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Unduplicated audience: The total number of different people who were exposed to an advertisement or campaign through multiple in- sertions in more than one media vehicle (see Cumulative audience).
Unit: Advertising unit; the form and context in which an advertise- ment appears in a media vehicle; for example, full-page, half-page vertical, center spread, black and white, back cover, two colors; thirty-second commercial, ten-second ID, and so on.
Unique Users, Unique Visitors, Uniques, Unique Impressions: Unique users refers the the number of distinct individuals, as determined by IP address, user login, cookie, or some combination thereof, who visit a web site or view a banner ad. Most ad networks favor sites which generate a large number of unique impressions over sites whose users view large numbers of pages. A typical ad network will often not show more than five or six individual ads of any one type to a single user in a single browser session. Ad networks for larger sites, such as Tribal Fusion, require sites to be visited by at least 1,000 unique visitors per day. Networks such as Burst and Fastclick require around 3,000 unique visitors per month.
Upfront buying: Initial purchasing of network television advertising by firms wishing to have optimal selection of available programs; re- serving advertising time on network television programs when the sea- sonal schedule is first announced; this tactic often requires longer schedules and higher prices.
Usage level: Classifying media audiences by the amount of the product or service they use.
