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Glossary of Online Advertising Terms

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Ad click:
When a user or visitor clicks on ad.
Ad impressions:
An advertisement that was delivered to a qualified visitor.
Ad space:
The location on a page of a site in which an advertisement can be placed.
Banner advertisement:
A graphic image displayed on an HTML page used as an ad.
Benchmarking:
Continuous measurement of a process, product, or service compared to those of the toughest competitor, to those considered industry leaders, or to similar activities in the organization in order to find and implement ways to improve it.
Call to action:
Also known as CTA, the call to action is ad copy that encourages users to take a defined action. Examples include "Click here" or "Buy now."
CAN-SPAM Act:
Otherwise known as the “Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003,” it requires that businesses: clearly label commercial e-mail as advertising; use a truthful and relevant subject line; use a legitimate return e-mail address; provide a valid physical address; provide a working opt-out option; process opt-out requests within ten business days.
Click rate:
The ratio of ad clicks to ad impressions. See Click-through.
Clicks:
The result of a measurable interaction with an advertisement or key word that links to the advertiser's intended Web site or another page or frame within the Web site.
Conversion:
In online advertising, a conversion is a defined action in response to your ad's call to action. Some examples of conversions include a sale, registration, or download depending on the goal of your campaign.
Cookie:
A file on the user's browser that uniquely identifies the user's browser.
CPA (Cost-per-action):
The cost of advertising based on a visitor taking some specifically defined action in response to an ad. "Actions" include a sales transaction, a customer acquisition, or a click.
CPC (Cost-per-customer):
The cost an advertiser pays to acquire a customer.
CPC (Cost-per-click):
The cost of advertising based on the number of clicks received.
CPL (Cost-per-lead):
The cost of advertising based on the number of database files (leads) received.
CPM (Cost-per-thousand):
The media term describing the cost of 1,000 impressions.
CPO (Cost-per-order):
The cost of advertising based on the number of orders received. Also called Cost-per-transaction.
CPS (Cost-per-sale):
The advertiser's cost to generate one sales transaction.
CPT (Cost-per-transaction):
See CPO (Cost-per-Order).
Click-through:
The result of "clicking on" an advertisement that links to the advertiser's Web site or another page within the Web site. Also known as click-through-ratio (CTR).
Double opt-in email:
Lists of Internet users who have voluntarily signed up to receive commercial e-mail about topics of interest. After the sign up occurs, users receive an email and are required to click on a link in the email to active their request.
Drill down:
When an online user accesses additional pages of the Web site.
FTP (File Transfer Protocol):
Internet protocol which facilitates the transfer of files.
Firewall:
A security barrier placed between an organization's internal computer network and the Internet.
Flash:
Macromedia's vector-based graphics file format which is used to display interactive animations on a Web page.
GIF (Graphical Interchange Format):
A common and compressed file format, developed by CompuServe, used to create Web ads or other images.
Home page:
The page designated as the main point of entry of a Web site or the starting point when a browser first connects to the Internet.
HTML (Hypertext Markup Language):
A set of codes called markup tags in a plain text (*.txt) file that determine what information is retrieved and how it is rendered by a browser.
HTML page:
A Hypertext Markup Language document stored in a directory on a Web server and/or created dynamically at the time of the request for the purpose of satisfying that request. In addition to text, an HTML page may include graphics, video, audio, and other files.
HTTP (Hyper-Text Transfer Protocol):
The format most commonly used to transfer documents on the World Wide Web.
Impression:
A measurement of responses from a Web server to a page request from the user browser.
IP address:
Internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers.
Java:
A programming language designed for building applications on the Internet. It allows for advanced features, increased animation detail and real-time updates.
JPEG (Joint Photographic Experts Group):
The file format that uses a compression technique to reduce the size (number of bytes) of graphic files.
Landing page:
The first page website visitors arrive to after clicking on a link.
Opt-in:
Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services. Also known as permission marketing.
Opt-in e-mail:
Lists of Internet users who have voluntarily signed up to receive commercial e-mail about topics of interest.
Page impressions:
The combination of one or more files presented to a viewer as a single document as a result of a single request received by the server.
Privacy policy:
A statement about what information is being collected; how the information being collected is being used; how an individual can access his/her own data collected; how the individual can opt-out; and what security measures are being taken by the parties collecting the data.
Rate card:
The list of prices, products, and packages offered by a media company.
ROI (Return on Investment):
The ratio of money gained or lost on an investment relative to the amount of money invested.
RON (Run-of-Network):
The scheduling of advertising whereby an ad network positions ads across all sites it represents at its own discretion, according to available inventory.
Skyscraper:
A tall, thin online ad unit. The IAB guidelines recommend two sizes of skyscrapers: 120 X 600 and 160 x 600.
White Space:
Also known as negative space, it is the portion of a page left unmarked. The term arises from graphic design practice, where printing processes generally use white paper.

Glossary words taken from http://www.iab.net/resources/glossary.asp

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