Talk The

Talk.

Glossary of Terms

Here are common terms for CPA advertising specifically and online advertising as a whole.

Glossary

Above the Fold
- The portion of a webpage or email that is visible without scrolling down.
Adsense (Google)
- Text and image ads that are precisely targeted based on page content, from which the webmaster earns a percentage of the price per click paid by the advertiser.
Advertising Network
- A network that acts as a liaison between advertisers and publishers helping publishers to sell their ad inventory while allowing advertising buyers (advertisers) to reach broad audiences relatively easily.
Adware
- Refers to any software application in which advertising banners are displayed while the program is running. These ads are commonly viewed through pop-up windows or through a bar that appears on a computer screen. Adware is a nuisance because it continually interferes with the user's desktop operations. The justification for adware is that it helps recover programming development cost and therefore holds down the cost for the user. Adware, like spyware, is a major cause for concern regarding privacy because it often includes code that tracks a user's personal information and passes it on to third parties, without the user's authorization or knowledge.
Affiliate
- Someone who promotes and markets an advertiser's products and/or services through their specialized channels, including but not limited to search, email , display, contextual, social media, and coreg. The affiliate earns a commission for referring clicks, leads, sales, engagements, or other defined action.
Affiliate Marketing
- Refers to the advertising model in which an advertiser pays a commission based on an affiliate's performance in delivering clicks, leads, sales, engagements, or other defined action.
Affiliate Network
- An ad network that connects advertisers and publishers, and coordinates the interests of both by driving traffic and conversions to advertiser sites through a commission-based pricing model for publishers.
Affiliate Program
- An advertising program that offers a commission for publishers to drive traffic to an advertiser's website. Affiliate programs provide a means for publishers to monetize their audiences. These are in the interest of advertisers who are looking for high traffic with accountable results.
Affiliate Program Manager
- The person responsible for administering and optimizing an affiliate program. Duties include maintaining regular contact with affiliates, program marketing and responding to queries about the program.
ALT Text
- HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed
Animated GIF
- A graphic in the GIF file format that creates the effect of animation by rotating through a series of static images
Banner Ad
- An online advertisement on a web page that links to another web site or landing page. The term "ad banner" loosely refers to any form of online ad, including, but not limited to: large horizontal boxes positioned at the top of web pages known as leaderboards, large vertical boxes known as skyscrapers, and small rectangular boxes known as buttons.
Banner Blindness
- Web users' propensity to focus on content and block out ad banners that generally frame the content, as confirmed by eye heat-map studies. Some advertisers attempt to overcome banner blindness by creating text-heavy ads that look like content.
Beyond the Banner
- Online advertising not involving standard GIF and JPEG banner ads
Button Ad
- A graphical advertising unit, smaller than a banner ad
Caching
- The storage of Web files for later re-use at a point more quickly accessed by the end user
CAN-SPAM
- CAN-SPAM is the federal regulation that defines spam as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service (including content on an Internet website operated for a commercial purpose)." It exempts "transactional or relationship messages." The FTC has yet to clarify what "primary purpose" means; it has already delayed rule-making for this terminology. Previous state laws had used bulk (a number threshold), content (commercial), or unsolicited to define spam. The bill permits e-mail marketers to send unsolicited commercial e-mail as long as it contains all of the following: 1) an opt-out mechanism; 2) a valid subject line and header (routing) information; 3) the legitimate physical address of the mailer; and 4) a label if the content is adult.
Click Fraud
- Also called pay-per-click fraud, is the practice of artificially generating traffic to advertisers' sites either manually or through the use of automated clicking programs (called hitbots). The advertiser pays for this traffic, which has no potential for generating revenue, however, the scammer receives a percentage of the pay-per-click fees paid by the advertiser.
Click-Through
- The process of clicking through an online advertisement to the advertiser's destination, most often a landing page.
Click-Through Rate (CTR)
- The average number of click-throughs per hundred ad impressions, expressed as a percentage. For example, a 5% click-through rate means that for every 100 times the ad was seen, it was clicked 5 times.
Cloaking Link
- A cloaking link disguises or changes the destination url displayed in the status bar of a user's web browser.
Co-Registration Path
- A series of campaigns that a user enters into in order to ultimately receive a free product. Upon entry into a co-registration path, the user shares demographic information which is used to complete other offers in the path. Lead quality from co-registration paths is not usually ideal because users are "incentivized" to complete a certain number of offers in the co-reg path in order to receive the ultimate free item.
