Jargon Buster

The length of time an individual is in a Screen Exposure Zone which is a location from which the screen is visible and, if appropriate, audible. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

A technology that allows for ads to be inserted into content in real-time. This enables more targeted and relevant ads to be served based on user data.

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.

The process of building responsive creative to deliver contextually-relevant messages driven by the smart use of data across DOOH.

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.

Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.