Jargon Buster

A subset of machine learning that uses multi-layered neural networks to model complex patterns in large datasets.

The number of times a creative has been viewed, as defined by Routes impact scores

The number of times a creative (with a defined spot length) plays fully

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 technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources. DSPs allow advertisers to buy impressions across a range of publisher sites, but targeted to specific users based on information including location and previous browsing behaviour. Publishers make ad impressions available through marketplaces called ad exchanges and DSPs automatically decide which impressions make the most sense for an advertiser to buy. Price is often determined by a real-time auction through a process known as real time bidding.

An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the buying of auction-based display media and audience data across multiple inventory and data suppliers in a centralised management platform. 

Targeting audiences that are defined by demographic attributes i.e. age, gender, household income, presence of children.

Digital rights management involves a set of technologies used by publishers and media owners to control access to their digital content. Access can be limited to the number of times a piece of content is accessed from a single machine or user account; the number of times access permissions can be passed on; or the lifespan of a piece of content.

The industry successor to IASH, the DTSG is an independent audit of trading practices that suppliers offering extended network traffic beyond single-source premium destinations can sign up to, offered by JICWEBS (the Joint Industry Committee for Web Standards). Suppliers agree to follow the DTSG UK Good Practice Principles and be audited regularly to ensure they are offering brand-safe environments for brands to appear against.