Jargon Buster

Dynamic creative optimisation is a type of automated creative generation where the elements that make up a creative such as the fonts, colours, photographic elements and messaging can be changed within the frame of the creative through constant A/B testing to determine what the optimal combination is.

The European Advertising Standards Alliance (EASA) is the European body for national self-regulatory organisations (such as the ASA) and industry associations. It promotes responsible advertising in commercial communications by means of effective self-regulation.

Advertising units that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.

Environment describes the format of the content that the ad is appearing against, e.g. video, text, podcast, in-app.

Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.

The EDAA administers the EU self-regulatory programme aimed at providing internet users with greater transparency and control over behaviourally targeted advertising. The EDAA Board is made up of advertising trade bodies, including the IAB. The IAB currently chairs the EDAA Board.

Online advertising formats that appear on users' screens on top of web content (and sometimes before a web page appears) and frustrate the user experience. It is recommended that expansion be user initiated and have clearly marked close buttons and controls.

The secondary dimensions of an expanding ad unit (after the ad is expanded). Initial dimensions are fit to the dimensions of the placement. Then, either by auto-play or by user interaction, the ad unit expands to its secondary dimension.

Presence in the defined Screen Exposure Zone while content is deemed to be viewable, though this does not require that the content be viewed or listened to. Exposure is also often referred to as Opportunity-to-See. (Source: MRC Digital PlaceBased Audience Measurement Standards Version 1)