Jargon Buster

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

Return on Investment (ROI) is a measure of overall return on investment arrived at by calculating total profit and all expenses- both direct spend on an ad campaign as well as other expenses. ROI determines how profitable is an ad campaign

The willful pause of the user’s cursor on the target portion of the creative (the “hot spot”), such pause lasting at least one second in duration, before an action may be initiated by the ad (i.e. trigger an expand event, etc.). This one-second pause/delay requirement prevents unwanted, user-initiated actions and false reporting of user engagement.

Route produces audience estimates for out-of-home advertising in Britain. The data we publish tells subscribers how many and what type of people see an advertising campaign, and how often they do so. The information is used as the currency for planning, trading and valuing advertising investment in the medium.

An ad buying option in which ad placements may appear on any pages of the target site.

Carbon emissions are grouped into three scopes, categorising the different kinds of emissions a company creates in its own operations and in its wider ‘value chain’ (its suppliers and customers). 

• Scope 1 emissions are all the direct greenhouse gas emissions (GHG) from the company’s owned / controlled sources. This includes on-site energy such as heat, electricity, as well as emissions from fleet vehicles.
• Scope 2 are indirect greenhouse gas emissions from purchased or acquired energy. For instance the electricity purchased from a utility company that is generated offsite, are considered indirect emissions.
• Scope 3 includes all indirect emissions that occur in the value chain (what a corporation is indirectly responsible for up and down the value chain). While these emissions may be out of the control of a reporting company, they can represent the largest portion of its greenhouse gas emissions inventory.

The GHG Protocol divides the scope 3 emissions into upstream and downstream emissions. Upstream emissions are indirect GHG emissions within a company’s value chain related to purchased or acquired goods (tangible products) and services (intangible products) and generated from cradle to gate.

Downstream emissions include the indirect GHG emissions within a company’s value chain related to sold goods and services and emitted after they leave the company’s ownership or control

A device or medium designed to deliver Digital Place-Based, Digital Outof-Home, and/or Advertising content whether it be video, audio, or both.

A form of marketing that seeks to promote websites by increasing their visibility in search engine results pages (SERPs).