Jargon Buster

The IAB Tech Lab is an independent, international, research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organisation’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

The IAB UK Gold Standard was launched in October 2017, supported by all our board members. It aims to drive up standards in the digital advertising industry by committing signatories to:

1. Reduce ad fraud by implementing or demonstrating support for ads.txt, sellers.json and OpenRTB Supply Chain Object initiative

2. Improve people’s experience of digital advertising by adhering to the Coalition for Better Ads principles and the ‘Better Ads Standards’

3. Uphold brand safety by obtaining TAG Brand Safety Certified Guidelines

4. Increase transparency within the supply chain by adopting the Transparency & Consent Framework (TCF)

Companies can register online here.

Established in 2005 (now defunct), IASH was an independent audit conducted on usually blind networks who aggregated supplier inventory and sold it on at a lower cost. Buyers would request IASH-accredited traffic to ensure that their brands were appearing on verified sites appropriate to their brand’s values. IASH was succeeded by the DTSG.

The ICO is the UK's independent data protection regulator, which upholds information rights in the public interest, promotes openness by public bodies and data privacy for individuals.

An organisation that maintains an individual, household or device level unique identification that can be used to perform a match between two or more organisations' data sets

One individual, seeing one advert, once. This is a mathematical rule applied in audience calculations. The definition of a Route IMPACT uses LIKELIHOOD TO SEE (LTS), not OPPORTUNITY TO SEE (OTS). In other words, it is adjusted for VISIBILITY.

In DOOH terms it is a measurement of response from an ad server to a Media Unit request from the user browser, which is filtered from robotic activity and error codes and is recorded at a point as close as possible to opportunity to see the Media Unit by the user, also called a view

The multiplier is an OOH specific metric which informs the buyer exactly how many impressions are delivered in a single ad play. Each impression equates to one viewer. One bid request will now account for one ad play, therefore the multiplier will highlight how many impressions are included per bid request.

Metric for counting the number of times users have viewed a particular element (such as an ad) on a desktop website, mobile website or app or an image embedded within a text message such as a mass-market email.