EPC - Abbreviation for earnings per click. Calculated by dividing the total earnings from click throughs by the number of clicks.
EPV - Abbreviation for earnings per visitor. Calculated by dividing the total earnings from visitors by the number of visitors.
Exclusivity - If an advertiser requests their banner not be shown in rotation on the desired pages, they are requesting exclusivity. Publishers tend to charge more for this since it limits the number of advertisers they can accept for those pages to one.
Exit Exchange - An arrangement between two or more sites in which each site shows advertisements for other sites in exchange for the others doing the same.
Exit Traffic - Type of web visitor traffic in which visitors leaving a site click on a popup or pop under advertisement - otherwise know as a exit console.
Extramercial - Banner ads placed in the extra space in the right column of Internet web pages.
Flash – A software plug-in that enables browsers to play multimedia animations. Some rich media advertisements require users to have this plug-in.
Folksonomy – It is an Internet-based information retrieval methodology consisting of collaboratively generated, open-ended labels that categorize content such as Web pages, online photographs, and Web links.
Forced Click - Type of click through that is forced upon a visitor without their consent.
Frequency - A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame. This can be accomplished through the use of cookies.
GIF - The graphical interchange format (GIF) is a graphical file extension. Most banner advertisements are created in the GIF format. More popular than the JPEG format. GIF89a or animated GIFs is a sequence of standard GIF images combined to create animated banners. These animated banners tend to generate higher click through rates than non-animated banners.
Hit - A term used by webmasters that refers to a request made to a web server for a page, graphic, audio or sound file. A web page that has 5 graphics will create 6 total hits in a servers log file, one for each graphic and one for the page itself. While useful for estimating the load on a server, hits serve little value to advertisers or marketers.
Hot Linking - Process by which one links to an image stored on one site yet it appears on one or more other sites. If done without permission, this is considered unethical since one is using bandwidth they are not paying for.
House Ads - A type of banner advertisement that a web site publisher runs in an ad space when no paying advertisement is available to fill the space. Typically filled with an advertisement promoting one of the website’s services, products or features.
HTML - Hyper Text Markup Language (HTML) is a computer programming language that helps control the format of a documents content and design on the World Wide Web. An HTML editor is a software program that enables one to easily create HTML pages.
Hyperlink - HTML code that when clicked on redirects ones browser to another web page. Most banners are hyperlinked to the advertiser’s web page.
IAB - Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading online global advertising industry trade association with over 300 active member companies in the United States alone. IAB activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the online medium and educating the advertising industry about the use of online and digital advertising.
Impressions - The number of times a banner ad was requested and presumably seen by users. It is often hard to obtain an accurate impression count as they can be undercounted due to issues relating to cache or over-counted due to requests that were not completed.
Incentivised Click - A type of click through in which the person clicking on the advertisement does so in order to receive some reward. Often results in low visitor quality.
Insertion Order - An online or printed document that specifies the details of an advertising campaign. The terms of the agreement may also be specified on the insertion order or they may be placed in a separate document but are almost always referred to the insertion order if not present.
Internet - From the term internetworking, the Internet is made up of multiple interconnected networks connected using the TCP/IP protocol. The Internet originated from what used to be known as the ARPANet created in the 1960s and 1970s.
Internet Classified Sites – Traditional printed classified ads are typically just a few column lines in length often filled with abbreviations to save space and money. Internet classified sites do not typically use per-line pricing models, so the ad tend to be longer and more descriptive. They are also more readily searchable unlike their offline brethren, and tend to be local classifieds with a great sense of urgency because of their constantly updated structure. Because of their self-policing nature and low cost structures, more companies are increasingly advertise in Internet classified sites vs. traditional newspaper.
Internet Yellow Pages - Electronic or interactive versions of Yellow Pages directories that allow on-line search for local listings.
Interstitial - An intrusive type of advertisement that loads between web pages without having been requested by the visitor. Similar to superstitials except they do not load in the background.
Inventory - The number of ad spaces available for sale on a web site during a certain time frame. Determined buy taking into consideration the number of advertisements on a page, the number of pages with advertisements and the number of page views during a specific time frame.
IP Address - An Internet protocol (IP) address is the numeric address (207.235.5.120) that is translated into a domain name (adratesonline.com) by a domain name server (DNS). Each server connected to the Internet is assigned a unique IP address.
IRC - Internet Relay Chat (IRC) is a part of the Internet that enables people to chat in real time with others on channels of interest to them.
Island Position - A advertisement that is completely surrounded by editorial material with no adjoining advertisements to compete for the audiences attention.
ISP - An Internet service provider (ISP) is a company that provides access to the Internet via one or more types of technology. These may include a phone line, cable, fiber optic, radio waves or satellite.
