ActiveX

An open set of technologies for integrating components on the Internet and within Microsoft applications.

Ajax

A programming methodology that uses a number of existing technologies together and enables Web applications to make incremental updates to the user interface without the need to reload the browser page.

applets

Small programs written in Java, which are downloaded as needed and executed within a Web page or browser.

application programming interface (API)

A set of universal commands, calls and functions that allows developers to communicate with an application or operating system.

Application Service Provider (ASP)

A company that provides applications and services (over the Internet) to individual or enterprise subscribers that would otherwise need to provide those applications and services on their own servers.

asymmetric encryption

An encryption method in which two keys (a private key and a public key) are used to encrypt and decrypt a message. Also known as public-key encryption.

attachment

A file that is sent with an e-mail message.

AU

Audio file format used by UNIX servers, the majority of Web servers. Most Web browsers can read AU.

Audio Interchange File Format (AIFF)

High-quality audio format developed by Apple Computer

Audio Video Interleave (AVI)

Standard Windows file format for video files

authentication

The process of verifying the identity of a user who logs on to a system, or the integrity of transmitted data.

back end

A series of systems that fulfill requests made by a client. Back-end systems can include mainframes and servers containing information databases.

bandwidth

The amount of information, sometimes called traffic, that can be carried on a network at one time. The total capacity of a line. Also, the rate of data transfer over a network connection; measured in bits per second.

block-level element

A markup element that affects at least an entire paragraph.

Short for "Web log." A collection of personal thoughts posted on a public Web site. Blogging is the act of adding entries to a blog.

brand

A concept or collection of symbols associated with a product, service or person.

browser e-mail

E-mail programs such as Outlook Express and Opera Mail that come bundled with a Web browser and with which they may be integrated.

business logic

The coding (usually in SQL) necessary to create  relationships in the data stored in a database.

business-to-business (B2B)

An e-commerce model in which a Web-based business sells products and/or services to other businesses.

business-to-consumer (B2C)

An e-commerce model in which a Web-based business sells products and/or services to consumers or end users.

byte

A measurement of memory needed to store one 8-bit character.

cable modem

A device that allows computers to communicate over a network by modulating and demodulating the cable signal into a stream of data.

call center

A centralized office used for the purpose of processing a large volume of requests by phone.

CAPTCHA (Completely Automated Public Turing Test to Tell Computers and Humans Apart)

A test that uses a word-verification graphic designed to differentiate humans from automated senders during online transactions.

Cascading Style Sheets (CSS)

A technology that allows greater style definition and formatting control of HTML elements. Formatting can be placed within the HTML or called remotely from an external style sheet.

change management

The process, tools and techniques that help people implement changes to achieve a desired outcome.

character set

The group of symbols used to render text on a page.

client

An individual computer connected to a network. Also, a system or application (such as a Web browser or user agent) that requests a service from another computer (the server) and is used to access files or documents.

client-side script

Code embedded into an HTML page and downloaded by a user; resides on the client and helps process Web form input. Common clientside scripting languages include JavaScript and VBScript

cloud computing

A computing paradigm in which users are able to access software and services over the Internet instead of from their desktops.

Common Gateway Interface (CGI)

A program that processes data submitted by the user. Allows a Web server to pass control to a software application, based on user request. The application receives and organizes data, then returns it in a consistent format.

consumer-to-consumer (C2C)

An e-commerce model in which individual consumers sell their preowned products or personal services to other consumers.

cookie

A text file that contains information sent between a server and a client to help maintain state and track user activities. Cookies can reside in memory or on a hard drive.

customs

National departments responsible for controlling items entering and leaving the country.

data

Information being stored, usually in a database.

A collection of data that can be sorted and searched using search algorithms.

dead link

A hyperlink that, when clicked, sends a Web site visitor to a page or resource that does not exist on the server.

decryption

The process of converting encrypted data back to its original form.

digital certificate

A password-protected, encrypted data file containing message encryption, user identification and message text. Used to authenticate a program or a sender's public key, or to initiate SSL sessions. Must be signed by a certificate authority (CA) to be valid.

digital signature

An electronic stamp added to a message that uniquely identifies its source and verifies its contents at the time of the signature.

dithering

The ability for a computer to approximate a color by combining the RGB values.

document type declaration ()

A declaration of document or code type embedded within an HTML, XHTML, XML or SGML document; identifies the version and nature of code used. Denoted by the tag at the beginning of the document.

