Sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements. Skyscraper ad – an online ad significantly taller than the 120×240 vertical banner. Self-serve advertising – advertising that can be purchased without the assistance of a sales representative. Search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see. Run-of-site (ROS) – ad buying option in which ad placements may appear on any pages on sites within an ad network. Run-of-network (RON) – ad buying option in which ad placements may appear on any pages on sites within an ad network. Rich media – new media that offers an enhanced experience relative to older, mainstream formats. Rep firm – ad sales partner specializing primarily in single-site sales. Rectangle ad – any one of the large, rectangular banner sizes suggested by the IAB. Rate card – document detailing prices for various ad placement options. Pop-under ad – an ad that displays in a new browser window behind the current browser window. Pop-up ad – an ad that displays in a new browser window. Pay per sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales. Pay per lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads. Pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs. Page view – request to load a single HTML page. Keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases. Keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI). Keyword – a word used in a performing a search. Interstitial – an advertisement that loads between two content pages.
Impression – a single instance of an online advertisement being displayed.* Hybrid model – a combination of two or more online marketing payment models. HTML banner – a banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements. House ad – self-promotional ad a company runs on its media outlets to put unsold inventory to use. Hit – request of a file from a Web server. 468×60).īanner blindness – the tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.īeyond the banner – online advertising not involving standard GIF and JPEG banner ads.īutton ad – a graphical advertising unit, smaller than a banner ad.Ĭaching – the storage of Web files for later re-use at a point more quickly accessed by the end user.Ĭlick-through – the process of clicking through an online advertisement to the advertiser’s destination.Ĭlick-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.Ĭontextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.Ĭonversion rate – the percentage of visitors who take a desired action.Ĭookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.Ĭost-per-action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.Ĭost-per-click (CPC) – the cost or cost-equivalent paid per click-through.Ĭost per lead (CPL) – online advertising payment model in which payment is based on the number of qualifying leads generated.Ĭustomer acquisition cost – the cost associated with acquiring a new customer.ĮCPM – effective cost per thousand impressions (technically, “effective cost per mille”).įrequency cap – restriction on the amount of times a specific visitor is shown a particular advertisement. Ad blocking – the blocking of Web advertisements, typically the image in graphical Web advertisements.Īdvertising network – a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.īanner ad – a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e.
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