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Ad Impression An ad request that was successfully sent to a visitor.
Ad Network An aggregator or broker of advertising inventory from more than one site.
Ad Request The request for an ad as a result of a visitor's action, as recorded by the ad server software, with no guarantee that a visitor actually viewed an ad.
Advertorial A combination of ad and editorial typically found on content sites.
Bandwidth The data-transfer capacity on the Web; the Internet equivalent of a pipeline: a wider bandwidth allows more data to flow through. But current bandwidth availability limits marketers' ability to use depth-of-sale enhancements such as full-motion video.
Banner Ad or Button A banner for an advertisement that defines a link to a full advertisement/Web site.
Broadband An Internet connection that delivers a relatively high bit rateany bit rate at or above 100 Kbps. Cable modems, DSL and ISDN all offer broadband connections.
Blog A short form for weblog, a personal journal published on the Web. Blogs frequently include philosophical reflections, opinions on the Internet and social issues, and provide a "log" of the author's favorite web links. Blogs are usually presented in journal style with a new entry each day.
Cache Control Caching is the process a browser uses to store data from a Web server to a user's local hard drive for subsequent retrieval, thus eliminating redundant downloads from the server. Most ad servers prevent or minimize caching in order to facilitate more accurate activity tracking.
Clickthroughs The number of times users click on any banner.
Clickthrough rate/yield The ratio of clickthroughs to ad impressions.
Content Sponsorships An area of content sponsored as a distinct entity, often by a single advertiser, as opposed to banners rotating with individual advertising messages. Often the content will reflect the nature of the advertiser as well as the nature of the target demographic.
Cookie An electronic ID tag sent from a Web server to a user's browser to track Web-surfing patterns, such as ads clicked on, products purchased, sites visited, as well as to determine the user's origin.
Cost-per-click A payment model in which advertisers pay only for the number of clickthroughs an ad receives rather than a flat rate or a per-impression model. This method has been popular with advertisers but not with Web site administrators, because banners serve a larger purpose than just getting people to click.
E-commerce The process of selling products or services via the Web.
E-mail campaign Advertising campaign distributed via e-mail.
Eyeballs The number of people who see an ad.
Hit A single request from a Web browser for a single item from a Web serverhas little predictable relation to users, visitors or pages.
Home page The page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet.
Hybrid pricing Pricing model that is based on a combination of a CPM pricing model and a performance-based pricing model.
HTML Hypertext Markup Language, the coding language used to format documents for the World Wide Web.
Interstitial A rich-media ad message contained in a pop-up window while the requested content loads in the background. An interstitial ad is an intrusive message that is delivered automatically without specifically being requested by a user.
Opt-in e-mail Lists of Internet users who have voluntarily signed up to receive commercial e-mail messages about topics of interest.
Page Impression/Page View The number of times any page/ad is downloaded and presumably seen by end users. Corresponds to impressions in traditional media.
Podcasting A technology used to drive audio content from Web sites down to consumers, who typically listen to it on their iPod or other audio players that support mp3 files.
Podvertising Advertising on iPod or other audio players that support mp3 files. Podvertising is seen as the "next frontier" for advertising.
Pop-up or Pop-under ad Ad that appears in a separate window on top of or beneath content already on-screen. Pop-under ads are concealed until the top window is closed, moved, resized or minimized.
Portal A Web site that serves as a starting point for Web users. It typically provides useful services such as searches, a directory of Web sites, new and weather.
Qualified Hits Hits to a Web server that deliver information to a user. Qualified hits exclude error messages, redirects and requests by computer programs (as opposed to end-users).
Reach The number or percent of a defined universe or target group who are exposed or potentially exposed to a particular advertisement within a defined period of time.
Rich media A method of communication that incorporates animation, sound, video, and/or interactivity.
Search Engine A keyword searchable database of links to Web sites categorized by content and formatted to appeal to specific or general markets and user groups.
Skyscraper A tall, thin online ad unit. The IAB guidelines recommend two sizes of skyscrapers: 120 x 600 pixels and 160 x 600.
SPAM An inappropriate attempt to use a mailing list or other networked communications facilities as if it were a broadcast medium.
Sticky Content This refers to the notion that the Web site has a compelling reason for users to frequently come back. This is often achieved by getting the user to leave some information behind on the site, such as a personal profile, investment portfolio or birthday reminder.
Superstitial Similar to an interstitial but more elaborate, usually comprising multi-media and interactive elements. Unlike an interstitial, it does not display in a separate pop-up window but in the active browser window.
Unique user Unique individual who has either accessed a site or been served unique content and/or ads such as e-mail, newsletters, interstitials and pop-up ads. Equivalent to a site's reach. Unique users can be identified by user registration or cookies.
URL Tagging The process of embedding unique identifiers into URLs contained in HTML content. These identifiers are recognized by Webservers on subsequent browser requests. The technique is used to provide more reliable calculations of visits in a cache-controlled Web environment.
Viral Marketing Consciously developing components of a Web strategy to create or enhance consumer word-of-mouth.
Visit A sequence of requests made by one user at one site. A visit is terminated by a period of inactivity from the user or a break in the user actions. Also called session or browsing period.
Visitor Any individual who accesses a Web site within a specific time period.
Visit duration Time between first and last request of a visit; does not include how long last request of a visit is viewed.
Source: Canadian Media Directors Council
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