Jargon Buster

Purpose limitation is a way to constrain a task or an operation within a very specific outcome or use

A query string is the set of words entered into a search engine by an individual. Query string formation is simply the process of thinking of the correct query string to get the results required.

 A technique where AI looks up relevant external information before generating an answer, so its responses are more accurate and up to date. 

Instead of relying only on its training data, the AI retrieves information from sources like documents, databases, or websites to improve the quality and relevance of its responses. RAG is one way to achieve grounding. See more here.

A brand chatbot checks product catalogues and FAQs before answering questions about pricing, availability, or features, ensuring the information is current. 

A categorisation of games to determine the appropriacy of the content to various age groups.

The number of unique web users potentially seeing a website one or more times in a given time period expressed as a percentage of the total active web population for that period.

The net (unduplicated) count or percent of the defined universe of the target audience exposed to content, advertising, or a specific ad, in a Screen within a defined time frame. This time frame can be a day, week, or month, or even less-frequent time periods although more frequent reports are generally desirable to users. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

Information, data or content delivered immediately with no delay in the processing of requests, other than the time necessary for the data to travel over the Internet.

 A way of transacting media that allows an individual ad impression to be put up for bid in real time. This is done through a programmatic on-the spot auction, which is similar to how financial markets operate. RTB allows for addressable advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioural attributes. AI plays a key role in bid adjustments and targeting. 

RTB is a protocol that enables the valuation and bidding on individual ad impressions in real time. The buying takes place through online media exchanges – basically media marketplaces – which connect sellers (publishers) and buyers (advertisers).