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Click any underlined term below for additional information.

caching – the storage of Web files for later re-use at a point more quickly accessed by the end user.

call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.

captcha – abbrev. “Completely Automated Public Turing test to tell Computers and Humans Apart”; a challenge-response testing system; typically an image that contains a series of ambiguated characters that the reader must re-type in a given field.

CDN (content delivery system) – a system of geographically distributed servers designed to accelerate the delivery of web pages and files by routing user requests to the server that’s in the best position to serve them.

click-through – the process of clicking through an online advertisement to the advertiser’s destination.

click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.

colocated hosting – when one party houses their web server(s) at another company’s location for
Internet connectivity.

comment spam – irrelevant comments posted to a blog for the sole purpose of dropping a link to the spammer’s website.

contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

conversion rate – the percentage of visitors who take a desired action.

cookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.

cost per action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

cost per click (CPC) – the cost or cost-equivalent paid per click-through.

cost per lead (CPL) – online advertising payment model in which payment is based on the number of qualifying leads generated.

CPM – cost per thousand impressions.

customer acquisition cost – the cost associated with acquiring a new customer.