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Click any underlined term below for additional information.

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.

return on investment (ROI) – the ratio of profits (or losses) to the amount invested.

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.