Throughout the OutdoorNetwork.Com website you will see terms, phrases, and abbreviations that you may not be familiar with.

In an effort to clarify some questions you may have, we have assembled some information below to clarify these items:

Click Rate or Click-Through-Rate:
The percentage of impressions that result in clicks. It is sometimes referred to as the response rate.

CPM (Cost per thousand):
Cost per mille (mille is French for thousand). CPM refers to the total cost of 1,000 visitor requests to view an ad--in other words, the cost for 1,000 impressions.

Fixed or "Static" Ads:
Ads that are set up in a fixed position on a particular Web page and delivered each time the page is delivered (the opposite of dynamic rotation).

GIF:
Graphic Interchange Format. A common file format used for Web graphics (and banners). Not always the best choice for photo-realistic images.

JPG (or JPEG): Joint Photographic Experts Group:
A common file format for photo-realistic images. Not as common as GIF for banners because JPEG compression has a tendency to blur small text (which all banners usually have).

Hit:
Every element of a requested page (including text, graphics, and interactive items) is counted as a hit to a server (ie. server hit). Hits are not the preferred unit of site-traffic measurement because the number of hits per page can vary widely. On average, a Web page contains six hits.

Home Page:
The initial, front Web page by which a user enters a Web Site.

HTML:
HyperText Markup Language - the text-based language used to construct Web pages.

Impressions:
The number of times an ad unit is displayed on Web pages--and presumably seen by the user. Guaranteed impressions are the minimum times an ad banner has opportunity to be seen by visitors.

Number of Hits:
Number of hits refers to the total number of items downloaded by each user for a web site, I.e. one hit equals accessing one item. This includes every file, whether it is an HTML page, graphic, etc.

Number of Page Views or Page Impressions:
This refers to the number of times a Web page is presented. Page views, not hits, are the preferred counting method for site-traffic estimates and measurement. (However, you will often hear the terms "Page Views" and "Page Hits" used interchangeably)

Number of Visits:
This measures the number of times a specific web site or domain is visited, and includes duplicate visits by the same person. This measurement does not take into account the duration or number of pages visited.

Number of Unique Users / Visitors:
This is a good measure of the population a web site reaches. "Unique Users" is a refinement of the "number of visits" measurement because it eliminates duplicate visitors over a specified period of time.

Sponsorship Ad:
An ad that is in a fixed, non-rotating position on a particular Web page and delivered each time the page is delivered. (Occasionally set up to rotate on a very limited basis.)

Rotation (ie. Rotating Banner Ads):
Delivery of ads on a rotating basis (the opposite of fixed, hardwired ads). Dynamic rotation lets different users see a different ad on a given page, and allows ads to be seen in more than one place on a site. Ads can be dynamically rotated throughout an entire site or within a given targeted section. This is also called dynamic delivery.