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Glossary of Terms

A/B testing a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.

Above the foldthe section of a Web page that is visible without scrolling.

Ad blocking the blocking of Web advertisements, typically the image in graphical Web advertisements.

Ad space the space on a Web page available for advertisements.

Add URL (see Search Engine Submission)

AdSense a contextual advertisement service provided by Google.

Advertising network a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Affiliatethe publisher/salesperson in an affiliate marketing relationship.

Affiliate manager a person responsible for managing an online affiliate program for an affiliate merchant.

Affiliate marketing revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.

Affiliate merchant the advertiser in an affiliate marketing relationship.

Affiliate networka value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.

affiliate softwaresoftware that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.

ALT text HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.

Animated GIF a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.

Autorespondera program that sends an automatic form response to incoming emails.

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