ONLINE MARKETING GLOSSARY
Above the fold: The top part of a Web page that is visible without scrolling
Affiliate marketing: Using other online marketers as a source
of referrals; payment is usually per click, per lead, or per sale.
Affiliate network: Third party that provides services, such
as aggregation and tracking, for affiliates and marketers.
Banner ad: A graphic ad on a Web page, typically measuring
468 pixels wide and 60 pixels tall.
Blog: Online journal of entries in reverse chronological order
that typically features multiple links; short for Web log.
Button ad: A graphic ad on a Web page that’s smaller
than a banner
Click-through rate (CTR): Average number of click-throughs
for an online ad per 100 ad impressions; a 2% click-through rate means for every
100 times the ad was seen, two people clicked on it.
Cookies: Files from a Website that are transferred to and stored
on a visitor’s Website that provide information, such as what the visitor
purchased and what site the visitor was on immediately preceding the visit,
to the Website.
Contextual marketing: Placing merchandise near relevant content.
CPC: Cost per click
CPM: cost per 1,000 impressions.
Extranet: Group of Websites, each with a different owner, that
joined together to share information; often used in supply chain management.
Frequency cap: Limit on the number of times a single viewer
can be exposed to the same ad.
Impressions: The number of times a page is accessed or an ad
displayed.
Interstitial: Online ad that loads between two content pages.
Intranet: Online network designed to be accessible only to
members of a specific organization, with firewalls keeping out other potential
users.
ISP: Internet service provider.
M-commerce: Mobile commerce; marketing via a mobile device
such as a cell phone or a PDA; also called wireless commerce.
Pay per lead: Online ad payment model in which payment is based
on the number of qualifying leads.
Pop-under ad: Ad that is displayed in a new browser window
that appears under the already-open window.
Pop-up ad: Ad that is displayed in a new browser window.
Pay per sale: Online ad payment model in which commission based
on each sale it generates, as opposed to each click or each lead; pay-per-sale
programs have lower conversion rates than pay-per-click or pay-per-lead (as
not every person who clicks ends up buying) pay higher commission rates.
Reciprocal links: Links between two Websites based on an agreement
between the two owners.
Rich media: Web applications that offer a more interactive,
animated online experience; examples including Flash and Shockwave.
ROS: Run of site; an ad that can appear anywhere in a given
Website, rather than on one particular page.
RSS: Rich Site Summary or Real Simple Syndication; means of
distributing dynamic content to subscribers via an XML (Extensible Markup Language)
format rather than e-mail.
Shopping bots: Software programs that help Web users search
for and compare specific products across multiple Websites; also called bots,
intelligent agents.
Viral marketing: A campaign that uses word-of-mouth or “tell
a friend” mechanisms.
