T-1 line
Technical name for a business-class high-speed internet connection that allows for instantaneous database responsiveness and has sufficient bandwidth for fast uploads and downloads of large data files.

T-3 line
The fastest internet connection available for conventional use. T-3 lines comprise much of the internet’s backbone, and provide the major network data pipes for such high traffic sites as large corporations and research universities.

t-commerce
The practice of marketing and selling goods and services over interactive TV (the “T” is for television). A set top box’s overlay interface allows users to choose among pre-programmed shopping options and input data to complete purchasing transactions.

tag
In web design, the HTML code designations the govern web page display. In social networking and user-generated content sites, searchable keywords that users assign to online content (audio, blog posts, photos, video, etc.). In advertising, either a descriptive ad slogan or a graphic—clickable when online—that provides ordering information.

TCP/IP
Acronym for Transmission Control Protocol / Internet Protocol, the communications language required to send or receive data across the internet. TCP/IP governs the breaking down of data files into smaller data “packets” that are easier to send, their addressability to other devices networked online, their reassembly on an end user’s machine, and an error-checking function to ensure that the data’s complete transmission to the intended location.

telco TV
Subscription TV programming offered by a telephone company through the extra data capacity in its phone lines.

telecomp
Futuristic communications center that combines telecommunications and computing resources into a central networked unit.

telephony
The science of transmitting analog voice data across distances, typically through directly connected wires, fiber optic cables or over the air via radio waves.

teletext
Informational text data that programmers incorporate into a TV signal’s vertical blanking interval to display on-screen. Uses include delivering weather alerts; closed captions or subtitles; and news, sports and stock market updates.

text link exchange
Agreement between companies—or within an ad network—to display each other’s link-enabled text ads. To factor in partnering websites’ varying traffic volume, text link networks calculate exchange rates that determine how often the ads will display. A company may have to display two or more text ads to display one of their own on the network elsewhere.

texting
Slang for SMS messaging—the practice of communicating by sending small text messages that display on text-enabled mobile phones and PDAs.

textual ad impressions
Text ads served to text-only web browsers and to browsers that disable image downloads.

thank you page
Often doubling as a purchase receipt or order confirmation, a page that displays after visitors submit web forms, thanking them for their interest or business.

throughput
Also known as bandwidth, throughput defines an internet connection’s download and upload capacity. Dial-up connections provide the lowest bandwidth, whereas a university or corporation’s T-3 line provides extremely high bandwidth. Home users with broadband DSL or cable modem connections fall in the middle, but should have sufficient throughput for most audio and video web applications.

time shifting
Practice enabled by digital video recorders of “pausing live TV” or recording programs for playback at times of the viewer’s choosing.

timed ads
Online display ads that rotate in and out of a web page at specific intervals during an extended browsing session.

title
HTML tag that contains the phrase that appears at the top of a web page when displayed in a browser. The title also displays when the site link appears in a search engine results page. Search engines expect title tags to accurately represent page content; the best ones employ accurate, descriptive and keyword-laden phrases.

traffic
The volume of activities that occur on a website during predefined intervals. Traffic measurements include hits by dayparts and the number of visitors, page views and downloaded gigabytes.

transactional email
Email messages that contain interactive components beyond simple sending and receiving. Such messages can relay results of other transactions (i.e., an online purchase confirmation), or solicit a response to complete a transaction (such as hitting the reply button and typing “Y” to confirm a promotional newsletter opt-in). Also called transactive email.

transcoding
The process of converting a digital audio or video file to another file format, or to re-encode a file to change specifications like audio bit rate or video resolution.

transitional ad
Online ad that displays uninvited—often in Flash video format—as visitors move from one web page to another. Also known as an interstitial.

transparency
An interface display characteristic that allows computer users and TV viewers to simultaneously see the underlying web page or program.

trap door
HTML code or script string that prevents visitors from cleanly exiting websites they wish to leave. Common ploys include disabling the back button or redirecting “back” commands to alternative pages within the same site. Sometimes called a mouse trap.

trick banner
Banner ad that uses misleading text or graphics to disguise its actual purpose or link destination. Common ploys are to feign the detection of malware, or to mimic system error messages. Click-throughs generate undeserved traffic, or worse, actually plant the malware the banner claimed to discover.

trigger
Text or graphical overlay displayed on screen via a set top box to alert viewers about interactive content options. Content providers can embed triggers into a broadcast signal or program them directly into a STB. Viewers use their remote controls to cancel the trigger or activate the option presented.

turnkey hosting
Company that provides not only web hosting services, but also oversees other e-commerce functions like database management, teleservices and fulfillment.

two screen TV
Interactive TV application that programs a second display to complement the broadcast signal, then sends it to a second media device, such as a personal computer or cell phone. This technique allows viewers to watch the program on a broadcast channel, and interact with it on a second channel. Also known as Synchronized TV.

typo squatting
The practice of registering a domain name whose spelling is close to that of a highly trafficked domain—www.amizon.com, for instance—in the attempt to siphon off traffic for nefarious purposes, such as planting malware or scamming affiliate networks.

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