Document Type Definition (DTD)

A set of rules contained in a simple text file that defines the structure, syntax and vocabulary as it relates to tags and attributes for a corresponding document.

domain name

An IP address represented in words

dynamic

Always changing

Dynamic HTML (DHTML)

A combination of HTML, script, styles and the Document Object Model (DOM) that provides Web page interactivity.

electronic commerce (e-commerce)

The integration of communications, data management and security capabilities to allow organizations and consumers to exchange information related to the sale of good and services.

Electronic Data Interchange (EDI)

The interorganization exchange of documents in a standardized electronic format directly between participating computers.

encryption

A security technique designed to prevent access to information by converting it into a scrambled (unreadable) form of text.

event handler

A line of code that allows a language to respond to a specific event or user input.

event-driven

Reacting to particular user actions or the browser's completion of a specific task.

Extensible Hypertext Markup Language (XHTML)

The current standard authoring language used to develop Web pages and other electronically displayed documents. XHTML requires stricter code syntax than HTML

Extensible Markup Language (XML)

A markup language that describes document content instead of adding structure or formatting to document content. A simplified version of SGML.

Extensible Stylesheet Language (XSL)

A style language that provides formatting instructions for XML documents.

field

One row of a relational database table. A record represents an entity.

File Transfer Protocol (FTP)

An Internet protocol used to transfer files between computers; allows file transfer without corruption or alteration.

fixed-width font

A font in which every character, including the space character, has equal width. In proportional-width fonts, letters such as I and J have less width than M or B.

frame

A scrollable region of a Web page in which other pages can be displayed; a single element of a frameset. Each frame has its own URL.

frameset document

A Web page that defines a set of adjacent frames in which other Web pages are displayed.

front end

A client that acts as an interface to a collection of servers (for example, mainframes or PCbased servers). A Web browser is a typical front-end client.

fully qualified domain name (FQDN)

The complete domain name of an Internet computer, such as www.CIW-certified.com.

GNU Privacy Guard (GPG)

An open-source version of PGP, used for encrypting and decrypting e-mail messages, that does not use patented algorithms.

graphical user interface (GUI)

A program that provides visual navigation with menus and screen icons, and performs automated functions when users click command buttons.

Graphics Interchange Format (GIF)

A graphical image file format commonly used in HTML documents.

hexadecimal

A base-16 number system that allows large numbers to be displayed by fewer characters than if the number were displayed in the regular base-10 system. In hexadecimal, the number 10 is represented as the letter A, 15 is represented as F, and 16 is represented as 10.

home page

The first Web page that displays when you access a domain.

hyperlinks

Embedded instructions within a text file that link it to another point in the file or to a separate file.

hypertext link

Highlighted or underlined text in a Web page that, when clicked, links the user to another location or Web page.

Hypertext Markup Language (HTML)

The traditional authoring language used to develop Web pages for many applications.

Hypertext Transfer Protocol (HTTP)

The protocol for transporting HTML documents across the Internet.

image map

A Web page image with clickable regions that are defined as "hot spot" hyperlinks to other pages or page sections.

inline images

Images rendered in a Web page

instant messaging (IM)

A computer-based method of communication in which users can type and view messages sent to one or more recipients, and view the responses immediately.

interactive

The characteristic of some hardware and software, such as computers, games and multimedia systems, that allows them to respond differently based on a user's actions.

Internet Service Provider (ISP)

An organization that maintains a gateway to the Internet and rents access to customers on a per-use or subscription basis.

interoperability

The ability of one computer system to communicate with another; often refers to different operating systems working together.

Java

An object-oriented programming language developed by Sun Microsystems that is fully crossplatform functional.

Joint Photographic Experts Group (JPEG)

A graphical image file format commonly used for photographs.

Just In Time

Describes a management system that controls inventory so that raw materials arrive from upstream providers only when needed, or are stored for downstream consumption only in sellable amounts. Usually, a collection of data-tracking software. Control of inventory is essential for proper supply chain management

markup language

A series of commands used to format, organize and describe information on a Web page.

Perl

A traditional CGI technology that is platform-independent (i.e., you can install it on any server-based operating system). Once you install the Perl interpreter on the system, you can use Perl-based CGI applications.

PHP Hypertext Preprocessor (PHP)

A newer CGI technology that will run on multiple platforms. Once you install the PHP interpreter on the system, you can create applications.

