Ads - Definitions


Here are the definitions of terms used in online advertising.

Ad Box

An Ad Box is the space in which ads are displayed on a publisher’s website.

Ad Pool

An Ad Pool consists of ads that are displayed in the ad box. Ads are randomly displayed from the Ad Pool and rotated on every impression. 

Ad Rotation
Ad Rotation is the process in which ads are randomly selected from an Ad Pool and displayed in rotation. An Ad Rotation occurs on every impression.
Alexa Rank

Alexa Ranks are created by a subsidiary of and measure the traffic ranking of websites. The most trafficked site in the world has an Alexa Rank of 1. Some new websites and sites with very little traffic do not have an Alexa Rank. In addition, sites that are part of a larger domain do not always have an individual rating. For more information, go to


CPA stands for Cost per Action. Advertisers are only charged when a click results in a desired action like a purchase or a survey completion from the online user.


CPC stands for Cost per Click. Advertisers are charged for each click an ad receives. Cost Per Click can be as cheap as US$0.01 per click or as much as US$100 per click.


CPM stands for Cost per Thousand Impressions. Impressions are the number of times the ad is displayed An advertiser is charged for every one-thousand times an ad is displayed regardless of the number of clicks or actions that result.


CPW stands for Cost per Week. Advertisers are charged a flat rate for advertising on a particular site(s) for a specified amount of time.


CTR stands for Click Through Ratio. The CTR is the number of times that an ad is clicked divided by the number of impressions. This percentage helps advertisers gauge the success of a particular campaign.


eCPM stands for effective Cost per Impression. eCPM is calculated by dividing your total earnings by the total number of impressions in thousands. eCPM is a great way to gauge the success of a particular ad campaign.


Geotargeting allows advertisers to advertise to a particular country or region.

Impressions are the number of times the ad is displayed.
Projected Future Earnings

Projected Future Earnings are the earnings that a publisher will receive from displaying Weekly Ads that have been sold but not yet displayed.


The person who owns a web site and sells advertising space on it.

Repurchase Rate

The Repurchase Rate is the rate of returning customers for a particular site. A high repurchase rate is a good indication that advertisers perceive high value advertising on the site.

Site Directory

The Site Directory lists available websites upon which to purchase ads.


Site-targeted ads are displayed on a specific website(s) designated by the advertiser. This means that the advertiser chooses the site upon which where his or her advertisement appears.

Targeted Cost Per Click (RON) Ads

Targeted CPC (RON) Ads circulate through the advertising network until the ads receive a desired amount of clicks.

Text ad

A Text Ad is a written ad that has both a headline and a description. When a Text Ad is clicked, it takes the visitor to a URL specified by the advertiser.


Traffic is the volume of unique online visitors a site receives on a regular basis.