Which Ads Do you like most?

Banner
Also referred to as an "ad banner" or "in-line ad." A graphic image, generally 468 x 60 pixels, that is hotlinked to an advertiser's Website.

Impression
Also referred to as "adviews" or "exposures." Occurs when an ad banner is displayed to a visitor.

CPM (Cost Per Thousand)
A term originating from the offline advertising world. Refers to the total cost of making an ad seen by 1,000 people. On the Web, it could be thought of as the cost for 1,000 impressions / adviews / exposures.

Click
When a visitor clicks her mouse on a banner ad, she is transferred to the advertiser's site. The number of responses to a banner ad is sometimes refereed to as the number of "clicks."

CTR (Click Through Rate)
The percentage of click throughs to banner views. A 1% CTR means that 1% of each 1000 banner views (or 10 visitors) have clicked through.

Page Views
Also known as "page requests" or "page transfers." Occurs when a Web page is presented to a Website visitor. Home pages generally get many more page views than subpages.

Hits
The number of machine requests required to construct a page. For example, a page with eight graphics and text is equivalent to nine hits, eight for graphics, one for text.

ROS(Run of Site)
Refers to displaying a banner ad throughout a website or a banner network with no targeting by keyword or site category. Run of site advertising costs substantially less than more targeted advertising.