Archive for the ‘Glossary’ Category

File Under: Glossary


CPM, or cost per thousand impressions, is the marketing world’s metric for judging the merits of different media buys.

Offline, CPM is calculated by taking the total cost of a given ad buy, dividing it by the total estimated viewership of a given advertisement, and multiplying the total by 1000. Here’s an example: You buy a magazine ad for US $5,000. The magazine’s subscriber base is 50,000. Therefore, the CPM will be ($5,000/50,000) x 1,000, or $100.

On the Web, CPM is a little different. Since it’s so difficult to accurately determine the total number of visitors to a website, the CPM is calculated using the number of actual ads served. The distinction is subtle, but critically important: in the offline world, marketers simply guess how many times an ad is seen, whereas on the Web, we know.

File Under: Glossary


Short for “inline frame,” Iframes are used to insert a block of text into a separate HTML document. Iframes can float above page elements using absolute positioning, or they can be placed directly on the page with page elements flowing around them. Unlike regular frames, Iframes can not be resized by the user. (NOTE:Iframes are not supported by older browsers.)

File Under: Glossary


A conversion is a marketing term describing when a perspective client fulfills an intended action.

For example, when you click on an advertisement, you have committed to a trial. If you create an account or share information, you’ve been acquired. If you buy something or commit fully to the product, you’ve made a conversion.

Directly related to trial and acquisition

File Under: Glossary

Referral Network

Think of the food court at the mall. Most of the time, mallsters will go there looking for food in general, then decide what to eat after they’ve checked out the selection. The eaters benefit because they don’t have to wander all over the mall looking for lunch, and the feeders benefit from the added exposure. A referral network works in the same way. The web is perfect for this kind of marketing, since sites with similar audiences can be grouped just by linking them together. has an incredibly successful network of thousands of mini-bookstores. The small bookstores get more customers, and Amazon gets money for the books they sell to the little guys – a perfect symbiotic relationship.

File Under: Glossary


Vector graphics produce images using mathematically generated points, lines and shapes that are rendered on a computer. The result is a file much smaller than a bitmap, which is easier to send and download over tight bandwidth connections. In addition, a vector file can be resized and manipulated without distorting the image. Macromedia’s Flash produces vector graphics, and most browsers now support vector graphics.