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Confused about what you should know, and the meanings of many terms? Don't be. Below are a few key terms that you should know, as well as very important links to some of the best Internet advertising glossaries on the internet. Reading more than one glossary is a good idea, even if some of the terms are the same, because some explanations may make more sense to you than others.
Glossary:
AdClick
A clickthrough is generated when a user clicks with their mouse on
an advertiser's message in order to move to the advertiser's web site.
A clickthrough is often stated as a percentage of page impressions clickthrough
rate (CTR);
Banner Advertisement
Currently the most common format of Internet Advertising. When a viewer
clicks on the banner, they are linked to new content, such as product
information or an order form which belongs to the Advertiser or their
agents.
CPM
Cost per thousand impressions. A way to price banner ads. If an advertiser's
CPM is $25 then you get 1000 impressions of your banner on his/her site
for $25.
CTR
Click-through ratio. A method of rating how many times a banner is
clicked on. A ratio of the number of times a banner is shown to the number
of times it is clicked on. For example, if a banner has a CTR of 20:1,
it means that 1 out of 20 people have clicked on it (i.e. 5% of the people
who viewed it).
Cookie
A value placed onto a viewers hard drive which can be referred to
by the author of the cookie. It allows for tracking information regarding
movement within a site.
Directory
Listing of web sites organized into categories. The Yahoo! site is
a directory.
Hit
Occurs when a file request is made to a web server. Downloading a single
web page may generate several hits, one for each graphical or text file
that is transferred. Not to be confused with page views.
Impression
A measure of how many times a banner is displayed. Count one impression
each time the banner is shown.
Keyword
A word or phrase or segment of a phrase used to identify content for search
or classification purposes.
Link
An electronic connection between two web sites (also called "hotlink").
Site traffic
The amount of activity on a web site. This is usually measured in
page views or visitors.
Spam
On the Internet, not processed meat, but unwanted and unsolicited
messages, either on a discussion list or as an e-mail message.
Targeting
In on-line advertising, the ability to serve ads to the users most likely
to be receptive to the advertiser's message, based on their geographic,
demographic, psychographic and behavioural characteristics.
Web Site
A collection of Web Pages, linked together by hyperlinks.
Important Glossaries:
SiteNet Media Services - Glossary of Internet Advertising Terms
This page is brief, and a good place to start. The terms defined tend to be technical, and include: JPEG, banner ad, click-through, click-through rate, hit, impressions, and pixel. All of these terms are vital knowledge, and can be read through very quickly. The site administrators are professional marketers and their information is current and authoritative.
http://www.adn.com/adn/help/online_mk/glossary.html
Much like the previous page, this glossary has many technical terms, but additionally has many terms more advertising related, like: ad stream, auditor, cookies, domain name, dynamic impressions, Java Applets, server, spam, and unique users. This page has accurate, clear definitions, and is a good second page to read.
Help Center: Glossary & Resources
This glossary is much like the previous one, and it serves as an alternative to it. The explanations are often more clear and a few of the terms are not in the other two glossaries, such as: advertiser, affiliate, demographics, flash, proxy server, and targeting.
Marketing Manager's Plain English Internet Glossary
This page is the ultimate glossary, but unfortunately it is a few years old. Don't let that discourage you, as virtually all of the terms are not time-sensitive. Otherwise, the page has a vast alphabetical list of terms and an elaborate discussion of each. The authoritativeness is high as the creators are Internet consultants.