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Resource Center
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Ad Blocking:
The blocking of Web advertisements, typically the image in graphical Web advertisements.
Ad 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.
Ad Placements:
The space on a Web page available for advertisements.
Ad Views:
A visitor seeing an ad. If the same ad appears on multiple pages simultaneously, this statistic may understate the number of ad impressions, due to browser caching. An ad impression is not to be confused with a page view since several ads may reside on one page.
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.
Auditor:
Third party to verify subscriber membership.
B2B:
Business that sells products or provides services to other businesses.
B2C:
Business that sells products or provides services to the end-user consumers.
Blog:
A frequent, chronological publication of personal thoughts and Web links.
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):
Advertiser is charged only for the action or acquisition of a transaction.
Cost Per Click (CPC):
Advertiser is charged only for clicks received.
Cost Per Thousand (CPM):
CPM refers to the total cost to deliver 1,000 impressions. Most common method to describe the rate of an online ad purchase. Total cost divided by the number of thousands of visitors.
Creative:
Terminology used for ad copy. Email ad copy can be in many different formats including HTML, Text, Shockwave, etc.
Customer Acquisition Cost:
The cost associated with acquiring a new customer
Demographics:
Data about the size and characteristics of audience.
Ezine/Newsletter:
An electronic magazine, whether delivered via a Web site or an email newsletter.
Guerilla Marketing:
Unconventional marketing intended to get maximum results from minimal resources.
Hit:
Request of a file from a Web server.
HTML Email:
Email that is formatted using Hypertext Markup Language, as opposed to plain text email.
Insertion Order:
An agreement that specifies aspects related to an ad campaign.
List Manager:
Controller of email list or database entity
Opt-in:
Marketing centered around obtaining customer consent to receive information from a company.
Opt-out:
Either a type of program that assumes inclusion unless stated otherwise or to remove oneself from an opt-out program.
Pass-along Rate:
The percentage of people who pass on a message or file.
Psychographics:
The use of demographics in marketing studies to determine the attitudes and tastes of a particular segment of a population. Psychographic data points include opinions, attitudes, and beliefs about various aspects relating to lifestyle and purchasing behavior.
Publisher:
Author of ezine/newsletter or web property.
Rate Card:
Document listing space or rates of an advertisement, technical specifications and closing dates issued by the seller of the ad space.
Reach:
Individual list or publications audience size.
Rich Media:
New media that offers an enhanced experience relative to older, mainstream formats.
ROI (Return On Investment):
Generally refers to the advertiser's desire to have a return on the advertising funds invested in media.
SPAM:
Unwanted, unsolicited email.
Sponsorship:
Highly visible or exclusive ad placement.
Unique Users:
The number of different individuals who click on an ad link within a specific period of time.
Viral marketing:
Marketing phenomenon that facilitates and encourages people to pass along a marketing message.
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