glossary

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a

above the fold
the section of a web page that is visible without scrolling.

ad blocking
the blocking of web advertisements, typically the image in graphical web advertisements.

ad click
a web advertising metric (unit of measure) that refers to the number of times a unique visitor clicks through a banner or other web advertisement. Ad clicks or click-throughs are the primary basis for Internet advertising.

ad impression
a single display or view of an online advertisement such as a banner, box ad, button ad or text link.

ad server
a high-end computer used to manage and control advertising resources within the advertising network.

ad space
the space on a web page available for advertisements.

add URL
the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

advertising network
a network representing many Web sites in selling advertising, allowing media buyers to reach broad audiences easily through run-of-category and run-of-network buys.

affiliate
the publisher/salesperson in an affiliate marketing relationship.

affiliate marketing
revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.

affiliate network
a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.

affiliate software
software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.

alt-text
HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.

animated GIF
a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.

application service provider
provider of applications/services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price.