Above the fold - the portion of a web page that is visible without having to scroll.

Ad blocking - an advertisement that has been blocked by another image or element.

Ad space - the space on a web page that is assigned or reserved for advertisements.

Advertising network - a network consisting of multiple sites, with an inventory for advertisers to run ads on.

Animated GIF - a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of frames.

Avalanche Ad - A vertical banner ad which have been becoming more popular than the standard sized banner ad (also see Skyscraper Ad)

B2B - a business that sells products or services to other businesses (business-to-business).

B2C - a business that sells products or services to customers (business-to-customer).

Banner ad - a graphical element , usually 468x60 pixels.

Banner blindness - the tendency of web visitors to ignore banner ads, even when the ads contain the information that the visitors are actively searching for.

Banner exchange - a form of exchanging banners with another site, or using a network that exchanges ads to help promote each other.

Barter - to exchange goods or services without the use of money.

Blog - Usually known as a web log. Web logs are used to track web site statistics.

Bookmark - also known as "Favorites" in some browsers, a bookmark is a link found in the browser.

Browser - what you're using now to view web pages (Internet Explorer, Netscape).

Button ad - a graphical element, usually 200x150 in size.

Caching - similar to memory, caching downloads various internet files, such as images, and stores them on your hard drive, in case you re-visit the site, so that it doesn't have to re-download the same images again.

Cascading Style Sheets (CSS) - a data format used to separate style from structure on web pages, which makes changes to fonts, sizes, colors, weights, and alignment more easily updateable.

Click-through - the process of clicking through an online advertisement or link to the URL destination.

Click-through ratio (CTR) - The average number of click-throughs per hundred ad impressions.

Conversion Rate - the percentage of visitors who take a desired action, whether it may be to purchase something, register, or view a particular page.

Cookie - a cookie stores information on your hard drive, for return visits to web sites, or to collect data from where you've been, and sometimes who you are. Cookies are very important for e-commerce sites or customizable pages, where you can store your preferences and settings.

Cost-per-action (CPA) - an online advertising payment model where payment is based on an action required such as the purchase of something, or to register..

Cost per click (CPC) - an online advertisement payment model where payment is based on the number of clicks on an advertisement.

CPM - cost per thousand impressions.

Directory - a directory of web sites

Domain Name - location of an web site or server on the Internet.

Email - electronic mail, a method of communicating messages over the internet.

Favicon - a small icon that is used by IE5+ to identify a book marked web site.

Flash - a multimedia technology used to enhance a web site for motion graphics and interactivity, developed by Macromedia.

Forum - an area for posting communications or holding discussions.

Frames - a site layout that allows for you to split sections of the site up, in portions, with multiple "windows" in one single page/browser. Web sites are now moving towards inline frames, which you can find on the Diagnosis web site.

Hit - the request of a file from a web server, including images. Some people tend to think of "hits" as a person visiting a web site, but hits are actually any file downloaded to that particular machine. So, if a web site has 100 images on one page, you've given it 100 hits. (See unique visitors or page views)

Home Page - the main page of a web site.

Hyperlink - an attribute of text (usually a different color and underlined) that takes you to another web page or launches a new e-mail. (see hyperlink)

Impression - an online advertisement being displayed.

Interactive Agency - An agency offering a mix of Internet related services, such as what LOCALgraphics.net provides.

Interstitial - An advertisement that loads between two content pages. (See superstitial)

JavaScript - a scripting language for the Internet, based on Microsoft's Vbscript.

Keyword - a word used in a performing a search, also a meta tag in a web page's HTML to help with search results.

Link - an attribute of text (usually a different color and underlined) that takes you to another web page or launches a new e-mail. (see hyperlink)

Media Kit - a compilation or resource created to assist the press with finding the materials they need in order to write an article about the company, organization or product.

META tags - tags in a web page that describe that web page's content.

Page View - a request to load a single web page.

Pop-up Ad - an ad that displays in a new browser window, usually pesky ads.

Portal - a site that features crossroads or entry ways into other sites, to help a user navigate to his or her destination, similar to Yahoo.

Reciprocal links - Links exchanged by two sites.

Rich Media - text that features style, rather than unformatted text without any bold, italics, or underlines, etc.

Run-of-site (ROS) - a media buy option where you can run your online advertisement on a particular web site, with targeting.. Search Engine - a site engine that indexes web sites, documents, and images, to help you find what you need, similar to a library index.

Shopping Cart - a web application that allows a customer to add products to a virtual shopping cart, and later check out all of their items. This makes it so that the customer doesn't have to leave a particular page in order to get ready to purchase that item. They can continue to shop for other products from where they were on the site.

Site Search - search functionality on one site or domain.

Skyscraper Ad - A vertical banner ad which have been becoming more popular than the standard sized banner ad (also see Avalanche Ad)

Spam - inappropriate or solicited messages, either repeatedly sent to your e-mail, or randomly.

Splash page - the page, sometimes only displaying a logo or animation, requesting for you to click somewhere or wait in order to enter the actual web site.

Stickiness - the amount of time spent at a site over a given time period.

Text ad - an online advertisement that is made up of text and hyperlinks.

Unique Visitors - individuals who have visited a Web site (or network) at least once in a during a fixed time frame.

Unix - a server operating system, similar to Microsoft NT.

URL - also known as a web site address, is the location of a resource on the Internet, usually known as "www.domain.com".

Visitors: (see unique visitors)

Web browser - a software application that allows for the browsing of the World Wide Web.

Web design - the art aspect of creating a web site, similar to laying out a print magazine, which includes the creation and layout of images, text and structure of a web site.

Web ring - a ring of sites that usually have something in common with each other.

Whois - a utility that returns ownership information about domains and IP addresses.

This glossary will be updated on a frequent basis. If you have a term that you would like a definition on, please contact us and we will provide you with the information you need.