Jargon Buster

Certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency and accountability. ‘Born Online’, the IAB’s research into Direct to Consumer brands’, found that being B Corp certified and taking an ethical approach to marketing was a priority among many digital-first brands.

An AR experience where the camera is oriented away from a user to showcase and alter the surrounding environment (i.e. environment-based AR, inserting objects on surfaces, etc.). This is the opposite of front-facing camera orientation.

The transmission rate of a communication line - usually measured in Kilobytes per second (Kbps). This relates to the amount of data that can be carried per second by an internet connection. See also Broadband.

Also known as display ads, banner advertisements are a form of graphical ads embedded into a webpage, typically including a combination of static / animated images, text and / or video designed to convey a marketing message. The aim is to encourage the user to follow a call-to-action. Banner dimensions are typically defined by width and height, represented in pixels.

Segmenting audiences that are defined by previous behaviours, frequently their recent online behaviour, or offline purchases and visitation. For example, an auto advertiser may seek to reach anyone who’s visited an auto review site in the last 30 days.

Behavioural targeting is when an ad is targeted based on attributes of the user, as opposed to the targeting being based on attributes of the content.

A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour, for example, filling out preferences or visiting certain areas of a site frequently.

Also known as “interstitial” ads, between-the-page ad units display as a user navigates from one webpage to the next webpage. The ad appears after the user leaves the initial page, but before the target page displays on the user’s screen. Typically, the ad is self-contained within its own browser window or app environment, but may also appear briefly as an overlay on the target page rather than in its own browser window. (see also: Prestitial)

Bid Rate is a Programmatic Auction metric that shows how many Bids are occurring in the Auction. This is usually determined by one's bid price and the frequency cap. The advertiser will only pay for impressions that are won.