In order to help you choose the right content on our website, we have prepared Online Advertising Glossary.

Advertiser – An individual or entity that rents advertising space to promote their/its products and services.

Advertising Network / Ad Network – is a company that connects advertisers to websites (publishers) that want to host advertisements. They are like a digital media wholesaler that sell digital advertising space. Their main advantage that they allow you to place your offer on different media platforms and access them from one place without having to move from platform to platform.

Ad Space – A space where ads can be placed on a website.

Affiliate Marketing – Affiliate marketing is an advertising model where a company pays compensation to third-party publishers to generate traffic or leads to the company’s products and services. The third-party publishers are referred to as affiliates and the commission fee incentivizes them to find ways to promote the company.

Banner – Banner An online advertising format where the ad (or banner) is made up of an image, copy, audio, or even video. It is usually placed to one side of the page or in some other area reserved for advertising.

Cookie –  A file used to identify and store a variety of pertinent information on a computer. They are placed during a user action by an external source, and can only read by the server hosting that data.

CPA – Cost per acquisition (CPA), also known as “cost per action”, pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition – for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.)

CPC – Also known as pay-per-click (PPC), “cost per click” (CPC) is a method websites use to bill based on the number of times a visitor clicks on an advertisement.

CPL –  “Cost Per Lead” – It defines how much revenue a publisher receives when he creates a lead for an advertiser. For example, the publisher may place an ad for an investment site on his website. If a user clicks on the advertisement link, she is directed to the advertiser’s website where she can sign up for an investment account. If she chooses to sign up, a lead has been created and the publisher is paid a certain amount based on the CPL. (

CPM – “Cost per mille” (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The “M” in CPM represents the Roman numeral for 1,000.

CPV (Cost Per View) – is online advertising ad model based on where advertisers pay for the delivery of a targeted visitor to the advertiser’s website. Meaning the publisher is only paid when a user goes to a website.

Impressions – Each time a banner or text link ad is loaded into a surfer’s browser constitutes an impression. When you place code on your page that calls the banner image from the sponsor’s server, this allows them to count the impressions by the number of times the graphic is loaded.

Landing Page – single web page that appears in after clicking on an ad, link or a banner embedded on other website.

NET 0/7/14/30/45/60 – are forms of trade credit which specify that the net amount (the total outstanding on the invoice) is expected to be paid in full and received by the seller within 7, 15, 30, 45 or 60 days after the goods are dispatched or service is completed. Net 30 or net 60 terms are often coupled with a credit for early payment.

Pageviews – is an instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.

POP-UNDER AD – The pop-under ad is the sneakier relative of the pop-up ad. While pop-up ads are often shown (and closed) instantly, pop-under ads linger behind the current browser window, appearing only after other windows have been closed.

POP-UP ADSor pop-ups are forms of online advertising on the World Wide Web. A pop-up is a graphical user interface (GUI) display area, usually a small window, that suddenly appears (“pops up”) in the foreground of the visual interface. The pop-up window containing an advertisement is usually generated by JavaScript that uses cross-site scripting (XSS), sometimes with a secondary payload that uses Adobe Flash. They can also be generated by other vulnerabilities/security holes in browser security. Pop-ups can be used to display advertisements.

PPS – “Pay Per Sale” – an online advertisement pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement. It is a variant of the CPA (cost per action) model, where the advertiser pays the publisher and/or website owner in proportion to the number of actions committed by the readers or visitors to the website.

Publisher – An individual or entity selling online advertising space.

URL Shortening – is a technique on the World Wide Web in which a Uniform Resource Locator (URL) may be made substantially shorter and still direct to the required page. This is achieved by using a redirect which links to the web page that has a long URL.