文中介绍了网络广告的主要形式，借鉴点击率和转化率，提出利用有效到达率来探讨网络广告真正到达有效受众的比率。

The paper introduces the main formats of online AD, taking CTR and CR for reference, and then discusses the proportion of effective accepter of online AD with the effective Arrival Rate.

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网络广告的价格受多种因素的影响，包括：印象和网页浏览率、点击次数与点击率、网络广告的幅面大小与位置、网络广告服务商的知名度等。

The price of cyber-advertising is influenced by many factors, which include the impression, and page view rate, click & click through rate, dimension size & place, servers' fame, etc.

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