Access devices
The different machines, tools and gadgets used to access the Internet, e.g. mobile device, tablet, desktop computer, laptop computer, etc.

AID (Automatic Interaction Detection)
A multivariate statistical technique used to find the interaction between a set of predictor variables and a single dependent variable

Asset Segment
A segment of a websites traffic displayed in the Asset Tab in the Reporting Dashboard.  Asset Segments are only visible by the owning client and are not visible to the Market.

In EM dashboard Audience represents the traffic from the country selected.

Audience Measurement
The process of measuring a website’s audience to arrive at a number of metrics that provide insight into the website visitation. This can be achieved via the use of cookies, or panel based methodologies, or both (hybrid measurement).

Audience Reach
Calculate the total de-duplicated audience of a combination of websites, publishers or networks, to arrive at a figure, which represents the unique audience covered by those multiple properties.

Average Data and Total Data (Date range periods)
Total data:
The total de-duplicated and aggregate figures for a specific audience & category combination.

Average data: Is an average of daily/weekly/monthly data for the arbitrary data range chosen, this will show an average of a week/day/month.

Average Page Duration (APD)
The average time spent on each page during a Unique Browser's session within the site.

Average Page Views Per Session (APVPS)
The average amount of Page Views generated during a User Session.

Average Daily Unique Browsers (Ave Daily UB)
The average of the Unique Browsers per day in the reporting month. 

Average User Session Duration (ASD)
The total average time spent by a Unique Browser on the site per User Session.


Software applications including Internet Explorer and Netscape etc. - that are used to interact with the World Wide Web. One PC can have multiple browsers.


Category Market Size
The total de-duplicated and aggregate figures for a specific audience & category combination.

Category Ranking
Ordered list of websites in a particular audience and category combination, sorted by Unique Browsers by default.

Category Section
A segment of a category specific traffic reported under the relevant category.  Also called Market Category Section.

Click Stream
The reporting of where users were before (referrals) and in some cases where possible, after (destinations) visiting a reporting entity (e.g. website or a section of a website).

Content Stream
The number of times a piece of content is streamed / requested by the browser (either video or audio).

A file placed on the user's computer during an interaction with the Internet, in order to collect information or track Internet surfing. The user may choose to accept or refuse the installation of cookies on their disk (through their browser’s configuration) or may remove them from the disk at any time.

A web crawler is a computer program that browses the World Wide Web in a methodical, automated manner. Also known as ants, automatic indexers, bots, web spiders or web robots.

The accepted market standard for Audience Measurement.


Digital Audience Benchmarking
A common measurement methodology which can be applied across numerous websites to provide a fair and consistent ranking of their popularity, with insights into specific metrics and demographic details as compared to the market average.

Digital Helix™ Census Page Tagging Technology
A market wide generic piece of measurement JavaScript which is placed on a website; including support of both a First and Third Party Cookie for accurately calculating Unique Browsers.

Digital Helix™ Tracking Software
A piece of software, which recruited panellists opt in to install, that measures their behaviour across the Internet, including every website and page that they visit. This information is then aggregated to form a representative online view of the Internet population in a particular market.

In a survey "Is Disqualify" will stop the survey and no results will be recorded, which is most commonly used if the respondent is under 14 years of age.

An aggregation of unique sites that automatically roll up under the same root name, as determined by a company's server architecture. The domain name is generally part of the URL - i.e. domain-name. *. Where domain-name is the name of the domain and * is for example .com, .net or .edu. This includes all the web pages that are under that domain.


Flash Polls
A simple form of a “Research Poll”

Frequency (Freq.)
Frequency measures how often visitors come to a website. It is calculated by dividing the total number of User Sessions (or visits) by the total number of Unique Visitors. Sometimes it is used to measure the loyalty of your audience.


Pages or URL’s form a site. Domains are formed by the aggregation of unique sites. Properties are formed by the aggregation of domains and URL’s.

Each element of a requested page recorded as an individual entry on a web site's server log file. The number of hits bears no relationship to the number of pages downloaded.

Please note that the industry no longer recognises the term “Hit” as a valid metric for measuring traffic to a particular website as the number of hits bears no relationship to the number of pages downloaded, and therefore cannot be used to determine estimates of consumers’ opportunities to see (OTS).

Home page
The page designated as the main point of entry of a website (or main page) or the starting point when a browser first connects to the Internet.

Any computer on a network that offers services or connectivity to other computers on the network. A host has an IP address associated with it.

HTML (Hypertext Mark-up Language)
A set of codes called mark-up tags in a plain text (*.txt) file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of mark-up tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.

A Hypertext Mark-up Language document stored in a directory on a web server and/or created dynamically at the time of the request for the purpose of satisfying that request. In addition to text, an HTML page may include graphics, video, audio, and other files.

HTTP (Hyper Text Transfer Protocol)
A standard method of transferring data between a web server and a web browser.

Hybrid online measurement system
A system that integrates panel and site based data – linked back to people and metrics that are accurately calibrated, weighted and projected.

