Source: MarketingTerms.com

Advertising Network - a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Caching - the storage of Web files for later re-use at a point more quickly accessed by the end user.

Frequency Cap - restriction on the amount of times a specific visitor is shown a particular advertisement.

House Ad - self-promotional ad a company runs on its media outlets to put unsold inventory to use.

Keyword Marketing - putting your message in front of people who are searching using particular keywords and keyphrases.

Rate Card - document detailing prices for various ad placement options.

Rep Firm - ad sales partner specializing primarily in single-site sales.

Run of Network (RON) - ad buying option in which ad placements may appear on any pages on sites within an ad network.

Run of Site (ROS) - ad buying option in which ad placements may appear on any pages on sites within an ad network.

Self-serve Advertising - advertising that can be purchased without the assistance of a sales representative.

Sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

Underdelivery - delivery of less impressions, visitors, or conversions than contracted for a specified period of time.