BannerWomen Member Services
A Glossary of Terms
Ad Views - number of times a graphic banner file is requested to be drawn on a web page. The actual number of times a user sees a banner ad can not be determined and is often significantly under-estimated as a result of how web pages are cached in browsers and how large service providers cache pages through proxy servers. Also called banner impressions or banner views.
Member/Affiliate - a web site owner who has one or more registered pages on the BannerWomen advertising network.
Member Associate Affiliate - a web site owner who has one or more registered pages on the BannerWomen advertising network but is participating only in the banner exchange portion of the program.
Banner Click-Throughs - number of times users click on a banner ad.
Banner Click-Through Rate - the percentage of banner impressions that resulted in a user clicking on the banner.
Banner Deliveries - number of times a graphic banner file is requested to be drawn on a web page. Also called banner impressions, impressions, ad views, or banner views.
Banner Impressions/Exposures - number of times a graphic banner file is requested to be drawn on a web page. The actual number of times a user sees a banner ad can not be determined and is often significantly under-estimated as a result of how web pages are cached in browser and how large service providers cache pages through proxy servers. Also called ad views or banner views.
CPM - cost per thousand. A term typically used in pricing impressions in lots of 1000. Agencies and advertisers typically want advertising quotes in this form. An example would be a CPM of $50 would mean it would cost the advertiser $50 for 1000 banner impressions.
FTP - File Transfer Protocol. A protocol that allow the transfer of files from one computer to another.
GIF - Graphic Interchange Format. A commonly used graphic file format developed by CompuServe and frquently used online for web site graphics.
Gross Exposures - the number of times an ad was seen. This is impossible to measure exactly due to browser and proxy server page caching.
HTML - Hypertext Markup Language. A simple markup page language that uses tags within ascii text which allows information and pictures to be formatted for viewing online on the Internet.
Impressions - number of times a graphic banner file is requested to be drawn on a web page. The actual number of times a user sees a banner ad can not be determined and is often significantly under-estimated as a result of how web pages are cached in browsers and how large service providers cache pages through proxy servers. Also called ad views, banner impressions or banner views.
Inquiry - according to BannerWomen, a valid inquiry is a reponse form voluntarily filled out by the user (to get a free catalog, for example) which contains complete name and postal address. Responses that do not contain complete name and postal address (or non-sensical responses) will not be considered valid. Responses that can not be traced back to an Affiliate's site will not be considered valid. Some forms may also collect other optional information.
IP Address - Internet Protocol. IP refers to the set of communication standards that control communications activity on the Internet. An IP address is the number assigned to any Internet-connected computer. An IP number is not always uniquely assigned to one user. IP number numbers can be pooled among thousands of users.
JAVA - a programming language that supports enhanced features such as animation, or real-time updating of information. Requires a browser that supports JAVA in order to be able to view JAVA programs or web site utilizing JAVA.
Modem Speeds - the speed at which you connect to the Internet through your computer's modem. They include 14.4, 28,8, 33.6, and 56 ISDN. T1 and T3 are high speed connections that use cards and not modems. ISDN requires special ISDN modems. The modem speed determines how fast web sites will load on your monitor.
Page Views - the number of times a specific web page is requested to be viewed. Page views are not the same thing as banner views (some users choose to turn all graphics off in their browser and thus they will load the page but not see a graphic banner ad that may be there, as well as any other graphics).
PDF - Portable Document Format. Word processing software, business applications or desktop publishing files on the Web that look exactly like the originals. Must have Adobe Acrobat Reader to view.
POP - Point of Presence. POP is a service provider's location for connecting to users. Generally, POPs refer to the location where people can dial into the provider's host computer. Most providers have several POPs to allow low-cost access via telephone lines.
Screen Shot - the viewing area of a web page that can be seen through a fully maximized browser on an average sized monitor, without scrolling up, down, or left or right.
Shockwave - A plug-in that allows for multimedia movies to play through a browser.
Slip Account - Serial Line Internet Protocol. SLIP refers to a method of Internet connection that enables computers to use phone lines and a modem to connect to the Internet without having to connect to a host. Most dialup users now use PPP connections.
Unique Visitors - this is a most elusive number on the Internet. Different programs define unique visitors in widely different ways, often using assumptions that can not be verified. Some define it as the total number of different IP numbers in a 24-hour period, and some use different computer terminals which have visited a Web site. One can easily see the logic flaw in this. Unfortunately, many corporations, as well as tracking and audit programs claim to know the unique visitors and advertisers believe this information is available and often ask this number to compare the activity level of different sites. There is NO current way to track real unique visitors unless the site uses a registration process.
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