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Media Kit
Advertising Terms Glossary

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Banner -- A popular rectangular style of site advertising containing words and images. Can be static or animated. Browser Software -- An application used to locate and display Web pages. Popular ones include Netscape, Microsoft Explorer and NeoPlanet. E-Commerce -- Any on-line transaction of buying and selling where business is done via Electronic Data Interchange (EDI). Click -- Depressing and releasing a mouse button to select a screen object. The click is used to make selections and to navigate with your browser. Click-through -- Clicking on a Web advertisement and reaching the advertiser's Web site. Click rate -- Measures the number of times an ad attracts a click compared to the number of times it is displayed. CPC -- Cost-per-click-through. The amount charged an advertiser for each click a banner ad attracts. CPM -- Cost per thousand impressions, another way to charge for advertising. GIF -- Term for "Graphics Interchange Format". GIF is used to compress data. Most generally used for banner advertising. Hit -- A term no longer used to indicate increased site usage, as it was found to count some pages multiple times because of increased page graphics use. Hyperstitial -- Ads that are displayed along side a browser while Web pages are downloading. Impression -- A single appearance of an advertisement on a web page. Like a newspaper ad, the circulation count reflects the potential number of times an ad is seen. Interstitial -- Ads that appear in a separate browser window while Web pages are downloading. JPEG -- Term for 'Joint Photographic Experts Group', Generally used to compress photos. Meta Ad -- Advertising displayed as the result of using a search engine. Ads are matched according to the key words or term(s) used in the search. Page View -- Accessing or merely seeing a Web page as opposed to other methods that count many elements per page. Pixel -- Term for 'Picture Element.' Standard VGA monitors display 640 pixels wide by 480 pixels high. Other monitors display even more pixels for greater clarity. Unique Users -- A term measuring individuals who visit a particular Web site. This term is a critical component of a Web site's popularity and its advertising sales potential. Web Portal -- A do-all, mega Web site or service providing search engines, e-mail, chat rooms, forums, shopping malls, etc. Examples: Yahoo, AltaVista, etc. For information on the full range of advertising programs, click here.

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