ADVERTISING TERMS DEFINED


1-by-1 GIF: Invisible GIF - A tiny GIF file made up of one transparent pixel that is commonly used to track
someone's activity on a site.

Acquisition: A visitor commits a desirable action after clicking on the banner ad is an acquisition.

Ad flag: A banner that contains a text headline or lines of text.

Affiliate: The publisher, webmaster, or salesperson in an affiliate marketing relationship, such as link share and
Commission Junction.

Autoclose: A banner that automatically closes within a certain time period after it was launched.

Badge: A banner dimension type, usually used to refer to 125 x 125 pixels size or 120 x 60 pixels size.

Banner: An advertisement in the form of a graphic image, usually .gif, that is placed on a Web page or email
either in a margin or other space for adverting.

Banner Advertising: The placement of a advertisement in a prominent position of a web page in the hope that
interested viewers will click on it and visit the advertiser's website.

Banner Blocking: A software option to either view or not view banners on web sites.

Banner burnout: The decreasing of a banners click through rate over time.

Banner Exchange: The displaying of a banner advertisement on a web page in exchange for your banner
advertisement being displayed on another web page.

Banner Rotation: Displaying different banner adverts in a predefined or random order.

Bridge Page: Splash Page - On AOL you may see this page between a banner advertisement and an
advertiser's Web site providing product information and links.

Click through: Pay Per Click - The method of charging for advertising based on the resulting number of clicks on
an advertisement that you may click on to view a site. The advertiser is charged each time someone clicks
through to the advertisement, therefore called click through.

Click through Rate: CTR - The percentage of times that viewers of a Web page click on a given banner ad,
causing a request for the advertiser's Web site to be transmitted to the viewer.

Counter: A counter counts hits or page views to a web site. Counter quality and features can vary widely. Most
common are image tag counters that are activated when anyone views a page with graphics enabled.

CPC: Cost per click - The cost of one click on a listing, keyword, banner or similar item for which you would pay
each time someone selects/clicks.

CPM: Cost Per Thousand - The acronym CPM is used an industry standard measure for selling advertising on
Web sites. The origin is from print media advertising. The M is from the Roman numeral for thousand.

Database marketing: Targeting the database of relevant prospects in your marketing campaign.

E-mail Marketing: Targeting prospective customers through sending email's soliciting a response.

Exit page: A page that opens when you leave a page caused by code within the prior page visited; an
increasingly common form of advertising.

Exposure: A single time a banner is viewed. Known also as Impressions.

Full banner: A banner 468 pixels wide by 60 pixels tall.

General rotation: The random display of a banner on a site, also know as run of site.

Half banner: A banner 234 pixels wide by 60 pixels tall.

Hit: Web site owners and webmasters referrer to a HIT as a request for documents only, while system
administrators who are chiefly concerned about server performance, refer to it as any file request. Literally, it is a
request for a file on a web server. Most often these can be graphic files and documents.

Impression: The number of times an advertisement, such as a banner ad on a site, is viewed.

Junk mail: Unsolicited e-mail, usually selling a product.

Keyword Phrase: Refers to two or more keywords combined to form a search query.

Keywords by RealNames: They provide a global addressing system that allows people to navigate the Web
using common names in their own language and character sets. Keywords simplify Web navigation and are fast
becoming the powerful new way to go directly to a specific page on the Internet. A complement to domain
names, Keywords consist of names and brands without the www's, dashes, symbols and dot-whatever
extensions of URLs.

Micro button: A very small banner, measuring only 88 pixels wide by 33 pixels tall.

No More Hits: A start page online marketing service that drives LOTS of traffic to your site. Click on the banner for
more information.

http://www.nomorehits.com/cgi-bin/start.cgi?Referrer=itdhttp://www.nomorehits.com/cgi-bin/start.cgi?referrer=itd

Pay per click: The method of charging for advertising based on the resulting number of clicks on an
advertisement that you may click on to view a site. The advertiser is charged each time someone clicks on the
advertisement, therefore called pay per click.

Positioning: In the context of search engines, it is the position that a sites entry is display in any search engine
query.

Ranking: In the context of search engines, it is the position that a sites entry is displayed in a search engine
query results.

RealNames Keyword: They provide a global addressing system that allows people to navigate the Web using
common names in their own language and character sets. Keywords simplify Web navigation and are fast
becoming the powerful new way to go directly to a specific page on the Internet. A complement to domain
names, Keywords consist of names and brands without the www's, dashes, symbols and dot-whatever
extensions of URLs.

Referrer: The address (URL) of the web page a user came from, before entering another site. Each time a user
clicks (selects) a new HTML link on a web page, most browsers report a "HTTP-REFERER" string to the new
site. Web hosts can record these "referrer strings" in a log file for usage by a web site.

Resubmission: The process of resubmitting a web page or web site to a search engine or directory. It is often
done to update a listing because of content changes, the page has moved, or the page has been removed.

Results Page: A page at a search engine that displays the results of searches. After you type in a search query
the page that is displayed is called the results page.

Rich Media advertising: The utilization of a creative format of a highly interactive experience, even through a TV
style medium using audio and video to communicate a message via email or positioned online advertising. It
requires large bandwidth to view, is expensive, and not available to the general user to view in most cases.

RON: Run of Network - The freedom for a banner to be placed anywhere on all participating sites in a network,
and not just on a single web site.

ROS: Run of site - the freedom for a banner to be placed anywhere on a site not just a specific page or position
on a page.

Run of network: RON - The freedom for a banner to be placed anywhere on all participating sites in a network,
and not just on a single web site.

Run of site: ROS - The freedom for a banner to be placed anywhere on a site not just a specific page or position
on a page.

Search Engine: A program designed to search a database. In the context of the Internet this refers to a web site
that contains a database of information from other web sites. Directories of sites are not search engines (such
as Yahoo).

Site Submission: Service that submits your URL and site information to many different indexes and search
engines.

Static banner: A banner that is not animated or includes frames, a still graphic.

Static Rotation: Advertisements that change when a user opens the screen no matter how long a user stays on
that particular screen the advertisement will be the same until the screen is either refreshed or closed and
opened again.

Superstitial: An online advertisement that pops up after you leave a site.

Theme Engine: A theme engine is a search engine that indexes entire sites as one giant page. They then use
only the most relevant keywords found to determine your sites theme. By determining a theme search engines
hope to return more accurate results.

Tooter: The name of the cute little submission daemon that goes around the net submitting your URL to all the
different sites. It toots your horn for you.

Traffic Exchange: A program to generate traffic volume to a website by joining a network of sites. Click on the
banner below for more information on an example.
http://www.webmasterquest.com/join.php?ref=itd

Virtual Marketing: Distributing a marketing message using members of your target audience to distribute it to
potential customers such as having them forward an email newsletters/ezine.

Voken: A virtual token - A type of online advertising to generate brand or name recognition rather than click
through. Often a form of rich media that could float, move, flash, pop up, or move down the side of the window so
as to get the attention of the viewer to build brand identity/recognition. Direct mail for the Internet.

Web Ring: A group of web sites with a similar theme who all display hyperlinks (usually near the bottom of a
page) which allow visitors to go to other sites in the group.
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