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Term

Definition

Rate card

The list of prices and products and packages offered by a media company.

Re-direct

when used in reference to online advertising, one server assigning an ad-serving or ad-targeting function to another server, often operated by a third company. For instance, a Web publisher's ad management server might re-direct to a third-party hired by an advertiser to distribute its ads to target customers; and then another re-direct to a "rich media" provider might also occur if streaming video were involved before the ad is finally delivered to the consumer. In some cases, the process of re-directs can produce latency. See ad serving, latency.

Reach

1) unique users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category; also called unduplicated audience; 2) the total number of unique users who will be served a given ad.

Real time

Events that happen in real time are happening virtually at that particular moment. When one chats in a chat room, or sends an instant message, one is interacting in real time since it is immediate.

Referral link

Fees paid by advertisers for delivering a qualified sales lead or purchase inquiry.

Referral fees

Fees paid by advertisers for delivering a qualified sales lead or purchase inquiry.

Registration

A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of content and ads. Registration can be required or voluntary.

Repeat visitor

Unique visitor who has accessed a Web site more than once over a specific time period.

Return Visits

The average number of times a user returns to a site over a specific time period.

Rich media

A method of communication that incorporates animation, sound, video, and/or interactivity. It can be used either singularly or in combination with the following technologies: streaming media, sound, Flash, and with programming languages such as Java, Javascript, and DHTML. It is deployed via standard Web and wireless applications including e-mail, Web design, banners, buttons, and interstitials.

RON (Run of network)

The scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion, according to available inventor. The advertiser usually forgoes premium positioning in exchange for more advertising weight at a lower CPM.

ROS (Run of site)

The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.

Router

A device that connects any number of LANs. Routers use headers and a forwarding table to determine where packets go, and they communicate with each other to configure the best route between any two hosts.