Internet Advertising Definitions

Lead (PPL) - online advertising payment model in which payment is based solely upon qualifying leads.
Pay Per Sale (PPS) - online advertising payment model in which payment is based solely upon qualifying sales.
Ad Space
A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
banner ad - a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).
beyond the banner - online advertising not involving standard GIF and JPEG banner ads.
button ad - a graphical advertising unit, smaller than a banner ad.
HTML banner - a banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.
interstitial - an advertisement that loads between two content pages.
pop-up ad - an ad that displays in a new browser window.
pop-under ad - an ad that displays in a new browser window behind the current browser window.
rectangle ad - any one of the large, rectangular banner sizes suggested by the IAB.
rich media - new media that offers an enhanced experience relative to older, mainstream formats.
skyscraper ad - an online ad significantly taller than the 120x240 vertical banner.
text ad - advertisement using text-based hyperlinks.
surround session - advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.
vertical banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
advertising network - a network representing many Websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
caching - the storage of Web files for later re-use at a point more quickly accessed by the end user.
frequency cap – a restriction on the amount of times a specific visitor is shown a particular advertisement.
house ad – a self-promotional ad that a company runs on its media outlets to put unsold inventory to use.
keyword marketing - putting your message in front of people who are searching using particular keywords and key phrases.
rate card - document detailing prices for various ad placement options.
rep firm - ad sales partner specializing primarily in single-site sales.
run-of-network (RON) - ad buying option in which ad placements may appear on any pages on websites within an ad network.
run-of-site (ROS) - ad buying option in which ad placements may appear on any pages on websites within an ad network.
self-serve advertising - advertising that can be purchased without the assistance of a sales representative.
sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
under delivery - delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
affiliate - the publisher/salesperson in an affiliate marketing relationship.
affiliate directory - a categorized listing of affiliate programs.
affiliate forum - an online community where visitors may read and post topics related to affiliate marketing.
affiliate fraud - bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue.
affiliate marketing - revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
affiliate merchant - the advertiser in an affiliate marketing relationship.
affiliate network - a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.
affiliate software - software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.
exclusivity - contract term in which one party grants another party sole rights with regard to a particular business function.
payment threshold - the minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.
return days - the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
super affiliate - an affiliate capable of generating a significant percentage of an affiliate program's activity.
two-tier affiliate program - affiliate program structure whereby affiliates earn commissions on their conversions as well as the conversions of webmasters they

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