Glossary
Banner (Banner Ad) - A graphical image used for advertisement: an ad on a Web page that is usually linked to the advertiser's site.
CPM: Cost per thousand ad views. (The M stands for the Latin mille, meaning "a thousand.") The cost of the ad per 1,000 ad views.
GIF or .gif: Acronym for Graphics Interchange Format. This graphics file format uses a compression scheme originally developed by CompuServe. Because they are compressed and use only 256 colours, the file sizes can be quickly and easily transmitted over a network.
That's why it is the most commonly used graphics format on the World Wide Web.
Page Impression: Each request for a Web page on a particular server. These days, most server log files only count impressions, not "hits" (which may include requests for graphic files).
Counting the impressions is a good way to measure the popularity of a Web site.
Rich-media ads:
HTML or JavaScript banner ads that may offer multiple functions,
such as pull-down menus or search fields. Can also involve advanced
technologies such as streaming video or applets that allow user
interaction and special effects.
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