Introduction9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)9.2 Cost per Thousand Impressions (CPM) Rates9.3 Reach, Net Reach, and Frequency9.4 Frequency Response Functions9.5 Effective Reach and Effective Frequency9.6 Share of Voice9.7 Impressions, Pageviews, and Hits9.8 Rich Media Display Time9.9 Rich Media Interaction Rate9.10 Clickthrough Rates9.11 Cost per Impression, Cost per Click, and Cost per Order9.12 Visits, Visitors, and Abandonment9.13 Bounce Rate9.14 Friends/Followers/Supporters9.15 Downloads