Eyeballs
A rather impersonal way to describe people who visit your site or view an advertisement.

Frequency cap
Limit on the number of times a single visitor see a certain advertisement.

Hit
Hit is a flexible term. It can be used to describe a person visiting a site, or the number of requests to a server for an item of information - a page, an image. Each web page is made up of a number of items, so one visitor requesting a page will generate a number of hits as all the elements are loaded. It's very important that you ensure the person who uses the term to clarify what they mean by "hit". If you're wanting to advertise on a site, they may entice you by saying that the site gets, for example, 300,000 hits a month - this may only translate into 1,000 unique visitors.

Hybrid Campaign
A composite of a number of advertising strategies under the same campaign e.g, CPC and CPM.

Impression
A single display of an advertisement. 100 displays equals 100 impressions. Impressions are usually sold in lots of 1 thousand.

Incentives site
A web site that gives some kind of reward for visitors who click on a link or fill out a form on an advertising partners site. Be very careful in using incentives sites to promote your products as they can generate a lot of garbage traffic and wasted advertising dollars.

Media Kit/Page
A section of a web site that demonstrates to potential advertisers the potential and user demographics of the site.

Opt-in email
A specific request by a visitor for subscription to an ezine etc. Double opt-in means that not only does the visitor need to initially subscribe, but also confirms the subscription request. Genuine double opt-in mailing lists provide the best targeted advertising responses.

Page View
Basically, just as it states - a single view of a web page.

Permission marketing
Marketing based on consent from a site visitor to receive promotional information.

PPC - Pay Per Click
Very popular on paid placement search engines now. Instead of paying for the number of times an ad is viewed, you only pay for clicks on the ad. PPC is an example of performance based advertising.

PPL - Pay Per Lead
A payment made based on an action such as someone filling in an advertiser's contact form or survey.

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