The section of a Web page that is visible without scrolling.

Marketing to those who are NOT existing clients/customers and prospects, with the goal of acquiring or adding them as a new client/customer or prospect. Opposite of Retention Marketing.

Acrobat is part of a set of applications developed by Adobe to create and view PDF files. Acrobat is used to create the PDF files, and the freeware Acrobat Reader is used to read the PDF files

Advertising intended to bring about immediate action on the part of the reader or viewer.

A graphic image or other media object used as an advertisement. See iab.net for voluntary guidelines for banner ads.

Software on a users browser which prevents advertisements from being displayed.

A measurement of the userinitiated action of responding to (such as clicking on) an ad element causing a redirect to another Web location or another frame or page within the advertisement. There are three types of ad clicks: 1) clickthroughs; 2) inunit clicks; and 3) mouseovers. Ad clickthroughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.

Ratio of ad clicks to ad impressions.

The printed text or spoken words in an advertisement.

When an ad is successfully displayed on the users computer screen.

When an ad is downloaded by a server to a users browser. Ads can be requested, but aborted or abandoned before actually being downloaded to the browser, and hence there would be no opportunity to see the ad by the user.

1) an ad which is served to a users browser. Ads can be requested by the users browser (referred to as pulled ads) or they can be pushed, such as emailed ads; 2) a measurement of responses from an ad delivery system to an ad request from the users browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the users browsertherefore closest to the actual opportunity to see by the user. Two methods are used to deliver ad content to the usera) serverinitiated and b) clientinitiated. Serverinitiated ad counting uses the publishers Web content server for making requests, formatting and redirecting content. Clientinitiated ad counting relies on the users browser to perform these activities. For organizations that use a serverinitiated ad counting method, counting should occur subsequent to the ad response at either the publishers ad server or the Web content server. For organizations using a clientinitiated ad counting method, counting should occur at the publishers ad server or thirdparty ad server, subsequent to the ad request, or later, in the process. See iab.net for ad campaign measurement guidelines.

Clickthroughs divided by ad impressions. See click rate.

When an ad is inserted in a document and recorded by the ad server.

The number of page views a site has available for advertising.

The creative artwork, copy, active URLs and active target sites which are due to the seller prior to the initiation of the ad campaign.

An aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network.

The request for an advertisement as a direct result of a users action as recorded by the ad server. Ad requests can come directly from the users browser or from an intermediate Internet resource, such as a Web content server.

The delivery of ads by a server to an end users computer on which the ads are then displayed by a browser and or cached. Ad serving is normally performed either by a Web publisher, or by a thirdparty ad server. Ads can be embedded in the page or served separately.

The series of ads displayed by the user during a single visit to a site (also impression stream).

The successful display of an advertisers Web site after the user clicked on an ad. When a user clicks on an advertisement, a clickthrough is recorded and redirects or transfers the users browser to an advertisers Web site. If the user successfully displays the advertisers Web site, an ad transfer is recorded.

When the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided by ad displays.

The number of times an advertisement is shown.

A commercial message targeted to an advertisers customer or prospect.

A unique identifier for a computer or site online, usually a URL for a Web site or marked with an @ for an email address. Literally, it is how one computer finds the location of another computer using the Internet.

Automated programs that try to spoof random IP addresses to click through AdWords displayed on a site.

Words that are censored by search engines. These include the FCCs seven forbidden words. Search engines often maintain two databases, to allow a user to search all data or to filter offensive results.

According to the American Marketing Association, Chicago, Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor.

The company paying for the advertisement.

The structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.

A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.

Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget.

A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.

Either a percentage of gross purchases or a flat fee paid to the retailer for advertising the manufacturers product.

The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.

An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say itverbally or nonverbally.

Click-through - the process of clicking through an online advertisement to the advertiser's destination.

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.

An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.

Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.

Revenue realized from the sale of advertising. See interactive advertising revenue.

Banner ad - a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).

The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message. (Also called the creative mix.)

Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles.

A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements.

This is the Pay Per Click advertising program offered by Google.

The publisher/salesperson in an affiliate marketing relationship.

A categorized listing of affiliate programs.

An online community where visitors may read and post topics related to affiliate marketing.

Bogus activity generated by an affiliate in an attempt to generate illegitimate revenue.

Affiliate - the publisher/salesperson in an affiliate marketing relationship.

The advertiser in an affiliate marketing relationship.

A value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.

This form of online marketing is gaining tremendous popularity and is based on the concept that affiliates are paid when their marketing efforts boost sales and generate revenue for the advertiser. Affiliate marketing programs create a winwin situation for all parties concerned.

Software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.