Number of times users click on an ad banner.

Sometimes referred to as "click-through," this is the percentage of ad views that resulted in an ad click.

Number of times an ad banner is downloaded and presumably seen by visitors. If the same ad appears on multiple pages simultaneously, this statistic may understate the number of ad impressions, due to browser caching. Corresponds to net impressions in traditional media. There is currently no way of knowing if an ad was actually loaded. Most servers record an ad as served even if it was not.

B2B stands for "business-to-business," as in businesses doing business with other businesses. The term is most commonly used in connection with e-commerce and advertising, when you are targeting businesses as opposed to consumers.

Bounce Rate - The percentage of visitors that access only one page. A high bounce rate for a page may indicate that improvements need to be made to the page to encourage visitors to continue on to other pages.

How much information (text, images, video, sound) can be sent through aconnection. Usually measured in bits-per-second. A full page of text is about 16,000 bits. A fast modem can move approximately 15,000 bitsin one second. Full-motion full-screen videorequires about 10,000,000 bits-per- second, depending on compression. (See also: 56K, bit, modem, T-1)

To speed surfing, browsers store recently used pages on a user's disk. If a site is revisited, browsers display pages from the disk instead of requesting them from the server. As a result, servers under-count the number of times a page is viewed.

CASIE stands for the Coalition for Advertising Supported Information and Entertainment. It was founded in May of 1994 by the Association of National Advertisers (ANA) and the American Association ofAdvertising Agencies (AAAA) to guide the development of interactive advertising and marketing.

Common Gateway Interface. An interface-creation scripting program that allows Web pages to made on the fly based on information from buttons, checkboxes, text input, etc.

The percentage of ad views that resulted in an ad click.

Cost-per-click is an Internet marketing formula used to price ad banners. Advertisers will pay Internet publishers based on the number of clicks a specific ad banner gets. Cost usually runs in the range of $.10 -.$20 per click.

Coined by author William Gibson in his 1984 novel "Neuromancer," cyberspace is now used to describe all of the information available through computer networks.

The unique name of an Internet site; for example www.cyberatlas.com. There are six top-level domains widely used in the US: .com (commercial) .edu (educational),.net (network operations), .gov (US government), .mil (US military) and .org (organization). Other, two letter domains represent countries; thus; .uk for the United Kingdom and so on.

DTC stands for "direct-to-consumer." The term is commonly used to denote advertising that is targeted to consumers, as opposed to businesses. Television ads, print ads in consumer publications, and radio ads are all forms of DTC advertising.

Each time a Web server sends a file to a browser, it is recorded in the server log file as a "hit". Hits are generated for every element of a requested page (including graphics, text and interactive items). If a page containing two graphics is viewed by a user, three hits will be recorded - one for the page itself and one for each graphic. Webmasters use hits to measure their server's work load. Because page designs vary greatly, hits are a poor guide for traffic measurement.

An Internet host used to be a single machine connected to the Internet (which meant it had a unique IP address). As a host it made available to other machines on the network certain services. However virtual hosting has now meant that one physical host can now be actually many virtual hosts.

HyperText Markup Language is a coding language used to make hypertext documents for use on the Web. HTML resembles old-fashioned typesetting code, where a block of text is surrounded by codes that indicate how it should appear. HTML allows text to be "linked" to another file on the Internet.

Any text that that can be chosen by a reader and which causes another document to be retrieved and displayed.

IAB stands for the Interactive Advertising Bureau. The IAB is a global nonprofit association devoted exclusively to maximizing the use and effectiveness of advertising on the Internet. The IAB sponsors research and events related to the Internet advertising industry.

Internet Protocal address. Every system connected to the Internet has a unique IP address, which consists of a number in the format A.B.C.D where each of the four sections is a decimalnumber from 0 to 255. Most people use Domain Names instead and theresolution betweenDomain Names and IP addresses is handled by the network and the Domain Name Servers. With virtual hosting, a single machine can act like multiple machines (with multiple domain names and IP addresses).

Java is a general purpose programming language with a number of features that make the language well suited for use on the World Wide Web. Small Java applications are called Java applets and can be downloaded from a Web server and run on your computer by a Java-compatible Web browser, such as Netscape Navigator or Microsoft Internet Explorer.

Javascript is a scripting language developed by Netscape that can interact with HTML source code, enabling Web authors to spice up their sites with dynamic content.

A jump page, also known as a "splash page," is a special page set up for visitors who clicked on a link in an advertisement. For example, by clicking on an ad for Site X, visitors go to a page in Site X that continues the message used in the advertising creative. The jump page can be used to promote special offers or to measure the response to an advertisement.

An electronic connection between two Web sites (also called "hot link").

A file that lists actions that have occurred. For example, Web servers maintain log files listing every request made to the server. With log fileanalysis tools, it's possible to get a good idea of where visitors are coming from, how often they return, and how they navigate through a site. Using cookies enables Webmasters to log even more detailed information about how individual users are accessing a site.

A discussion group on Usenet devoted to talking about a specific topic. Currently, there are over 15,000 newsgroups.

All Web sites are a collection of electronic "pages." Each Web page is a document formatted in HTML (Hypertext Markup Language) that contains text, images or media objects such as RealAudio player files, QuickTime videos or Java applets. The "home page" is typically a visitor's first point of entry and features a site index. Pages can be static or dynamically generated. All frames and frame parent documentsare counted as pages.

Number of times a user requests a page that may contain a particular ad. Indicative of the number of times an ad was potentially seen, or "gross impressions." Page views may overstate ad impressions if users choose to turn off graphics (done to speed browsing).

Rich media is a term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects.