Jargon Buster

The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent.

The IAB standard for RTB now used by most DSPs.

The process where a subscriber provides explicit consent, after receiving notice form the mobile marketer.

The process where a subscriber revokes consent, after receiving notice from the mobile marketer.

Process of refining an advertising campaign so that it will perform more effectively i.e. extending reach, increasing response rate or creating more awareness.

The ‘natural’ search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms) according to relevancy to the term searched upon.

Out-stream impressions are video ad units unaccompanied by content. While a pre-roll or mid-roll ad requires a publisher’s video to wrap around, an out-stream ad is a video ad unit not tied to any piece of publisher video content.

We are the comprehensive resource for anyone using or thinking about Out of Home. We showcase the latest and greatest campaigns. We provide research and insight. We demonstrate the medium’s effectiveness. In short, we help advertisers, planners and creatives use OOH in bigger and better ways.

The ability to access premium content through any device with the ability to connect to the Internet. OTT is often marketed as TV Anywhere / TV Everywhere and offers subscribers the ability to watch programming on any device they own.