Definitions
Links
Behavioral Insider
ClickZ
eMarketer
Behavioral Targeting Standards Consortium
Banner Ad = Graphical element on web-page containing a commercial message
http://en.wikipedia.org/wiki/Banner_ad
Behavioral Targeting = Behavioral targeting uses information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements or editorial content to display to that individual.
http://en.wikipedia.org/wiki/Behavioral_targeting
Cookie = A small piece of text stored on a user’s computer by a web browser. A cookie consists of information such as user preferences, shopping cart contents, etc.
http://en.wikipedia.org/wiki/HTTP_cookie
CR = Conversion Rate: The numbers of conversions divided by total numbers of Impressions
http://en.wikipedia.org/wiki/Conversion_rate
CPM = Cost Per Mille: Cost per thousand impressions
http://en.wikipedia.org/wiki/Cost_per_mille
CPA = Cost Per Action: Pay only when a certain objective is fulfilled, e.g. a club membership sign-up (CPO = Cost Per Objective has a similar meaning).
http://en.wikipedia.org/wiki/Cost_Per_Action
CPC = Cost Per Click: Pay per click on ad
http://en.wikipedia.org/wiki/Pay_per_click
CTR = Click Through Rate: Numbers of Click divided by Impressions.
http://en.wikipedia.org/wiki/Click-through_rate
eCPM = effective (or earnings) Cost Per Mille: The total revenues divided by the total numbers of Impressions.
Flash = Flash is a platform commonly used to create animation of banner ads etc.
http://en.wikipedia.org/wiki/Adobe_Flash
Flash Cookie = is a collection of cookie-like data stored as a file on a user’s computer used by Adobe Flash Player.
http://en.wikipedia.org/wiki/Flash_cookie
Impression = The exposure of a single banner ad. A webpage usually has several banner ad exposures.
Interest Based Marketing = Google’s name for Behavioral Targeting.
NAI = The Network Advertising Initiative is a cooperative of online marketing and analytics companies committed to building consumer awareness and establishing responsible business and data management practices and standards.
See FTC Staff Report, February 2009: Self-Regulatory Principles For Online Behavioral Advertising
Opt-out = Means that the visitor of a website needs to take action to be excluded from the collection of data.
Opt-in = Means that the visitor of a website needs to consent to be part of a the website’s behavioral targeting program.
PI = Page Impression: The loading of a webpage including all its images and other elements.
http://en.wikipedia.org/wiki/Page_impression
Privacy Policy = A privacy policy is a legal document that disclose how a party retains, processes, discloses, and purges customer’s data. Such examples could be the instance of a website providing information about the use of personal information – particularly personal information collected via the website – by the website owner.
http://en.wikipedia.org/wiki/Privacy_policy
PII = Personally Identifiable Information, as used in information security, refers to information that can be used to uniquely identify, contact, or locate a single person or can be used with other sources to uniquely identify a single individual.
http://en.wikipedia.org/wiki/Personally_identifiable_information
TRUSTe – An independent, privately held organization best known for its Web Privacy Seal. TRUSTe states its purpose is to establish trusting relationships between individuals and online organizations based on respect for personal identity and information in the evolving networked world.
http://en.wikipedia.org/wiki/TRUSTe
