Jargon Buster

Purchase intent is a measure of the probability that a consumer will purchase a service or product.

Purpose limitation is a way to constrain a task or an operation within a very specific outcome or use

A query string is the set of words entered into a search engine by an individual. Query string formation is simply the process of thinking of the correct query string to get the results required.

A categorisation of games to determine the appropriacy of the content to various age groups.

The net (unduplicated) count or percent of the defined universe of the target audience exposed to content, advertising, or a specific ad, in a Screen within a defined time frame. This time frame can be a day, week, or month, or even less-frequent time periods although more frequent reports are generally desirable to users. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

The number of unique web users potentially seeing a website one or more times in a given time period expressed as a percentage of the total active web population for that period.

Information, data or content delivered immediately with no delay in the processing of requests, other than the time necessary for the data to travel over the Internet.

A way of transacting media that allows an individual ad impression to be put up for bid in real time. This is done through a programmatic on-thespot auction, which is similar to how financial markets operate. RTB allows for addressable advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioural attributes.

RTB is a protocol that enables the valuation and bidding on individual ad impressions in real time. The buying takes place through online media exchanges – basically media marketplaces – which connect sellers (publishers) and buyers (advertisers).