Brush up on your web vocabulary

INTERACTIVE TERMS

ABOVE THE FOLD
The portion of the web page that can be viewed without having to scroll horizontally or vertically.

AD VIEWS
Number of times an ad is displayed.

ANIMATED GIF
A graphic image in GIF (graphical interchange format) made up of layers which gives the illusion of motion.

CLICK-THROUGH RATE (CTR)
The rate in which a user clicks on an ad. This is usually calculated as a percentage of ad impressions.

COST-PER-CLICKTHROUGH (CPC)
Pays publishers based on the number of clicks on a specific ad.

FOLD
The bottom portion of a web page that can be seen on a standard size screen.

INTERSTITIAL AD
A full page, triggered by a code in the link, displayed while the user in transit from page to another.

LANDING PAGE
The advertiser’s web page that users are directed to after clicking on an ad.

RICH MEDIA
Popups, skyscrapers, interstitials, and other banners that are created using languages (i.e. java) or applications (i.e. flash) that improve the appearance and functionality of the ad beyond a static image.