Glossary

 

Most frequently used terms:  

Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.  

CPC (Cost-per-Click)  

This is an internet marketing formula used to price online and mobile advertisements. Advertisers only pay publishers, based on the number of clicks on a specific ad.  

CPA (Cost Per Action)  

This is a phrase often used in online and mobile advertising. CPA is considered the optimal form of buying advertising, from a direct response advertiser's point of view. An advertiser only pays for the ad when an action has occurred. A related term, eCPA or effective Cost per Action is used to measure the effectiveness of advertising inventory purchased (by the advertiser).  

CPM (Cost-per-Mille) 

Also referred to as cost per thousand. This is an Internet marketing formula used to price online and web advertisements. Advertisers only pay publishers based on the number of impressions of a specific ad. This technique is applied with web banners, text links, and opt-in email advertising, though opt-in email advertising is more commonly charged on a Cost Per Action (CPA) basis.  

eCPM (Effective Cost Per Mille)  

This is a phrase often used in online and mobile advertising. It means the cost of every 1,000 ad impressions shown. CPM is considered the optimal form of selling advertising, from the publisher's point of view. A publisher is paid every time an ad is shown.  

CTR (Click Through Rate)  

This is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if your banner was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.  

Electronic mail  

(abbreviated "e-mail" or, often, "email") is a store and forward method of composing, sending, storing, and receiving messages over electronic communication systems.  

Mobile Advertising  

A form of advertising via mobile (wireless) phones or other wireless devices. This type of mobile advertising is most commonly seen as a Mobile Web Banner (top of page), Mobile Web Poster (bottom of page banner), and full screen interstitial, which appears while a requested mobile web page is "loading." Other forms of this type of mobile advertising are SMS and MMS advertising, mobile gaming advertising, and mobile video advertising (pre, mid and post roll).  

Email Authentication  

Email authentication refers to a technique for validating that a person claiming to possess a particular email address actually has it. This is normally done by sending an email containing a nonce to the address, and requiring that the party being authenticated supply that nonce before the authentication can proceed. The email containing the nonce is usually worded so as to explain the situation to the recipient and discourage them from supplying the nonce (often via visiting a URL), unless they in fact were attempting to authenticate. This degree of email authentication is considered by many anti-spam advocates to be the minimum degree necessary for any opt-in e-mail advertising or other ongoing email communication.  

SMS- Short Message Service  

A means of sending short messages to and from mobile phones. Most SMS messages are mobile-to-mobile text messages, although the standard supports other types of broadcast messaging as well. The term SMS is frequently used in a non-technical sense to refer to text messages themselves, particularly in non-English-speaking European countries where the GSM system is well established.