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Novice Narcosis: Stepping into the kiddie pool of Online Advertising
by Robert Morris, Special to AdBanter.com


As the Internet continues to grow and grow, millions of new people are being exposed to what's paying for all of this dot com hysteria -- Online Advertising. As the industry continues to develop, so does the terminology.

And with all of the new advertising executives switching over from traditional mediums to the online variety, it only makes sense to try and educate (or refresh, depending on your experience level) everyone on the lingo that has enveloped into an almost counter-culture in the advertising world.

So in our first installment of Novice Narcosis (A-D), we'll review some of the more common language that is specific to the online world.

Ad clicks -- The number of times that a user clicks on an ad banner.

Ad click rate -- Often referred to as a "click-through," this is the percentage of ad views that results in a user actually clicking on an ad.

Ad views -- This is the number of times an ad banner is loaded onto a page and (possibly) seen by the visitor.

Bandwidth -- How much information (text, graphics, images, streaming video, sound, et al.) can be sent through a connection. Usually measured in bits, a full page of text is usually 16,000 bits.

Banner -- The basic form of advertising on the Internet. Most banners on a Web page are linked to the advertiser's site or to a special promotional site.

Caching -- In order to make perusing the Internet faster, browsers store recently-visited pages on a user's disk. If and when the site is revisited, browsers quickly display pages from the disk instead of requesting them from the server, saving the user time. Sometimes, servers undercount the number of times a page is viewed.

CGI -- Common Gateway Interface. This is an interface-creation scripting program that allows Web pages to be made on the fly based on information gathered from buttons, checkboxes, text input, et al.

CGI-Bin -- The common name of a directory on a Web server in which CGIs are stored.

Cookie -- This is a small piece of information that a server sends to your computer hard disk via your browser. Cookies contain personal information such as login or registration names, an online shopping cart, user preferences, et al. Cookies allow a site (and more accurately, all of the pages on that site) to customize itself for your specific tastes.

CPM -- Cost Per Thousand. A formula designed to determine how much a Web site will charge per thousand impressions. If a Web site charges $25,000 per banner and guarantees 500,000 impressions, then that site has a CPM of $50 ($25,000 divided by 500).

Domain name -- The unique name of an Internet site. Ex: AdBanter.com. There are six top-level domains in use in the United States: .com (commercial), .net (network-related), .edu (eductional), .gov (US governmental operations), .mil (military), .org (organizations). Many companies outside of the US have two-letter domains which are representative of the country they are based. Ex: .uk means United Kingdom

Download - This is the transferring of data from a server to your computer's hard disk. Your browser or an FTP program can do this. Also, when you're retrieving email, you're downloading it as well onto your computer.

Next time, we'll continue through the alphabet with letters E through K.


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