Jargon Buster

Carbon offsetting is the practice of funding activities that reduce carbon emissions to compensate for your CO2 output. For example, by planting trees to absorb carbon in the atmosphere, or by delivering energy-efficient cooking stoves to communities in developing countries.

This is when an organisation, country or person directly reduces greenhouse gas emissions through efficiencies. For example, when it comes to digital advertising, decreasing the file size of ads or reducing the number of failed bids in the supply chain can reduce emissions.

In broader advertising terms, a channel is the medium or device that an ad is being served on, e.g. mobile, desktop, OOH, TV, CTV, print, radio, podcast.

In digital advertising, channel refers to the format in which the ad message is being communicated, e.g. video ad, audio ad, display banner.

Executed via a GPS enabled mobile device that allows a user to declare they are at a specific location.

A form of advertising which is particularly common in newspapers and online which may be sold or distributed free of charge. It is generally grouped under headings classifying the product or service being offered (headings such as Auto, Clothing etc) and is grouped entirely in a distinct section away from display advertising. Display advertising typically contains graphics or other art work and which is more typically distributed throughout a publication adjacent to editorial content.

An interaction between a user and the browser in which the user moves their cursor or pointer to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event. In the case of touch-screen devices, the user “clicks” by touching the active area with their finger.

Click fraud is a type of fraud that occurs on the Internet in pay-per-click (PPC) online advertising when a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link.

A creative control that enables a user to close an ad (remove it from view) or to reduce an expanded panel back to its original size.

Carbon dioxide equivalent is used to measure and compare emissions from greenhouse gases based on how severely they contribute to global warming, i.e. how much a particular gas would contribute to global warming if it was CO2. Gases other than the carbon dioxide are generally expressed in terms of carbon dioxide equivalents.

There are six greenhouse gases listed in the greenhouse gas protocol (see below). 

• Carbon dioxide (CO2)
• Methane (CH4)
• Nitrous oxide (N2O)
• Hydrofluorocarbons (HFCs)
• Perfluorocarbons (PFCs)
• Sulfur hexafluoride (SF6)