Jargon Buster

The audible file that may accompany ads. Advertising audio should never play without user-initiation.

A commercial message delivered through audio formats, such as streaming services, podcasts, or radio. These ads can be pre-recorded or dynamically inserted into audio content.

The actual content of an audio ad, including the script, voiceover, sound effects, and music. A well-crafted audio creative can significantly impact ad effectiveness.

A technology used to embed information within an audio signal that can be used for tracking, identification, or triggering certain actions like ad insertion.

An experience that utilises a camera to change or enhance something in the user’s real world. This augmented reality experience can be appbased or web-based, though app based is more common today. Although the term uses the word “reality”, the experience does not need to look realistic. Ads within AR can be presented in two ways: through the use of markers (such as a QR code) or by placing a brand object in the immediate real world environment using the device camera

Authentication is the process of attempting to verify the digital identity of the sender of a communication such as a request to log in. Authentication may also confirm the origin and integrity of data in an electronic form, such as the issuance of a digital certificate to attest to the authenticity of a website. The overall purpose of authentication is to reduce the potential for fraud.

The use of technology (watermarking of fingerprinting) to identify a piece of content (audio or video for instance). Watermarking adds an imperceptible and unalterable piece of code to uniquely identify a piece of content. Fingerprinting uses a reference database to match and identify a piece of audio or video content. ACR allows the integration of contextual ads.

The extent consumers are familiar with a brand or product.

Certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency and accountability. ‘Born Online’, the IAB’s research into Direct to Consumer brands’, found that being B Corp certified and taking an ethical approach to marketing was a priority among many digital-first brands.