Active Server Pages (ASP)
A server-side scripting language that can dynamically create HTML that is transparent to the end user. ASP is especially well suited for web applications that use a database to provide information, as it can customize pages for various situations.

banner and button
Images on a sponsorable site that functions as a link to the advertiser's site. The size of banners and buttons is usually measured in pixels: width x height.

browser
The software program an individual uses to navigate through the World Wide Web. Some popular browsers are Netscape and Internet Explorer. The features of a particular browser - such as on-screen menus - set the tone for your Web experience.

CGI (Common Gateway Interface)
Programs allowing interaction (e-mail inquiries, job applications, order forms, etc.) on the Web. Interfaces are written in computer languages such as Perl or C++.

clicks or click-throughs
The number of times that an ad has been clicked by visitors. A measure of response.

click rate
The percentage of visitors that view an ad and click on it.

computer-mediated communications
CMC is how telephones and computers have evolved into a system where virtually all communications occurs first via computers establishing links; this includes voice conversations. The worldwide telecommunications network links computers in virtually every community in the world to other computers and the network that carries our voices can also carry computer-to-computer communications.

CPM
Cost of an ad per one thousand impressions.

cyberspace
A term coined originally by science fiction writer William Gibson (in the book Neuromancer), now used to describe the "space" where words, relationships, information and money exist with computer-mediated communications, what's otherwise known as the "Information Superhighway".

DNS (Domain Name System)
A method used by the Internet to assign addresses to computers. This helps people e-mail and information successfully get from Point A to point B. Your domain name is the name which you will be internationally known and accessed from the Internet. Examples: "pnn.org", "aol.com", "unc.edu".

e-mail (Electronic Mail)
Mail delivered electronically. You use e-mail programs to compose, send, and receive messages or files with other people who also have e-mail addresses.

encryption
A process which enables sensitive material to be transmitted with minimal risk of access by unwanted parties, often used for financial information or military messages.

FTP (File Transfer Protocol)
An Internet application that lets you transfer files-which can be documents, photographs, even computer software- from a remote computer to your personal computer.

GIF or JPEG
Standard formats for graphics on Web sites.

hits, accesses
The number of page and/or graphic files requested by a visitor. A single page with multiple graphics can be counted as multiple hits since each graphic is counted as a separate hit. Hits are NOT a good measure of traffice to a web site.

home page
Your initial interface to the Web and many documents, files and resources that reside on it. It is also the first document a company will want a user to see when going to their web site, as it contains links to various other web pages of information offered by the company.

HTML (Hypertext Markup Language)

The coding language used to put text and graphics together to create Web pages. It is the current language of the Web.

hypertext
Computer-based electronic documents that use hyperlinks to link pages to other sites, databases, graphics, stories, etc. enabling users to follow a line of thought just by "clicking" on a word.

impressions, page views
The number of times that a banner has been presented to visitors.

interactive
A term used to describe Web communication. Your Web page is interactive if it allows a user to both submit and request information from your company via the Web server.

Java
A programming language that supports animation and real-time information delivery.

log file
All raw hits to a Web server are recorded in this file. These log files are used to calculate and track usage and are later verified by third-party audit firms.

page views
Please see impressions.

server
A repository for Web documents. Your information must reside on at least one server on the Internet for other people to access it. Servers vary widely in features, popularity and accessibility, which affects their associated costs and fees.

Telnet
An Internet application that lets you connect to remote computers and run programs or browse through information.

URL (Uniform Resource Locator)
The address at which your documents reside on the World Wide Web. Example: http://www.pnn.org

web server
The actual computer that stores all the files for a Web site.