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  "authorId": "yahoo",
  "authorName": "Yahoo",
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  "presentationDate": "2008-03-01 00:00:00",
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      "text": "Reach: the size of the audience that views a particular web site or group of web sites in a given time period, often discussed as a percentage of total Internet audience\nRelevance: providing the right online content and advertising in the right format at the right time, creating the right match between publisher, advertiser and Internet user\nRevenue ex-TAC: a non-GAAP measure defined as GAAP revenue less traffic acquisition costs\nROI: return on investment\nRPM: revenue per thousand impressions\nRPS: revenue per search\nSearch: as used herein refers to search advertising, a type of contextual advertising for which web site owners pay a fee, usually based on click-through or ad views, to have their ads placed on a search engine's results pages or adjacent to contextually relevant content\nStarting Points: strategic objective focused on capturing economic value via the most valuable traffic sources; Yahoo! has identified its five most valuable traffic sources as Home Page, Personalized Home Page (e.g., My Yahoo!), Search, Mail, and Mobile\nSubscribers Passed: the total number of mobile subscribers capable of receiving Yahoo! mobile services and applications\nTargeting: the use of demographic, geographic, behavioral, or other information to tailor online advertisements to specific audiences\nUnique User: an individual who visits a certain web site in a given month\nVisits: the number of times a unique user accesses content within a web entity with breaks between access of at least 30 minutes (as defined by comScore)\nVolume: a measure of units sold or user interactions\nYield: revenue generated per specified unit (e.g., RPM measures revenue yield per one thousand impressions; RPS measures revenue per search query)\nYoY: year-over-year",
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