Jargon Buster

Full list of terms title


The LEAN Principles are an industry initiative to improve the overall quality of the consumer’s experience by focusing on Lighter creative, Encrypted ad calls, Ad Choices supported user feedback and Non-intrusive experiences that don’t rely on tactics such as auto-play or sound-enabled creative. The LEAN Principles are intended as guidance for all participants in the production of the digital advertising to follow, in order to address the core reasons for installing an ad blocker.

Location based services (LBS)

A range of services that are provided to mobile subscribers based on the geographical location of their handsets, e.g. local deals and sat nav.

Location information

Information that enables a mobile marketer to identify the specific location of a particular wireless device.


An advertisement or service through which an advertiser’s bricks and mortar location can be identified based on proximity of the consumer or their preferred location.