Active Server Pages (ASP)

An older, proprietary CGI technology available only on Microsoft-specific systems or systems with a special interpreter installed (e.g., the ChiliSoft ASP interpreter). The ASP interpreter is installed on all Microsoft Internet Information Services (IIS) systems. Developers can create ASP scripts using VBScript or JavaScript.

.NET

Microsoft’s standard development platform. A proprietary set of technologies and languages available mostly on Windows systems and installed on all IIS systems. .NET allows you to use various languages, including C# (a replacement for Java), JavaScript, VBScript or Visual Basic.

JavaServer Pages (JSP)

A universal CGI technology that uses the Java interpreter, allowing developers to create CGI using the Java language.

ColdFusion

Python

An open-source CGI technology that emphasizes code readability by employing minimalistic code syntax and semantics. Python is an objectoriented programming language that can be easily integrated with other languages.

Django

An open-source Web framework written to help developers use the Python language.

Smalltalk

A programming language that pioneered objectoriented programming. Not popularly used in Web development

Ruby

An object-oriented programming language based on Perl and Smalltalk. It has powerful capabilities, but is easier to use than many other

Wireless Application Protocol (WAP)

A standard protocol that wireless devices use to access the Internet.

Wireless Markup Language (WML)

A markup language that presents the text portions of Web pages to wireless devices.

Multipurpose Internet Mail Extensions (MIME)

A protocol that enables operating systems to map file name extensions to corresponding applications. Also used by applications to automatically process files downloaded from the Internet.

user agent

Any application, such as a Web browser, mobile phone, PDA or help engine, that renders HTML for display to users

Child Online Protection Act (COPA)

Passed in 1998 to help reduce the possibility that minors will be exposed to harmful material.

Americans with Disabilities Act (ADA)

Enacted in 1990 to protect the civil rights of disabled people.

Web Content Accessibility Guidelines (WCAG)

Created by the W3C to provide a universal set of standards promoting accessibility.

Section 508 of the Rehabilitation Act

Requires that all electronic and information technology developed, procured, maintained or used by federal agencies be comparably accessible to users with isabilities.

mailing list server

An e-mail server that regularly sends e-mail messages to a specified list of users.

spam

Unsolicited and unwanted e-mail messages; the online equivalent of junk mail.

Push Technology

Any technology that automatically provides information to a customer list. In legitimate cases, the customer initially makes a request to be placed on the list. Customers receive information until they ask to be removed. Example: mailing list server. Illegitimate examples: spam.

Pull Technology

Any technology that provides information to a customer only upon request. A more standard way to disseminate information from a server. For example, whenever you download a file from a Web site or collect your e-mail, you are using pull technology.

Visitor Tracking

Any technology that provides the following information: -The number of visitors that connected to the site or specific pages -The length of time visitors remained at the site or specific pages -The frequency with which a specific visitor returns to the site For example, Web sites use

Vertical Portal

a portal dedicated to one specific interest or field (e.g., women's health, network security, sports or politics), also called a "vortal." Each linked site on a vertical portal maintains a topical focus.

Horizontal Portal

a portal that provides links to various Web sites with no particular focus. Examples include Yahoo! (www.yahoo.com), Google (www.google.com)

Wiki

a Web site that allows all visitors to collaborate in its construction. You can use a wiki to create an information repository or portal

Portable Network Graphics (PNG)

The newest standard Web page image format. Supports compression, and various quality levels and file sizes (the higher the image quality, the larger the file size). PNGs can also be animated.

Rich Text Format (RTF)

Documents that contain simple formatting (e.g., underlining, bold, and font faces and sizes).

PostScript

A language designed to describe page formatting for text and graphics. Developed by Adobe, but has become an open standard.

Portable Document Format (PDF)

Adobe Acrobat proprietary format, based on PostScript technology. Can retain sophisticated formatting and graphics.

Zip

Files compressed using the zip/unzip family of file applications.

Pretty Good Privacy (PGP) / GNU Privacy Guard (GPG)

Files encrypted by PGP/GPG.

Moving Pictures Experts Group (MPEG) – audio

MPEG streaming audio.

MPEG – video

MPEG streaming video

Ogg-Vorbis

Ogg-Vorbis audio file format.

Flat file

Information is stored in a single table, often in a simple text file. The Windows registry is an example of a flat-file database.

