Banner Ad:
Short for "banner advertisement". An ad on the Web that links to an advertiser's site or a buffer page. Banners are the most common type of Web ad, and they come in a wide variety of sizes-typically in the 468x60 range.

Button Ad:
A small ad unit on the Web. Buttons typically link to an advertiser's site or a buffer page. They are generally used for sponsorships or downloadable products. -See sponsorship ad.

Clicks:
The number of times a user clicks a banner or other advertising unit.

Click Rate or Click-Through-Rate:
The percentage of impressions that result in clicks. Sometimes referred to as the response rate.

CPM (Cost per thousand):
Cost per mille (French for thousand). CPM refers to the total cost of 1,000 visitor requests to view an ad--in other words, the cost for 1,000 impressions.

Fixed or "Hardwired" Ads:
Ads that are set in a fixed position on a particular Web page and delivered each time the page is delivered (the opposite of dynamic rotation). -See sponsorship ad.

GIF:
Graphic Interchange Format. A common file format for Web graphics (and banners). Not always the best choice for photo-realistic images.

Hit:
Every element of a requested page (including text, graphics, and interactive items) is counted as a hit to a server (ie. server hit). Hits are not the preferred unit of site-traffic measurement because the number of hits per page varies widely. On average, a Web page contains six hits.

Home Page:
The initial, front Web page by which a user normally enters a Web Site.

HTML:
HyperText Markup Language - the text based language used to construct Web pages.

Impressions:
The number of times an ad banner is displayed on Web pages--and presumably seen by the user. Guaranteed impressions are the minimum times an ad banner has opportunity to be seen by visitors (as specified in the contract).

JPG (or JPEG): Joint Photographic Experts Group:
A common file format for photo-realistic images. Not as common as GIF for banners because JPEG compression has a tendency to blur small text (which banners usually have).

Page Views or Page Impressions:
The number of times a Web page is presented. Page views, not hits, are the preferred counting method for site-traffic estimates and measurement. (However, you will often hear the terms "Page Views" and "Page Hits" used interchangeably)

Sponsorship Ad:
An ad in a fixed, non-rotating position on a particular Web page and delivered each time the page is delivered. (Occasionally set up to rotate on a very limited basis.)

Rotation (ie. Rotating Banner Ads):
Delivery of ads on a rotating basis (the opposite of fixed, hardwired ads). Dynamic rotation lets different users see a different ad on a given page, and allows ads to be seen in more than one place on a site. Ads can be dynamically rotated throughout an entire site or within a given targeted section. Also called dynamic delivery.

URL:
Uniform Resource Locator. How documents on the Web are referenced. The "Internet" address of a particular Web Site. ex: www.ksl.com

User Sessions:
The number of individuals who visit a site within a specific time period. Each user may generate several "page views" depending on how much they use the site during their "session".

Web Page:
A single HTML document of a Web site.

Web Site:
A group of Web Pages which collectively represent a company or individual on the World Wide Web.

Sales Info Main Page