WAP (Wireless Application Protocol) -
A specification for a set of communication protocols to standardize the way that wireless devices, such as cellular mobile telephones, PDAs and others can be used for Internet-based access.

WAP device -
Any device (e.g., mobile phone, PDA, or simulator) that allows access to wireless content.

Web 2.0 -
A term that refers to a supposed second generation of Internet-based services on the World Wide Web, especially the movement away from static Webpages. These usually include tools that let people collaborate and share information Online, such as social networking sites, wikis, communication tools, and folksonomies.

Web applications -
Web applications are software programs designed to work on one or more platforms. The term “Application” is most commonly used to describe a platform-specific program, such as a Facebook or MySpace application, which can tap into the sharing functionality or data available on a particular social network. This data includes such things as a user’s friends or location. Applications work only on the platform for which they are designed. (See Widget).

Web beacon -
A line of code which is used by a Website or third party ad server to track a user’s activity, such as a registration or conversion. A Web beacon is often invisible because it is only 1 x 1 pixel in size with no color. Also known as Web bug, 1 by 1 GIF, invisible GIF and tracker GIF. (aka  tracking pixel)

Web bug -
A 1 pixel-by-1 pixel image tag added to an HTMLmessage and used to track open rates by Email address. Opening the message, either in the preview pane or by clicking on it, activates the bug and sends a signal to the Website, where special software tracks and records the signal as an open. (See Web beacon).

Webcasting -
Real-time or pre-recorded delivery of a live event’s audio, Video, or animation over the Internet.

Webmail (also Web mail) -
Any of several Web-based Email clients where clients have to go to a Website to access or download Email instead of using a desktop application. Some examples are Gmail, Yahoo! Mail and Hotmail.

Website -
The virtual location (domain) for an organization’s or individual’s presence on the World Wide Web.

Web syndication -
A form of syndication in which Website material is made available to multiple other sites. Most commonly, Web syndication refers to making Web feeds available from a site in order to provide other people with a summary of the Website’s recently added content (for example, the latest news or forum posts).

Welcome message -
Message sent automatically to new list members as soon as their Email addresses are added successfully.

Whitelist -
Advance-authorized list of Email addresses, held by an ISP, subscriber or other Email service provider, which allows Email messages to be delivered regardless of spam filters.

Whitelist (RTB specific) -
A list of web sites that an Advertiser will permit their ads to be placed on. Websites not on this list will not be used to display ads for the Advertiser.

Widget -
The key difference between a widget and a Web application is portability. Widgets are applications that can function on any site that accepts external content, including social networks, Blog platforms, start pages (i.e. MyYahoo), desktop platforms or personal Webpages. Widgets can be built to function differently on each platform, delivering varying degrees of integration with a social network, from accessing and using social data to not interacting with the platform at all. Social applications encourage connectivity, self-expression or collaboration, often through games, productivity tools or interactive content. (See Web Applications).

Wiki -
A wiki is a collection of Webpages designed to enable anyone with access to contribute or modify content, using a simplified markup language. Wikis are often used to create collaborative Websites and to power community Websites. The collaborative encyclopedia Wikipedia is one of the best-known wikis.

Win rate -
The number of impressions won over the number of impressions bid.

Worm -
A piece of malicious code delivered via an executable attachment in Email or over a computer network and which spreads to other computers by automatically sending itself to every Email address on a recipient’s contact list or address book. (See virus).