Jargon Buster

The mechanism by which products and services (including but not only advertisements) can be delivered to an individual according to the characteristics or attributes of that individual's demography, interests, behaviour, location or other expressed intent and information about the individual.

The process of tailoring ads to individual users based on their behaviour, preferences, and demographic information is often powered by machine learning and AI.

Information that can be used to identify or contact a person, including name, address, telephone number, or email address. This might also include demographics or behavioural data.

Privacy enhancing technologies (PETs) are technology solutions that use one or more of the privacy technologies (differential privacy, secure multi party compute and on device learning) to accomplish complex data processing functions in digital advertising without revealing the individual, household or device level personal information to parties that do not already have them.

An illegal method of redirecting traffic from another company’s website (such as a bank) to a fake one designed to look similar in order to steal user details when they try to log in.

An illegal method whereby seemingly legitimate e-mails (appearing to come from a well-known bank, for example) are used in an attempt to source personal information that can be used to steal a user's identity.

The smallest unit of measure for graphical elements in digital imagery, used as the standard unit of measure for ad creative (i.e. 300x250 pixels). Pixels may also represent x/y coordinates relevant to a given space, such as the browser window, an application workspace or the user’s computer screen (see also “Tracking Pixel”).

A play in DOOH differs from an impression in online, as it has a defined length, start and end time.

A lean-in user who is directly influencing gameplay.