The General Glossary of Terms is a document to standardize the terms used, enabling communication and increasing comprehension between e-planning and their clients:

Adserver:
Management system of online ads (banners). An advertiser places a banner on a website with the intention to be seen by visitors to this site. In order to know if the campaign is efficient, it is necessary to analyze a series of statistical concepts of the banners, which definitions are included as follows.

Advertiser:
Organization hiring an online campaign through banners. The website may grant the advertiser a password to gain access to e-planning to check the reports of their campaigns.

Banner:
Graphic ad placed on a website. It normally consists of an ad image with a link to another website containing more information. Banners are graphic files with some features. Type of graphic format: according to how they have been designed, banners have a graphic format indicated by the extension of their file name (JPG, GIF or PNG) or even may be animated (GIF, Flash).  Banners have a definite size (dimensions) measured in pixels.

CPC:
This is a way to market campaigns by a definite number of clicks. The Cost per Click of a site is the amount to be charged to an advertiser per each click on their banners. For example, if an advertiser hires a 1000-click campaign with a CPC of 20 cents per dollar, he should pay the site 200 dollars.

CPM:
This is a way to market campaigns by a definite number of impressions. The acronym stands for Cost per Mille. For example, if a website sells its traffic at 5 dollars per CPM, this means that an advertiser should pay 5 dollars to obtain 1000 impressions of their banners on the site.

Click:
Action to press the mouse button on an ad, gaining access to the advertiser's website.

CTR or clicks rate:
Percentage of clicks the ad had on the number of impressions thereof.

Space:
Position of a page where banners are published. In e-planning, the spaces may have a fixed size in pixels or  they may vary. In this last case, they enable the publication of banners of any size.

Campaigns Pool:
Group of 1 or more campaigns, of the same or different advertiser, so as to unify several reports in only one file. In e-planning, the pool of campaigns is also useful to limit the number of impressions per user of more than several campaigns altogether.

Hit:
Request for a file generated to the web server. A website generates many hits as images and elements it may contain, approximately 16 to 20 hits per page is the measure of a current site. It is not a good measure to test a campaign's efficiency.

HTML:
Language used to design websites. The acronym in English stands for HyperText Markup Language.

Impression:
Visualization act of a banner by the user. Impressions are used as a measure unit for statistics and also to sell campaigns through CPM. For example, if the same site contains 3 banners, it generates a page view in statistics, and 3 impressions (one per each banner).

Page views or page visualizations:
The number of pages of a site seen by users in a given period of time.

Campaign:
Set of banners associated to a subject or campaign. Campaigns are related to a single advertiser and one or more sites (media) where communication takes place. Campaigns have different segmentation criteria.

Section:
Area of a site grouping 1 or more ad spaces.

Session:
It is a visit of the same user who gains access to several sites with a separation time not exceeding 30 minutes between page and page. In e-planning you may limit the number of impressions of a campaign to be published to a user within a session.

Website:
Set of online pages where a communication campaign with banners will be performed. It is the media.

URL (or electronic address):
Electronic address of a page or resource online.

Click URL:
URL to which a user gains access after clicking an advertiser's banner.

Unique users:
Number of different users who entered the website or saw a campaign, in a definite period of time. It is generally measured on a daily or monthly basis.

Visitor:
Internet browser gaining access to a website in which banners are published.

Exchange:
Real time market enabling the interaction among online ad purchasers and sellers, remarkably improving  an impression's performance for both parties.

RTB:
Buying and selling system of ad impressions in real time, where through a bidding system, the impression is granted to the successful bidder.

DSP:
This is the 'demand' side of the Exchange market. It is translated as the platform (Demand Side Platform) where advertisers, agencies or networks buy inventory in real time, and choose the maximum price they will pay per impression.

SSP:
This is the 'supply' side of the Exchange market. It is translated as the platform (Supply Side Platform) where  publishers or networks sell their inventory in real time, and maximize their revenue by choosing the minimum price they will sell each impression for.

VPAID:
'Video Player-Ad API Definition' Standard set of APIs developed by IAB for the communication between video players and ads.

VAST:
'Digital Video Ad Serving Template' Standardization developed by IAB specifying communication requirements between video players and ad servers with an XML structure.