Above The Fold — The part of a computer screen visible to users without the need to scroll down.

Ad Specifications — The technical requirements—such as size and file format, etc.—for ad creative a publisher will accept on its site; often shortened to “ad specs.”

Affiliate Marketing — An online advertising model where websites (affiliates) agree to run an advertiser’s ads in an exchange for a percentage of the revenue generated.

Adserver — A platform or program used by ad agencies to deliver creative to publishers. Serving creative through an Adserver enables the agency to capture performance data per creative placement, thus allowing for proper optimization of the campaign.

Advertorials — Online ads disguised as editorials containing objectively written opinions that promote the advertiser’s interests, products, or services.

Behavioral Targeting — The ability to deliver display ads based on a user’s Web browsing behavior, such as the pages they’ve already visited or keyword search history.

Contextual Targeting — The ability to serve online ads based on the contents of the webpage(s) on which the ads are being served.

Conversions — A conversion is the action on the advertisers website that will determine the success rate of the campaign. This could be a newsletter signup, completed sale, or a simple lead form.

Cookie — A small file websites leave behind on a user’s computer via their browser for tracking purposes and to distinguish unique visitors.

Creative — Refers to the artistic design components of online display ads, and their format. Flash and animated GIFs are the most common creative formats for delivering online display ads.

CPA or CPS (Cost Per Action/Sale) — The rate paid per action generated in a campaign. The action will be agreed upon by both the vendor and the client/agency prior to the start of the campaign. A CPS campaign is  when the action is a “sale”, or rather the purchase of an item.

CPC (Cost Per Click) — A pay scale based on the number of clicks generated by a display campaign.

CPM (Cost Per Thousand) — A pay scale based on the number of impressions served, the literal rate of every thousand impressions served.

CPL (Cost Per Lead) — The rate paid per lead generated within a campaign. CTR (Click Through Rate) — A metric to gauge the success of online advertising campaigns. Multiple factors can affect the CTR; luring and engaging creative can lift the CTR while delivering non?interested visitors to the advertiser’s site. The CTR is determined by dividing the number of visitors (clicks) on to a specific ad by the number of times the ad was delivered (impressions).

CTA (Call To Action) — The portion of an online ad’s copy that directly appeals to the target audience and compels them to make an action.

Database — A list of members/visitors/subscribers that a company maintains. These lists are compiled from information that individuals have divulged to a company.

Database Append — A service that takes a client’s pre-existing database list and fills in the missing information based on data collection or existing lists that they own.

Display Ads — Graphical advertisements or banners displayed on websites, often available in many standard sizes including skyscrapers, leader boards, large boxes, etc.

Email Ads — Online ads distributed by publishers through email blasts to their email database or subscriber list. Advertisers purchase a solo email drop, sponsor a publishers email newsletter or purchase classified ad space.

Flash/DHTML ads — Eye catching online ads that incorporate Flash or other motion graphics.

Geo Targeting — The ability to serve online ads based on a user’s geographical location.

Impressions — The number of times an online advertisement is served. Most online publishers sell ad space according to the number of impressions served.

Iinsertion Order (IO) — A legal contract that details the terms and conditions, including payment, for executing an online advertising campaign.

Interstitial Ads — Online ads appearing between Web pages requested by a user.

Inventory — The number of ad impressions available for purchase on a publisher’s Web site.

IP targeting — The ability to serve online ads based on a user’s IP address.

Landing Page — The Web page designated as the landing page for visitors arriving from clicking through an online ad. A unique landing page would be one that was built specifically to correlate with the creative being served, typically with the intent of compelling the visitor to make a desired action.

Lead Generation — A media campaign specifically geared to collect contact information so that the collecting company or the campaigns sponsor can retarget them in future campaigns.

List Rental — List rental refers to the renting of a list of email addresses to be used for marketing directly to the consumers email box.

Niche Ad Buys — Online advertising targeting specific audience segments, usually through niche ad networks.

Optimization — Review of a site, placement and creative during a campaign to determine what is delivering the best performers and making adjustments to the buys as needed to produce the most efficient and effective campaign.

Pop Up Ads — More intrusive online ads that appear to “pop up” (or “pop under”) in a new browser window. Flash based “floating ads” and “slide-in ads” are also considered other forms of pop-up ads.

ROI Tag — A tracking tag that is generated within an Adserver and placed on the advertisers site to capture actions on sites that correlate to media placements within a specific campaign.

Site Sponsorships — Graphical online ads (typically a company’s logo with or without accompanying text) that can be purchased on individual websites. Sponsorship ads usually appear in a special area reserved for sponsors and are noted as such.

Text Ads — Online ads displayed as simple, text?based hyperlinks. Text ads are sold on non-search websites and can be served either by individual websites, or the publisher’s own ad servers.

WOM (Word of Mouth) — Word of Mouth Marketing has long been held as the strongest form of advertising, that holds true online as well. Word of Mouth is the spread of information from one person to another in any form (face to face, email, postings, etc.).

Video Ads — Online ads in rich video format, a medium steadily increasing in popularity; served as standalone ads, or “in?video ads” alongside other content.