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Advertising Dictionary

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Advertising Category: R

A web site or advertisement's standing in comparison to other web sites or advertisements. Rank provides advertisers with information on performance comparisons.

Rate Card
The published rates and ad space availability for a particular media such as a web site. Usually subject to change and often negotiable. May also include technical details regarding the banner specifications.

The number of unique visitors that visited a site over the course of the reporting period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience.

Readibility Test
Developed by Rudolph Flesch, it helps in assessing the readability of the copy by determining the average number of syllables per 100 words.

Real Audio
A computer software program from Real that enables web sites to serve audio files to visitors by streaming the file so that visitors do not have to wait for the entire file to download before it begins.

Real Time
A term used to describe immediate results. For example, an advertiser may need real time statistics on how their campaign is performing rather than statistics that are updated hourly or daily or weekly.

Referring Page
The web page that a visitor was previously at before arriving to the current page as a result of clicking a hyperlink on the previous web page.

Often used to describe web page requests that originated from a similar geographical area. This is measured by analyzing a server's log files for requests from ISPs and then aggregating those requests by region according to the ISPs geographical location.

A process by which visitors to a web site are either requested or required to register certain details about themselves in order for complete access to the site. Depending on the level of the data requested, it may enable web sites to target advertisements to their registered users more effectively and track unique visitors.

Remnant Space
Advertising space that remains unsold right before it is about to be used and thus often sold at a discount at the last minute.

The attempt by ones browser to retrieve a page, including page elements such as a banner advertisement, from a server on the Internet.

Return Visits
The number of times the same visitor returns to a site over a set period of time.

A request for proposal (RFP) is a term that may be used by an advertiser that is requesting some type of advertising arrangement with a web site.

A request for quotation (RFQ) is a term that may be used by an advertiser that is requesting a price for placing advertisements on a publishers web site.

Rich Media
A type of advertisement technology that often includes richer graphics, audio or video within the advertisement. Unlike static or animated GIF banner advertisements, rich media advertisements often enable users to interact with the banner without leaving the page on which it appears. Some popular types of rich media banners are created with HTML, Shockwave & Flash.

Right hand read
Ad place on the right hand side of a page on the right page.

An ad roadblock provides an advertiser with the ability to "own" 100% of the page views on an online ad network, blog, website or other online property for a specified period of time. They are most often used for important announcements and product/service launches.

Run of category (ROC) means a banner will appear anywhere within a category on a web site or ad network. More targeted than a run of site (ROS) campaign where the banner would appear randomly on any page of the site.

Return on investment (ROI) is the process used to determine whether the monetary benefits from an expenditure, such as a advertising campaign, are above or below the amount of money spent on the campaign. Depending on the objective of an advertising campaign, the ROI may be hard to determine with certainty.

Run of network (RON) means a banner will appear on any page of any site that is part of an ad network. Since this type of buy is not targeted, it tends to be the least expensive type of advertisement that can be purchased.

Run of site (ROS) means a banner will appear anywhere on a web site as opposed to run of category (ROC) which would appear only on pages within a specific category.

A banner that is in rotation on a page or group of pages, will not be the only banner shown when any of the pages are reloaded. Sometimes an advertiser will request a banner not be shown in rotation in which case it would appear every time the page is loadedalso know as exclusivity.

Really Simple Syndication (RSS) is a lightweight XML format designed for sharing headlines and other web content.