CPM – cost per thousand impressions; that is cost per every one thousand times your message appears.

Embedded Video – a video file that is contained within another file format.

Floating Ad – an ad whose format enables it to span across and cover other content on a page

Frequency Cap – the maximum number of times an individual viewer can be exposed to a particular message within a given time frame; often associated with rich media formats.

MPU – A 300x250-pixel sized showcase ad generally embedded into a content area. Can take flash or video files, and allows user interaction.

Rich Media – an online ad format that allows for an enhanced viewer experience, including running video/audio, Flash movies and Shockwave formats.

ROI – return on investment; usually refers to direct
monetary sales return that can be attributed to a particular advertising effort.

Specs – the formatting specifications for a particular type of advertisement; often includes dimensions, file size, file format and submission guidelines.

Total Page Views – the actual numbers of separate content pages selected to view.

Total Visits – the number of times viewers came to the site.

Unique Viewer – each individual visit to the website. If one person should visit ten pages without leaving the site, that is considered one unique viewer. However, if a person should visit the site, leave and the come back to the site later, that would count as two unique viewers.

YOY – growth measured in one calendar year versus the previous calendar year.