Advertiser
An advertiser generally buys advertisements on a website. Advertisers have their own login area, where they will be able to see stats and view their campaigns (Advertisers can only view their account in a read-only format.)

Ad Click 
When user or visitor clicks on the particular ad.

Banner
General term for an advertisement on a web page. A banner is typically a GIF or JPEG image, animated or not.

Campaign
A campaign contains a group of banners of the same size, from the same advertiser.

Click
Refers to one instance of a website visitor clicking on a banner advertisement.

CTP / CTR
Click-Thru Percentage / Click-Thru Ratio. This is a statistical indicator of how effective a banner or campaign is. It is determined by dividing the number of clicks a banner has received by the number of views it has received.

Click-through
The result of “clicking on” an advertisement that links to the advertiser’s Web site or another page within the Web site.

CPM
Cost per thousand (CPM) is one of the online payment models by which advertisers pays for every 1000 impressions of their advertisement. This is an ideal method of payment for advertisers who want to guarantee only the number of people who sees their banner. The "M" in CPM is from the Roman numeral for 1000. The Roman numeral M was derived from the Latin word "mille" meaning "thousand".

CPA
Cost per Action/ Cost per (Acquitions) is one of the online payment models by which advertisers pays for ever action (sale or registration) completed as a result of a visitor clicking on their advertisement. This is an ideal method of payment for advertisers who want to guarantee only the number of customers generated as a result of a advertisement.

CPC
Cost per Click is one of the online payment models by which advertisers pays for each click through made on their advertisement. This is an ideal method of payment for advertisers who need to guarantee they only pay for those viewers of the banner that click on it and visit a page on their site.

CPI
Cost per inquiry (CPI) is the same as cost per lead, CPL.

CPL
One of the types of CPA, a cost per lead (CPL) method allows advertisers to pay for every lead or customer inquiry that resulted from a visitor who clicked on a their advertisement. This is an ideal method of payment for advertisers who want to guarantee only the number of potential customers with an interest generated as a result of a advertisement. Also known as cost per inquiry (CPI).

CPS
One of the types of CPA, a cost per sale (CPS) method allow advertisers to pay whenever a visitor who clicked on their advertisement generates a sale. This is an ideal method of payment for advertisers who want to guarantee only the number of paying customers as a result of a advertisement.

CPT
One of the types of CPA, a cost per transaction (CPT) method allows advertisers to pay whenever a visitor who clicked on their advertisement generates a transaction usually a sale. This is an ideal method of payment for advertisers who want to guarantee only the number of paying customers as a result of a advertisement.

CPTM
The cost per targeted thousand impressions (CMPT) is the same as CPM but used when referring exclusively to a targeted campaign.

Daily Cap
This is a banner/campaign configuration option that lets you set a limit on the total number of times the banner (or campaign) will be shown each day

Default Banners
Default banners are like 'fall-back' banners to be shown if no other banners in the set are available to be shown.

Impressions
The number of times a banner ad was requested and presumably seen by users. It is often hard to obtain an accurate impression count as they can be undercounted due to issues relating to cache or overcounted due to requests that were not completed.

Position
The advertisement banner or text-link, reserved or booked in a PARTICULAR position on all pages, to specified period, for one PARTICULAR advertiser.

Durations
The advertisement banner or text-link, reserved or booked for one PARTICULAR advertiser, for PARTICULAR period of time.

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