World Net Daily Ad Glossary

Banner -- A popular rectangular style of site advertising containing words and images. Can be static or animated.

Browser Software -- An application used to locate and display Web pages. Popular ones include Netscape, Microsoft Explorer and NeoPlanet.

E-Commerce -- Any on-line transaction of buying and selling where business is done via Electronic Data Interchange (EDI).

Click -- Depressing and releasing a mouse button to select a screen object. The click is used to make selections and to navigate with your browser.

Click-through -- Clicking on a Web advertisement and reaching the advertiser's Web site.

Click rate -- Measures the number of times an ad attracts a click compared to the number of times it is displayed.

CPC -- Cost-per-click-through. The amount charged an advertiser for each click a banner ad attracts.

CPM -- Cost per thousand impressions, another way to charge for advertising.

GIF -- Term for "Graphics Interchange Format". GIF is used to compress data. Most generally used for banner advertising.

Hit -- A term no longer used to indicate increased site usage, as it was found to count some pages multiple times because of increased page graphics use.

Hyperstitial -- Ads that are displayed along side a browser while Web pages are downloading.

Impression -- A single appearance of an advertisement on a web page. Like a newspaper ad, the circulation count reflects the potential number of times an ad is seen.

Interstitial -- Ads that appear in a separate browser window while Web pages are downloading.

JPEG -- Term for 'Joint Photographic Experts Group', Generally used to compress photos.

Meta Ad -- Advertising displayed as the result of using a search engine. Ads are matched according to the key words or term(s) used in the search.

Page View -- Accessing or merely seeing a Web page as opposed to other methods that count many elements per page.

Pixel -- Term for 'Picture Element.' Standard VGA monitors display 640 pixels wide by 480 pixels high. Other monitors display even more pixels for greater clarity.

Unique Users -- A term measuring individuals who visit a particular Web site. This term is a critical component of a Web site's popularity and its advertising sales potential.

Web Portal -- A do-all, mega Web site or service providing search engines, e-mail, chat rooms, forums, shopping malls, etc. Examples: Yahoo, AltaVista, etc.