Knowledge Bridge
Global Intelligence for the Digital Transition
Global Intelligence for the Digital Transition
A method that enables advertisers to show an ad specifically to visitors based on zip code, area code, city, DMA, state, and/or country derived from user-declared registration information or inference-based mechanism.
Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user’s position in the real world. Relevant to both PC and mobile data services.
The total number of times an ad is served, including duplicate downloads to the same person.
Gross rating point (GRP) is a term used in traditional advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign (frequency × % reached). For example, a television advertisement that is aired 5 times reaching 50% of the target audience each time it is aired would have a GRP of 250 (5 × 50%).
GRP values are commonly used by media buyers to compare the advertising strength of various media vehicles.
Campaign tactic involving the placement of often humorous brand-related messages in unexpected places either online or in the real world; intended to provoke word-of-mouth and build buzz.
A way of enabling users to interact with the computer using visual icons and a mouse rather than a command-line prompt/interpreter.
This glossary is based on the IAB Wiki and IAB UK’s Jargon Buster. The Internet Advertising Bureau (IAB) is the trade association for online and mobile advertising. It promotes growth and best practice for advertisers, agencies and media owners.
For more information visit www.iab.net and www.iabuk.net.