Jargon Buster

A company which provides users with the means to connect to the internet.

Apple’s official mobile operating system.

JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland) was created by the UK and Ireland media industry to ensure independent development of standards for measuring performance online and benchmarking best practice for online ad trading.

A measurable value that demonstrates how a company is performing against its key objectives.

The purchase of keywords (or ‘search terms’) by advertisers in search listings.

The LEAN Principles are an industry initiative to improve the overall quality of the consumer’s experience by focusing on Lighter creative, Encrypted ad calls, Ad Choices supported user feedback and Non-intrusive experiences that don’t rely on tactics such as auto-play or sound-enabled creative. The LEAN Principles are intended as guidance for all participants in the production of the digital advertising to follow, in order to address the core reasons for installing an ad blocker.

A range of services that are provided to mobile subscribers based on the geographical location of their handsets, e.g. local deals and sat nav.

Information that enables a mobile marketer to identify the specific location of a particular wireless device.

An advertisement or service through which an advertiser’s bricks and mortar location can be identified based on proximity of the consumer or their preferred location.