Jargon Buster

Full list of terms title

Global Positioning System (GPS)

System of satellites, computers and receivers that can determine the latitude and longitude of a person and therefore potentially provide more context and relevance for the content and messaging.

Global System for Mobile communications (GSM)

This set of standards was developed by the European Telecommunications Standards Institute (ETSI) and describes the protocols used in the second-generation of mobile devices, such as tablets. It has become the global standard for mobile communications. 

Hard bounces

Notifications that an email has not being delivered to the intended recipient which are generated as a result of messages being sent to invalid, closed or nonexistent email accounts

Header bidding

Header bidding is a process that gives marketers a first-look at inventory that publishers would normally hold back for direct bookings. If the publisher can make a better price selling an impression programmatically, then their ad server will make this decision automatically, rather than fulfilling direct bookings first.

Header bidding wrapper

A header bidding wrapper or 'container' is a management system used by a publisher to collect bid responses from multiple demand partners in one place. This technology layer allows publishers to more easily manage their partners and to set header bidding standards such as latency.