- Text advertisement: an ad comprising text and a link to the advertiser's website.
- Banner: the most common way of presenting advertising on a website. It comprises an image, sometimes animated and interactive, displaying a product or service, with the aim that visitors should click on the screen to access the further information it contains.
- Branding: building the image of a brand.
- Click: the act of pressing the mouse button over a particular element. It is used to indicate the number of users who have pressed their mouse button over the banner.
- CTR: percentage of banner impressions converted into clicks.
- CPT: Cost Per Thousand page impressions. The price of a thousand banner impressions on a website.
- Format: the technical characteristics of a banner.
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- Frequency : the number of times the same user views an advert on a website.
- Animated gif : the standard graphics format used in banners, offering the possibility of animation.
- Hit: the act of sending a file from the Web server to the browser.
- Impression : a view of a banner. Used to define rates or calculate statistics.
- Traffic : overall statistics for the visits to a web page.
- Visits (also known as "impressions" or "requests"): number of times the HTML document including the banner has been viewed.
- Unique visitors : number of real users of a web page (always lower than the number of visits).
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