Jargon Buster

Various criteria to make the delivery of an advertisement more precise (age, geographical location or behavioural cues etc.)

A static appended text attached to an advertisement.

The Department for Science, Innovation and Technology (DSIT) is a UK government department established in February 2023. It focuses on enhancing the UK's position in science and technology by fostering innovation, supporting research and development, and overseeing digital transformation across various sectors. DSIT aims to drive economic growth, create jobs, and improve public services through technological advancements

A party to an interaction that has no direct relationship with the individual involved.

The technology used to deliver creative assets from one adserver into another, allowing advertisers to track the performance of the campaigns and record impressions and clicks amongst other campaign metrics.

A token is the basic unit of text that an AI model processes. A token can be a whole word, part of a word, or punctuation, depending on how the model breaks text into smaller pieces. 

AI models convert text into tokens so they can process it. The number of tokens a model can work with at one time is called its context window. See more here.

When a marketer asks an AI tool to write ad copy, both the prompt and the response are measured in tokens. The more tokens used, the more information the AI can process, which can also affect cost. 

Tokens determine how much information an AI model can process at once, influencing response length, performance, and, for many AI services, pricing. 

Route has divided the whole country into more than 1,600 areas. These are often actual towns, but in rural areas there may in fact be more than one small town in the area. The purpose is to split the country into logical and manageable chunks. The 1,600 areas cover 100% of the country with no gaps.

The ability to assess the performance of an ad campaign.

A 1x1 pixel-sized transparent image that provides information about an ad's placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc.