Online Marketing Firm Terminology

Advertisement: a typically interactive digital creation that can be text, graphic, audio, video and other.

Advertiser: individuals or entities purchasing online advertising space.

Business-to-business Targeting (B2B): strategy that targets businesses directly.

Banner: graphic images that serves as interactive online advertisements, typically running across the top or the bottom of the web page.

Contextual Marketing: placing merchandise near relevant content.

Extranet: a group of individual websites that joined together to share information.

Frequency Cap: a limit on the number of times a given advertisement appears to the viewer.

Interstitial: online advertisement that appears between two content pages.

Intranet: network accessible only to a specific group of people with firewalls keeping out other users.

Pay Per Lead: online advertisement model where payment is determined by the number of qualifying leads.

Pay Per Sale: a payment model where commissions are based on the number of sales generated.

Reciprocal Links: links between websites created with the consent of the owners.

Rich Media: web applications including Flash and Shockwave that offer an interactive and animated user experience.

Shopping Bots: intelligent agents that help consumers search for and compare products of different websites.

Viral Marketing: campaign ultimately relying on word-of-mouth.