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Glossary
The online advertising industry uses a large number of technical terms. A few of the more frequently used are listed below:
Affiliate Marketing – A type of advertising system based on the CPA (cost per action) payment method whereby websites run advertiser's banners for free but get paid on any sales or registrations that result from visitors that click on the banner.
Banner – An Internet advertising format in graphic form that appears on a web page that is usually hyperlinked to an advertiser's website.
Click Through Rate – A tool for measuring the responsiveness of a campaign by counting the number of clicks per ad.
Cookies – small text files that allow us to recognise visitors when they return to an advertisers website. Deal Group Media uses cookies to keep track of the number and frequency of advertisements that have been shown to a visitor or by sites to help us determine the number of unique visitors and thereby track response and action rates.
CPA – Cost per action (CPA) is one of the online payment models by which our advertisers pay us for a pre-defined action which can include a sale, brochure request or registration and is completed as a result of a visitor clicking on an advertisement.
CPC – Cost per click (sometimes known as price per click – PPC) is one of the online payment models by which our advertisers pay us for each click through made on their advertisement. This is an ideal method of payment for advertisers who need to guarantee they only pay for those viewers of the banner that click on it and visit a page on their site.
CPM – Cost per thousand (CPM - where 'M' stands for mille) is one of the online payment models, by which our advertisers pay for every 1000 impressions of their advertisement. This is an ideal method of payment for advertisers who want to guarantee only the number of people who sees their banner.
Creative – The technology used to create a banner or other type of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash or streaming audio/video.
Impressions – The number of times a banner ad was requested and presumably seen by users. It is often hard to obtain an accurate impression count as they can be undercounted due to issues relating to cache or overcounted due to requests that were not completed.
Online Inventory – The number of ad spaces available for sale on a website during a certain time frame. Determined buy taking into consideration the number of advertisements on a page, the number of pages with advertisements and the number of page views during a specific time frame.