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Advertising Glossary - Letters A and B

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 by the visitor.

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 determine the maximum acquisition cost.

Ad Flight - The duration of time for which an advertising campaign is live.

Ad Units - A way of classifying ad types. Ad units on the Internet include banners, buttons, micro buttons, pop ups, skyscrapers, text links, interstitials, superstitials, etc. Ad units are usually defined by the IAB as voluntary guidelines.

Advertise - To communicate information through print and digital media about a company's product or service. The information is usually targetted to those the company believes have the most interest in the product or service.

Advertorial - An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.


B2B - Business to business (B2B) is a business model by which a business's main customers are other businesses. Common B2B web sites include online marketplaces where companies can buy raw materials, supplies & equipment.

B2C - Business to consumer (B2C) is a business model in which a business's main customers are consumers. Common B2C web sites include online stores selling books, music & videos.

Banner (Internet) - A graphic that appears on a web page that is usually hyperlinked to an advertisers web site. May be in a variety of formats including GIF, JPEG, Flash, HTML, Java, JavaScript & more.

Billboard - An outdoor advertisement on a large board usually placed along the side of busy roads.

Bleed - Describes an ad which is larger than the space for which it is intended. It is cut down to fit the media so that its edges go all the way out to the edges of the media.

Bounce Rate - Used in web site traffic analysis. Represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site.

Please, see's Online Ads channel:

Please, see the Contacto Magazine's Media Kit (general info, rates in a pdf file):

If you need further information or a specific quote, please call 818 241 4073 or email Contacto at,


Advertising - Frequently Asked Questions

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