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We accomplish this through macroeconomic modeling of the online advertising market, which is reconciled against third party market share data and publicly available data about individual companies' performance\ncomScore: comScore, Inc., an Internet marketing research company that provides marketing data and services to many of the Internet's largest businesses under the brands qSearch and MediaMetrix\nCPA: cost per action\nCPC: cost per click; also known as PPC (price per click)\nCPL: cost per lead\nCPM: cost per thousand impressions\nDemand Touched: GAAP revenues plus Exchange Flow-Through as a percentage of the total addressable market. 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Exchange Flow-Through: gross advertising revenue... Fees: Yahoo!'s fee-based services... Insights: knowledge and understanding... Inventory: any space... M:Metrics: M:Metrics, Inc.... Must Buy: strategic objective... Non-Premium: display advertising inventory... O&O: Yahoo! owned and operated sites... OCF (operating cash flow): a non-GAAP measure... Open: fostering unlimited participation... Page Views: a web page that has been viewed... Premium: display advertising inventory... 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