Glossary
LIQWID® Ad:
A responsive ad delivered in a FLASH, HTML, dHTML or HTML5 format using Viewer-Directed Placement™ Technology.
Viewer-Directed Placement™ Technology::
Viewer-Directed Placement™ Technology uses a unique methodology of passing a queue of ads from the server to the browser that allows for controlled ad rotation and iteration, TV-like scheduling control, census-based reach and frequency, local dayparting, minimum size and minimum exposure time parameters and other benefits.
VDP architecture administers a closed-loop authentication process for each measurable event (impressions, exposure time and clicks) to assure the protection and accuracy of the data.
HTML5 Ads (HTML, dHMTL):
Ads created in any of the hypertext mark up language versions, i.e. HTML, dHTML, or HTML5, can be distributed using the Liqwid Ad Technology™ platform. Each ad is a webpage in and of itself, which can be loaded as code, which calls content from the Liqwid server or, through a link, from any other server where the content is housed. Importantly, HTML5 allows ads to be automatically indexed and ranked by search engines as standalone interactive content with a unique URL that viewers can bookmark in their browser.
Local Dayparting:
Local Dayparting is based on time of day targeting and reporting using the Viewer's Time (device/system time which correlates to the viewer's local time zone). Liqwid reports, calculations and analytics are based on events, such as impressions, exposure time and length and clicks, that are registered based on the Viewer's Time. Campaigns can be scheduled based on the Viewer's [local] Time or to any other specific time zone.
Liqwid Impression #:
A Liqwid impression is defined as an impression as measured by LIQWID® and shown in the LIQWID® Dashboard.
Following a series of communications that include a closed loop authentication process, Liqwid Impressions are client (browser)-initiated and are recorded when the client (browser) responds to the Liqwid server that ad content has been requested.
Unique Viewers #:
The total number of unique viewers is based on the user's browser and is determined by assigning and storing in browser cookies a unique ID for each browser that accessed a Liqwid-tagged webpage(s). The Unique Viewer methodology utilizes browser cookies and facilitates the census-based Reach and Frequency management, frequency [cap] control and reporting.
Frequency:
The number of times an ad is delivered to a specific Unique Viewer.
Ad Exposure Time (Avg):
The amount of elapsed time from the initial moment when a Liqwid Impression is reported up to 30 seconds of its time length exposure at the viewer's screen, or until a Click is registered, if longer.
Reporting is according to the Viewer's [local] [system] Time. The Average Ad Exposure Time reported for an ad placement, campaign and URL is an average Ad Exposure Time for the total Liqwid Impressions registered.
Ad Minimum Exposure Time:
The Minimum Time setting allows Liqwid to report on a specified user time period during which the ad space has been available at the viewer's screen after the Liqwid Impression was registered.
Ad Minimum Size:
The Minimum Size setting allows for user control over minimum, required dimensions for each specific ad placement location that must be met before a responsive ad will be delivered to that location. Ads will not be delivered if the available space outside of the content page space or the ad space allocated in the content page does not meet the Minimum Size criteria specified.
Clicks #:
The total number of clicks registered.
Click Rate:
The proportion of clicks that occurred per total Liqwid Impressions.
Direct Response Rate:
The proportion of clicks registered per total Unique Viewers.
Browser Size (Avg.):
The average browser size in pixel where Liqwid Impressions were registered.
Ad Size (Avg.):
The average ad size measured in pixels for total Liqwid Impressions registered.
Ad Size in Square Pixels (Avg.):
The average ad size area measured in square pixels for total Liqwid Impressions registered. This number on most campaigns for space outside of the content page is typically at least three times larger than typical banner ads in square pixels (728x90 = 65,520 sq. pixels, 300x250 = 75,000 sq. pixels, 160x600 = 96,000 sq. pixels)