Jargon Buster

Click fraud is a type of fraud that occurs on the Internet in pay-per-click (PPC) online advertising when a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link.

A creative control that enables a user to close an ad (remove it from view) or to reduce an expanded panel back to its original size.

Carbon dioxide equivalent is used to measure and compare emissions from greenhouse gases based on how severely they contribute to global warming, i.e. how much a particular gas would contribute to global warming if it was CO2. Gases other than the carbon dioxide are generally expressed in terms of carbon dioxide equivalents.

There are six greenhouse gases listed in the greenhouse gas protocol (see below). 

• Carbon dioxide (CO2)
• Methane (CH4)
• Nitrous oxide (N2O)
• Hydrofluorocarbons (HFCs)
• Perfluorocarbons (PFCs)
• Sulfur hexafluoride (SF6)

The Committee of Advertising Practice (CAP) is the sister organisation of the Advertising Standards Authority (ASA), and is responsible for writing and updating and rules on advertising in the UK, via the CAP Code (for non-broadcast media) and BCAP Code (for broadcast media). These Codes are maintained by two different Committees - the Committee of Advertising Practice (CAP Code) and the Broadcast Committee of Advertising Practice (BCAP Code). The ASA administers and enforces these Codes. The CAP Executive and Copy Advice teams also provide advice and guidance on how to create campaigns that comply with the rules. IAB UK maintains a seat on CAP, representing digital advertising.

The dimensions of a display screen’s image expressed as a ratio of the horizontal width to the vertical height.

Referred to as either Companion Landscape or Companion Portrait.

The field of view for an individual. Also known as the area of sight. It extends from the subject as a 120° cone.

Metric to indicate the statistical significance of the lift observed. Generally, results that are statistically significant at the 95% confidence level or higher are suitable for making business decisions. Results that are statistically significant at the 80% confidence level or higher can be considered directional.

Also referred to as 'double opt-in'. This process double-checks the desire to be included on an email list after a primary registration occurs. This is typically managed via an email asking the subscriber to click on a confirmation link, which also serves as a method of positively confirming the validity of the email address.