Ad Network:  A single entity that provides advertisers with a way of reaching a large number of users across several web sites with a single ad buy.

Ad Space:  Space on a Web page that is reserved for ads.

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.

Advertorial:  An advertisement styled to resemble the editorial format and typeface of the content in which it runs.

Auditor:  Third party companies that verify ad deliveries and site statistics.

Audit:  A formal unbiased check particularly of circulation of advertising media such as by the Audit Bureau of Circulations or Business Publications Audit of Circulation.

Banner:  An advertisement in the form of a graphic image that typically runs across a Web page or other space reserved for ads. Banners are usually linked to an advertiser’s site.

Click:  A click is the opportunity for a visitor to be transferred to a location by clicking on an advertisement.

Click Rate:  The percentage of the ad views that resulted in clickthroughs.

Coverage:  The percentage of a target audience reached by a media vehicle.

Cost Per Click (CPC):  The advertiser pays only for clicks received.

Cost Per Lead (CPL):  A CPL is where the advertiser pays only for those clicks where the user clicks through and generates a lead for the advertiser by filling out an online sales contact form or other means.

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.

Cost Per Sale (CPS):  Where the advertiser pays only for those clicks where the user clicks through on the banner or ad and actually purchases a product on the advertiser's site.

Demographics:  Data about the size and characteristics of a population.

Hits:  A hit is the sending of a single file whether text, image, audio, or other file type. Since a single request can bring with it a number of individual files, the number of hits from a site is not a good indication of the actual visitors.

Impression:  Viewer has had the opportunity to see your advertisement or that the graphic was loaded without regard to duplication. When a page that includes a banner is viewed, it is considered an impression

Insertion Order:  A document that specifies aspects related to an ad flight. Standard items included are: number of impressions or clicks to be delivered, time period, to what target URL, conditions of termination, conditions of makegood impressions, contact information, how reporting will be delivered and in what format and any other directives related to the delivery of the ad flight.

Interstital:  A page that is inserted in the normal flow of content between a user and a site.

Net:  The amount paid to the advertising medium by the advertising agency after deducting the agency commission.

Page Views:  The number of times a page is requested by a user, often measure by a function of time (page views per month).

Psychographics:  Identification of personality characteristics and attitudes that affect a person’s lifestyle and purchasing behaviors. Psychographic data points include opinions, attitudes, and beliefs about various aspects relating to lifestyle and purchasing behavior.

Rate Card:  Document listing space or rates of an advertisment, technical specifications and closing dates issued by the seller of the ad space.

Reach:  The number of different individuals who visit a site within a specific period of time.

Reach (%):  The number of unique individuals who visit a site within a specific period time expressed as a percentage of the web using population.

ROI (Return On Investment):  Generally refers to the advertiser's desire to have a return on the advertising funds invested in media.

Sponsorship:  The purchase of more than one commercial within a pro- gram, allowing advertisers to receive bonus time via billboards, or exclusivity of advertising within the brand's product category, or both.

Unique Users:  The number of different individuals who visit a site within a specific period of time.

Visits:  A series of interaction by a visitor.

Volume Discount:  The price discount offered advertisers who purchase a certain amount of volume from the medium--e.g., page or dollar amount in magazines.