Jargon Buster

Carbon emissions are grouped into three scopes, categorising the different kinds of emissions a company creates in its own operations and in its wider ‘value chain’ (its suppliers and customers). 

• Scope 1 emissions are all the direct greenhouse gas emissions (GHG) from the company’s owned / controlled sources. This includes on-site energy such as heat, electricity, as well as emissions from fleet vehicles.
• Scope 2 are indirect greenhouse gas emissions from purchased or acquired energy. For instance the electricity purchased from a utility company that is generated offsite, are considered indirect emissions.
• Scope 3 includes all indirect emissions that occur in the value chain (what a corporation is indirectly responsible for up and down the value chain). While these emissions may be out of the control of a reporting company, they can represent the largest portion of its greenhouse gas emissions inventory.

The GHG Protocol divides the scope 3 emissions into upstream and downstream emissions. Upstream emissions are indirect GHG emissions within a company’s value chain related to purchased or acquired goods (tangible products) and services (intangible products) and generated from cradle to gate.

Downstream emissions include the indirect GHG emissions within a company’s value chain related to sold goods and services and emitted after they leave the company’s ownership or control

A device or medium designed to deliver Digital Place-Based, Digital Outof-Home, and/or Advertising content whether it be video, audio, or both.

A form of marketing that seeks to promote websites by increasing their visibility in search engine results pages (SERPs). 

The process of improving the volume and quality of traffic to a site from search engines via natural search results for targeted keywords.

A page of search results delivered by a search engine.

A unique identifier used to offer inventory to specific buyers on a DSP platform.

Dividing a broad group of consumers or businesses into subgroups (known as segments) based on shared demographic/psychographic/behavioural attributes. Segmentation is often used to create target audiences (comprised of one or more segments) or to customize an offer or message for specific segments.

Sentiment looks at the emotional tone of the content and usually measures it from positive to negative. For example, the sentiment of content on climate change may be positive i.e. celebrating lower carbon emission levels, or negative i.e. criticising carbon emission levels.

An ad that was reported to have begun to render at the screen. Note that in the vast majority of DOOH experiences, all ads (when served) are fully viewable for the entirety of the play. In the digital media world, this term is commonly known as a “play”.