Appendix A. Glossary

% exit

The percentage of users who exit from a given web page.

active time

The average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, scrolls, and so on. Also known as engagement time.


A form of spyware perpetrated by unscrupulous advertisers, typically used to display alternate advertisements or pop-up ads.

affiliate marketing

A form of marketing where a website pays another website for sales that result from their customer referrals.

application advertising

Ads placed within mobile or social applications.

average position

The position achieved by a PPC ad, on average, on a search results page.


See business-to-business.


See business-to-consumer ...

Get The Ultimate Web Marketing Guide now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.