Essential terms and definitions relating to buying or selling advertising on the Web.
A hit is a single file request from a website's visitor to the server hosting the website. When a visitor accesses a single webpage, he may download several image, text, or CGI files. Because one visitor viewing a webpage may trigger multiple hits, hits are not considered a precise measurement of traffic.
A purchase order that specifies the terms and conditions for a specific online advertising campaign.
An ad page that appears before the user-requested page is displayed. Also known as a splash page or transition ad.
A word or phrase users type into search engines in order to find relevant information.
The number of times a keyword appears on a webpage. Achieving the ideal keyword density will help draw search engine traffic for that specific keyword.
The advertiser's webpage visitors "land" on after they click on an ad. Usually the landing page will have a call to action prompting the user to sign up for a service or purchase a product. Also known as a clickthrough URL or destination URL.
Information stored in the HTML that provides additional details about a webpage, such as its keywords and descriptions.
The process of converting a website's traffic into money.
Advertising pricing model where the advertiser pays Web publishers based on the number of times visitors click on an ad.
The measurement of how often a webpage is displayed to visitors. Each time a webpage is displayed to a visitor is considered one page view. Also known as a page impression.
