click-through - the process of clicking through an online advertisement to the advertiser's destination.
click-through rate (CTR) - The average number of click-throughs per hundred ad impressions, expressed as a percentage.
conversion rate - the percentage of visitors who take a desired action.
cost-per-action (CPA) - online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
cost-per-click (CPC) - the cost or cost-equivalent paid per click-through.
CPM - cost per thousand impressions.
customer acquisition cost - the cost associated with acquiring a new customer.
hit - request of a file from a Web server.
hybrid model - a combination of two or more online marketing payment models.
impression - a single instance of an online advertisement being displayed.*
page view - request to load a single HTML page.
pay per click (PPC) - online advertising payment model in which payment is based solely on qualifying click-throughs.
pay per lead (PPL) - online advertising payment model in which payment is based solely based on qualifying leads.
pay per sale (PPS) - online advertising payment model in which payment is based solely based on qualifying sales.
site stickiness - the amount of time spent at a site over a given time period.
unique visitors - individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
Web site traffic - the amount of visitors and visits a Web site receives
banner ad - a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).
beyond the banner - online advertising not involving standard GIF and JPEG banner ads.
button ad - a graphical advertising unit, smaller than a banner ad.
HTML banner - a banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.
interstitial - an advertisement that loads between two content pages.
pop-up ad - an ad that displays in a new browser window.
pop-under ad - an ad that displays in a new browser window behind the current browser window.
rectangle ad - any one of the large, rectangular banner sizes suggested by the IAB.
rich media - new media that offers an enhanced experience relative to older, mainstream formats.
skyscraper ad - an online ad significantly taller than the 120x240 vertical banner.
text ad - advertisement using text-based hyperlinks.
surround session - advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.
vertical banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
affiliate - the publisher/salesperson in an affiliate marketing relationship.
affiliate directory - a categorized listing of affiliate programs.
affiliate forum - an online community where visitors may read and post topics related to affiliate marketing.
affiliate fraud - bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue.
affiliate marketing - revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
affiliate merchant - the advertiser in an affiliate marketing relationship.
affiliate network - a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.
affiliate software - software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.
exclusivity - contract term in which one party grants another party sole rights with regard to a particular business function.
payment threshold - the minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.
return days - the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
super affiliate - an affiliate capable of generating a significant percentage of an affiliate program's activity.
two-tier affiliate program - affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program
application service provider - provider of applications/services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price.
B2B - business that sells products or provides services to other businesses.
B2C - business that sells products or provides services to end-user consumers.
disintermediation - the elimination of intermediaries in the supply chain, also referred to as "cutting out the middlemen."
guerilla marketing - unconventional marketing intended to get maximum results from minimal resources.
free - without monetary cost.
first-mover advantage - a sometimes insurmountable advantage gained by the first significant company to move into a new market.
interactive agency - an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.
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marketing plan - the part of the business plan outlining the marketing strategy for a product or service.
network effect - the phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters
advertising 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.
caching - the storage of Web files for later re-use at a point more quickly accessed by the end user.
frequency cap - restriction on the amount of times a specific visitor is shown a particular advertisement.
house ad - self-promotional ad a company runs on its media outlets to put unsold inventory to use.
keyword marketing - putting your message in front of people who are searching using particular keywords and keyphrases.
rate card - document detailing prices for various ad placement options.
rep firm - ad sales partner specializing primarily in single-site sales.
run-of-network (RON) - ad buying option in which ad placements may appear on any pages on sites within an ad network.
run-of-site (ROS) - ad buying option in which ad placements may appear on any pages on sites within an ad network.
self-serve advertising - advertising that can be purchased without the assistance of a sales representative.
sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
underdelivery - delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
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