Rate card : document detailing prices for various ad placement options.
Reciprocal links : links between two sites, often based on an agreement by the site owners to exchange links.
Rectangle ad : any one of the large, rectangular banner sizes suggested by the IAB.
Rep firm : ad sales partner specializing primarily in single-site sales.
Return days : the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
Rich media : new media that offers an enhanced experience relative to older, mainstream formats.
Run of network (RON) : ad buying option in which ad placements may appear on any pages on sites within an ad network.
Run of site (ROS) : ad buying option in which ad placements may appear on any pages of the target site.
Search engine : a program that indexes documents, then attempts to match documents relevant to the users search requests.
Search engine optimization ( SEO ) : the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
Search engine spam : excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.
Search engine submission : the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.
Search spy : a perpetually refreshing page that provides a real-time view of actual Web searches.
Self-serve advertising : advertising that can be purchased without the assistance of a sales representative.
Shopping cart : software used to make a site's product catalogue available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.
Sig file : a short block of text at the end of a message identifying the sender and providing additional information about them.
Site search : search functionality specific to one site.
Skyscraper ad : an online ad significantly taller than the 120x240 vertical banner.
Spam : inappropriate commercial message of extremely low value.
Splash page : a branding page before the home page of a Web site.
Sponsorship : advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
Stickiness : the amount of time spent at a site over a given time period.
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