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Cost per click (CPC) 

The cost to the advertiser (or  

the revenue received by the publisher) of each click of a 

link to a  third-  party site.

Cost per thousand (CPM) 

Cost per 1,000 ad 

impressions for a banner advert.

Countermediation 

Creation of a new intermediary 

such as a publisher or comparison site by an established 

company. May be a new site or acquired through purchase 

or partnering.

Covert monitoring 

Monitoring which the employer 

undertakes without notification of staff.

 Cross-  media optimisation studies (XMOS) 

Studies 

to determine the optimum spend across different media  

to produce the best results.

Crowdsourcing 

Utilising a network of customers or 

other partners to gain insights for new product or process 

innovations.

Culture 

This concept includes shared values, i.e. cultures 

are created when a group of employees interact over time 

and are relatively successful in what they undertake.