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网络营销/电子商务词典：网络广告/交互式广告/互联网广告媒体等相关英文词汇（R）
【说明】：下列词汇为网上营销新观察通过多个网站的相关资源整理汇总，并未一一核对词汇内容的准确性，对词汇的解释不代表本站的观点，仅供初步参考，如需要严格考证词汇的意义，请参考互联网相关的专业词典。
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.
RealAudio
a software program that downloads and plays streaming audio
files.
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
the referring page, or referral link is a place from which
the user clicked to get to the current page. In other words,
since a hyperlink connects one URL to another, in clicking
on a link the browser moves from the referring URL to the
destination URL. Also known as source of a visit.
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.
Robot
a program that runs automatically without human intervention.
Typically, a robot is endowed with some artificial intelligence
so that it can react to different situations it may encounter.
Two common types of robots are agents and spiders. Commercial
robots are programs that are used to fetch Web pages, but
the user never has an opportunity to see the content of
the requested documents. Personal robots provide the user
with the opportunity to see the requested Web pages, usually
in an offline mode. Also known as bots.
ROI (Return on Investment)
Net profit divided by investment.
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.
【说明】：上述词汇为网上营销新观察通过多个网站的相关资源整理汇总，并未一一核对词汇内容的准确性，对词汇的解释不代表本站的观点，仅供初步参考，如需要严格考证词汇的意义，请参考互联网相关的专业词典。
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