Contextual Ad
- A contextual ad is a form of targeting that displays ads related to the keywords the user is searching for, or the content on the page.
Continuity Campaign
- A pricing model in which a customer opts into a subscription that automatically supplies them with and rebills them for a product or service.
Conversion
- A defined action (sale, lead, or engagement) that is taken which "converts" a site visitor to a customer.
Conversion Rate
- A measurement of the percentage of visitors who take a desired action.
Cookie
- A cookie is a piece of information sent by a Web Server to a Web Browser that the Browser software is expected to save and to send back to the Server whenever the browser makes additional requests from the Server. You may set your browser to either accept or not accept cookies. Cookies can contain user preferences, login or registration information, and/or "shopping cart" information. When a cookied browser sends a request to a Server, the Server uses the information to return customized information.
Cost Per Action (CPA)
- A predetermined cost that the advertiser agrees to pay for each desired action that is delivered by affiliates that run their campaign. CPA encompasses CPS, CPL, and Cost Per Engagement (CPE).
Cost Per Click (CPC) / Pay Per Click (PPC)
- Ad pricing model whereby the advertiser pays only when their ad is clicked on a search results page or display ad on a site.
Cost Per Engagement (CPE)
- The advertising pricing model whereby a publisher receives commission when a user completes an interaction that is desired by the advertiser. Examples of engagements can include playing a game, participating in a poll, or watching an online video.
Cost Per Lead (CPL) / Pay Per Lead (PPL)
- An affiliate program in which an affiliate receives a commission for each sales lead (consumer contact information) that they generate for a merchant website. Examples can include completed surveys, contest or sweepstakes entries, downloaded software demos, free trials, or any other action that requires the consumer to provide information about themselves.
Cost Per Sale (CPS) / Pay Per Sale (PPS)
- The advertising pricing model whereby a publisher receives commission for each sale of a product or service that they deliver to an advertiser's website.
Coupon Site
- A website that specializes in offering free coupons to users. Coupons are often sponsored by advertisers as part of their advertising and customer acquisition efforts. Internet marketers also often use coupon sites as a means of acquiring consumer email addresses.
CPA Ad Network
- An advertising network of publishers and advertisers in which publishers can earn revenue on a cost-per-action basis through advertisers' campaigns that are made available to them for promotion through their specialized channel(s) of promotion, such as search, email, banner, contextual links, etc.
CPA Wall
- A webpage with 5 - 7 small-sized ads promoting CPA campaigns.
CPM
- Cost-per-thousand is the traditional offline ad pricing model whereby the advertiser pays a set cost for every one thousand audience impressions. This cost is paid to "buy" the ad space. Once bought, the space becomes in essence property of the advertiser, and the advertiser is at risk of the campaign failing. Online, the CPM model giving way to performance-based CPC or CPA pricing models as online ad interactions are measurable and advertisers can reduce their risk of advertising by paying based on ad performance.
Creatives
- The ad designs used for email and banner advertisements
Customer Acquisition Cost (COA)
- The cost an advertiser does spend or will spend to gain a new customer. A Target COA is generally calculated based on a customer's lifetime value. For example, if an average customer spends $300 in his/her first year, a company may budget a $50 COA as an acceptable investment for acquiring that expected revenue.
Display
- Display is a term applied to graphical forms of Internet advertising including clickable banners of varying sizes (standard sizes include 728x90 (leaderboard) 160x600 (skyscraper) 125x125 (button)), as well as video and flash ads.
Email Header
- The email header is the name for the part of an e-mail message that precedes the body and contains, among other things, the message originator, the date and time, and the subject line.
Email Submit
- Email submit campaigns only ask the customer to enter their email address, and are used for lead generation.
Exclusivity
- An agreement in which an advertiser has granted sole affiliate marketing rights to a network or ad agency.
Exit Pop
- A browser window that is set to automatically open once a user exits a web page.
Footer
- One or more lines of text that appear at the bottom of every page of a document.
Forum/ Classifieds
- Classifieds are ads that a user composes and then posts themselves. They do not usually allow for feedback or interaction from viewers. Forums are the exact opposite - they are sites where users may have public conversations and others may jump in at any time to comment.
Frames
- A structure that allows for the dividing of a Web page into two or more independent parts
Freebie
- An advertisement that requires a person to enter their email or zip code to receive something for free
Frequency Cap
- Restriction on the amount of times a specific visitor is shown a particular advertisement.
From/Subject Lines
- The approved phrases that are approved to be used in the From section and the Subject section of an email marketing campaign.
