Digital Media – Glossary of Terms (Term from D to E)

This post is a continuation of the previous digital media glossary posts.
To check the previous glossary list, click any of the below links:
Digital Media – Glossary of Terms (Term from A)
Digital Media – Glossary of Terms (Term from B to C)

Daughter window
an ad that runs in a separate ad window associated with a concurrently displayed
banner. In normal practice, the content and banner are rendered first and the daughter
window appears thereafter.


Digital signatures
signatures for electronic documents. They establish identity and therefore can be used
to establish legal responsibility and the complete authenticity of whatever they are
affixed to — in effect, creating a tamper-proof seal.


Digital Video Server
a robust, dedicated computer at a central location that receives command requests
from the television viewer through a video-on-demand application. Once it receives
this request, it then instantly broadcasts specific digital video streams to that viewer.

Display Advertising
a form of online advertising where an advertiser‘s message is shown on a destination
web page, generally set off in a box at the top or bottom or to one side of the content
of the page.

DHTML (Dynamic Hypertext Markup Language)
an extended set of HTML commands which are used by Web designers to create
much greater animation and interactivity than HTML.

Domain Name
The unique name that identifies an internet site. Every domain name consists of one top or high-level and one or more lower-level designators. Top-level domains (TLDs) are either generic or geographic. Generic top-level domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or noncommercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .us (United States), .fr (France), .uk (United Kingdom), etc.
DPO (Distinct Point of Origin)
a unique address from which a browser connects to a Web site on the Internet.
Drill down
when an online user accesses more and more pages of the Web site, i.e., he or she
goes deeper into the content of the site.

DSL (Digital Subscriber Line)
a high-speed dedicated digital circuit from a given location to the telephone company’s
central office, using normal copper telephone lines. DSL is the main form of consumer
broadband worldwide. DSL is a general term that includes several variations: ADSL
(Asymmetric Digital Subscriber Line), ranging up to 1.5 Mbps; HDSL (High-bit-rate
Digital Subscriber Line), 1.5 Mbps; SDSL (Single-line Digital Subscriber Line), 1.5
Mbps; VDSL (Very high-data-rate Digital Subscriber Line), ranging up to 2.3 Mbps;
and RDSL (Rate Adaptive Digital Subscriber Line), various speeds.

DVR (Digital Video Recorder)
a high capacity hard drive that is embedded in a set-top box, which records video
programming from a television set. DVRs enable the viewer to pause, fast forward,
and store TV programming

Dynamic ad insertion
the process by which an ad is inserted into a page in response to a user’s request.
Dynamic ad placement allows alteration of specific ads placed on a page based on
any data available to the placement program. At its simplest, dynamic ad placement
allows for multiple ads to be rotated through one or more spaces. In more
sophisticated examples, the ad placement could be affected by demographic data or
usage history for the current user.

Dynamic IP address 
an IP address (assigned by an ISP to a client PC) that changes periodically.

Dynamic rotation
delivery of ads on a rotating, random basis so that users are exposed to different ads
and ads are served in different pages of the site.


The process of selling products or services via the Web.

E-mail Advertising
Banner ads, links or advertiser sponsorship that appear in e-mail newsletters, e-mail
marketing campaigns and other commercial e-mail communications. Includes all types
of electronic mail (e.g., basic text or HTML-enabled).

E-mail Bounce
An e-mail that cannot be delivered to the mailbox provider and is sent back to the email
Service Provider that sent it. A bounce is classified as either ―hard‖ or ―soft.‖ Hard
bounces are the failed delivery of e-mail due to a permanent reason, such as a nonexistent
address. Soft bounces are the failed delivery of e-mail due to a temporary
issue, such as a full inbox or an unavailable ISP server.

E-mail campaign
advertising campaign distributed via e-mail.

E-mail Inbox
Within a mailbox provider, the default, primary folder that stores delivered e-mail

E-mail Mailbox Provider
the e-mail program, and by extension the server, that hosts the targeted e-mail

E-mail Preview Pane
a small window within a mailbox provider that allows the user to view some e-mail
content without opening the e-mail.

E-mail Service Provider (ESP)
A business or organization that provides the e-mail campaign delivery technology.
ESPs may also provide services for marketing, advertising and general
communication purposes.

the process of compressing and separating a file into packets so that it can be
delivered over a network.


It is a hardware or software application used to compress audio and video signals for the
purpose of streaming.


Securing digital information so that it is unreadable without the use of digital keys.

EPG (Electronic Programming Guide)

an application that allows the viewer to interactively select his/her television


A networking technology that links computers together in local area networks. Ethernet is not very use often with new wifi and internet connection availability.

ETV (Enhanced Television)

A type of interactive television technology which allows content producers to send data
and graphical “enhancements” through a small part of the regular analog broadcast
signal called the Vertical Blanking Interval. These enhancements appear as overlays
on the video and allow viewers to click on them if they are watching TV via special settop
box/software services.

Expandable banners

A banner ad that can expand to as large as 468 x 240 after a user clicks on it or after
a user moves his/her cursor over the banner.


an intranet that is partially accessible to authorized outsiders via a valid username and


It is a media slang term for audience; It refers to the number of people who view a certain website or