According to the Media Ratings Council, Sourced traffic is any traffic that originates from any means other than a direct URL entry/site search or app download and initiation (organic traffic). Sourced traffic can further be classified into Affiliate, Referral, Search and Purchased. Affiliate traffic is defined as traffic directed to properties from commonly owned and associated properties. Referral traffic results from a direct advertising or email campaign where interaction (such as a click) drives traffic to a property. Search traffic represents traffic originating via search engine results other than direct ad campaign interactions (such as keyword and search engine optimization). Purchased traffic represents traffic redirected from properties other than those owned by the entity acquiring the traffic or otherwise incentivized activity (users compensated for visiting).