Jargon Buster

An AR experience where the camera is oriented towards the user’s face and alters something related to the face (i.e. selfies, face filters, etc.). This is the opposite of back-facing camera orientation.

An informal designation of the engagement a gamer has with video games, and of the type of game they are likely to play.

The hardware, software and runtime context around an in-game ad experience.

The EU General Data Protection Regulation (GDPR) is the new legal framework governing the use of personal data across EU markets from 25 May 2018. it is implemented in UK law by the Data Protection Act 2018. See our GDPR Hub for more information. 

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.

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.