Jargon Buster

A double opt-in requires the user to opt-in twice to a particular line service, prior to the service provider engaging with the user. 

The amount of a time a user spends on a piece of content on a website. This could include reading an article, watching a video or looking at advertising.

The length of time an individual is in a Screen Exposure Zone which is a location from which the screen is visible and, if appropriate, audible. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

Campaign optimisation technology that allows advertisers to dynamically change ads within VOD content, i.e. swap the ad creative shown, making it possible to target specific viewers rather than serving the same ad to each viewer. Can sometimes be referred to as SSAI, or server-side ad insertion.

A technology that allows for ads to be inserted into content in real-time. This enables more targeted and relevant ads to be served based on user data.

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 automated process of assembling and testing different combinations of ad elements (such as images, headlines and calls-to-action) in real time to show the most effective version of an ad to each user.

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.