to an ad serving process by which a lighter file (called initial file) is initially loaded while the content page is loaded. Additional Flash content (called subsequent polite file) is then loaded and displayed after the host page has finished loading. For rich media ads, user initiated file load and additionnal file may be also encountered. Polite downloading is generally used for Flash ad files exceeding 40k. An ad delivered through polite loading is called polite banner. Polite loading is so called because the goal is to preserve visitor experience on websites.

rich media – For our purposes, a rich media ad uses advanced technology such as streaming video , downloaded applets (programs) that interact instantly with the user, multiple units that work together on a singular campaign, and ads that change when the user’s mouse passes over it. Not all rich media ads are Flash-based, and animted .gifs are not considered rich media.

static ad – An ad unit that is saved in one of the following formats: .jpg, .gif or .png. Static ads do not have interactivity and the .gif format only has limited animation capabilities.

URL – An anacronym for Uniform Resource Locator. This is commonly known as a web address.