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As with any business, it's important for us to know our customers such as their needs, likes, wants and what they expect from us. Since we make most of this site available without charge to you, we rely on advertisers. Advertisers are like most people; they expect something in return for the money they spend. They want to know how many people will see their ad and how often -- in other words, how effective their ad is likely to be. So it's important that we be able to tell advertisers who our audience is.