Category: C

  • Clickstream

    The path a visitor takes while navigating from site to site or from page to page within a web site. This is useful to publishers in order to see what path people are taking before leaving their site

  • Clicks

    The number of click-throughs that have occurred as a result of a user clicking on a banner and being redirected to an advertiser’s web page. This is typically synonymous with Responses.

  • Click Through Rate

    The percentage of impressions that resulted in a click through is calculated by dividing the number of clicks by the number of impressions. For example, if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This…

  • Click Through

    The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to.

  • Click Rate

    The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is…

  • CGI

    The common gateway interface (CGI) is a popular scripting language that enables programmers to create dynamic web pages. An example of a CGI powered web site feature might be be a web site’s feedback form or banner rotation program.

  • Campaign ID

    A campaign ID is a unique tracking code that is added to published URLs for the purpose of determining the relative effectiveness of different tactics and publisher scenarios.

  • Campaign

    The process of planning, creating, buying and tracking an advertising project from start to finish.

  • Cache Bursting

    This process, also known as “defeating cache”, is accomplished by adding a random number to the banner HTML each time the page is reloaded. This causes a separate banner request to be sent to the server, thus insuring the banner is not cached and banner advertisement impressions are not undercounted.

  • Cache

    A type of computer memory that stores previously accessed documents so that they can be accessed faster should they be needed again. If you go back to a web page that you have previously visited, much of the pages content may be able to be accessed from a local cache or gateway proxy instead of…