Jargon Buster

The unique name of an internet site eg. http://www.iabuk.com

A double opt-in requires the user to opt-in twice to a particular line service, prior to the service provider engaging with the user. 

The amount of a time a user spends on a piece of content on a website. This could include reading an article, watching a video or looking at advertising.

Campaign optimisation technology that allows advertisers to dynamically change ads within VOD content, i.e. swap the ad creative shown, making it possible to target specific viewers rather than serving the same ad to each viewer. Can sometimes be referred to as SSAI, or server-side ad insertion.

Dynamic creative optimisation is a type of automated creative generation where the elements that make up a creative such as the fonts, colours, photographic elements and messaging can be changed within the frame of the creative through constant A/B testing to determine what the optimal combination is.

The European Advertising Standards Alliance (EASA) is the European body for national self-regulatory organisations (such as the ASA) and industry associations. It promotes responsible advertising in commercial communications by means of effective self-regulation.

Advertising units that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.

Environment describes the format of the content that the ad is appearing against, e.g. video, text, podcast, in-app.

The EDAA administers the EU self-regulatory programme aimed at providing internet users with greater transparency and control over behaviourally targeted advertising. The EDAA Board is made up of advertising trade bodies, including the IAB. The IAB currently chairs the EDAA Board.