A click on an ad which takes the viewer to another site. This means your banner will be displayed on most or all pages of the site. It's similar to an invoice, except it's not a request for payment. Cancelable with no short rate - This terminology had me stumped when I first came across it. What it means is that the advertiser can cancel their campaign at any time and be refunded for the unused portion without any penalty.
Short rate refers to the penalty.
Click here for full web ad rates . You should request a test run of 10,000 or 20,000 impressions. This will give you an idea of how effective your banner will be in the site you wish to advertise in. In fact this has happened in this site. But this rare, rather than the norm.