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C

21/02/2000

C

Cache - A file on the client computer, or corporate/Internet Service Provider (ISP) server, that stores (caches) web pages for display in the browser. This speeds page viewing because pages are downloaded to the client computer from a local computer vs. having to download from the Web again. Often used by corporations and ISP's where many people use a common gateway to view the same Web pages.

Channels - Links based on a specific category (usually on a portal page) that link to related content.

Chat - Online interactive communication on the Web. You can "talk" in real time with other people in the "chat room", but the words are typed instead of spoken.

Clickstream - The electronic path a user takes while navigating from site to site, and within a site, from page to page.

Click-Through (Click) - A click-through occurs when a customer clicks on a link to the advertiser's website. Also called a Click.

Clickthrough Rate - Percentage of clickthroughs to total impressions.

Commision - The affiliate is paid a percentage of the actual purchases by customers sent to the advertiser from the host website.

Conversion Rate - The rate an advertisement converts lead into sales

Cookie - Cookie is a message given to a Web browser by a Web server. The browser stores the message in a text file called cookie.txt. The message is then sent back to the server each time the browser requests a page from the server. The main purpose of cookies is to identify users and possibly prepare customized Web pages for them. When you enter a Web site using cookies, you may be asked to fill out a form providing such information as your name and interests. This information is packaged into a cookie and sent to your Web browser which stores it for later use. The next time you go to the same Web site, your browser will send the cookie to the Web server. The server can use information to present you with custom Web pages. So, for example, instead of seeing just a generic welcome page you might see a welcome page with your name on it.

Copy - Printed text in an advertisement.

Creative - The concept, design, and artwork in an advertisement.

CPC (Cost per Click) - The cost to the advertiser of one click on an advertisement on a website.

CPM (Cost per Thousand) - The cost to the advertiser of 1000 views of an advertisement (impressions) on a website.

CTR (Click through rate) - Stated as a percentage of clicks for impressions displayed.








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