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lift
lift
lift
The percent increase in performance (measured in ROI, CPC, CPA, etc.) that can be attributed to advertising (or some other marketing endeavor).

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longtail
longtail
longtail long-tail 
Ad inventory with relatively low exposure or limited users, such as a personal blog with a very low number of followers, or numerous less desirable users, such as people who are very young, have minimal disposable income, or other factors that would make them unlikely consumers of a product or service. The longtail long tail can be difficult to monetize.

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