Online Glossary

Internet terms can be confusing - here we try and break down the jargon.

“Check up on your knowledge of key web terms with this handy guide that helps you explain your CPM from your MPU.”

Stuart Clarke, Deputy Editor, Flightglobal


Web Analytics measure of visitors’ journey once on the website to track website performance.


Visits measures the total number of times users come to a website. If the user is idle for approx. 30 minutes then they are counted as another visit when they proceed.


Unique Users is a measure of individuals visiting a website in a given time period so that they can only be counted once however many times they visited. For example in a month you may have visited a website 12 times but you are counted as 1 unique user.


Page Impressions measure how many pages were viewed by a user. 1 advert on a page will gain 1 impression whilst the user is viewing that page.


Web advertisements are different advertisements shown in the web site. They are different shapes and sizes. Web advertisements are measured in pixels and the advertisement rates are usually quoted per CPM. Pixel or picture element is a smallest image unit. If you look at a digital image closely you can see that the image is created of small blocks. These blocks are pixels. Pixels are used to measure images such as web advertisements. For example button advertisement is 120 pixels wide and 60 pixels high.


CPM stands for Cost Per 1,000 impressions (mille in Latin is 1,000). So it is how much an advertiser pays for thousand times their advertisement is seen on a page, which is measured by ad impressions.


Banners are long rectangular boxes on a webpage containing text, images or animations. When a user clicks on the banner they are sent through to the advertisers website or a advertisers landing page.


Leader Board is a type of banner ad, lying across top of the page. Leaderboards are thought to offer advertisers a great deal of space in a prominent position without intruding on content.

are small square boxes on a webpage containing text, images or animations.






MPU stands multiple purpose unit. A square online advert usually found embedded in a web page in a fixed placement. Called ‘multiple purpose’ as it is a flexible shaped blank ‘canvas’ in which you can serve flat or more interactive.

Landing Page
sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will display content that is a logical extension of the advertisement or link, and is optimised to feature specific keywords or phrases for indexing by search engines

are content-led emails. Recipients will have signed up and given permission to receive the e-newsletter because they are interested in the content. Advertising is therefore being delivered to a captive audience. Flightglobal offers promotional opportunities in 9 newsletters; Flight International, Airline Business, Network Planning, Aircraft Finance, Airline Maintenance, Business Aviation, Flight Unmanned, Flight Defence and Commercial Aviation Online. E-newsletter include the same ad formats as the web sites but can also use other formats such as advertorials.

is an article type advertisement. You can use up to 50 words promoting your products and services. Advertorials can be linked with your web site or a landing page.

Search Engine
s are like online directories. By typing a term to a search field you can find information on the topic you are searching.

are places to hold discussions. Forums can be referred to as newsgroups or message boards. A virtual community can develop among regular users. Airspace is a good example of online forum.

are like seminars online. You can register to participate and listen online to specialists discussing the latest hot topics.

are audio programming delivered through and third party websites. You can listen to Flightglobal podcasts online or download it to you mp3 player and listen later.