Common Web Advertising Terms and Definitions:
Cache
Memory used to temporarily store the most frequently requested images/content/files/pages in order to speed its delivery to the user. Caching is done to reduce redundant network traffic, resulting in increased overall efficiency of the Internet.
Click through:
Viewers use the mouse to left click on your advertisement to carry them to your web site or a coupon or some other designated place on the internet.
CPM:
Cost per thousand, (M) being the roman numeral for thousand.
Domain name
The unique name that identifies an Internet site. (i.e. http://www.yoursite.com)
Eyeballs
Slang term for audience; the number of people who view a certain website or advertisement.
Impressions:
The amount of times your ad has been viewed.
Link
A clickable connection between two Web sites. Formally referred to as a hyperlink.
MPEG
1) The file format that is used to compress and transmit movies or video clips online; 2) Standards set by the Motion Picture Exports Group for video media.
PDF (Portable Document Format)
A digital format developed by Adobe used primarily for distributing digital text files. Files with a .pdf extension can be viewed and printed consistently by anyone, regardless of platform.
Pixel
Picture element (single illuminated dot) on a computer monitor. The metric used to indicate the size of Internet ads.
Rate card
The list of advertising prices and products and packages offered by a media company.
Rich media
Advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs.
ROI (Return on Investment)
Net profit divided by investment.
Roadblock
The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.
Splash page
A preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.
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