Non-relational

Information is stored statically. Information can be searched, but cannot be reorganized or placed into another database.

Relational

Information can be sorted, altered and placed into other databases for retrieval.

Object-oriented

A newer form with the capabilities of a relational database, plus greater storage and search efficiency.

Structured Query Language (SQL)

A language used to create and maintain professional, highperformance corporate databases.

Join

The combination of two database tables to create a new table

table (database type)

A database topic that contains rows (records) and columns (fields or attributes). A table can be created from information initially or from tables through a join operation.

record

One row of a relational database table. A record represents an entity.

entity

A person, place or thing represented in a database table row. All entities have attributes. Also known as a record.

Attribute (i.e., field or element)

A specific category of information that relates to an entity. Attributes (i.e., fields) vary depending upon the nature of the entity. Attributes for a person in a database might include the person's name, phone number and e-mail address. Also known as a field or element.

Query

The process of searching a database, or the search command sent to a database. Also the process of combining databases.

A digital carrier that transmits data at a speed of 1.544 Mbps.

HTTP 404 - File Not Found Error

File Not Found error indicates that you have requested a file that does not exist on the specified Web server

Standard Generalized Markup Language (SGML)

A metalanguage used to create other languages, including HTML and XHTML

metalanguage

A language used for defining other languages.

tags

Pieces of code, enclosed in angle brackets, that tell the HTML interpreter how to process or display text.

HTML Interpreters

Programs that process HTML pages and render them to the user as text pages formatted in accordance with the embedded instructions.

HTML 4.01 Transitional

Allows developers to insert formatting using either CSS or traditional layout instructions (e.g., HTML font, color and phrase elements). This version will render in browsers that do not support HTML 4.01 features such as CSS. This version also allows tags that the W3C considers to be less useful, known as "deprecated tags."

HTML 4.01 Strict

Requires the exclusive use of CSS when defining layout instructions. Deprecated tags are not allowed and will generate errors.

HTML 4.01 Frameset

Required for pages that use HTML frames, which place Web pages inside each other to create separate panes in the browser window. Some feel that frames provide additional functionality or enhance a site's look and feel.

site map

A brief, hierarchical representation of a Web site that enables visitors to quickly identify areas of the site and navigate to them.

trouble ticket

A record of a problem related to a service provided by an ISP or ASP. Used to record receipt of a complaint and track resolution of the problem.

troll

A Web user who publishes negative comments or submits feedback simply to annoy or anger.

trade secrets

Intellectual property that must remain private for a company to retain viability. Examples include proprietary code, business plans and sales contacts.

copyright

The legal ownership of expression by an author. According to most developed countries, copyrighted intellectual property becomes the property of the author for a certain number of years. Copyright protection ensures that the person or group who owns the copyright has the right to publish or otherwise distribute material, and control how it is redistributed. In most countries, a copyright can be sold by its owner.

trademark

A unique word, phrase or symbol that is claimed or officially registered by an organization with the government. Trademarks can include logos, phrases, company names and so forth. If a logo, word or phrase is trademarked, then only the organization that registered it can use it.

licensing

The legally authorized use of another person's or entity's copyrighted intellectual property. The terms of the license are generally dictated by the copyright holder. Licenses require contracts and usually an exchange of money, services or both.

infringement

Any violation of a copyright or trademark. Copyright and trademark infringement are punishable crimes.

plagiarism

A specific instance of infringement in which an individual or entity claims to have created content (e.g., images, writing or other exact expressions) that was in fact created by other developers. Proven plagiarism can result in severe reprimands, loss of employment, corporate lawsuits and financial penalties.

Non-Disclosure Agreement (NDA)

An NDA is a legally binding contract signed by both parties stating that they will not reveal any trade secrets or intellectual property owned by the other.

legal consultation

When signing NDAs and other documents is necessary, you should first retain legal counsel. Otherwise, you may make commitments that you cannot fulfill. Any contract breach can make your company liable for a lawsuit.

container tags

Tags that come in pairs. Container tags use opening and closing tags. For example, when you want italic text, you will contain the text between opening and closing tags.

empty tags

Tags that stand alone. Empty tags are those that do not directly format a specified block of text, and therefore one tag can execute the instruction. For example, if you want to create a line break, you insert the
tag at the point you want the break to occur.

element

Provides the main instruction of the tag. An element is required in every tag. Elements include title, font, table and many others.