A hyperlink is a reference to a document that the reader can directly follow or that is followed automatically. Also know as a link.


The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in a number of countries.

Index is referred to the benchmarks of the country demographics in %.

It compares the total country demographic from the site demographics and show if the site is reached to the average total demographics of the country or not. 

For Eg: If index of age group 20-25 is above 100% say 104%. It's telling us that there is a 4% more likelihood of people who falls in the age group of 20-25 will visit this site or other sites.

The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide.

Internet Browser – (see Browser)

Internet Server
Hardware and software solution used to support the provision of on-line services, in particular for data access.

IP Address
The Internet Protocol Address is an identification number attached to an Internet connection. A single computer can have a different address for each connection it services. An IP address may correspond to several different computers (e.g. when using a proxy).

ISP (Internet Service Provider)
An organisation that provides access to the Internet. An ISP can be a commercial provider, a corporate computer network, a school, college, university, or the government.


A scripting language commonly used within web pages. JavaScript programs are executed by the browser, rather than running on the server. Effective Measure uses JavaScript in its tracking code.


Key Buying Demo/Broadcast

These Key buying demos are industry standards from Advertisers point of view. 

Some of them explained below others are self explanatory:

  • GB = Grocery Buyers
  • GB + kids = Grocery Buyers + those who have kids.
  • Occupational group 1 = Top jobs (CEO, CFO, CTO and so on's C suite)
  • Occupational group 2 = Medium level jobs
  • Occupational group 3 = Tradesperson, standard workers and so on's.


Log File
A file that records transactions that have occurred on the web server.


Market Category Section
A segment of a category specific traffic reported under the relevant category.  Also called Category Section.

Market Wide Survey
Standard demographic survey deployed by tagging a site.


An online advertising network or ad network that connects advertisers to web sites that want to host advertisements.

The process of removing statistical error from measured data.

Number of People
The number of people accessing a reporting layer (e.g. website or section of a website). This information is based on a representative sample of the market population.


Online Ad Spend
A general reference to the total % of advertising dollars that are placed online. In developing markets there is a significant opportunity to channel advertising spend to online channels with the right data and oversight mechanisms in-place.

This is Effective Measure's hybrid measurement methodology at work, and consists of a combined view between census based data collected through tags found on sites, and weighted and scaled panel figures for sites which do not have our tag on them. OpenView provides a combined view of verified websites, which have tagged up and broader international sites such as Facebook and Google.

OTS (opportunities to see)
A measure of the number of chances an average member of the target audience will have of being exposed to an advertisement in an advertising campaign.

Over Counting
The process of counting a variable more the actual number due to system restrictions or other factors.


Multimedia document, consisting of files delivered by one or more servers, and presented in the user's browser window. Files are presented in one or more frames (visual subdivisions of a page).

Page Views (PV)
Page Views are the number of pages played based on a specific date range from all the unique browsers that visit your site.  Every time a user clicks on a link inside your site, or refreshes the page, it counts as one Page View.  

PV % Change
Percentage change in Page Views compared to previous corresponding month.

A group of pre-screened respondents who have expressed a willingness to participate in survey or customer feedback sessions. Also known as a customer advisory panel, proprietary panel or an online research panel. A panel, whether for TV, Radio or Internet - is a continuous sample of people that are chosen with like characteristics to that of the universe to be measured. A panel should be randomly selected so that people with like characteristics have an equal chance of being selected. A panel should be representative so that its behaviour (i.e. viewing, listening or surfing) can be projected up to the universe being measured. Please note that samples and panels are similar except for ONE fact. Panels are used for REPEAT observations whereas samples are interviewed ONCE. Therefore only panels can deliver "longitudinal" analysis like Reach.

People Count
The 'People' count metric takes our directly measured Unique Browser figure and divides it a country-specific Device Factor that is calculated from longitudinal studies run by Effective Measure to ascertain the impact of multiple device use (home, work, mobile phones, tablets etc.) as well as the impact of multiple browser use.
For tagged websites, a 'People' metric is listed as well as a Unique Browser figure. For sites only measured through the panel, only a 'People' figure is presented.

The detailed breakdown of platform(s) used for accesing a website. This includes the breakdown of broswers and operating softwares.

A consolidation of multiple domains and URLs that are owned by a company, corporation, organization, government agency, private group or other institution that has a controlling interest in those Domains or URLs.  A Domain or Unique Site can exist in only one Property to prohibit double counting. A site, which is co-owned, can be placed in only one Property. A Property includes all Domains belonging to that Property and all sites that automatically roll into those Domains.  It should be noted that an organisation can have more than one Property provided the above criteria are satisfied - this is unusual because companies generally wish to group all domains to achieve a higher ratings.

Proxy (server)
A relay server allowing an access provider, or other intermediary, to store locally the web pages requested most often. Queries managed by proxies are not usually passed on to the main site and are thus not included in the latter's audience, unless a particular procedure is used.

In EM dashboard we refer publications to websites, since they are properties of publisher and agency


Select user do a survey based on previously provided demographic information or responses to other questions.