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Hijacker
- A "hijacker" is a type of spyware designed by certain online publishers that allow them to snoop on your browsing activity, invade your privacy, and flood you with those annoying pop-up ads
Hit
- A hit is a single request from for a single item on a web server. To load a page with 5 graphics would count as 6 'hits', 1 for the page plus 1 for each of the graphics. Hits therefore are not a very good measurement of traffic to a website.
HTML
- HTML, which stands for HyperText Markup Language, is the predominant markup language for web pages. It provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists etc as well as for links, quotes, and other items. It allows images and objects to be embedded and can be used to create interactive forms.
HTML Banner
- A banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.
HTML Email
- A graphic email ad that is formatted using Hypertext Markup Language, as opposed to plain text email.
IAB
- The Interactive Advertising Bureau is the trade organization that oversees and sets the standards and protocols for online advertising.
IAB Standard Sizes
- Voluntary guidelines which provide a framework for advertising inventory and web page design. Several of the more commonly-used sizes include 300x250, 120x600 (aka "Skyscraper") and 728x90 (aka "Leaderboard").
Impressions
- A measurement of the audience for a given ad based on the total number of advertising exposures, including duplicated exposures. Online, impressions are often expressed as page views and/or display ads served.
Insertion Order (IO)
- An agreement between an advertiser and a media provider to describe and designate the legal terms and conditions for a single campaign.
Interactive agency
- An agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting
Interstitial
- An advertisement that loads between two content pages
Java
- A programming language developed by Sun Microsystems designed for writing programs that can be safely downloaded to your computer through the Internet and immediately run without fear of viruses or other harm to your computer or files. Java requires a browser compatible with Java. Using small Java programs, Web pages can include animations, calculators, and other features.
JavaScript
- A client-side programming language developed by Brendan Eich of Netscape designed for writing scripts that allow web browsers to manipulate web pages. One of the most popular programming languages on the web, JavaScript allows page animations, sending and receiving data without reloading web pages, form validation, and much more. The popular jQuery framework extends, and is written in, JavaScript.
Keyword Density
- The ratio between the keyword being searched for and the total number of words appearing on your web page. If your keyword only occurs, say, once, in a page that has twenty thousand words, then it has a density of 0.005 percent. Keyword density is used by Google and other search engines to rank pages for searches on a given keyword, and thus is important to address for search engine optimization (SEO).
Landing Page
- According to best practices, a landing page is a standalone web page whose sole function is to convert interest as expressed by a click into a conversion (e.g., making a purchase, filling in a lead form, etc.). The landing page need include and drive consumers' attention to an obvious desired "action," and provide enough sell to increase desire for the offer and establish credibility and overcome objection. Elements extraneous to conversion—especially navigation links that can lead a consumer to abandon the process—will cause lower conversion rates.
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Opt-In
- The act of explicitly requesting to be included in an e-mail distribution. For example, when a user signs up to receive an e-mail newsletter, they are "opting" to receive it.
Opt-Out (see also unsubscribe)
- The act of explicitly requesting to be removed from an online program. For example, if a user no longer wants to receive an e-mail newsletter, they have the ability to opt-out. Note: Federal CAN-SPAM regulations require the inclusion of opt-out links on all email advertising.
Page View
- Request to load a single HTML page
Pay Per Click (PPC) / Cost per click (CPC)
- An advertising payment model where the advertiser pays only when the advertisement is actually clicked. Also, an affiliate program where an affiliate receives a commission for each click (visitor) they refer to a merchant's web site.
PING or Ping
- Traditionally this term refers to an Internet program used to determine whether a specific IP address is accessible or online. It works by sending a packet to the specified address and waiting for a reply.
Pinger Pixel / Piggyback
- A pixel script that doesn't rely on a user's cookies and ensures 1:1 tracking. This type of pixel does not need to be placed on the advertiser side.
Pixel
A pixel is an object that is embedded in a web page or e-mail that is usually invisible to the user but allows reporting that a user has viewed a web page or e-mail. Hydra uses tracking pixels to notify its system that an end-user has seen a web page (generally, a Thank You or Confirmation page). This pixel fire signals that the end-user has completed a payable action and signals us to compensate the publisher that marketed to the end-user. Alternative names for the pixel are web beacon, tracking bug, tracking pixel, pixel tag, 1x1 gif, and clear gif.
Pop-Under Ad
- An ad that is displayed in a new browser window that appears under a window that is in use.
Pop-Up Ad
- An ad that is displayed in a new browser window.
