Jargon Buster

A static appended text attached to an advertisement.

A party to an interaction that has no direct relationship with the individual involved.

The technology used to deliver creative assets from one adserver into another, allowing advertisers to track the performance of the campaigns and record impressions and clicks amongst other campaign metrics.

The ability to assess the performance of an ad campaign.

A 1x1 pixel-sized transparent image that provides information about an ad's placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc.

An agency branch trading entity known as the expert operators in their use of new technology.  These entities can be independent or operate within an agency holding company.  This group of people (known as traders) play the day-to-day campaign management role. Used by agency holding companies, operating agencies and advertisers.

Commonly used mechanisms like 3rd party cookie on the browser or Identifier for advertisers on mobile/ device platforms (for e.g. IDFA on iPhone , Android Id on Android devices) to uniquely identify a device or a browser typically used for associating a user or a household.

Number of visitors who come to a website.

A video content service where customers pay for each piece of video on demand content. For example, a customer would pay a fee for each movie or TV show that they watch. TVOD services, like Apple’s iTunes, enable one-off purchases and often time-limited access.