Java - Java is a programming language, created by Sun Microsystems, that enables developers to write software on one platform and run it on another. It is popular on the Internet as it allows programmers to create programs called applets to run within a web browser and develop server-side applications for online forums, stores, polls, processing HTML forms, and more.
JavaScript - JavaScript is a cross-platform, object-based scripting language developed by Netscape for client and server applications. It is commonly used on web pages to add interactivity and dynamic content such as banner rotation.
JPEG - Joint Photographic Experts Group (JPEG), pronounced "jaypeg", is a graphics format which displays photographs and graphic images with millions of colors. Great for photos, but graphics in the GIF format are still the preferred standard for web sites.
Keyword - A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many web sites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword(s) are entered.
Keyword Density - The measurement of how frequently any given keyword appears within a web page. Too high a density can result in a web page being classified as spam while too low a density will cause a page to not be indexed as well for the given keyword.
Landing Page - The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.
Lead - Term used to describe a person or company that has expressed interest in an offer. Companies follow up on leads in hopes of converting them into customers.
Life Time Value - Term used to describe the monetary value of a customer to a company over the customer’s lifetime.
Log File - A type of computer file on a web server that keeps records of a servers activity some of the data recorded include page requests and errors.
Loss Leader - A type of product that is sold at a loss to help companies generate new customers. Companies hope the new customers gained from this type of sale will generate profits on future purchases.
Make Goods - Adjustments made by a publisher to an advertiser to make up for a shortfall in contracted ad impressions or errors.
Max Loop Size - The maximum number of times an animated graphic may repeat its loop, normally 3-5 times.
Max Time Length - The maximum number of seconds it takes for an animated graphic to complete one loop. Normally 10 to 20 seconds.
Media Kit - Information offered to potential advertisers by publishers to help advertisers understand the publisher’s rates, visitor demographics, terms, etc.
MI - Monthly impressions (MI) is a term used to describe the number of impressions in one month.
MRR - Monthly rental rate (MRR) is the rate at which a given number of impressions over the period of a month are sold at.
Netiquette - The do's and don'ts of online behavior. For example, typing in all CAPITALS is considered shouting and thus not good netiquette if what one is writing is not something they would normally shout.
Newbie - A term to describe someone new to the Internet.
Niche - That part of the market consisting of those people most likely to be interested in a product or service you are selling. Often referred to as one’s target market.
Open Source - Pertaining to software source code that is available to the general public and does not have licensing restrictions that limit use, modification, or redistribution. Linux is an example of an open source technology.
Opt In - A process where by a user voluntarily agrees to start receiving email, usually commercial, about a topic of interest.
Opt Out - A process where by a user voluntarily agrees to stop receiving email, usually commercial, about a topic of interest.
OTS/H - Term used to describe the opportunity to see/hear (OTS/H) an advertisement. Online this is similar to a page view.
Page View - Occurs when a user’s browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers.
Pay Per Call - a type of online advertising that mixes search functionality and on-the-phone interaction resulting in an appealing marketing opportunity for small-to-medium sized businesses, especially local businesses without a web site.
Pay Per Click - See CPC.
Pay Per Impression - See CPM.
Pay Per Sale - See CPS, CPA, CPT.
Pixel - Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 468 pixel x 60 pixel sized banner.
Pixel ad - The term given to visual advertisements on the web which have their cost calculated dependent on the number of pixels which they occupy on the screen. As a general rule, pixel ad is in a 100 pixel "blocks" because this is the smallest size to reasonably display anything meaningful, and remain easily clickable.
Platform - The type of computer or operating system (OS) on which a software application is designed to operate on. Two computer platforms include PC & Macintosh while two software platforms include Windows & Linux.
Plug-in - A computer software program installed and used as part of a web browser. Once installed, plug-in applications are recognized by the browser and its function integrated into the main HTML file being presented.
Podcast - A podcast is a multimedia file distributed over the Internet using syndication feeds, for playback on mobile devices and personal computers. Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital audio formats by its ability to be downloaded automatically using software capable of reading feed formats such as RSS or Atom.
Pop Under - A type of advertisement that is automatically displayed in a second smaller browser window behind the current window upon loading or unloading a normal web page. Pop behind advertisements tend to cost advertisers more since their visibility is higher but are considered less annoying than pop ups by web site visitors.
Pop Up - A type of advertisement that is automatically displayed in a second smaller browser window upon loading or unloading a normal web page. Pop ups advertisements tend to cost advertisers more since their visibility is higher but are often considered annoying by web site visitors since they are considered obtrusive.
Portal - A web site that offers so many resources that a visitor has little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. Yahoo is an example of a portal.
Proxy Server - A web server between a web site and a user’s browser that is used to cache frequently accessed data from a web site so that it may be accessed quicker. Commonly used by ISP's with slow connections or heavy loads.