Jargon Buster

Authentication is the process of attempting to verify the digital identity of the sender of a communication such as a request to log in. Authentication may also confirm the origin and integrity of data in an electronic form, such as the issuance of a digital certificate to attest to the authenticity of a website. The overall purpose of authentication is to reduce the potential for fraud.

The use of technology (watermarking of fingerprinting) to identify a piece of content (audio or video for instance). Watermarking adds an imperceptible and unalterable piece of code to uniquely identify a piece of content. Fingerprinting uses a reference database to match and identify a piece of audio or video content. ACR allows the integration of contextual ads.

The extent consumers are familiar with a brand or product.

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.