Jargon Buster

Full list of terms title

Media Smart

Media Smart is the advertising industry’s media literacy programme providing free information and resources to help teach children and young people about advertising. The IAB is a supporting member.


A somewhat loose term which is generally used to refer to the generation born from c. 1980 until the mid-2000's (and sometimes onwards), who grew up in a world of digital technology and mass media. 

MMS message

A message sent via a Multimedia Messaging Service that contains multimedia objects.

Mobile advertising

Any form of advertising that is communicated to the consumer / target via a mobile device. 

Mobile messaging programming

Multiple mobile messages, usually delivered as part of a coordinated campaign.