Banner ad: A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).

Beyond the banner: Online advertising not involving standard GIF & JPEG banner ads.

Button ad: A graphical advertising unit, small than a banner ad.

Click-through: The processing of clicking through a Web advertisement to the advertiser’s destination.

Click-through rate (CTR): The percentage of Web visitors who click on a clickable advertisement (banner, button, or text link).

Conversion rate: The percentage of visitors who take a desired action.

Cost-per-action (CPA): Online advertising payment model in which payment is based solely based on qualifying actions such as sales or registrations.

CPM: Cost per thousand impressions.

Customer acquisition cost: The cost associated with acquiring a new customer.

Cost-per-click (CPC): The cost or cost-equivalent paid per click-through.

Ezine: An electronic magazine, whether delivered via a Web site or an email newsletter.

Flash: Multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.
HTML banner: A banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.

Hybrid model: A combination of two or more online marketing payment models.

Incentivized traffic: Visitors who have received some form of compensation for visiting a site.

Interstitials: An ad that loads between two content pages.

Keyword marketing: Putting your message in front of people who are searching using particular keywords and keyphrases.

Opt-out: (1) type of program that assumes inclusion unless stated otherwise. (2) to remove oneself from an opt-out program.

Pop-up ad: Ads that display in a self-generating new window.

Rich media: New media that offers an enhanced experience relative to older, mainstream formats.

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.

Rich media: Is a term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects.

ROI: Stands for “return on investment,” one of the great mysteries of online advertising, and indeed, advertising in general. ROI is trying to find out what the end of result of the expenditure (in this case, an ad campaign) is. A lot depends on the goal of the campaign, building brand awareness, increasing sales, etc. Early attemps at determining ROI in Internet advertising relied heavily on the click-rate of an ad.

Skyscraper ad: An online ad significantly taller than the 120×240 vertical banner.

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

Text ad: Advertisement using text-based hyperlinks.