This document defines 52 online marketing terms that every marketer should know, such as ad blocking, banner ads, click-through rate, cookies, cost per click, impressions, pay per click, retargeting, and more. It provides brief definitions or explanations of each term to help marketers better understand common digital advertising concepts, metrics, and strategies. The document serves as a helpful glossary for navigating the online marketing landscape.

1. 52Online
Marketing
TermsEvery
Marketer
Should
Know
01|AdBlocking
03|BannerAd
06|ButtonAd
07|Caching 08|Click-Through
12|Cookie
13|
15|
14|
16|CPM
17| 18|eCPM
19|FrequencyCap
21|HouseAd
23|HybridModel
25|Interstitial
27|
29|PageView
31|
30|
28|
26|Keyword
32|
33|Pop-upad 34|Pop-underad
35|RateCard 36|RectangleAd
37|RepFirm 38|RichMedia
43|SkyscraperAd 44|Sponsorship
48|TrickBanner
49|Underdelivery 50|UniqueVisitors
51|VerticalBanner 52|WebSiteTraffic
45|Stickiness
47|Textad
46|
42|
TheblockingofWebadvertisements,
typicallytheimageingraphical
Webadvertisements.
Agraphicalwebadvertisingunit,
typicallymeasuring468pixelswide
and60pixelstall(i.e.468×60).
Onlineadvertisingnotinvolving
standardGIFandJPEGbannerads.
ThestorageofWebfilesforlater
re-useatapointmorequickly
accessedbytheenduser.
Theprocessofclickingthrough
anonlineadvertisementtothe
advertiser’sdestination.
Theaveragenumberofclick-throughs
perhundredadimpressions,
expressedasapercentage.
Thepercentageofvisitorswhotake
adesiredaction.
Informationstoredonauser’scomputer
byaWebsitesopreferencesare
rememberedonfuturerequests.
Onlineadvertisingpaymentmodelin
whichpaymentisbasedsolely
onqualifyingactionssuchassales
orregistrations.
Thecostorcost-equivalentpaidper
click-through.
Onlineadvertisingpaymentmodelin
whichpaymentisbasedonthe
numberofqualifyingleadsgenerated.
Costperthousandimpressions.
Thecostassociatedwithacquiringa
newcustomer.
Restrictionontheamountoftimesa
specificvisitorisshownaparticular
advertisement.
Self-promotionaladacompanyrunson
itsmediaoutletstoputunsold
inventorytouse.
AbanneradusingHTMLelements,often
includinginteractiveforms,instead
of(orinadditionto)standard
graphicalelements.
Acombinationoftwoormoreonline
marketingpaymentmodels.
Asingleinstanceofanonline
advertisementbeingdisplayed.
Anadvertisementthatloadsbetween
twocontentpages.
Thesearchforkeywordsrelatedtoyour
Website,andtheanalysisof
whichonesyieldthehighestreturn
oninvestment(ROI).
RequesttoloadasingleHTMLpage. Onlineadvertisingpaymentmodelin
whichpaymentisbasedsolely
onqualifyingclick-throughs.
Onlineadvertisingpaymentmodelin
whichpaymentisbasedsolely
onqualifyingleads.
Onlineadvertisingpaymentmodelin
whichpaymentisbasedsolelyon
qualifyingsales.
Anadthatdisplaysinanew
browserwindow.
Anadthatdisplaysinanewbrowser
windowbehindthecurrent
browserwindow.
Documentdetailingpricesforvarious
adplacementoptions.
Anyoneofthelarge,rectangularbanner
sizessuggestedbytheIAB.
Adsalespartnerspecializingprimarily
insingle-sitesales.
Newmediathatoffersanenhanced
experiencerelativetoolder,
mainstreamformats.
Adbuyingoptioninwhichadplacements
mayappearonanypageson
siteswithinanadnetwork.
Adbuyingoptioninwhichadplacements
mayappearonanypagesonsites
withinanadnetwork.
Theuseofasitevisitor’ssearchhistory
asabasisfortheadsthatthe
visitorwillsee.
Advertisingthatcanbepurchased
withouttheassistanceofa
salesrepresentative.
Anonlineadsignificantlytallerthan
the120×240verticalbanner.
Advertisingthatseekstoestablishadeeper
associationandintegrationbetweenan
advertiserandapublisher,ofteninvolving
coordinatedbeyond-the-bannerplacements.
Theamountoftimespentatasiteover
agiventimeperiod.
Advertisingsequenceinwhichavisitor
receivesadsfromoneadvertiser
throughoutanentiresitevisit.
Advertisementusingtext-based
hyperlinks.
Abanneradthatattemptstotrick
peopleintoclicking,oftenby
imitatinganoperatingsystemmessage.
Aeliveryoflessimpressions,visitors,or
conversionsthancontractedfora
specifiedperiodoftime.
IndividualswhohavevisitedaWebsite
(ornetwork)atleastonceinafixed
timeframe,typicallya30dayperiod.
Abanneradmeasuring120pixelswide
and240pixelstall.
TheamountofvisitorsandvisitsaWeb
sitereceives.
Source:http://bit.ly/OnlineMarketingTerms
Youcangrabinstantaccesstoour
freeonlinecourse“FastTracktoa
MarketingBreakthroughCourse”at
www.YourAdSquad.com
Puttingyourmessageinfrontofpeople
whoaresearchingusingparticular
keywordsandkeyphrases.
Awordusedinaperformingasearch.
RequestofafilefromaWebserver.
Effectivecostperthousandimpressions
(technically,“effectivecostpermille”).
Amethodofservingadvertisements
basedonthecontent(i.e.,overall
contextortheme)ofawebpage.
Agraphicaladvertisingunit,smaller
thanabannerad.
Thetendencyofwebvisitorsto
ignorebannerads,evenwhen
thebanneradscontaininformation
visitorsareactivelylookingfor.
AnetworkrepresentingmanyWebsitesin
sellingadvertising,allowingadvertising
buyerstoreachbroadaudiences
relativelyeasilythroughrun-of-category
andrun-of-networkbuys.
40|
41|
39|
24|Impression
22|HTMLBanner
20|Hit
11|
10|9|
05|
04|
02|Advertising
Network
Banner
Blindness
Beyond
theBanner
Click-Through
Rate(CTR)
Conversion
Rate
Contextual
Advertising
CostPer
Action(CPA)
CostPer
Click(CPC)
CostPerLead
(CPL)
Customer
AcquisitionCost
Keyword
Research
PayPer
Click(PPC)
PayPer
Lead(PPL)
PayPer
Sale(PPS)
Runof
Network(RON)
RunofSite
(ROS)
SelfServe
Advertising
Surround
Session
Search
Retargeting
Keyword
Marketing