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Raw hit: Visit to a single file on a Web page.

Reach: The number of target consumers exposed to a particular marketing effort.

Reciprocal link: Tow sites place links to each other on their own sites.

Referrer log: Server records of which sources or URL addresses have launched a link to a file on that server.

Register: A Web software program that reviews and totals prices for items in a shipping cart, adds shipping and taxes, and arranges for customer payment.

Relational database: Data stored in the form of related tables, each of which may have a different record format. It can be randomly accessed by a search of keywords or fields and reorganized on demand to provide maximum search flexibility.

Remailer: A remailer is an Internet site to which you can send e-mail for forwarding to an intended destination while concealing your own e-mail address. E-mail sent through a remailer is sometimes known as anonymous e-mail. There may be valid reasons for wanting to conceal your e-mail address (and personal identity) from an e-mail recipient. There are, of course, unworthy reasons, too. However, advocates of anonymous e-mail and remailer services remind us that having the right to conceal your identity in a note can, on occasion, be socially useful and the practice should be possible. A small number of Web sites provide remailer services. Until it was recently closed, the best-known remailer was the Finland-based anon.penet.fi. It reportedly handled about 10,000 messages a day and had almost 700,000 registered users.

Rendering-on-the-fly: The method used by VRML to create images of a three-dimensional environment as the user points a cursor.

Reporting template: Although the media have to report data to ad agencies and media planners and buyers during and at the end of each campaign, no standard report is yet available. FAST, the ad industry coalition, is working on proposed standard reporting template that would enable reporting to be consistent.

Request for proposal: A project posted by a company that is requesting bids from an outside contractor.

Reserve price: The lowest price a seller will accept in an auction.

Revenue share: In commission-based agreements, refers to the amount of money each party gets, as negotiated between strategic partners. It is possible for more than two parties to share revenue.

Response rate: The percentage of responses generated from the target market.

RFP: Request for Proposal

RFQ: Request for Quote.

Rich media: The inclusion of expansive graphics, animation, audio, and/or video on the Web site or in an online advertisement.

Ringmaster: Person who maintains the master database for a Web ring.

Robot: A program that automatically surfs the Web. Search engines use robots to surf the Web and catalog different Web sites in their database. This allows the Web pages to be found when someone performs a search. Robots are commonly referred to as bots and spiders.

ROI: ROI (return on investment) is "the bottom line" on how successful an ad or campaign was in terms of what the returns (generally sales revenue) were for the money expended (invested).

ROS: Run on site. When a banner ad is allowed to run anywhere on a site, not just at specific position or on a specific page; usually a less expensive rate.

Rotation: Refers to the automated shuffling of banners on a site so that returning visitors don't see the same thin for too long. Under the terms of some merchant affiliate programs, you can choose to rotate all of the banners they provide or you can select only specific banners you want to appear.

Roulette: Link on a page that sends visitors randomly to another page on the same site or to another site.

Run-of-network: A run-of-network ad is one that is placed to run on all sites within a given network of sites. Ad sales firms such as Latitude90 handle run-of-network insertion orders in such a way as to optimize results for the buyer consistent with higher priority ad commitments.

Run-of-site: A run-of-site ad is one that is placed to rotate on all nonfeatured ad spaces on a site. CPM rates for run-of-site ads are usually less than for rates for specially placed ads or sponsorships.