Jargon Buster

The third generation wireless service. Promises to provide high data speeds, always-on data access and greater voice capacity.

The fourth generation of mobile telecommunications technology, succeeding 3G. Caters for increased mobile data demands, and high consumption usage for streaming and uploading video.

Ad blocking is the use of apps, browsers, or networks to filter advertising components from being rendered on a consumer’s device. This could include display advertising, tracking pixels or anything that can be predefined and included on a reference black-list. Ad blocking can impact a publisher’s ability to provide free or subsidised content or services.

Online, often highly automated auction-based marketplaces that facilitate the buying and selling of inventory across multiple parties ranging from advertisers, direct publishers, ad networks and Demand Side Platforms (DSP). 

A metric expressing each time an ad is served and displayed, whether it is seen or not, whether it is clicked on or not. 

The amount and types of ad space a publisher has available for an advertiser to buy. 

A means of improving campaign performance through automated and semi-automated means, usually through a systematic approach. Ad optimisation often focuses on cost (especially prices in automated bidding), targeting or creative, gleaning performance improvements through testing.  

The ability to show multiple ads in a single location, varying the treatment displayed on each new page load and/or within a single page load. Ads are generally rotated to either avoid consumer wear-out or as a part of ad optimisation and testing. 

Technology that serves, tracks and optimises online ads for brands across digital publishers. Ad serving companies can help make online advertising more streamlined for brands by serving as a single point of contact across a number of publishers.