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Ad Inventory
The total amount of web advertising space available by size and space.
Banner
A graphic element, usually horizontal, on a Web page, used to title the page, head a new section, present a company's or advertiser's message, or provide a link to another page.
Campaign
A term given to either advertising, promotions or sales. It describes a co-ordinated series of efforts built around a theme and designed to reach an identified goal one usually identified by a time-period eg Spring Campaign.
Click
On the Web, the act of selecting and following a link by placing one's mouse cursor on the text, graphics, banner, or button identifying the link and depressing a button on the mouse.
Click-through Rate
The percent of individuals viewing a Web page who click on a specific banner ad appearing on the page.
Clickthrough
The number of times users click on a online ad and go to the advertiser's site to sign up for something, to make a purchase, or just to get more information. Sometimes measured as a function of time (ad clicks per day), and often calculated by dividing the gross number of clicks by the gross number of advertising impressions served for a given campaign.
Cost-per-Thousand (CPM)
The cost in any given media for a thousand impressions. A term used in printing, publishing and also relating to web clicks.
Impression
The delivery of a single ad to a single viewer one time. Sometimes an impression is counted when the ad is requested (i.e. linked to) by a Web page and sometimes an impression is only counted when the ad is completely downloaded.
MPU (Messaging Plus Unit)
A graphical rectangle used within the content area of a site. Can be used to offer advertisers more user interaction with an advert than standard banner style formats offer.
Pre-roll
A video advert preceding a piece of editorial video content.
Sting
A short video ad which is used mainly as a method of branding at the beginning, end or middle of a piece of video content.
Unique User
An individual who views a Website once during a specified period of time (e.g. a day, a month).
Visit
One visit to a Website. A visitor may return to the site several times in a given time period.
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