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I intend this to be a work in progress but for the beginners out there here are a few of the most common terms used in in the online advertising space:

• Ad Impressions - is the display (serving) of an online ad
• Ad Op - Advertising Opportunity
• Ad Serving - is the process/technology associated with delivering (serving) and tracking online ads.
• Ad Trafficking - is the process of supplying campaign creative materials and tracking links to publishers through an ad serving platform.
• CPA - Cost Per Actionpayment model for advertising. Publisher is paid for actions that occur on site as a direct result of the advertising.
• CPC - Cost Per Click payment model for advertising. Publisher is paid for clicks delivered as a direct result of the advertising.
• CPM - is the cost per 1000 ads served by a publisher.
• CTR - Click Through Rate
• Display Advertising - includes all forms of visual banner/button/tower ads that may be any mix of images, video, sound, text and interactivity.
• Page Impression - or page view is the call of a complete web page by a browser
• Post Click Tracking - is the process/technology for measuring the effectiveness of an ad campaign after the viewer has clicked on an ad. This is typically done using 'tags' that measure the pages viewed on a web site directly following a clickthrough.
• Post Impression Tracking - as above but focuses on tracking interactions with an ad after the impression is served. Interactions may include "replaying" a movie within the ad, submitting data through the ad and initiating a rich media component of an ad such as expanding a banner down. This type of tracking allows advertisers to see how users engage with the ad prior to clicking through.
• Run of Network (RON) - is an ad op whereby the advertising will be placed across the publisher's entire network of sites/pages with no specific targeting. ie RON on MSN could be anywhere on the entire MSN network of sites.
• Run of Site (ROS)- is an ad op whereby the advertising will be placed anywhere on a publisher'snominated web site.
• Run of Channel ROC) - is an ad op whereby ads wil be placed only in one channel of a publisher's site. e.g. within the Music channel on MSN.
• Share of Voice (SOV)- The percentage of available ad impressions booked on a particular page for your ad.
• Text links - are ads that rely soley on words to communicate the advertising message with no supporting imagery.