Jargon Buster

The process of building responsive creative to deliver contextually-relevant messages driven by the smart use of data across DOOH.

Dynamic creative optimisation is a type of automated creative generation where the elements that make up a creative such as the fonts, colours, photographic elements and messaging can be changed within the frame of the creative through constant A/B testing to determine what the optimal combination is.

The European Advertising Standards Alliance (EASA) is the European body for national self-regulatory organisations (such as the ASA) and industry associations. It promotes responsible advertising in commercial communications by means of effective self-regulation.

An EPG is an on-screen menu that provides TV viewers with scheduling information about current and upcoming programmes across channels, allowing users to browse, search, and set reminders or recordings.

Advertising units that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.

Environment describes the format of the content that the ad is appearing against, e.g. video, text, podcast, in-app.

Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.

The EDAA administers the EU self-regulatory programme aimed at providing internet users with greater transparency and control over behaviourally targeted advertising. The EDAA Board is made up of advertising trade bodies, including the IAB. The IAB currently chairs the EDAA Board.

Online advertising formats that appear on users' screens on top of web content (and sometimes before a web page appears) and frustrate the user experience. It is recommended that expansion be user initiated and have clearly marked close buttons and controls.