glossary

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o

offline-campaigns
traditional forms of advertising (TV, radio, newspaper, magazine, poster, etc.).

online-campaigns
all campaigns using the World Wide Web also referred to as Internet Marketing including the use of interactive advertising devices (opt-in e-mail, banner ads and box ads, text links, start page networks, pay per click advertising, digital press releases, etc). The key benefits of Online marketing are cost-efficiency, promotional leverage and extended reach to target audiences.

opt-in
email that is explicitly requested by the recipient.

opt-out
(1) type of program that assumes inclusion unless stated otherwise.
(2) to remove oneself from an opt-out program.

outbound link
a link to a site outside of your site.

p

page view
request to load a single HTML page.

page-impressions
a single display of a website, regardless how often the same user is counted or how long the user stays on the site.

permission marketing
marketing centered around getting customer's consent to receive information from a company.

pop-under ad
an ad that displays in a new browser window behind the current browser window.

pop-up ad
an ad that displays in a new browser window.

portal
a site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the web (web portal) or a niche topic (vertical portal).

PPC
pay per click - online advertising payment model in which payment is based solely on qualifying click-throughs.

PPL
pay per lead - online advertising payment model in which payment is based solely based on qualifying leads.

PPS
pay per sale - online advertising payment model in which payment is based solely based on qualifying sales.