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Hardwired: Manner of placing an ad in a fixed position on a particular Web page so that it is delivered each time the page is downloaded.

HDML: Handheld Device Markup Language.

Hits: Number of times any file of a Web site is downloaded.

Hierarchy-of-effects theory: A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).

Homepage: Main page or welcome image for a Web site. Often shows a table of contents or refers to documents on other pages.

Host: To store a Web site or other data on a machine (a Web server) and deliver (serve) its content via the Internet whenever a user requests it (by visiting the site).

HTML: Hyper Text Markup Language. Used to to author Web documents containing links, graphics, and multimedia.

HTTP: Hyper Text Transport Protocol. Method used to transmit hypertext files.

Hyperenablement: A possible future scenario in which every function on the value chain from manufacturer to consumer can be outsourced to a third party who participates in a revenue share. A hyperenabled e-commerce industry would allow any company (or person) to appear to operate an e-commerce site of grand scale.

Hyperlink: Same as link.

Hypertext: Any document with a link or links to other documents.