Pop-Ups
- These are pages that open on top of another page without one's doing.
Pre-Populate
- Using a script to automatically fill in one or more fields of an online form.
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Rate Card
- Document detailing prices for various ad placement options.
Rectangle Ad
- Any one of the large, rectangular banner sizes.
Restricted (negative) Keyword
- Paid search keywords that the advertiser makes unavailable for use by external search publishers to prevent affiliates from competitively bidding up the price of selected keywords or otherwise undermining the advertiser's own search campaigns.
Return Days
- The number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
Rich Media
- New media that offers an enhanced experience relative to older, mainstream formats.
Run-of-Network (RON)
- Ad buying option in which ad placements may appear on any pages on sites within an ad network.
Run-of-Site (ROS)
- Ad buying option in which ad placements may appear on any pages within a web site.
Scrub
- The invalidation of a conversion driven by a Cost Per Action campaign based on predetermined criteria.
Search Engine Optimization (SEO)
- The practice of adapting web content (copy, headers, links, etc.) to the ranking methodology employed by major search engines so that a web page or site will place higher in organic (non-paid) rankings for a given search term.
Search Marketing
- A form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages
SEO Techniques (Black Hat, Gray Hat, White Hat)
- Black Hat SEO uses tactics to trick search engine spiders to increase a site's search rank. This practice usually produces temporary results. White Hat SEO uses no devious techniques to influence its search ranking. This practice produces enduring results and is considered the ethical way to go about SEO. Gray Hat SEO sits in the middle.
Shopping Cart
- Software that allows online shoppers to store information about items they want to buy while they browse the store's site.
Skyscraper
- A vertical banner ad typically measuring either 160 x 600 pixels (considered a "wide" skyscraper) and 120 x 600 pixels (regular skyscraper)
Social Networking Site, Social Media
- Websites for people to network with their friends (e.s. Myspace or Facebook) - they offer a lot of potential for interaction and therefore viral marketing. Social media is any media consumed on social networking sites. It may be user generated content or sharable clips from the mass media.
Spam
- The term "spam" is Internet slang that refers to unsolicited commercial e-mail (UCE) or unsolicited bulk e-mail (UBE). Some people refer to this kind of communication as junk e-mail to equate it with the paper junk mail that comes through the US Mail. However, in common parlance, much email referred to as "spam" or "junk" is actually opt-in, and therefore not considered spam by its legal definition.
Spam Trap
- A valid email address used to identify spam - the email address will not have been signed up for any subscriptions to newsletters, blasts, etc so anything that comes to it is unsolicited and therefore, spam.
Splash Page
- A preliminary page that appears before an advertiser's landing page that may promote the site or serve as an advertising platform.
Spyware
- Software installed on a consumer's computer that reports personal information and/or actions performed online. Some forms of Spyware may be legal when installed with the consumer's express knowledge and permission.
Suppression File/List
- A list of email addresses of people who have chosen to no longer receive email advertisements from an advertiser or marketing organization. See CAN-SPAM.
Text Email
- An email advertisement that contains no graphics and is written in ASCII text and text links.
Text Link/Ad
- Online ad comprised of a text-based hyperlink. Commonly seen in e-newsletters and in the footers of Web sites.
Tracking URL
- A URL that's been keyed or coded to allow traffic directed to or through that URL to be monitored and measured—used by ad networks, publishers and affiliates to measure traffic they drive to an advertiser's site.
Trick Banner
- One of those ad banners that looks like you have "a message waiting." It refers to any kind of online ad that masquerades as something else in an attempt to trick users into clicking on it.
Unique URL
- A specific tracking link affiliates may use to promote an advertiser. This link identifies where the impressions, clicks and sales are delivered from for the advertiser.
Uniques
- An audience measure analogous to reach, uniques is the total number of unduplicated individuals that visit a web site during a month or some other specified period a time.
Unsub or Unsubscribe (see also opt-out)
- The act of requesting removal of one's name and e-mail address from a mailing list, LISTSERV, or discussion group.
Vertical Banner
- A display banner ad typically measuring 120 pixels wide and 240 pixels tall.
Viral Advertising
- An ad that is distributed from consumer to consumer rather than through a paid media buy. Viral ads typically must have a high degree of entertainment, humor or shock value to motivate their being passed on by consumers. Note, sometimes paid ads can go "viral" and acquire distribution beyond the originally paid placement.
Web Site Traffic
- The volume or number of visits a web site receives.
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Zip Submit
- A campaign that only requires a person to enter their zip code.