Jargon Buster

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.

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.

The process where a subscriber revokes consent, after receiving notice from the mobile marketer.