Browser: A browser is the software that provides the user interface to the web. For example, Netscape Navigator and Microsoft Internet Explorer are two of the most commonly used browsers.

Click through: A click through is the term used when a user selects your banner (clicks on your ad), which links them to your web site.

Click through rate (or CTR): This is the number of times (usually in percentage) that users click on your ad. This is calculated by dividing the total number of clicks by the total number of page views.

Cookies: On the Internet, a cookie refers to a text file which is stored on a users hard drive and is used to identify that user when they revisit a website.

CPM - Cost per thousand impressions: This is a standard cost model for web advertising in which the charge is for each thousand impressions of an ad.

GIF - Graphics interchange format: This is one of the most common types of image file.

HTML - Hyper text markup language: This is a web-based scripting language that instructs browsers how to display text and images, it is the standard file format for Internet documents or web pages.

Impressions: This is the term used to describe the number of times an advertiser's ad is loaded on a page for a user to view.

ISP - Internet service provider: An organization that provides a connection to the Internet.

JPEG - Joint photographic experts group: This is a type of file for graphic images, and is best for storing photographic images.

Link: This is a clickable connection between web pages or between an ad and a website. Text links are usually blue and underlined, and change color when you've clicked on them recently.

Rich media: Rich media is a term for technical specifications which can support pictures, video, audio, animation and user interactivity.

Search engine: A program that searches documents for specified keywords and returns a list of the documents where the keywords were found.

Page views: This is the number of times a web page is successfully retrieved and seen by a reader.

Rotation: This is a process that allows advertisers to share a good ad position on a page with other advertisers, but also be the only ad visible in the spot at a time.

URL - Uniform resource locator: Address of a file located on the Internet.