Jargon Buster

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.

An EPG is an on-screen menu that provides TV viewers with scheduling information about current and upcoming programmes across channels, allowing users to browse, search, and set reminders or recordings.

Advertising units that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.

Environment describes the format of the content that the ad is appearing against, e.g. video, text, podcast, in-app.

Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.

Online advertising formats that appear on users' screens on top of web content (and sometimes before a web page appears) and frustrate the user experience. It is recommended that expansion be user initiated and have clearly marked close buttons and controls.

The secondary dimensions of an expanding ad unit (after the ad is expanded). Initial dimensions are fit to the dimensions of the placement. Then, either by auto-play or by user interaction, the ad unit expands to its secondary dimension.