•  Animated Gif - A graphic image which combines multiple GIF images into one file to create animation. The images, displayed in rapid sequence, show an animated image. Studies show that animated banners are more effective than static banners. They generate higher ad awareness and recall, and more click-throughs.

•  Banner Ad - A "clickable" image that delivers an advertiser's message and links to advertising content. Banner ad sizes differ from site to site. Check out examples of our banner ad sizes.

•  Click-Through - Each instance that a user clicks on an advertising banner.

•  Click-Through Rate - The ratio of click-throughs from an ad to a page within the advertisers web site. For example, a successful ad might entice 2% of the people who see it to actually click on it for more information. Typically the industry average ranges from .05% to 5% with 3% considered a good rate.

•  CPM - Cost per thousand impressions. This is a rate yardstick used by ad reps and buyers. $30 CPM means that it will cost the advertiser $30 per thousand times readers viewed the pages that contain the banner ad.You will see this term used on our rate sheet.

•  Copy - The printed text or spoken words in an advertisement.

•  Gif - The most common type of image file on the Internet, especially for animated banners. GIF (say 'jiff') stands for Graphic Interchange Format.

•  Hit - An imperfect measure that tallies individual components of a web page. Often used in the media but not used as a meaningful measure.

•  Info Page - A 24-hour, 7-day-a-week, dynamic and searchable information website about your business.

•  Impressions - See Page Views.

•  Interstitial Ads - Interstitials are ads that appear between two content pages. If a user, on page A, clicks a hyperlink to go to page B, the user will see the interstitial ad before arriving at page B..

•  JPEG - A common graphics file format, similar to GIF, but capable of finer details like photos. Also called JPG.

•  Page View (also called Impressions) - This term represents the number of times readers view a page. This is typically what advertisers are interested in as opposed to hits.

•  Pop-Up Ads - Pop-up ads seem to pop up from the page and appear in a floating window.

•  Traffic - The number and types of viewers who visit a website. Traffic is measured in many different ways.

•  Unique Users - Users marked by either a Global User ID (GUID) or a cookie in the form of an ID that is attached to a user's browser. Unique users do not include repeat visits by users during a single session.

•  URL (Uniform Resource Locator) - The standard way to give the address of any resource on the Internet that is part of the World Wide Web (WWW). A URL usually looks like this: but may have other forms. The most common way to use a URL is to enter into a WWW browser program, such as Internet Explorer or Netscape.

Provider, Inc. complies with IAB standard terminology, metrics, ad sizes, and practices.