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Website Advertising - Glossary
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Hit
A single request made to a web server for an object on your web site. The object can be an HTML file, a graphic image, or any other embedded object, such as a sound file, in your web pages.
It means that several hits
will occur when a web page is loaded ?
E.g. one hit for each image on the page
and one hit for the page itself.
Visit
Represents one unique viewer who has visited a web site. One site visitor can view many web pages. If a visitor comes to a Web site and views five pages before leaving to go to a new site, the system logs five page views, but just one visit.
Impression
A term derived from banner
advertising that denotes each time
your ad is shown to someone. For
example, 1,000 impressions of a banner implies that the banner was seen 1,000
times. Some traffic services use the term impression to refer to a visit.
CPM
Abbreviation for
Cost Per Thousand (M is the Roman
numeral for one thousand). Type of advertising in which a web site gets paid based on the number of impressions. Prices are often quoted as "$X CPM" - for example, $5 CPM
indicates a price of $5 per thousand. (Note: it is not correct to say "$X per
CPM").
CPC
Abbreviation for Cost Per Click. Type of advertising in which a web site gets paid each time an end user clicks a link to the advertiser's web site.
For example $0.15 CPC means 15 cents per click.
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Unique Traffic/Unique VisitorRepresents a single, unique viewer who has visited a web site within a specified time period. Usually, a level of
uniqueness is specified such as: "X hour unique" ? that is, the same user is
only counted once every X hours. Most commonly, traffic is 6, 12 or 24 hour
unique. Usually, a user is identified by his/her IP address, which is unique to
every computer on the internet. In some cases, the determination of whether a
hit is unique depends on the server's ability to store a small identifying
file on a visitor's computer (a "cookie").
Raw TrafficRaw Traffic refers to traffic with no specified level of uniqueness. The
same user could be counted several times is he/she reloads the campaign page.
On average, raw traffic is 50-75% unique.
Pop-UpA popup window is a new browser window. Usually, the window will open
automatically when a page is loaded or unloaded. There could be more than one
popup window loaded by a page.
A popup window that is displayed under the main browser window.
Pop-In
A popup window that is displayed inside the main browser window.
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BannerA Banner is a graphic that you will need in order to place advertisements. Just like you see sign boards and hoardings etc., a banner will advertise your business on other websites. A banner may be of many shapes and sizes
Banner SizesThe website where you choose to advertise will mention its requirements for particular sizes of banners. These are the generally accepted sizes for banners, although certain websites may ask for different sized banners as well:
468x60 - 125x125 - 120x60 - 120x600 - 720x98
Banner FormatsYou will be required to send in banners of a particular 'file type'. Generally, GIF and JPG formats are accepted all over. Larger websites will also accept Rich Media files i.e. interactive multimedia files made in Flash.
The banners and rich media files needed to run your advertisement are also referred to, as creatives or ad creative.
Demographics
Demographics of a Website's visitors are a breakdown of their visitor statistics based upon geographical location, age, sex, income, education etc. You can see the type of visitors that website has and decide for yourself if they are your targeted customers or not.
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