Niche - That part of the market consisting of those people most likely to be interested in a product or service you are selling. Often refered to as ones target market.

Above The Fold - Any area of a web page that is viewable without the viewer having to use the vertical scroll bar. Ad space in this area is usually more expensive since it is more likely to be viewed [..]

Acquisition Cost - The cost to an advertiser to gain a new customer. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time in order to determin [..]

Ad Server - A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish tru [..]

Ad Space - The space on a web page reserved for the displaying of advertisements. Typically at the top or bottom of a page or if a small advertisement in the right or left column. The most desirable a [..]

Affiliate Marketing - A type of advertising system based on the CPA payment method whereby web sites run advertiser's banners for free but get paid on any sales or registrations that result from [..]

Agency - An advertising company that represents other companies by providing advertising related services such as planning, creating, buying and tracking an advertisement on behalf of their client.

Agency Discount - A discount, normally equal to 15%, that is offered to advertising agencies that place an order on behalf of their clients. Many large companies establish their own in house agency in [..]

AIDA - Stands for attention, interest, desire, and action (AIDA). This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.

Alt Text - Short for alternative text (Alt Text). Alt text is HTML code that allows an HTML coder to add text to a graphic that is visable to those that have images disabled or those that hover their [..]