Jargon Buster

The Committee of Advertising Practice (CAP) is the sister organisation of the Advertising Standards Authority (ASA), and is responsible for writing and updating and rules on advertising in the UK, via the CAP Code (for non-broadcast media) and BCAP Code (for broadcast media). These Codes are maintained by two different Committees - the Committee of Advertising Practice (CAP Code) and the Broadcast Committee of Advertising Practice (BCAP Code). The ASA administers and enforces these Codes. The CAP Executive and Copy Advice teams also provide advice and guidance on how to create campaigns that comply with the rules. IAB UK maintains a seat on CAP, representing digital advertising.

Also referred to as 'double opt-in'. This process double-checks the desire to be included on an email list after a primary registration occurs. This is typically managed via an email asking the subscriber to click on a confirmation link, which also serves as a method of positively confirming the validity of the email address.

CTV is a subset of OTT. A large TV screen that is connected to the internet, either directly (like a Smart TV) or through a gaming console or streaming device (e.g. Apple TV, Roku etc.). Video content is delivered to a TV screen, via the internet. A media buy of CTV inventory can generally be assumed to be running in a large screen format.

Targeting that does not use any PII and therefore does not require users to consent for tracking for the system or process to function.

Propriety computer systems specially made for playing video games such as home consoles, handhelds or hybrid consoles.

Software tools or web services for creating and amending website content. Typically, CMS are browser-based web applications running on a server. All enable users to readily add new pages within an existing page template. One of the most common CMS systems is Drupal. 

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract a clearly-defined audience.

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