B2B (Business to Business) – Business that sells products or provides services to other businesses.
B2C (Business to Consumer) – Business that sells products or provides services to the end-user consumers.
bandwidth – How much data can be transmitted in a time period over a communications channel, often expressed in kilobits per second (kbps).
banner ad – A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).
banner blindness – The tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.
banner exchange – Network where participating sites display banner ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
barter – To exchange goods or services directly without the use of money.
beyond the banner – Online advertising not involving standard GIF and JPEG banner ads.
blog – A frequent, chronological publication of personal thoughts and Web links.
BOFU (Bottom of Funnel) – The last stage in a buyer’s journey, when they are ready to make a decision and take action.
bounce rate – 1.) In web analytics, the percentage of visitors who leave after viewing a single page.
2.) In email marketing, the percentage of emails in a campaign that are undeliverable.
broad match keywords – In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword, a variation of it, or a related topic.
browser – (see Web browser)
bumper ad – In YouTube Ads, a short (under 6 seconds), non-skippable video ad designed to increase reach and brand awareness.
button ad – A graphical advertising unit, smaller than a banner ad.
buzzword – A trendy word or phrase that is used more to impress than explain.