Calvert, St. Mary's and Charles County

Glossary of Terms

Click Thru:

A measure of how many time an ad is clicked on by a viewer.

CTR (Click Thru Ratio):

A method of measuring how many times an online ad is clicked on. A ratio of the number of times an ad is shown to the number of times it is clicked on.

Flash:

An object-oriented graphics animation technology that is used in many advertisements to create a greater appeal.

Home Page (or Homepage):

The main page or "start" page for a business, organization, person or simply the main page of a collection of web pages e.g. "Check out so-and-so's new Home Page".

Impression:

A measure of how many times an online ad is displayed. Count one impression each time the ad is shown.

Javascrip:

A pseudo-programming language expressly designed for use in the distributed environment of the internet.

Rich Mode:

Refers to advertising that utilizes new technology such as Flash, Java applets, streaming video and interactivity.

Splash Page:

A page that potential customers click through to from an advertisement. For best results, these pages are highly targeted for the customer and specific to the ad. Splash pages are used for advertisers who either do not have a web site or who wish to provide a special offer or e-mail form which does not exist on their web site.

Channel:

An online "section" of a web site, similar to a newspaper section, containing information pertaining to a certain subject such as "News", "Business" or "Fun".

CPM:

Cost per thousand impressions. A way to price banner advertisements.

Hit:

A measure of web site traffic. A hit is recorded each time a file (web page, image, video, flash file, stylesheet, etc.) is requested from the web server by the client's browser. A page containing 4 images counts 5 hits each time it is viewed, once for each image and once for the page itself.

HTML (Hyper Text Markup Language):

The pseudo-coding langauge used to create hypertext documents for use on the World Wide Web. HTML looks a lot like old-fashioned typesetting code where you would surround a block of text with codes that indicated how it should appear. The "hyper" in hypertext comes from the fact that in HTML you can specify that a block of text or an image is linked to another file in the Internet. HTML files are meant to be viewed using a "Web Browser".

Page View:

A measure of how many times a complete page is displayed.

Text Bundle:

A text ad which appears under a group of pages therefore "bundled" into specific sections.

Unique Visitor:

Each individual IP address which views an ad or web site.