Paid inclusion
Search listings guaranteed to appear in response to a search query in exchange for payment; no guarantee of ranking.

Performance-based advertising
Advertising model in which the advertiser pays based on results achieved.

Performance pricing
Includes cost-per-click, cost-per-lead and cost-per-acquisition models.

PPC (Pay-per-Click)
See CPC pricing model

PPI (Pay-per-Impression)
See CPM pricing model

PPL (Pay-per-Lead)
See CPL pricing model

PPS (Pay-per-Sale)
See CPA pricing model

Pop-under ad
Ad that appears in a separate window beneath an open window. (Source: IAB)

Pop-up ad
An ad that appears in a separate window on top of content already on-screen. (Source: IAB)

Privacy policy
A Company’s official statement about the type of information collected on a site, the way information is stored and used.