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Terminology
Click-through rate: Click-through tells you how often users clicked on the ad. It is calculated by dividing the number of clicks by the number of impressions. A typical online advertisement has .14% click-through. That is, for every 714 times the advertisement is displayed, a user will click on it.
CPM: CPM is "cost per thousand" ad impressions, an industry standard measure for selling ads on websites. This measure is taken from print advertising. The "M" has nothing to do with "mega" or million. It's taken from the Roman numeral for "thousand."
Creative: Ad agencies and buyers often refer to ad banners and other forms of created advertising as "the creative." Since the creative requires creative inspiration and skill that may come from a third party, it often doesn't arrive until late in the preparation for a new campaign launch.
Impressions: Impressions are the number of times visitors to MyWebTravelAgent see the ad on a page.
Insertion order (IO): An insertion order is a formal, printed order to run an ad campaign. Typically, the insertion order identifies the campaign name, the website receiving the order and the planner or buyer giving the order, the individual ads to be run (or who will provide them), the ad sizes, the campaign beginning and end dates, the CPM, the total cost, discounts to be applied, and reporting requirements and possible penalties or stipulations relative to the failure to deliver the impressions.
Inventory: Inventory is the total number of ad views or impressions that a website has to sell over a given period of time (usually, inventory is figured by the month).
Jump page: Also referred to as landing pages, jump pages are specially built promotional pages for your product on MyWebTravelAgent.com. They usually contain a "booking wizard" and details about any current promotion or offer you may be running on MyWebTravelAgent.com.
Kilobyte: Kilobytes is a standard that depicts the actual image file size.
Pixel: The smallest unit of an image displayed on screen. A typical monitor setting is 1024x768 pixels. MyWebTravelAgent's top banner promotions are 468x60 pixels.
Run-of-site (ROS): A run-of-site ad is one that is placed to rotate on all non-featured ad spaces on a site. CPM rates for run-of-site ads are usually less than for rates for specially-placed ads or sponsorships.
Share of Voice (SOV): This is when an advertisement runs a certain percentage of the time for a certain placement. It is the opposite of a CPM campaign.
Unique Users (UU): A Unique User is a person who is seeing the ad or page for the first time. The opposite is someone who may have refreshed the page or come back to the page from a bookmark.
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