Jargon Buster

A mechanism and technology by which a computer can be trained to use existing data and learn how to perform a specific task

A subset of AI that involves algorithms allowing machines to learn patterns from data and make decisions without explicit programming.

MFAs are designed to maximise the number of ads that users are exposed to by including lots of ads on each page and manipulating user journeys so that visitors must click through multiple pages to access content. Because of these characteristics, they offer poor usability for visitors and focus on ad revenue over experience.

A type of AR experience that uses a specific marker in the real world, such as a QR code or an AI learned concept (recognised object) like a “dog”, to trigger the display of AR content. It does require a pre-determined image, pattern, or physical object that is recognised by the camera and image recognition software to launch the AR experience. For example, a consumer could point their device camera at a fast food logo and have one experience, then point their camera in the same app at a retail store logo and experience different AR content that was triggered by the appearance of a different logo.

Markerless AR technology is used to recognize patterns or features in an environment that were not previously provided to the application, enabling, for instance, a consumer to scan a real world environment like a tabletop or a room in their apartment using their smartphone camera and virtually place a product there to see how it would look.

Derived from eye-tracking experiments, Route has defined the distance from which posters can be seen. This varies, and is dependent on the dimension of the frame. A larger frame will have a longer visibility distance.

Media Smart is the advertising industry’s media literacy programme providing free information and resources to help teach children and young people about advertising. The IAB is a supporting member.

A unit defined by the DOOH network, used to describe the physical device on which a DOOH ad unit will play. Most often for digital place-based networks, a media unit is a single screen, however in locations where multiple screens are combined to portray content that is larger than one screen, the entirety of the group of screens may be referred to as a single media unit.

The interval of time when a DOOH message is viewable.