Jargon Buster

Full list of terms title


The third generation wireless service. Promises to provide high data speeds, always-on data access and greater voice capacity.


The fourth generation of mobile telecommunications technology, succeeding 3G. Caters for increased mobile data demands, and high consumption usage for streaming and uploading video.

Ad blocking

Ad blocking is the use of apps, browsers, or networks to filter advertising components from being rendered on a consumer’s device. This could include display advertising, tracking pixels or anything that can be predefined and included on a reference black-list. Ad blocking can impact a publisher’s ability to provide free or subsidised content or services.

Ad exchanges

Online, often highly automated auction-based marketplaces that facilitate the buying and selling of inventory across multiple parties ranging from advertisers, direct publishers, ad networks and Demand Side Platforms (DSP). 

Ad impression

A metric expressing each time an ad is served and displayed, whether it is seen or not, whether it is clicked on or not.