Jargon Buster

See term 'Millennials'

A deep learning framework that pits two neural networks against each other to generate new, synthetic data that closely resembles real data.

Generative AI (Gen AI) can create original content, for example text or images tailored to a request. It learns from data that it has been trained on, to produce new things. When it comes to digital advertising, Generative AI enables automated and optimised delivery of highly personalised content and experiences based on individual preferences, behaviours, and past interactions.

 The practice of improving how often a brand or content appears in AI-generated answers from tools like AI search or chat assistants. Instead of focusing on ranking in search results, it focuses on influencing what AI systems include in their responses.  

Often confused with Answer Engine Optimisation, in practice they overlap. AEO focuses on optimisation on the exact answer whereas GEO feeds the model that builds the answer. See more here.

Geo-targeting is the method of determining the geolocation of a user and delivering different content based on his or her location.

Targeting audiences defined by their location in the real-world. Location attributes can vary from granular attributes such as mobile/GPS-enabled latitude/longitude data to broader attributes such as DMA or state/province. In technical specifications, targets may simply be referred to as “geo”, “user”, “audience” without spelling out the full term.

System of satellites, computers and receivers that can determine the latitude and longitude of a person and therefore potentially provide more context and relevance for the content and messaging.

This set of standards was developed by the European Telecommunications Standards Institute (ETSI) and describes the protocols used in the second-generation of mobile devices, such as tablets. It has become the global standard for mobile communications. 

The artistic style of a video game as perceived by the player.