Banner
Also referred to as an "in-line show".A graphic image, generally 468 x 60 pixels, that is hot linked to a promoter's Website.

Impression
Also referred to as "ad views" or "exposures". Occurs when a banner is displayed to a visitor.
CPM (Cost Per Thousand).

A term originating from the offline promotion world. Refers to the total cost of making a show seen by 1,000 people. On the Web, it could be thought of as the cost for 1,000 impressions / adviews / exposures.

Click
When a visitor clicks her mouse on a banner, she is transferred to the promoter's site. The number of responses to a banner is sometimes refereed to as the number of "clicks".

CTR (Click Through Rate)
The percentage of click through to banner views. A 1% CTR means that 1% of each 1000 banner views (or 10 visitors) have clicked through.

Page Views
Also known as "page requests" or "page transfers". Occurs when a Web page is presented to a Website visitor. Home pages generally get many more page views than subpages.

Hits
The number of machine requests required to construct a page. For example, a page with eight graphics and text is equivalent to nine hits, eight for graphics, one for text.

ROS (Run of Site)
Refers to displaying a ad throughout a website or a banner network with no targeting by keyword or site category. Run of site promotion costs substantially less than more targeted promotion.