Jargon Buster

Taking a snapshot of each page visited as the web is crawled. These are stored and used as a backup if the original page is unavailable and to reduce server lag for the browser requesting the page.

The primary action an advert encourages people to take, such as opting-in to a consent request, getting a discount or buying something on the back of a digital advertising campaign. 

The time period in which a series of integrated advertising messages (that share a single idea and theme) are executed.

A carbon calculator is a service or tool used for the calculation of greenhouse gas emissions. AdGreen is a carbon calculator supported by Ad Net Zero, which is focused on improving production practices. For media agencies, GroupM has made its carbon calculator open source. 

When it comes to digital media, it is important that companies are aware of the various factors that should be taken into account when calculating the carbon footprint of their advertising. These include format, screen, country, dimensions, internet connection, player, pages and visits.

A carbon disclosure rating is a measure of the environmental sustainability of a company, based on voluntary disclosures by the company itself. The practice is intended to help investors who wish to incorporate environmental, social, and governmental (ESG) factors into their investment decision-making process.

This is when the amount of CO2 emissions removed from the atmosphere is larger than the CO2 emissions released into the atmosphere. Being carbon negative has a positive impact on the environment.

This is when the amount of CO2 emissions released into the atmosphere is equal to the amount of CO2 emissions removed from the atmosphere, meaning the impact on the environment is neutral.

While carbon neutrality is a positive step, the digital ad industry’s ultimate goal is to achieve net zero, where carbon emissions are reduced to zero [see entry for net zero].

Carbon offsetting is the practice of funding activities that reduce carbon emissions to compensate for your CO2 output. For example, by planting trees to absorb carbon in the atmosphere, or by delivering energy-efficient cooking stoves to communities in developing countries.