Network: Typically a sales
organization that manages the commerce, reporting and
serving of advertisements across a group of Web sites.
An ad network has the ability to deliver unique combinations
of targeted audiences because it serves your banner
or ad across multiple sites.
Group: A group of people with common interests.
A special interest group identified for purposes of
targeting specific ads.
1. Representatives who broker Web advertising space.
2. Software programs (spiders).
GIF: An animation created by combining multiple
GIF images into one file. The result is multiple images,
displayed one after another, that give the appearance
of movement. Animated GIFs are very useful for attracting/distracting
The primary conduit of electronic traffic in a network.
Frequently used to describe the major information arteries
between networks around the world.
The amount of information that can be transmitted over
communications lines at one time. The higher the bandwidth,
the faster the Web page loads. Limited bandwidth is
the main reason for keeping pictures small. Just as
it seems we will never have fast enough computers, it
feels like we will never have enough bandwidth. The
amount of research and development money being thrown
at this problem should yield surprising results before
Typically a rectangular graphic element which acts as
an advertisement on the Web and entices the viewer to
click on it for further information, typically on the
advertiser's Web site.
Network: See Advertising Network above.
A file on the client computer that stores temporary
text and graphics for display in the browser. This speeds
page viewing when you hit the Back button. Institutional
cache helps speed viewing when many people use a common
gateway to look at the same pages on the Internet.
The electronic path a user takes while navigating from
site to site, or within a site from page to page.
The act of clicking on a banner or other ad, which takes
the user through to the advertiser's Web site. Used
as a counter point to impressions to judge the response-inducing
power of the banner.
Rate (CTR): The response rate of an online advertisement,
typically expressed as a percentage and calculated by
taking the number of click-throughs the ad received,
dividing that number by the number of impressions and
multiplying by 100 to obtain a percentage: Example:
20 clicks / 1,000 impressions = .02 x 100 = 2% CTR
Cost Per Action. The price paid by an advertiser
for each "action" that a content site delivers. "Action"
may be a sale, a lead, a successful form fill-out, a
download of a software program or an e-commerce sale
of a product. Both the action, price and terms of a
CPA purchase are mutually agreed upon by the advertiser
and content site, and such a purchase typically involves
a backend tracking system provided by the advertiser
that allows the content site to view clicks and actions
every 24 hours if they choose to do so.
Cost Per Click. The price paid by an advertiser
to a content site. When buying on a Cost Per Click model,
the advertiser and content site have mutually agreed
that the content site will continue to display the advertiser's
ad creative until X number of clicks have been delivered
- the amount purchased. This pricing model typically
ranges between 10 cents CPC up to $2 CPC and as with
other forms of online advertising, is dependent on content,
audience reached and targeted delivery. Untargeted delivery
is lower priced, while ad creatives targeted to an affluent
audience are at the high end of the rate scale.
Cost Per Thousand (Roman Numeral) impressions. The
price paid by an advertiser for a content site displaying
their banner 1,000 times.
Cost Per Sale. The price paid by an advertiser to
a content site for each sale that results from a visitor
who is referred from the content site to the advertiser's
site. This type of buying model is typically tracked
with cookies [http://www.cookiecentral.com/],
where the cookie is offered on the content site and
read on the advertiser's site at the success page after
successful completion of one transaction/sale. Typical
rates/bounties range between five percent and 25 percent
of the retail price of the product or service being
sold. See also CPA above.
Client-side text files that are used by Web servers
to store information about a visitor's behavior while
navigating through the site. The information collected
in the cookie can only be read by the server that authored
the cookie. Cookies are used to identify repeat visitors
and track visitor behavior.
The printed text or spoken words in an advertisement.
The concept, design and artwork that go into a given
Windows: See Interstitial
Ads. Advertising.com's term for Interstitial Ads.
Common characteristics that allow for population segmentation.
Typical demographic data points include age, gender,
postal code and income.
Frequency: The number of
times an ad should be shown to one person to realize
the highest impact of the ad without wasting impressions
on that individual.
Reach: The number of people who will see an ad the
most effective number of times. The most effective frequency.
The relationship between a change in advertising
budget and a supposedly connected change in revenues.
Frequently Asked Questions. A list of the most common
inquiries on a given subject.
The number of times a given person will see an ad in
a given time period.
Graphical Interchange Format. The most common file compression
format for banner ads and most other pictures on the
Exposures/Gross Impressions: The total number of
times an ad is shown, including duplicate showings to
the same person.
Every time a file is sent
by a server, be it text, graphic, video and so on, it
is recorded as a hit. Not a reliable gauge to compare
different sites, as one page with five graphic elements
will register six hits when viewed, while a page with
no graphics will only register one hit. Impression:
The Opportunity To See (OTS) a banner or other ad by
a surfer. When a page that includes a banner is viewed,
it is considered an impression.
Ads: Web pages that pop up
between what the viewer is looking at and what they
are expecting to get. More like a TV commercial than
anything else on the Web (at the moment).
The amount of available space for banners on a Web site
that can be delivered in a given time period. Also known
as the amount of gross impressions per month (or clicks
if the publishers is selling on a Cost Per Click rate
model) available for sale to advertisers by a Web publisher.
Address: Internet Protocol Address. A unique number
assigned to every computer on the Internet, even if
A hypertext connection between two documents, image
maps, graphics and the like.
An electronic bulletin board
open to everybody and divided into tens of thousands
of subjects. Only a handful of newsgroups permit the
posting of advertising.
To See (OTS): A page view
is an OTS, but not necessarily an impression. The page
can be downloaded but if the banner is located at the
bottom of the page and the visitor does not scroll down,
the banner is not seen.
When a Web page is requested by somebody through a browser.
Page-views are often used to track the number of impressions
a banner gets.
A proxy server acts as a cache file for an organization.
It is also used where firewalls protect the internal
network from the external Internet, while continuing
to serve Web pages from the inside.
Common psychological characteristics that allow for
population segmentation. Typical psychographic data
points include opinions, attitudes and beliefs about
various aspects relating to lifestyle and purchasing
While email is the quintessential "push" technology,
the phrase refers to tools that send information to
a user's browser rather than wait for the viewer to
reach into the Web and "pull" the information.Primary
examples are PointCast, BackWeb and Marimba.
The total number of people who will see a given ad.
Rate: The percentage of banner
or other ads sold as opposed to traded or bartered in
an ad network.
A completed visit to a Web site by a surfer/viewer/visitor.
A session can start at the home page and last anywhere
from mere moments to hours, depending on the interest
the visitor has in the information, games and so on
at the site.
Originally posting an ad to multiple newsgroups, now
used to describe unsolicited email advertising. Named
after a skit by Monty Python, spam is one marketing
and advertising technique to avoid at all costs.
The number and types of people who come to a Web site.
Measured in many different ways.
Uniform Resource Locator. The address of any particular
page on the World Wide Web.
The total population in a given market segment used
as the baseline from which reach, frequency and response
figures are calculated.