APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

A/B Testing A typical test involves running two versions of ads simultaneously and measuring which version gets a better response; only one element of the ads should be changed at a time as the goal is to determine which variables generate the best responses. Once a winner is selected, it becomes the next control and is compared with another version to isolate and identify the ad element that causes the audience to respond favorably.

Above The Fold The area of a web page that is visible before the website visitor scrolls down the page. Note: there is no set pixel size for the fold; it will vary depending on the visitor’s screen size and resolution.

Aircraft Communication

Addressing and

Reporting System

(ACARS)

A digital data link system for transmission of short messages between aircraft and ground stations via airband radio or satellite.

Ad (Advertising) Agency A company or internal department that provides services such as planning, creating, buying, and tracking advertisements and ad campaigns on behalf of a client. More often referred to as a media agency.

Ad Audience The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period. Cross reference to viewership; readership; etc.

Ad Banner The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media are displayed on a web page or in an application. More often referred to as Banner Ad.

Ad Blocking The removal of advertising content on websites and mobile devices via the user’s browser, facilitated mostly by a third party browser extension or software that determines what part of the page are ads and then prevents them from being served.

Ad Click The action taken when a user interacts with an ad by either clicking on it with a mouse finger on a mobile device or by pressing enter on their keyboard.

Ad Completion An event that occurs when a video ad plays through to the end.

Ad Exchange A technology-facilitated marketplace that allows Internet publishers and advertisers to buy and sell advertising inventory in real-time auctions, providing instantaneous bidding for ad space available across the Internet. (NOTE: Ad exchanges are growing outside of only online media. Broadcast is sold on a near programmatic basis and Digital-out-of-Home (DOOH) screen networks are also launching their own networks and exchanges to programmatically buy digital screens.)

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Ad Fraud This occurs when a company knowingly serves ads that no one will actually see as a way to drive “views” and revenue. I.e., a website can use bots to automatically refresh its pages in order to register a high number of page views in order to appear as a more attractive source of inventory. Ad Fraud includes fake leads, click fraud (which can cover generating fake clicks by a publisher to gain more revenue), automated clicks to spend competitors’ money, and fake traffic to generate more views but no true impressions – as stated above), domain spoofing, ad injection, and cookie stuffing.

Ad Impressions The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way. (Also see: Ad Serving)

Ad Injection Ads inserted on a page by software that either replaces the authorized units on the page with unauthorized ones, or adds new placements to the page, possibly in poor positions (i.e. below the fold).The ad units were not placed by the publisher, and the publisher is not compensated for them.

Ad Inventory The number of potential ads that can be served on a web page or the number of pages available for advertising in a magazine or the number of spots available in video, i.e., in digital terms: if The Gotham Times averages 1,000 visits to their home page in any given week, and they have space for two display ads on their home page, then their ad inventory is 2,000 impressions per week.

Ad Network A company that connects websites with advertising to sell then aggregates that inventory for advertisers to buy, usually via programmatic exchanges at a reduced rate compared to a direct buy.

Ad Server Technology that enable ads to be scheduled, delivered, tracked and measured.

Ad Serving The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or an application.

Ad Targeting Delivering ads to a pre-selected audience based on various attributes, such as geography, demographics, psychographics, web browsing behavior and past purchases. (Also see: Behavioral Targeting, Contextual Targeting, and Geographic Targeting.)

Ad Tech (Advertising Technology)

Refers commonly to all technologies, softwares and services used for delivering, controlling and targeting online ads.

Ad Agency Trading Desk

The team within an ad agency or client department that executes online media buying in large volumes to drive better pricing.

Ad Unit A size-and-format specification for an ad displayed for all media types - print, broadcast and digital.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Affiliate Marketing Publishers have websites that get traffic and advertisers want to promote their products to the people who visit those websites. Affiliate marketing is an agreement between a publisher and an advertiser where the publisher receives compensation for every click delivered and/or every sale made of the advertiser’s product or service.

Air-to-Ground (ATG) Wi-Fi term used by airlines that refers to aircraft connecting to terrestrial antennas and not satellites.

Airport Code(s) 3 or 4 character codes used to identify airports as determined by IATA or ICAO.

Algorithm A process or set of rules to be followed in calculations or other problem solving operations, especially by a computer. I.e., search engines use algorithms to determine the order of search results. Advertising technology vendors use them to calculate and optimize campaign performance.

