Online Advertising
advertising network - a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
caching - the storage of Web files for later re-use at a point more quickly accessed by the end user.
frequency cap - restriction on the amount of times a specific visitor is shown a particular advertisement.
house ad - self-promotional ad a company runs on its media outlets to put unsold inventory to use.
keyword marketing - putting your message in front of people who are searching using particular keywords and keyphrases.
rate card - document detailing prices for various ad placement options.
rep firm - ad sales partner specializing primarily in single-site sales.
run-of-network (RON) - ad buying option in which ad placements may appear on any pages on sites within an ad network.
run-of-site (ROS) - ad buying option in which ad placements may appear on any pages on sites within an ad network.
self-serve advertising - advertising that can be purchased without the assistance of a sales representative.
sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
underdelivery - delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
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