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Ad servers will also monitor the number of impressions/clicks for an ad campaign along with other recording and reporting functions.

Series of ads displayed during the users visit to a Web site. It is not directly measurable today, but inferred from the measurement of ads called for display on the users computer.

Request for an advertisement coming directly from a users browser, as recorded by the ad server.

Web server that stores and delivers online advertising to visitors at a Web site.

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A basic distinction exists between requests that are server initiated and requests that are client initiated.

Volume of advertising to which viewers are exposed.

In the case of television, advertising clutter may refer to the volume of advertising spots carried by a broadcast channel.

Second generation mobile telephony systems offering better quality at lower costs to the consumer through the digitisation of the signal and supporting voice, low speed data connections and short messaging services. Third generation mobile telephony systems as result of further progress in cellular transmission technology leading to faster bit rates.

3G system capabilities include provision of high-speed data transmission and supporting multimedia applications that including mobile TV video services, video-conferencing and Internet access.

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