Analytics Data and statistics about the users of a website/IFE system and how they interact with it. Analytics can be used to uncover information about how many people browse/watch, how much time they spend and the specific actions taken. This information can be used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns. Also used to deliver measurement/proof to advertisers regarding campaign effectiveness.

Animation A programmatically generated display of sequential images, creating the illusion that objects in the image are moving. (See the definition for “Video”).

Airline Passenger Experience (APEX)

Non-profit membership trade organization comprised of the world's leading airlines, industry suppliers, major media groups and related aviation industry leaders dedicated to elevating the passenger experience for more than 80% of global passengers, while driving industry initiatives and desired regulations.

Application Programming Interface (API)

A set of definitions and specifications that software programs can follow to communicate with each other.

Auxiliary Power Unit Device (APU)

Usually a small turbine that provides power for engine-starting and other systems while on the ground. Such device is present on large aircraft and some business jets, and replaces the GPU (ground power unit).

Airline/Ancillary/ Advertising Revenue Committee (ARC)

APEX Committee

Above Service Altitude (ASA)

The altitude above which an aircraft receives air-to-ground Wi-Fi connectivity services. This is usually above 10,000 feet.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Actual Time of Arrival (ATA)

The time at which an aircraft arrives at the intended gate at its destination airport.

Air Traffic Control (ATC)

The ground-based personnel and equipment concerned with monitoring and controlling air traffic within a particular area.

Attribution The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. I.e., a sale might begin with an ad, lead to an email campaign, and end with a phone call from a sales person. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.

Audience Extension A process in advertising technology that attempts to expand the target audience size while ensuring relevancy and maximizing engagement. The extension process takes a known audience segment and catalogs various shared characteristics that can be used to target people who bear similarities and are therefore likely to become customers. A.k.a. "Lookalike Modeling".

Audience Segment A data group that has common demographic attributes, habits or behaviors. These segments are used to target advertising campaigns and to ensure the buys reach their targeted profiles.

Audio The audio file that may accompany ads. For digital, advertising audio should not play without user-initiation in general. See detailed IAB New Ad Portfolio guidance for when it can be played without user initiation. With Inflight Entertainment (IFE) systems, some roadblock/forced view ads require headsets while others do not.

Autonomous IFE In-Flight Entertainment without in-flight connectivity where digital or video advertising is displayed without a connection to the Internet.

Banner A form of graphical ads embedded into a webpage, typically including a combination of static/animated images, text and/or video designed to convey a marketing message and/or cause the user to take an action. Banner dimensions are typically defined by width and height, represented in pixels. Also known as “display ads” or “ad banner.”

Behavioral Targeting A technique used by advertisers and publishers to utilize a previous behavior to customize the types of ads they receive. For digital, it often refers to the web browsing history. It can generally be categorized as onsite behavioral targeting or network behavioral targeting, depending on whether the tracking is deployed on a single website or domain, or across a network of websites.

Below the Fold The area of a web page that is not visible until the website visitor scrolls down the page. Note: there is no set pixel size for the fold; it will vary depending on the visitor’s screen size and resolution. (See Above the Fold)

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Between the Page Ad units display as a user navigates from one webpage to the next webpage. The ad appears after the user leaves the initial page, but before the target page displays on the user’s screen. The ad is self-contained within its own browser window and may not appear as an overlay on the target page content. Also known as “interstitial” ads.

Billboard An IAB Universal Brand Package ad unit template designed with options for rich interactivity to display prominently in line with Publisher's’ webpage content. A distinct feature of the Billboard is a close button that a user may click to collapse the ad completely if the user does not want to see the ad.

Bitrate The rate of bits processed per unit of time, commonly measured in bits per second (bps), kilobits per second (Kbps), or megabits per second (Mbps). The bitrate is one of the biggest factors in audio or video quality.

Blacklist List of blocked websites that are not accessible while a passenger is connected to an Inflight Connectivity service. These may be determined by the airline, Internet Service Provider (ISP), or a government agency for security purposes. Often the IFC ISP may block certain types of content or functionality such as adult themed websites or VOIP technology preventing the use of FaceTime, video conference or voice dialing.

BOT A software application that runs automated tasks – usually that are both simple and structurally repetitive – over the Internet typically at a much higher rate than would be possible for a human alone.

