Useful Terms to Understand Web Advertising

Ad Clicks

Ad Click Rate

Ad Views (Impressions)




Browser Caching



IP Address




Visit Length

Learning the Online Advertising Jargon:

"What does all of this really mean?"

Ad Clicks: Number of times users click on an ad banner.

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

Ad Views (Impressions): 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.

Backbone: A high-speed line or series of connections that forms a large pathway within a network. The term is relative to the size of networkit is serving. A backbonein a small network would probably be much smaller than many non-backbone lines in a large network.

Bandwidth: 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.

Banner: An ad on a Web page that is usually "hot-linked" to the advertiser's site.

Browser Caching: 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.

Button: Button is the term used to reflect an Internet advertisement smaller than the traditional banner. Buttons are square in shape and usually located down the left or right side of the site.

Hit: Any file request from web server, each element on a page that is in a separate file (e. g., text, graphics) is one hit.

IP Address: Refers numerically to a unique machine that accesses a web site.

Request: HTML file request from web server, all elements on a page together equal one request.

User: Unique IP address.

Visit: A single user’s series of page requests between time- out periods equal one visit.

Visit Length: For each visit, time difference between first and last hit.