glossary

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t

target button ad
a graphical advertising unit, smaller than a banner ad.

targeting
the delivery of advertisement according to the interests of the reached user with the intention of maximizing ad clicks. LYCOS targets registered users on the following criteria: age, gender, region and interest (tbc). Targeting is possible throughout all LYCOS communication services and communities (e.g. LYCOS Mail, LYCOS Chat, Love@LYCOS), as well as in the LYCOS Newsletter.

text link/ad
advertisement using text-based hyperlinks.

thumbnail
mini-image including a hyperlink to an image in a higher-resolution, used to save page loading time.

toolbar
a row of icons on a computer screen, especially in a web browser window that conveniently activate commands or functions when clicked. Toolbars are "online customer retention"-tools.

traffic
the number of visitors a web site receives. The standard timelines for measuring web site traffic are daily, weekly, monthly and yearly.

trick banner
a banner ad that attempts to trick people into clicking, often by imitating an operating system message.

u

under delivery
delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

unique visitors
individuals who have visited a web site (or network) at least once in a during a fixed time frame.

URL
uniform resource locator - it specifies the location of a resource on the Internet. URLs consist of the access protocol (http), the domain name (www.lycos-europe.com) and optionally the path to a file or resource residing on that server (mediacenter).

usability
the ease with which visitors are able to use a web site.

user structures
qualitative research about sociodemographic structures, usage patterns and behaviour, product preferences etc. of a particular user group. LYCOS runs user surveys twice a year in Germany, UK, France, Spain, Italy, Denmark, Netherlands and Sweden. Besides very detailed insights about the LYCOS users, these surveys also monitor the general development of the user structure over time and highlight interesting target group potentials. Furthermore, they provide advertisers with specific data for certain industries - e.g. automobile, travel etc.