Internet Marketing Definitions

Apr 30th, 200919 Comments

Advertising Network – a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Caching – the storage of Web files for later re-use at a point more quickly accessed by the end user.

Frequency Cap – restriction on the amount of times a specific visitor is shown a particular advertisement.

Keyword Marketing – putting your message in front of people who are searching using particular keywords and keyphrases.

Run-of-Network (RON) – ad buying option in which ad placements may appear on any pages on sites within an ad network.

Run-of-Site (ROS) – ad buying option in which ad placements may appear on any pages on sites within an ad network.

Self-Serve Advertising – advertising that can be purchased without the assistance of a sales representative.

Sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

Under-delivery – delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

Ad Blocking – the blocking of Web advertisements, typically the image in graphical Web advertisements.

Cookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.

FFA – free-for-all links list, where there are no qualifications for adding a link.

Incentivized Traffic – visitors who have received some form of compensation for visiting a site.

MouseTrapping – the use of browser tricks in an effort to keep a visitor captive at a site, often by disabling the “Back” button or generated repeated pop-up windows.

PageJacking – theft of a page from the original site and publication of a copy (or near-copy) at another site.

Search Engine Spam – excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

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