Advertising Terminology with A & B

Luffy · #1 (**permalink**) 10-22-2006, 09:17 AM

ad network : Ad networks (advertising network, banner network, online ad network) are advertising companies which administer ad sales, billing, serving and collection for web sites. Ad networks often aggregate sites into specific categories or demographic groups, then sell ad inventory to advertisers either to specific sites within the networks, specific categories or demographics, or via run of network buys which target sites within the network. Ad networks can sell ad inventory on CPM, CPC, CPA and other revenue models. A reviewed list of ad networks can be found here at Internet Ad Sales.

ad server : A third-party system composed of powerful server hardware, ad serving software, and a powerful internet connection, used by advertisers and web publishers for rapid and reliable display of online advertisements. An important component of ad servers is independent tracking of ad display and click information. Many ad networks, including Burst and Fastclick, offer separately licensed versions of their own ad servers which may be used by web publishers who manage some or all of their own advertising sales rather than outsourcing to ad networks.

ad views (impressions) : The number of times a specific ad has been displayed. Many ad networks sell advertising using a CPM model, in which ads are purchased and web publishers reimbursed at a fixed rate per thousand impressions.

affiliate program : An affiliate program is an advertising / sales model in which a web publisher markets, via their web site(s), a given product, such as software or books, on behalf of another company. The web publisher is reimbursed a percentage of all sales sold via their affiliate link. Reimbursement rates can vary from 1-2% and upward. One of the largest affiliate programs, Amazon.com, provides affiliates with 5-15% of the proceeds of all goods sold via their affiliate program. Affiliate programs may also be constructed with multiple tiers. A two-tier affiliate program reimburses webmaster for goods sold directly via their web site, plus a percentage of all goods sold by other affiliates who have joined the program via a link on the primary publishers' site. Some affiliate programs may have up to five or six tiers.

animated GIF : A graphic image in GIF (graphical interchange format) format composed of multiple layers which display in turn, providing the illusion of motion. A large percentage of non rich-media banner ads are in animated GIF format. Animated GIF banners have historically generated higher click-through rates than static images. However, as web users have grown more mature, some studies indicate that blinking or flashing images are more often automatically ignored, as users have come to assume that any animated image on a page is an advertisement.

B2B (Business-to-Business) : B2B, or Business-to-Business, defines a business, often a web site, targeting other commercial entities rather than consumers. B2B web sites tend to generate significantly higher ad revenues that strictly consumer-oriented sites. Internet Ad Sales is a B2B web site, as the main target audiences of this site are professional, commercial web publishers and advertisers.

banner exchange : An alternative to banner ads, a banner exchange provides the potential to draw extra traffic to a web site through banner displays and is a good way to fill unsold or onprofitable inventory. The most common banner exchanges, such as LinkExchange, offer one banner display on some external web site in the network for every two banners displayed on one's own web site. Most banner exchanges use 468x60 pixel standard banners, although there are a few pop-up banner exchanges and skyscraper exchanges.

banner ad : Banner and banner ad are generic terms describing the most common forms of online advertising, the 468x60 image or rich media ad displayed at the top of many commercial web sites.

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