GLOSSARY OF TERMS
Ad Click Through
Number of times users click on an ad.
Ad click throughs as a percentage of the number of
The number of times an advertiser's banner is seen by users.
An online advertisement. This may be a graphic image (see
GIF or JPEG) or a combination of HTML and graphic images. Standard banners
on MoneyWeb are 468 pixels wide by 60 pixels high, and must be less than
10kb (10240 bytes) in size.
The generic term for any piece of software that lets you see
web pages. Netscape Navigator and Microsoft Internet Explorer are two of the
more popular browsers.
A browser feature that allows web sites to save a limited
amount of information to "identify" a user's browser on subsequent
visits to a site. Newer browsers give the user the option to reject cookies
if they wish.
Cost per thousand ad impressions. CPM is the standard web
advertising cost model.
The most common image file format on the Internet,
especially for animated banners. A GIF image can contain up to 256 colours,
one of which may be transparent to allow the page background colour to
"show through". Several GIF images may be combined into a single
GIF file to produce a slideshow or animation effect. Stands for: Graphic
Interchange Format. See also JPEG.
The standard file format for internet documents (web pages),
able to be displayed by all browsers. HTML files can contain links to other
files and web pages on the internet. Stands for: HyperText Markup Language.
See also URL.
A categorised and hierarchically organised listing of Web
sites, generally maintained by a group of human "surfers".
MoneyWeb is an example of a searchable directory, since you can both browse
and search the directory. See also search engine.
A company or instituation that provides connection to the
Internet or hosting of web pages.
A common image file format which is very effective at
displaying high colour images in a compact file size. JPEG images cannot be
animated or have transparent colours. Stands for: Joint Photographic Experts
Group. See also GIF.
The page that is displayed when a user clicks on a banner.
Often this is just the home page for a product or service, but special
promotions may have more complicated pages with user registration or
A clickable connection between Web pages or between an ad and a website. Text links are usually blue and underlined, and change to purple and underlined if you've clicked on them recently. Graphic links can be identified when you move your mouse over a graphic and the pointer changes to a picture of a pointing hand. See also HTML.
Advertising banners that rotate through a specific major category within a web site.
Advertising banners that rotate right across all pages of a site based on available inventory and traffic.
A Web site that employs automated programs called
"bots" or "spiders" to search (or "crawl") the
Web. Search engines examine every page found to index the information on
that page and find links to new pages. Search engines use different parts of
the page to try to identify what the page "contains". If you enter
a keyword in a search engine, generally you will get a large number of
result pages to choose from but they may not always be relevant to what you
were looking for. Compare with Internet directory.
A plug-in that allows for multimedia movies to play through
a browser. Most newer browsers come with the Shockwave plug-in already
installed, otherwise this software must be downloaded and installed into an
The address of a web site or a page of a site. It usually begins with "http://" . Every file and page on the Web has a unique URL.