Bounce Rate A website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site. The “bounce rate” expresses such visits as a percentage of the total visitor sessions, within a specific time frame. I.e., suppose a website has 100 sessions in one day. If 75% of the visits are bounces, then the bounce rate will be 75%. A high bounce rate is often indicative of a poorly designed landing page. It can also indicate that a page completely fulfilled what the visitor was looking for, so the visitor did not need to keep clicking to find out more.

Brand Awareness The extent or level to which a potential consumer can recall and identify a particular product or service. Increased brand awareness is one of the two customary important goals for an advertising campaign (the other being a conversion of some kind).

Brand Lift The increase in effectiveness measurements (i.e., message recall) between respondents who did not view the ad and those who did.

Brand Safety The requirement of brands to be in an environment that does not harm their brand image. Most often a key concern for luxury brands.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Browser A software program with a graphical interface that people use to navigate all the information available on the web. Examples include Firefox, Safari, Chrome, and Internet Explorer.

Below Service Altitude (BSA)

The altitude below which an aircraft is unable to receive air-to-ground Wi-Fi connectivity services. Typically, this altitude is 10,000ft.

Button 2 A small rectangular standard ad unit with the size 120×60 pixels.

Byte A unit of digital information in computing and telecommunications that most commonly consists of eight bits. Historically, a byte was the number of bits used to encode a single character of text in a computer and for this reason, it is the basic addressable element in many computer architectures.

Civil Aviation Authority (CAA)

An organization in charge of defining aviation safety standards. The United Kingdom and New Zealand, among others, have organizations with that exact name and role. In the United States, CAA stood for the Civil Aeronautics Administration, a forerunner of today’s Federal Aviation Administration (FAA).

Caching The practice of temporarily storing files on a user’s local computer, mobile device or server for quick retrieval the next time the file is needed. Cached files supply an old copy that may not be up to date with the file stored at the original source, but are often necessary for improving page load performance.

Callsign A phrase used in radio transmissions to identify an aircraft, before proceeding to actual instructions. A callsign for a commercial aircraft may be “Swissair 111” or “TWA 800”.

Call to Action (CTA) A phrase used in radio transmissions to identify an aircraft, before proceeding to actual instructions. An aircraft’s callsign may be the same as or different to the aircraft’s flight number that a passenger sees on their boarding pass.

Campaign The advertising period in which an ad delivery strategy is executed.

Content Distribution Network (CDN)

A system of geographically dispersed servers used to provide web content to a browser or other client. Files are strategically pulled from a server on the network based on the location of the user, the requesting server, and the delivery server of the CDN to provide the best delivery performance.

Channel A distribution method; In advertising, it is an outlet used by advertisers to reach audiences, such as direct mail or radio. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.

City Code Three-letter IATA code that identifies cities e.g. NYC for New York, AMS for Amsterdam.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

City Pair A combined origin and destination on a flight itinerary.

CLEAR Ad Notice (CLEAR: Control Links for Education & Advertising Responsibly)

A set of technical guidelines developed by the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI) to empower members of the online advertising community to communicate their presence and behavioral advertising targeting practices (if any) to consumers in a simple and direct manner. Derived from: http://www.iab.com/media/file/CLEAR_Ad_Notice_Final_20100408.pdf

Click An interaction between a website visitor and the browser in which the website visitor uses a device, such as a mouse, to move the cursor (or pointer) to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event. In the case of touch-screen devices, the user “clicks” by touching the active area with their finger or a stylus.

Close X An interaction between a website visitor and the browser in which the website visitor uses a device, such as a mouse, to move the cursor (or pointer) to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event. In the case of touch-screen devices, the user “clicks” by touching the active area with their finger or a stylus.

Collapse An event where the expanded panel of an expandable ad reduces to its original size, or disappears completely.

Compression The practice of packaging a digital file so that it uses less storage space.

Connected TV Any TV that can be connected to the Internet to access content beyond what is available via the normal offering from a cable provider.

Connectivity (for Inflight)

In-flight connectivity or Internet availability on-board the aircraft provided by either air-to-ground (ATG) or Satellite services.

Contextual Targeting A form of targeted advertising appearing on websites, mobile browsers or other ad supported devices. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.

Controls Active elements of an ad that enable a user to control the advertising experience. I.e., the “Close X” button in an expandable ad or the Play/Pause/Mute buttons in a video player.

