glossary

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W

c

caching
the storage of web files for later re-use at a point more quickly accessed by the end user.

channel
content area within an internet portal that combines latest news of a particular topic, shopping tips and links to related sites (e.g. LYCOS Auto). Channels aggregate distinctive target groups and belong to the most precious online advertising inventory.

click-through
the process of clicking through an online advertisement to the advertiser's destination.

conversion rate
the percentage of visitors who take a desired action.

cookie
information stored on a user's computer by a web site so preferences are remembered on future requests.

CPA
cost-per-action/acquisition - online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

CPC
cost per click - the cost or cost-equivalent paid per click-through.

CPM
cost per thousand impressions.

CPO
cost per opportunity.

cross media
the idea of using online as well as offline media (TV, radio, print) for your advertising campaign to increase campaign success and brand awareness.

CTR
click-through rate - the average number of click-throughs per hundred ad impressions, expressed as a percentage.