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Ad Request An ad request happens when someone visits a page and clicks on an ad. The act of requesting the ad by clicking on the ad is called an ad request.

Align An attribute on many HTML tags. Commonly used to force alignment to left, right or center

ALink An attribute of the BODY tag. This is used to define the color of the active link. A link is active the moment a browser clicks on it.

Alt Tag

An attribute of the image tag. In newer browsers, it displays as a tool tip. This attribute should always be included because some browsers may have image loading turned off or may have non-visual browsers.

Animated Gif A GIF file that consists of a series of "frames" that play one after another. This gives the graphic the appearance of a moving picture.

API An acronym that stands for Application Programming Interface. These are the screens that developers see when using development tools to develop any type of application.

Applet A container tag that is used to place a javascript applet on an HTML page. A small self-contained Javascript program.

Attribute Some HTML tags can be modified by the use of attributes. An attribute is part of a named pair -- attribute="value" -- that modifies the effect of the tag.

Audit Usually referred to when auditing ads. A third party that verifies ad delivery and site traffic.

Authoring Tools Normally a WSIWIG (what you see is what you get) tool used to assist HTML authors.

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Bandwidth Usually refers to the amount of information that can be transferred over an Internet connection in a given amount of time.

Banner One of the most common ways to advertise on the Internet. A banner is normally a small graphic file that measures 468 x 60 pixels.

Browser Software installed on a computer that interprets HTML code.

Button When used in an application, a small graphical element that can be "pushed" to cause an action to happen. When used in an advertising context, a small or rectangular clickable graphical element used as a hyperlink.


Cache An area on a computer where web pages are stored temporarily. When the page is requested again, rather than being downloaded over the Internet connection, the page is retrieved from the cache. This saves on bandwidth. This behavior can also be set as a preference in the browser.

CERT The Computer Emergency Response Team. This team attempts to track down hackers who cause widespread damage on the Web by their activities.

CGI The acronym stands for Common Gateway Interface, and is a set of standards by which servers communicate with external programs. A HTML form hands off data to a CGI script running on a server. The script processes the form data and generates a response.

Click-through This refers to the action of actually clicking on an ad. Advertisers assume that when a link is clicked, the person who clicks will actually move (click-through) from the page with the ad to the page that the ad points to.

Click-through rate (CTR) This is the ratio of the number of times and ad is clicked divided by the number of times an ad is viewed.

Connection Speed The speed of the connection (the bps -- bits per second) that determines the rate information can be transferred from the Internet to a particular computer. This depends on the type of connection, i.e. modem, cable, DSL, etc.

Conversion Measures the rate of goal achievement. It could be used to mean the number of orders or leads that are generated from an ad.

Cookie A cookie is a small text string that is placed on a computer. When an Internet browser fills out information in a form, when the browser returns to the site, an application checks for the existence of a cookie. If one is found, the information that the user submitted on the form can be retrieved from the database. If a user submits information, this allows their subsequent visits to the same area to be tracked. Although several Internet applications are dependent on cookies, their use can be disabled in the browser application. For more information check

Cost per click (CPC) A method of charging for an ad depending on the number of times the ad is clicked.

Cost per lead (CPL) A method of charging for an ad depending on the number of leads that are derived from the ad.

Cost per sale (CPS) A method that determines the price of an ad by the number of sales that it generates.

Counter A small utility that counts the number of visits to a web page.

CPM (cost per thousand) A method of pricing an Internet ad that depends on the number of times the ad is viewed. Literally the cost/thousand times an ad appears on a page that is requested by a browser, whether or not the ad produces a result.

CSS (Cascading Style Sheets) A method that allows styles to be defined in the Head tag or in an external file. This allows for the separation of content and presentation.


Design Tools Tools that are used by web designers (and other application designers) to create applications.

Directory A collection of resources. For example, Yahoo is a searchable directory.

Discussion List An e-mail forum, with or without a moderator, where people discuss the topics that the list to which the list is dedicated.

Domain Name A name that identifies a web address. In other words, a user-friendly name used to translate the numeric identity assigned to a web address.

DHTML (Dynamic HTML) A collection of technologies that are being developed to make HTML more dynamic and interactive. However, there is no current set standard, and various Internet browser software differ in their implementation on DHTML.

Dynamic  Rotation A method used to rotate banner ads in a dynamic fashion, either on a random or rotating basis.

E-mail List A list of e-mail users that is similar to a discussion list.

Encryption A way to scramble and unscramble a file when it is transmitted. Used to protect the privacy or integrity of a person or piece of data. See Public Key Encryption

Esposures A term that is synonomous with impressions. In other words, the number of times an ad may be viewed.

Extensible Markup Language

Extranet A network using Internet protocols to access information that is shared between businesses. Typically, applications that can be accessed privately (or through a public website) that have levels of security and that must be accessed by a logon and password.


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