DartMedia

The activation of a hyperlink using a mouse or other input device. The click-through is essential to the interactivity of online advertising.

The rate of activated ads to total ads displayed. A typical CTR is 0.5% (1 in 200). Also called Click-Through Percent (CTP). The click-through rate of an advertising creative is one measure of its effectiveness.

When users click on a banner or text link, the click-through URL is the new destination to which they are directed.

The percentage of the advertising fee paid to the Publisher for hosting the creative on their website Typical commissions range from 50 to 75 percent.

Interface-creation scripting programs that create webpages in real-time based on dynamic end user interactive data.

A cookie is a file used to record and store a variety of information on a user's computer. Cookies are placed by an external source during a certain event, such as the display of an ad. A cookie can be read only by the server in the domain that stored it. Cookies placed by Fastclick.com on user's computers as part of the ad serving process do not collect, store or transmit personally identifiable information. Users can accept or deny cookies, by changing a setting in their browser preferences. The denial of cookies severely limits the customization and interactivity of a user's online experience.

An advertising campaign pricing model based on an estimate of the number of impressions of a particular creative in a particular media at a particular time (TV) or issue (printed media). The vast majority of online banner advertising is priced using the CPM model. The "M" is the Roman numeral for 1,000. The cost is aggregated per thousand for convenience; the cost for individual impressions would be very small. CPM is strongly associated with the "branding" school of marketing.

An advertising campaign pricing model based on paying for direct results. The direct correlation between the action taken and the payment for the advertising that led to the action is desirable to advertisers. This model takes many forms (leads, sales, etc.) and is increasing in popularity online due to the ease of implementation and accounting compared to traditional media. CPA is strongly associated with the "direct response" school of marketing. Also called Cost per Transaction.

An advertising campaign pricing model base on paying only for those ads that experience a click-through CPC can be considered a measure of direct response, but is not a measure of true action taken by a user.

A CPA pricing method that typically pays a fixed fee for the acquisition of a customer lead, such as a filled out form or an opt-in email address. See Cost per Action (CPA).

A CPA pricing method that typically pays a transaction percentage for the acquisition of a customer that makes a purchase. See Cost per Action (CPA).

The materials used in advertising to convey a message. Digital creative can be text, static graphic, animated graphic, video, audio or other. See Banner.

A broadcast (radio/TV) term that is shorthand for 'net cumulative audience' over a 4-week timespan, based on the total number of unduplicacted people reached.

The presentation and delivery of publisher website and advertiser campaign data. Data reporting is typically a combination of tabular and graphic presentation.

Statistical data that describes the makeup of a given user base, and includes information such as age range, gender, education levels, and average household income. Demographic data is one of the tools used to match ad space with an advertising campaign.