attribute

Specifies a quality or describes a certain aspect of the element. For example, div has several attributes, including align. Many elements require specified attributes, but some do not. An attribute is required in a tag only if the element requires it.

value

gives value to the element and its attribute. For example, div align="center" has a value that instructs the text to be centered. Like attributes, values are optional in a tag unless required by a specified attribute to the element. Values are used only with attributes; elements do not take values directly. All values must be surrounded by quotation marks in XHTML. If you use HTML 4.01 and earlier, quotes are not necessary, but placing values in quotation marks is considered good coding practice.

html tag

All code up until the html tag is not HTML, but is rather SGML.

head tag

The head section allows you to insert meta tags (which describe the nature of the document), links to style sheets, and the title tag.

meta tags

The meta tag can specify various information about the document, known as metadata, or data about data. This metadata includes a document description and keywords that help search engines index the page. It can also specify the character set used in XHTML documents (which is often set by the Web server for HTML documents, rather than by the document itself). The meta tag is placed between the opening and closing head tags.

link tag that references a style sheet

title tag

This tag inserts the document title. The title tag is placed between the opening and closing head tags.

body tag

This tag begins the body of the document

Unicode

A universal character set designed to support all written languages, as well as scholarly disciplines (e.g., mathematics).

selector

In a style sheet, any element to which designated styles are applied.

rule

In a style sheet, a format instruction that consists of a specified selector and the properties and values applied to it. Also a line or lines; the word is related to "ruler," a tool of measurement that can be used to draw straight lines.

serif

A font style that uses characters with small decorative additions at the outermost points of the characters, called strokes. Includes the Times and Times New Roman fonts.

sans-serif

A font style that does not use decorative strokes at the tips of characters. Includes the Arial font family.

text-level element

A markup element that affects single characters or words.

tag nesting

Placing a pair of tags within another pair of tags

transparency

the ability to make any part of the image invisible so the page background shows through. The image thus appears to blend into the background

inline images

Images rendered in a Web page.

Partial URL (also called relative URL)

A URL that assumes the current document's path. All references are made from the document's current directory.

link rot

The phenomenon in which hyperlinks on a Web site gradually become invalid as referenced Web page content, links and page locations change.

server-side script

Code that resides on a server to help process Web form input. Server-side CGI scripts are commonly written in Perl.

method attribute

attribute specifies the method by which the browser will send form data to a Web server.

action attribute

specifies the name and location of the CGI script used to process the form.

input tag

use input to create text boxes, check boxes, radio buttons, and the Submit and Reset buttons.

vector graphic

graphics that use mathematical coordinates with lines, curves and shapes to create images and specify colors.

bitmap graphic

graphics that use small dots (usually thousands) to create images and specify colors. Each dot is mapped to bits stored in a computer's memory

GIF 89a and PNG

The only Web-ready image file formats that support transparency

image interlacing

a technique that allows an image to progressively display in a browser as it downloads. The image will appear in stages over the period of downloading time. This action makes your pages more accessible to users with slower Internet connections.

What You See Is What You Get (WYSIWYG) (pronounced whizee-wig

A userfriendly editing format in which the file being edited is displayed as it will appear in the browser.

variable

A place in memory used to store information for later use. Variables are used in simple applications and are essential in complex ones. Variables are usually created by using the equal sign (=).

array

A collection of variables stored in a series. used to hold multiple values; a variable can hold only one value.

function

A line of code that allows you to refer to an entire series of steps or commands. Functions are used to organize code into discrete sections.

compiler

An application used to process code in standard text files into executable applications.

include

A set of files called a library that you can refer to in your code. Programmers often include libraries in their code to avoid having to re-create code that has already been written.

print command in programming

A command that prints application output to a destination, often a computer screen.

echo command in programming

A command that repeats the input you type back to a terminal or an application window. Echo can also be used in an application to repeat input so that it can be processed or forwarded.

statement in programming

Logical constructs that allow you to control the way that information flows in the application.

emulator

A type of software that imitates a computer then allows non-native software to run in a foreign environment. Sometimes also a hardware device.

object-based

Similar to object-oriented programming languages, but does not allow for inheritance from one class to another.

Web application framework

A set of software tools or code that is commonly used in the creation and management of online applications.

TinyURL

A free Web service that generates short aliases for long URLs.

Web 2.0

A concept referring to the changing trends in the use of WWW technology and Web design that have led to the development of information-sharing and collaboration capabilities.

