Chat - Online interactive communication on the Web. Clickstream - The electronic path a user takes while navigating from site to site, and within a site, from page to page. Clickthrough Rate - Percentage of clickthroughs to total impressions. Cookie - A file on a computer that records information such as where the user has been on the Web. Some web sites use cookies to identify visitors to that site, enabling more personalized information to be served upon return to the site.
Users can prevent web sites from assigning cookies by adjusting options with the client's browser.
Copy - Printed text in an advertisement. Creative - The concept, design, and artwork in an advertisement. The price paid by an advertiser for a content site displaying their banner a thousand times. Demographics - Common characteristics used for population segmentation. Typical demographic data points include age, gender, postal code, and income.