Jargon Buster

Process of setup and configuration to bring an organization's data or processes into a well defined system e.g. a Data Clean Room.

The Online Advertising Taskforce is a government-led initiative under the Online Advertising Programme (OAP), aiming to tackle harmful online advertising through industry collaboration, improving evidence, enhancing standards and fostering non-legislative solutions.

The collection of data from a particular computer or device regarding web viewing behaviours over time and across non- affiliate web sites for the purpose of using such data to predict user preferences or interests in order to deliver advertising to that computer or device based on the preferences or interests inferred from such web viewing behaviours. Online Behavioural Advertising does not include the activities of first parties, ad delivery or ad reporting, or contextual advertising (i.e. advertising based on the content of the Web page being visited, a consumer’s current visit to a Web page, or a search query). Definition from page 10 of the Self-Regulatory Principles for Online Behavioral Advertising.

An online data provider is broad and includes a number of players and data types, such as companies like Experian (financial data), Nielsen (demographics and psychographic data) and OwnerIQ (purchase history). 

Online video advertising is any audiovisual advert watched over the internet. In its basic form, this could involve a TV ad run online, but increasingly, adverts are adapted or created specifically to suit the online environment. Video advertising can be placed before (pre-roll), during (mid-roll) and after (post-roll) video content - as well as 'outstream' in socical environments and on content sites.

A way to buy/sell programmatic advertising. It is the least-restrictive type of ad auction, with a media owner/publisher generally allowing any and all buyers to participate in accessing the ad inventory through this tactic. Usually there is no direct relationship with the buyer. Media owners may choose to use blocklists and floor pricing to prevent certain advertisers from gaining access. On the advertiser side, they are often unaware of what media owner network they are buying on. DSPs usually present a list of exchanges/SSPs to the buyer that they automatically opt into. Buyers may not know or care that they are buying a specific network’s inventory. Because of this, publishers can participate in the open auction on a blind basis.

The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent.

The IAB standard for RTB now used by most DSPs.

The process where a subscriber provides explicit consent, after receiving notice form the mobile marketer.