Robots (or Bots)
A software program, which visits pages of the Web to create indexes for search engines. Commercial robots are programs that are used to fetch Web pages, but the user never has an opportunity to see the content of the requested documents. Personal robots provide the user with the opportunity to see the requested Web pages, usually in an offline mode. Also referred to as spiders, bots, crawlers and intelligent agent.

Run of Network
Term describes the full scope of an advertising network.


SEC - Socio Economic Classifications

  • SEC A1 - Income Group $21-35k/month or more + Senior Executives
  • SEC A2 - Income Group $10-20k/month + Senior Mgr. & Professionals
  • SEC B1 - Income Group $5-10k/month + Associate Professional + Middle Mgr.
  • SEC B2 - Income Group $3-5k/month + Skilled Trade + Admin & secretarial
  • SEC C1 - Income Group $2-$3k/month + Retired + Housewife/House Husbands
  • SEC C2 - Income Group $1-$2k/month + Sales & Cust. Service + Personal Service
  • SEC D - Income Group $0-$1k/month + Farmer/Agriculture worker + Std. Worker + Unemployed

Segmentation Panel

Surveyed users who are grouped into a number of segmentation categories based on detailed answers to psychographic and lifestyle choices, then used to draw inferences about the types of visitors a website attracts.

A computer, which distributes files that are shared across a network.

Server Log
A log file or several log files automatically created and maintained by a server of activity performed by it.

Sessions / Visits
A series of one or more Page Views, served to one browser, which ends when there is a gap of 30 minutes or more between successive Page Views for that browser.

The process of representing certain key characteristics or behaviours of a selected physical or abstract system.

Site is the consolidation of multiple URL's associated with a domain name. A URL is considered a site based on the absence of forward slashes in its name and that it general ends in and is associated with a domain name.

Site Centric
Reporting based on a cookie, usually as part of a web analytics implementation.

Site Tagging
The placement of a JavaScript or beacon file within the HTML source of a website in order to facilitate measurement or some other form of additional functionality.

(Site Specific Data Processing) SSP
This is a publication level feature. SSP is performed monthly, at the beginning of next month, so that the data can be shown on the demographic popup. The data includes upstream, downstream, country, browser & operating system information for a particular publication.

Sub Domain/Section
Effective Measure allows listing of sub-domain/sections/sub-sections in our dashboard. We can map the traffic by the path matcher or sub-domain to a section and roll-up traffic to parent domain.

E.g. of sub-domains: abc.com/news|news.abc.com can roll up the traffic to abc.com
*sub-domains should have a host matcher which match back to parent domain, eg. abc.com


Tag Code
The JavaScript or Beacon code placed on a page to collect visitation data about the users.

Tagged Website
A website which has implemented the Digital Helix ™ Census Page Tagging Technology. Traffic measurement using browser-side methods such as additional tracking code which runs when a page is rendered, rather than server-side methods such as log files. 

Time Spent
The average total time spent by a user during the reporting time period, either hourly, daily, weekly or monthly. Reported as an aggregated average of all users.

Traffic Source
Traffic sources is a report that provides an overview of the different kinds of sources(locations) from where traffic is coming.

Comparing individual websites, publishers or networks over a user definable period of time.

Top 1000 URLs
List of top 1000 URLs (contents) where the most of the traffic is aggregated in a selected country/region for a particular date.


Unique Audience (UA)
Unique Audience represents the number of individual people who have visited site with in the selected period.

Unique Browsers (UB)
Each web browser (or device) visiting an audited site is assigned a unique cookie ID to help determine browser uniqueness. This metric displays the number of Unique Browsers that visited a site within the selected reporting period.

UB % Change
Percentage change in Unique Browsers compared to previous corresponding month.

UB % Reach
Percentage of Unique Browsers against all category UB counts.

Unique Visitors (UV)
A unique visitor is a statistic describing a unit of traffic to a website, counting each visitor only once in the time frame of the report.

Unique Browser vs. Unique Visitors
The Unique Browser (UB) figure in Effective Measure is the most accurate representation of the Digital Helix methodology, whereas the Unique Visitors (UV) figures include additional traffic from "untrusted" cookies. When we are unable to set or retrieve valid cookies on a device, this traffic is flagged and excluded from the UB figure. Portions of this traffic are included in the UV figure however, and more closely resemble the way some other measurement systems approach their methodology.

Unique Audience (UA) vs. Unique Visitors (UV)
UA represent absolute visitor regardless of how many browser used on the machine whereas UV's are based on number of time a visitor visited a site in a given period.

The total population of audience being measured.

Uniform Resource Locator, the addressing system used in the World Wide Web and other Internet resources.


Visits are the number of Internet sessions that occurred in the specified date range.

A browser/visitor may re-visit a site multiple times in the specified date range, that's why Visits will always be higher than the Unique Browsers.

Visits% Change
Percentage change in Visits compared to previous corresponding month.


Website Rankings
For a given content category, market or audience, website rankings will provide a visitor based view of how websites compare to each other.

Reference : ABC Web Definition-of-Metrics

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