Jargon Buster

The response that gets sent by the DSP inside RTB system to address the Bid Request that was sent by SSP, Ad Network or Ad Exchange. The bid request normally comprises information about the amount of bid, an ID of the creative (banner or video), and ID of the participant that made a bid on the auction.

A blacklist is a basic access control mechanism that allows through all elements (email addresses, users, passwords, URLs, IP addresses, domain names etc) except those explicitly mentioned. Those items on the list are denied access. 

Blockchain is a distributed ledger used to record transactions between parties whereby the information contained in each small recorded block are linked together in a historical chain that is saved in multiple locations (public or private) making it almost impossible to tamper with. Records saved within the chain are therefore permanent as long as the storage and processing resources dedicated to seeing the chain continue to exist and information can be encrypted so only certain parties can write or access it. Although a relatively new technology, blockchain has the potential to allow a high degree of transparency in any sequence of transactions such as currency exchanges, contracts, records of ownership or given consent.

Recently the IAB Tech Lab established a new working group with the goal of exploring ways to utilise blockchain. You can find out more information here.

Bluetooth is a wireless technology for exchanging data over short distances via computers, smartphones and digital cameras, using radio waves. 

The way a brand is viewed by its customers, and how your audience feels about your brand.

A measurement of an advertising campaign’s effectiveness in driving a positive shift in customer awareness and perception of a brand.

Brand safety refers to the measures and strategies used to ensure that online advertisements do not appear in contexts that could be harmful to a brand's reputation. This typically involves preventing ads from being placed alongside content that is inappropriate, offensive, misleading, or controversial, which might negatively affect how the brand is perceived by consumers.

A video content service delivered by a broadcaster, which is typically funded by advertising, and is therefore free to the user.

When a streaming media player saves portions of file until there is enough information for the file to begin playing.