Jargon Buster

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.

In DOOH terms it is a measurement of response from an ad server to a Media Unit request from the user browser, which is filtered from robotic activity and error codes and is recorded at a point as close as possible to opportunity to see the Media Unit by the user, also called a view

The multiplier is an OOH specific metric which informs the buyer exactly how many impressions are delivered in a single ad play. Each impression equates to one viewer. One bid request will now account for one ad play, therefore the multiplier will highlight how many impressions are included per bid request.

Metric for counting the number of times users have viewed a particular element (such as an ad) on a desktop website, mobile website or app or an image embedded within a text message such as a mass-market email.  

The context within which an ad may be served in a game.

In-store digital Retail Media opportunities are also offered by retailers to agencies and brands. The digital opportunities available include radio, DOOH screens, TV, ATMs and hand scanners. Most in-store digital is bought directly from the retailer as a managed service. More programmatic opportunities are likely to develop throughout 2023 and beyond.

More traditional (non digital) media placements are also available in-store. These include but are not limited to trolley panels, shelf booklets, gondola ends and sampling.

The sending of online messages with friends or colleagues in real-time.