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A/B testing (also called split testing, bucket testing or split-run)
Creating another version of an ad to find out which one is more effective. This is 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 fold
The section of a webpage that is visible without scrolling. The "fold" varies depending on the resolution settings on a user's monitor. At lower settings (640x480) the fold is relatively high on the page. At higher settings (1280x1024) the fold extends much further down the page.


accreditation
An email certification process which ensures that accredited “trusted senders” can email freely without fear of being blacklisted as spammers. This certification is performed by independent accreditation programs that have strict rules of email-sending conduct. The top two accreditation programs are:

ISIPP's SuretyMail isipp.com
• Return Path's Certified Sender returnpath.net


acquisition cost (see customer acquisition cost)


ad blocking
The blocking of web advertisements, typically the image in graphical web advertisements.


ad rotation
Showing a different advertisement - usually a
banner -- on a webpage from a predetermined selection each time the page is viewed.

AdSense
An advertisement service provided by Google. AdSense is a popular way for websites to make money from ads, from part-time bloggers to some of the largest publishers on the web. AdWords pay Google either by the click (
PPC) or impression (CPM). In turn, Google shares a percentage of that revenue with the AdSense publishers. (see also contextual advertising)

ad space
The space on a webpage available for advertisements.


ad tracking
Measuring the response rate -- clicks, leads, sales, etc. -- to an advertising campaign.


advertising network
A network representing many websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys. Ad networks vary in size and focus. Large ad networks may require premium brands and millions of impressions per month. Small ad networks may accept unbranded sites with thousands of impressions per month.


AdWords
Google's advertising program that is one of the most popular forms of ad affiliate plans on the web. AdWords offers pay per click (PPC), cost per thousand (CPM), and site-targeted advertising for text, banner, and rich-media ads. This is Google's main source of revenue.
(see also contextual advertising)

AIDA
Abbreviation for Attention, Interest, Desire, and Action.
This is the traditional model of how advertising works, by first getting the consumer's attention, then their interest, then desire, and hopefully action.


affiliate (also called associate)
An affiliate is a person who markets another company’s products or services. Affiliates can drive traffic to a m