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.
banner ad – a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).
beyond the banner – online advertising not involving standard GIF and JPEG banner ads.
button ad – a graphical advertising unit, smaller than a banner ad.
caching – the storage of Web files for later re-use at a point more quickly accessed by the end user.
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.
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.
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.
CPM – cost per thousand impressions.
customer acquisition cost – the cost associated with acquiring a new customer.
frequency cap – restriction on the amount of times a specific visitor is shown a particular advertisement.
hit – request of a file from a Web server.
house ad – self-promotional ad a company runs on its media outlets to put unsold inventory to use.
HTML banner – a banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.
hybrid model – a combination of two or more online marketing payment models.
impression – a single instance of an online advertisement being displayed.*
interstitial – an advertisement that loads between two content pages.
keyword – a word used in a performing a search.
keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.
page view – request to load a single HTML page.
pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.
pay per click search engine – search engine where results are ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.
pay per lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads.
pay per sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales.
pop-up ad – an ad that displays in a new browser window.
pop-under ad – an ad that displays in a new browser window behind the current browser window.
rate card – document detailing prices for various ad placement options.
rectangle ad – any one of the large, rectangular banner sizes suggested by the IAB.
rep firm – ad sales partner specializing primarily in single-site sales.
rich media – new media that offers an enhanced experience relative to older, mainstream formats.
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.
search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.
self-serve advertising – advertising that can be purchased without the assistance of a sales representative.
skyscraper ad – an online ad significantly taller than the 120×240 vertical banner.
site stickiness – the amount of time spent at a site over a given time period.
sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
surround session – advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.
text ad – advertisement using text-based hyperlinks.
underdelivery – delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
unique visitors – individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
vertical banner – a banner ad measuring 120 pixels wide and 240 pixels tall.
Web site traffic – the amount of visitors and visits a Web site receives.