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Chapter 24. Joint Ventures: Working with... > Making It a Banner Year: Putting Ads... - Pg. 273

Joint Ventures: Working with Ads and Affiliate Programs 160 × 600 pixels 180 × 150 pixels 300 × 250 pixels 250 × 250 pixels 240 × 400 pixels 336 × 280 pixels Wide skyscraper Rectangle Medium rectangle Square pop-up Vertical rectangle Large rectangle 273 · banner ad--An ad that appears in a web page as a rectangular, clickable image. · click-through--When the user clicks an ad. · click-through ratio ( CTR ) --The rate at which users click an ad. It's calculated by dividing the number of click-throughs by the number of impressions. Webmaster Wisdom These ad formats are defined by the Internet Advertising Bureau (IAB): · cost-per-action ( CPA ) --How much an ad costs per action. · cost-per-click ( CPC ) --How much an ad costs per click-through. This is calculated using the CTR and the CPM (see the next item): CPC = CPM ÷ CTR * 1,000. For example, if your CPM is $20 and your CTR is 1 percent, then the CPC is $2. This is also called the cost-per-visitor. · cost-per-thousand ( CPM ) --How much an ad costs per thousand impressions. For example, if you charge $100 for an ad and that ad gets 5,000 monthly impressions, the CPM is $20. · impression--An instance of an ad being displayed to a user. For example, if a person views one of your pages that has an ad and then a second person views the same page, you chalk up two impressions. Similarly, if one person views that page and then refreshes the page, that would also count as two impressions because the ad was displayed to the user twice. This is also called an ad view. · interstitial--An ad that appears in a separate browser window, especially one that appears while the regular page is loading. · page view--An instance of an entire page displayed to a user. This is usually differentiated from a hit , which refers to any request to the web server for data. So "hits" includes not only the request for the HTML file, but also any other files in the page, including images, sounds, applets, external style sheet or JavaScript files, and so on. Advertisers don't care about hits, only page views. · pop-under--An ad that appears in a separate browser window that gets displayed "under" the user's current browser window. · pop-up--An ad that appears in a separate browser window that gets displayed "on top of" the user's current browser window. · run-of-site--This means that an ad can appear on any page of your site and not just a specific page (such as your home page). · unique users--The number of separate individuals who have viewed a page or ad.