Jargon Buster

HTML5 is the new rendition of HTML (hypertext markup language) and includes features like video playback and drag-and-drop functionality.

HbbTV is an international consortium and standard aimed at combining the broadcast and broadband delivery of interactive entertainment services to consumers. In practical terms, this means that you can get both standard broadcast FTA (free-to-air) TV and IPTV (internet delivered) TV services all in one place. This standard is integrated into all European TV sets. Interactive services include for instance call-to-action or gaming functionalities, or enable addressability through overlay or interactive banners on the TV set.

IAB Europe is the Trade Association representing National IAB's across Europe to European decision-makers. IAB UK is represented on the Board of IAB Europe.

The IAB Tech Lab is an independent, international, research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organisation’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

The IAB UK Gold Standard was launched in October 2017, supported by all our board members. It aims to drive up standards in the digital advertising industry by committing signatories to:

1. Reduce ad fraud by implementing or demonstrating support for ads.txt, sellers.json and OpenRTB Supply Chain Object initiative

2. Improve people’s experience of digital advertising by adhering to the Coalition for Better Ads principles and the ‘Better Ads Standards’

3. Uphold brand safety by obtaining TAG Brand Safety Certified Guidelines

4. Increase transparency within the supply chain by adopting the Transparency & Consent Framework (TCF)

Companies can register online here.

Established in 2005 (now defunct), IASH was an independent audit conducted on usually blind networks who aggregated supplier inventory and sold it on at a lower cost. Buyers would request IASH-accredited traffic to ensure that their brands were appearing on verified sites appropriate to their brand’s values. IASH was succeeded by the DTSG.

The ICO is the UK's independent data protection regulator, which upholds information rights in the public interest, promotes openness by public bodies and data privacy for individuals.

An organisation that maintains an individual, household or device level unique identification that can be used to perform a match between two or more organisations' data sets

One individual, seeing one advert, once. This is a mathematical rule applied in audience calculations. The definition of a Route IMPACT uses LIKELIHOOD TO SEE (LTS), not OPPORTUNITY TO SEE (OTS). In other words, it is adjusted for VISIBILITY.