Jargon Buster

The difference in campaign reporting numbers for key measurements such as impressions and clicks between multiple adservers.

Display advertising is a type of online advertising on web sites. It includes many different formats and contains items such as text, images, video, audio and comes in several physical format sizes.

The unique name of an internet site eg. http://www.iabuk.com

A double opt-in requires the user to opt-in twice to a particular line service, prior to the service provider engaging with the user. 

The amount of a time a user spends on a piece of content on a website. This could include reading an article, watching a video or looking at advertising.

The length of time an individual is in a Screen Exposure Zone which is a location from which the screen is visible and, if appropriate, audible. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

A technology that allows for ads to be inserted into content in real-time. This enables more targeted and relevant ads to be served based on user data.

Campaign optimisation technology that allows advertisers to dynamically change ads within VOD content, i.e. swap the ad creative shown, making it possible to target specific viewers rather than serving the same ad to each viewer. Can sometimes be referred to as SSAI, or server-side ad insertion.

The process of building responsive creative to deliver contextually-relevant messages driven by the smart use of data across DOOH.