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Datasets that understand how your audience moves between postcode districts throughout the day.

Spatial datasets describe a geographical area such as places, events, weather, etc.

Advertising-ID is a unique identifier that corresponds to a single specific device. The advertising-ID is stored on the device itself. Different operating systems have different names for the advertising-ID in their system. In Apple’s iOS it’s ‘IDFA’, in Android ‘AAID’, Roku, ‘RIDA’; Amazon ‘AFAI’, etc.

Targeting that does not use any PII and therefore does not require users to consent for tracking for the system or process to function.

When the technology or service does not have any reliance on a web browser’s cookie functionality.

Sentiment looks at the emotional tone of the content and usually measures it from positive to negative. For example, the sentiment of content on climate change may be positive i.e. celebrating lower carbon emission levels, or negative i.e. criticising carbon emission levels.

In broader advertising terms, a channel is the medium or device that an ad is being served on, e.g. mobile, desktop, OOH, TV, CTV, print, radio, podcast. In digital advertising, channel refers to the format in which the ad message is being communicated, e.g. video ad, audio ad, display banner.

Verticals are a subset of contextual and are used to group and categorise content that is contextually relevant to the same topic. The IAB Content Taxonomy provides a list of verticals that are widely accepted across the industry.

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.

Contextual targeting is when an ad is targeted based purely on the subject and environment of the content (including but not limited to text, audio, video or images). It is not based on any characteristics of the user and therefore does not rely on any personally identifiable information (PII).

The hardware, software and runtime context around an in-game ad experience.

The informal categorisation of the resources used to develop, publish and distribute a video game.

An informal designation of the engagement a gamer has with video games, and of the type of game they are likely to play.

The creative asset that may be served in a given ad context.

The context within which an ad may be served in a game.

Available mechanisms to deliver ads to the game. One might be tempted to classify this as an attribute of the ad, but it is the game software itself that executes insertions.

A categorisation of games to determine the appropriacy of the content to various age groups.

The artistic style of a video game as perceived by the player.

The in-game perspective of a player in a given video game title (video game titles can offer multiple perspectives). Click through for different perspective types.

An advertising business model, but with the addition of microtransactions that represent low-cost purchases that provide some form of additional content to the user.