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                                                                <h1>Glossary of terms</h1>

								<p>In e-planning we use IAB standard terms through out products and documentation. We include here a definition of the most frequently used terms. You can find a full list at <a target="_blank" href="http://www.iab.net/resources/glossary.asp">IAB's Glossary of Interactive Advertising Terms</a>.</p>

								<dl>
									<dt>ad</dt>
									<dd>ad located in a web sites. ads can be grouped into 2 big categories: in-page and over-the-page. In-page ads are those banners displayed within the web site's page, whereas over-the-page ads are displayed either in a new window (pops) or in a layer over the content.</dd>

									<dt>ad click</dt>
									<dd>the act of click on an ad. Usually after clicking the user is redirected to the advertiser's web site.</dd>

									<dt>ad impression</dt>
									<dd>the act of sending an ad to a user's browser.</dd>

									<dt>ad server</dt>
									<dd>software that delivers ads in a web site.</dd>

									<dt>advertiser</dt>
									<dd>organization that buys an online ad campaign.</dd>

									<dt>Campaign</dt>
									<dd>Online marketing campaign composed of a number of ads and targeted to a number of sites.</dd>

									<dt>Click URL</dt>
									<dd>URL where the user is redirected after clicking on an ad.</dd>

									<dt>CPA (cost per acquisition)</dt>
									<dd>CPA campaigns are useful when the advertiser sells a product on the web and wants to pay a percentage of his incoming to publishers that deliver traffic.</dd>

									<dt>CPC (cost per click)</dt>
									<dd>Cost per click. One of the ways of selling online campaigns. Advertisers pay every time a user clicks on one of their ads.</dd>

									<dt>CPM (cost per mille)</dt>
									<dd>CPM campaigns have a fixed number of impressions. Cost is quoted on 1,000 impressions.</dd>

									<dt>CTR (click-through rate)</dt>
									<dd>The ratio of clicks to impressions. If a campaign has 5 clicks and 100 impressions, its CTR is 5%.</dd>

									<dt>HTML</dt>
									<dd>Language used to create web sites.</dd>

									<dt>Space</dt>
									<dd>Space in a web site's page where ads are displayed. e-planning ad server spaces can have fixed or variable dimensions.</dd>

									<dt>Zone</dt>
									<dd>Area of a web site which includes 1 or more spaces.</dd>
								</dl>

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