Jargon Buster

A way of transacting media that allows an individual ad impression to be put up for bid in real time. This is done through a programmatic on-thespot auction, which is similar to how financial markets operate. RTB allows for addressable advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioural attributes.

RTB is a protocol that enables the valuation and bidding on individual ad impressions in real time. The buying takes place through online media exchanges – basically media marketplaces – which connect sellers (publishers) and buyers (advertisers).

In market research, a respondent may be asked to remember the advertising they have seen. This is known as recall.

A standard business process whose purpose is to collect written information regarding suppliers. 

Advertising messaging influencing the consumer perspective and drive purchase decisions or the desired brand impact.

Retail Media refers to the digital advertising space, retail data assets and in-store opportunities a retailer or marketplace owns, which is then made available to brands for the execution of advertising campaigns. Campaign goals include (but are not limited to) brand awareness, driving sales and new product discovery.

Retail Media includes an increasing range of digital opportunities which can be segmented into off-site, on-site and in-store environments. Retail Media also includes the targeting, optimisation and measurement elements of digital campaigns.

Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s web site.

The collective name for online advertising formats that use technology to deliver interactive and audio-visual elements to give richer content and a richer experience.

Return on Ad Spend (ROAS) is a measure of total returns from an ad campaign arrived at by calculating the total revenue earned and direct expenses. It does not include other expenses and does not tell if a paid campaign is profitable for the advertiser