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DoubleClick has ended support for DoubleClick for Advertisers (DFA) as of 9/1/2014. DFA has been replaced by DoubleClick Campaign Manager (DCM). Please contact your account manager if you have any questions. If you're a trafficker or have product access to DCM, bookmark our client-only DCM Help Center. Publishers and other partners who need info on DCM should bookmark the new DCM Partner Help Center.

ReportCentral glossary

Rich Media expanding time

For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state, calculated as:

Rich Media Total Expansion Time ÷ Rich Media Total Expansions

Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative.

Once the creative has been displayed for more than 20 minutes, no further expanding time is counted.

The expanding time does not take into account Rich Media impressions for which no expansion was recorded.

See also View conversion data for Rich Media interactions in the DCM Help Center.

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