The EU General Data Protection Regulation (GDPR) is the new legal framework governing the use of personal data across EU markets from 25 May 2018. it is implemented in UK law by the Data Protection Act 2018. See our GDPR Hub for more information.
Jargon Buster
General Data Protection Regulation (GDPR)
Generation Y
See term 'Millennials'
Geo-targeting
Geo-targeting is the method of determining the geolocation of a user and delivering different content based on his or her location.
Global Positioning System (GPS)
System of satellites, computers and receivers that can determine the latitude and longitude of a person and therefore potentially provide more context and relevance for the content and messaging.
Global System for Mobile communications (GSM)
This set of standards was developed by the European Telecommunications Standards Institute (ETSI) and describes the protocols used in the second-generation of mobile devices, such as tablets. It has become the global standard for mobile communications.
Green marketing
This is commercial marketing that uses an environmental theme to promote products, services, or corporate public images. While this can be rooted in generating genuine positive action, there can be a risk of greenwashing (see below) if claims aren’t backed up by real evidence. Sustainable marketing is a similar concept to green marketing, but focused on being both environmentally and socially sustainable.
Greenwashing
Also referred to as ‘green sheen’, greenwashing is a form of advertising or marketing spin in which PR and marketing are used to persuade the public that an organisation's products, aims and policies are environmentally friendly when they’re not.
Hard bounces
Notifications that an email has not being delivered to the intended recipient which are generated as a result of messages being sent to invalid, closed or nonexistent email accounts
Header bidding
Header bidding is a process that gives marketers a first-look at inventory that publishers would normally hold back for direct bookings. If the publisher can make a better price selling an impression programmatically, then their ad server will make this decision automatically, rather than fulfilling direct bookings first.