XMLHttpRequest

An application programming interface (API) that is used to transfer XML and other text data between a Web server and browser.

Web feed

A data format for delivering Web content that is updated frequently.

podcast

The use of audio or video digital-media files that are distributed through Web feeds to subscribed users.

typosquatting

The unethical practice of registering domain names very similar to those of high-volume sites in hopes of receiving traffic from users seeking the high-volume site who mistakenly enter an incorrect URL in their browsers.

order tracking

upstream

Describes suppliers to your company that provide materials for your products.

downstream

Describes customers of your company who purchase your products.

capacity requirements plan

Calculation of the amount of physical space and the amount of time you need to create your product.

material requirements plan

Steps taken to anticipate demand, and the ability of your suppliers to help you meet this demand. Involves determining the individuals, capital and other resources necessary to create the product.

material flow

Estimate of the amount of raw material required for a product, and the amount of waste generated from the production process.

bill of materials

List of required resources, and amount of time required to develop the resources into the product.

best practices

A set of standards followed by an industry. Usually specifies procedures or techniques that yield proven success for common business processes or tasks.

order management

The ability to organize requests for downstream and upstream products. Involves documenting existing inventory, and storing all orders in an accessible, stable and secure database.

life cycle

The amount of time a particular product will remain valid before it is necessary to upgrade it.

manufacturing resource plan

Outline of all resources needed to create a product. Includes the capacity requirements plan, the material requirements plan and material flow estimates.

Enterprice Resource Planning (ERP)

Involves the use of software to create an automated plan for your entire company's operations. The goal to enhance communication among all company departments and divisions.

target market

The specific sector in a market (i.e., the audience) that a product or service addresses. The target may be broad or it may be a niche market.

demographics

The study of groups of people. Includes categorizing populations by interests, ethnicities, cultures and subcultures. Involves studying trends and needs associated with a particular group (for example, computer users between the ages of 18 and 49).

niche

A smaller, specialized portion of the market. An example of a niche market in IT might be companies that provide clustering (multiple systems acting as a single host) for computer systems. Such companies service a much smaller market than computer users or Web database servers.

mindshare

The effect of marketing efforts influencing a particular target market or demographic. Mind share includes commercial phrases, catch words and sound bites that provoke recognition of the product, service or company by the public.

target date

The projected point in time that a product or service will be released.

aggregator

A business (usually Web-based) that markets and sells goods and services that it does not own or store. The aggregator allows other vendors to compete using its site, and then takes a percentage of the business. In essence, the site acts as a portal for an entire industry niche.

search engine optimization

the use of specific techniques to increase a page's or site's rank on a search engine (such as Google, Yahoo! or MSN).

pay per click (PPC)

An Internet marketing technique in which you pay for high search engine results by advertising on keywords that describe your product or service. You pay your site hosts only when your ads are clicked by the user.

Web analytics

The practice of collecting data and studying user behavior in an attempt to increase market share and sales.

conversion

The result when a customer engages significantly with a site. The most typical conversion is the purchase of a good or service. Additional examples of conversion include the capture of user information, demographic information or specific user preferences.

off-page optimization

The practice of editing Web pages so that they are ranked highly by search engines. Proper page structure and the appropriate use of keywords in the meta tags and in the body of each Web page (such as in the titles) is essential.

on-page optimization

The practice of influencing factors external to Web page content so that the pages are ranked highly by search engines. The main technique to accomplish this is link building. Generally, the more that other sites link to your site, the greater the impact your site will have in a search. Also includes obtaining domain names that have existed for some time; generally, the older the domain name, the higher it is ranked in search engine results

keywords

Words that search engines have identified as important enough to index on their sites; used to determine page ranking. Keywords should be repeated as appropriate and should be used consistently in Web and print copy.

keyword density

The frequency of keyword usage on a page.

click-through rate

Measures how successful a particular campaign has been, in terms of Web hits. To obtain the click-through rate, divide the number of users who clicked on the advertisement (i.e., hits, or impressions) by the number of times the advertisement was shown.

results page

The page returned by a search engine. Contains ranked entries, as determined by the search engine's algorithms and PPC policies. Also known as a search engine results page.

crawlers

cloaking

The practice of showing one site to crawlers and another to individuals. Used by spammers, and considered an illicit practice. Many search engines will penalize sites for this activity.

