Advertising Network - A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
Caching - The storage of Web files for later re-use at a point more quickly accessed by the end user.
Frequency Cap - Restriction on the amount of times a specific visitor is shown a particular advertisement.
House Ad - Self-promotional ad a company runs on its media outlets to put unsold inventory to use.
Keyword Marketing - Putting your message in front of people who are searching using particular keywords and phrases.
Rate Card - Document detailing prices for various ad placement options.
Rep Firm - Ad sales partner specializing primarily in single-site sales.
Run-of-network - Ad buying option in which ad placements may appear on any pages on sites within an ad network.
Run-of-site - Ad buying option in which ad placements may appear on any pages of the target site.
Self-serve Advertising - Advertising that can be purchased without the assistance of a sales representative.
Sponsorship - Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
Underdelivery - Delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
