Jargon Buster

The limited amount of information an AI model can process at one time, determining how much of a conversation or document it can "see" while generating responses. If a conversation or document exceeds this limit, earlier information falls outside the window and the model can no longer use it, making it seem like the model has "forgotten" parts of the input.

Contextual targeting is when an ad is targeted based purely on the subject and environment of the content (including but not limited to text, audio, video or images). It is not based on any characteristics of the user and therefore does not rely on any personally identifiable information (PII).

A population centre. There are twenty-four Route conurbations. We use the government’s definition to determine their limits. The conurbations do not cover the whole country, but instead cover the largest city areas.

A trend in which different hardware devices such as televisions, computers and telephones merge and have similar functions.

CAPIs are a way to measure and share conversion data directly to platforms and partners, improving the industry's ability to measure, target and optimise without the need for third-party signals. They can improve ad targeting and measurement by bypassing browser limitations.

A measure of success, or metric, of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective. It can be defined as a sale or request to receive more information. Ten 'click-throughs' might provide one conversion, for example.

Number of days after exposure where a vendor will attribute visits to a campaign. This can vary by business and category.

A descriptor encompassing a user who is browsing online converting to a paying user, or a user that performs an action of some sort.

When the technology or service does not have any reliance on a web browser’s cookie functionality.