page ranking

Describes the rank of a page on a search engine results page. The term was introduced by Google.

reciprocal link

The practice in which one site links back to another. Often lowers ranking because it is considered a quick, artificial way to increase ranking.

blackballing

The practice in which a search engine eliminates a page or domain from consideration in search engine rankings.

blackhat SEO

The use of techniques that are considered to be flawed or unethical by those who manage and program search engines. Includes cloaking, invisible text (wording that only crawlers can see), doorway pages (pages that are highly optimized but which redirect a user to another site) and keyword stuffing (using too many keywords on a page).

splash page

The opening page of a site; often the page that is the most highly optimized.

web analytics

The practice of collecting data and studying user behavior in an attempt to increase market share and sales.

on-site analytics

studying visitor behavior once that visitor has accessed your site

off-site analytics

determining your potential audience, and how well your site has addressed and penetrated that market

Open Buying on the Internet (OBI)

An opentechnology standard used by organizations to exchange data in a common format; an alternative to EDI.

non-repudiation

The security principle of providing proof that a transaction occurred between identified parties.

Repudiation

occurs when one party in a transaction denies that the transaction took place.

Electronic Funds Transfer (EFT)

generic term that describes the ability to transfer funds using computers, rather than using paper.

Automated Clearing House (ACH)

A nationwide batch-oriented EFT system governed in the United States by the National Automated Clearing House Association (NACHA) operating rules.

payment gateway

a system, either hardware-based or software-based, that mediates between a merchant (i.e., an e-commerce-enabled Web site) and an acquirer (e.g., the merchant's bank).

Secure Electronic Transactions (SET)

An Internet protocol that uses digital certificates to secure financial transactions.

Open Trading Protocol (OTP)

a SET alternative being promoted by a group of corporations including AT&T, CyberCash, DigiCash, Hewlett-Packard, Oracle Corporation, Sun Microsystems, Wells Fargo Bank and the Royal Bank of Canada. It uses digital certificates to enable encryption similar to SET, but all transactions are formatted in XML, rather than in a proprietary format.

Secure Sockets Layer (SSL)

A protocol that provides authentication and encryption, used by most servers for secure exchanges over the Internet. Superseded by Transport Layer Security (TLS).

Transport Layer Security (TLS)

A protocol based on SSL 3.0 that provides authentication and encryption, used by most servers for secure exchanges over the Internet.

certificate authority (CA)>

a trusted third party that verifies the identity of the person or company that has submitted a certification request (CR). A CA is an organization that issues digital certificates and helps to ensure the identity of a person, host or process. A CA is more than just a computer that issues digital certificates; a CA is an entire organization.

Registration authority (RA)

a part of the CA. The RA is used if the CA is overburdened with many requests. However, the RA only verifies credentials; the CA is the only PKI element that issues the certificates.

Certificate server

contained within the CA, the computer that generates certificates. It is also known as an authentication service. The certificate server is often called a CA, although this is a misnomer.

Certification chain

describes the nature of trust in PKI. A CA establishes trust by establishing itself as a trustworthy authority concerning identity. It also establishes itself as the top of a hierarchy (called a tree). The CA vouches for each entity beneath it, creating a trust pattern. If a certificate's link to the CA is placed in doubt, then this certificate is no longer valid.

Entity

any host that uses, or wants to obtain and use, a certificate.

RSA

A popular, proprietary public key encryption algorithm.

Euro

A currency specific to the European Union.

Dollar

A term used in several countries for different currencies. For example, the United States, Australia and New Zealand all use the dollar. Each of these currencies has a different value.

Yen

A currency specific to Japan.

Ruble

A currency specific to Russia.

Pound

A term used in several countries for different currencies. Most often associated with the United Kingdom (UK), but also used in Egypt. Egyptian pounds and UK pounds have different values.

Yuan

A currency specific to China. The full name of the currency is Yuan Renminbi.

tariff

a specialized form of tax levied on an item that passes across a country's border.

reseller

A company that adds some value to an existing product or ser vice, then sells it to the public or to another company.

Value Added Tax (VAT)

A tax on a product or service. If a product is further processed or modified by a vendor or reseller, it increases in value. Each time this happens, the product may be subject to VAT. The consumer pays

trade agreement

In global commerce, an agreement between individual nations that allows them to operate as a unified trading block.

border adjusted tax

A tax or tariff is either reduced or eliminated.