Glossary of Abbreviations Ad: advertisement May be in the form of text, banner, Flash, video, or any other method that is displayed on the Internet. AM: affiliate manager Person in charge of the management (and sometimes organization) of a company's affiliate program. AOV: average order value A metric that reflects the average value of a purchase. Calculated by dividing the total value of orders within a given period of time by the number of orders. ASP: Active Server Pages A Microsoft technol- ogy for dynamically generating web pages that contain one or more scripts that are pro- cessed on a Microsoft web server prior to the B2C: business to consumer A way of exchanging products or services or a transaction that takes place between a business and a consumer, rather than between one business and another. BHO: browser helper object A DLL that allows its developers to customize and control the end user's Internet Explorer. BHOs have access to all events and properties of each browsing session. Parasitic affiliate behavior is often closely associated with BHOs. Bot: robot A software application that crawls the Internet with the purpose of indexing websites and web pages. CAC: customer acquisition cost The cost associ- 393 G L O S S A RY