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A-C | D-K | L-O | P-R | S-Z
ad blocking - The automatic blocking of online advertisements, oftentimes images
algorithm, search engine - A complex mathematical formula used by a search engine to determine the relevance of websites for given keyphrase searches and rank them for search results. These algorithms are kept classified, because they are the key to the objectivity of search engines, providing them with relevant results.
B2B - Business-to-Business - refers to organizations or industries that serve other businesses
B2C - Business-to-Consumer - refers to organizations or industries that directly serve consumers
backlink - A text link to one site from another website
banner ad - A horizontal graphical online advertising unit often found on web pages and within e-media
blog - user-created content typically featuring opinions regarding one topic, posted frequently and in chronological order
button ad - A graphical web advertising unit that is smaller than a banner, but may vary in size and typically takes the form of a box
CAN-SPAM - CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) - legislation that establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop sending them unwanted email
click fraud - Occurs in pay-per-click advertising when a person or automated script imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating an improper charge or otherwise negatively impacting the advertiser's results
clicks / clickthroughs - The number of user clicks an online advertising unit or website receives
click-through-rate (CTR) - The number of user clicks an online advertising unit or website receives, divided by the number of impressions/views it receives
contact database - A list of individuals within a target audience who can be contacted with outbound marketing messages (usually email), based on an organization's opt-in standards
conversion - A qualified lead, a sale, or another predefined successful action taken by a user in the advertiser's target audience as a result of a marketing campaign
conversion rate - Percentage of visitors within a target audience who take a desired action. Conversion rate may refer to the total number of conversions divided by the number of clicks, or the number of conversions divided by the number of impressions.
cookie - A piece of code placed on a user's computer by a website to enable the user's preferences to be remembered on future visits. Cookies are often used by online marketers to help evaluate the results of a marketing program, but should never be used to use or sell personal information.
copy - Text on a website or online advertising unit
cost-per-click (CPC) - The marketing cost for a clickthrough to a website or landing page
CPM - Cost per thousand impressions
crawl - Search engines find websites and record numerous details in their index(es) by sending out 'spiders' or 'robots.' These programs make their way from page to page and site to site through text links, gathering data to help the engines rank these sites in the engines. This action is known as crawling a site.
creative conversion - Creating graphic designs to utilize in lead generation efforts in order to create qualified conversions/leads
CRM - Customer Relationship Management - designing an organization's marketing and customer service functions around the needs of the target audience, using data collection and analysis to create a learning relationship with the customer
custom e-newsletter - A published e-newsletter that provides editorial content tailored to an advertiser's message. Custom e-newsletters are typically sole sponsorships (only one advertiser). The advertiser often has input or review of the editorial content, as well as flexibility in advertisement layout.
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