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Term

Definition

HTML

A set of codes called markup tags in a plain text (*.txt) file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.

HTML page

A HyperText Markup Language document stored in a directory on a Web server and/or created dynamically at the time of the request for the purpose of satisfying that request. In addition to text, an HTML page may include graphics, video, audio, and other files.

Impression

The number of times your search ad is served to users by search engines.

Insertion order

purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency).

IP

A protocol telling the network how packets are addressed and routed.

IP address

Internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g. 125.45.87.204)

Key performance indicators

KPIs help organizations achieve organizational goals through the definition and measurement of progress. The key indicators are agreed upon by an organization and are indicators which can be measured that will reflect success factors. The KPIs selected must reflect the organization's goals, they must be key to its success, and they must be measurable. Key performance indicators usually are long-term considerations for an organization

Pay-for-performance

a pricing model based on delivering sales or something else that can be directly attributed to the bottom line. Contrast this with traditional banner advertising which is based on impressions, a chunk of which come from people you have no desire or ability to do business with. 

Pay per click

a pay-for-performance pricing model where advertising (such as banners or paid search engine listings) is priced based on number of clickthroughs rather than impressions or other criteria. Overture is an example of a search engine which charges advertisers on a pay-per-click basis. 

Page impression

a measurement of responses from a Web server to a page request from the user’s browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to the opportunity to see the page by the user.See iab.net for ad campaign measurement guidelines.