Conversion When launching a campaign, advertisers select a specific action or set of actions they want audiences to take when they can see an ad. Each time a member of the audience takes this action, it is counted as a conversion. Conversions include actions such as signing up for a newsletter, or making a purchase on a website.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Conversion Pixel A 1×1 image pixel placed on a web page (such as a thank-you page) which is displayed whenever a conversion occurs. Usually transparent.

Conversion Rate Expressed as a percentage, a conversion rate can be calculated in two ways:

the number of users who completed the conversion / the total number of impressions served.

the number of users who completed the conversion / the total number of users who clicked on the ad.

Conversion Tracking Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.

Cookie Information stored in a website visitor’s browser. A cookie tracks the visitor’s movement on the website and is used to remember the visitor’s behavior and preferences. These do not transfer across browsers.

Copy Text in an ad, or text written to be delivered audibly.

Cost per Acquisition (CPA)

The cost of acquiring one customer. Typically calculated by dividing the total amount spent on an advertising campaign by the number of customers acquired through that campaign.

Cost per Click (CPC) This is the price paid by an advertiser to a publisher for a single click on the ad that brings the consumer to its intended destination. I.e. if and ad is priced at a CPC of $1, then each time a passenger clicks on the ad, the advertiser pays the publisher $1.00. Twenty clicks on the ad will cost the advertiser $20.

Cost per Completed View (CPCV)

The price paid by an advertiser to the publisher once a video has been viewed through completion.

Cost per Engagement (CPE)

An advertising method in which impressions are free and advertisers only pay when users actively engage with ads (i.e. click, watch, roll-over, etc.).

Cost per Install (CPI) An advertising method that only charges advertisers each time their app is downloaded.

Cost per Lead (CPL) How much an advertiser pays, on average, for each ad click that results in possible conversion. CPL is calculated by dividing the total amount spent on a campaign by the number of leads generated.

Cost per Mille/Thousand (CPM)

This is the price paid by an advertiser to a publisher for 1000 impressions of an ad. E.g. if the CPM is $5, then the cost of 1000 impressions to the advertiser is $5. CPM is also called Cost Per Thousand (CPT).

Cost per View (CPV) A bidding method where advertisers pay for each time their video is played.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Central Processing Unit (CPU)

The key component of a computer system, which contains the circuitry necessary to interpret and execute program instructions. Airborne IFE and IFC systems may have one or more CPUs available to enable service.

CPU Usage Percent A guideline for the amount of central processing power used to display advertising content compared to what’s available on an individual’s computer. It can be measured directly during the execution of an online ad. In addition to file size, the complexity of drawings, gradients, slow moving animations and detailed moving elements can affect the number of calculations the CPU must make for each frame.

CPU Spike A brief increase in central processing power, sustained for no more than a few seconds, experienced while “heavy” content is loaded/executed.

Creative An advertising unit created by an ad designer, in accordance with publisher specifications and guidelines, for the purpose of communicating a marketing message to that publisher’s audience. One creative may consist of multiple files in various formats, such as standard images, animation, video, execution files (.html, .js, etc.) and other files that work together for an interactive experience.

Creative Dimensions Measured in pixels, the width and height of an ad unit (WxH). The width is always the first dimension listed, followed by the height dimension (i.e. an ad that is 300×250 is 300 pixels wide by 250 pixels high).

Cross-Channel Technology or media that applies across multiple formats and across multiple devices.

Cross-Device Targeting Serving the same buyer targeted ads across multiple devices. Allowing advertisers to reach their audiences in a sequential, repetitive manner regardless of the device (i.e. tablet, desktop or smartphone).

Click-Through Rate (CTR)

A metric that measures the number of clicks an ad(s) receives per number of impressions.

Data Management Platform (DMP)

A "data warehouse" used to house and manage cookie IDs and to generate audience segments, which are then used to target specific users with online ads.

Daypart Traditionally used for television buying; a block of time that divides the day into segments for purchase, scheduling and delivery (i.e., primetime).

Deal ID A unique piece of code assigned to an automated ad buy, used to match buyers and sellers individually, based on a variety of criteria negotiated beforehand.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Destination Where a flight is arriving to – also known as the arrival city or airport.

Deterministic Data that can accurately identify a consumer for targeting ads, such as a visitor's login information for a website. Other deterministic data points are credit cards, phone numbers and addresses. (See: Probabilistic)

Direct Flight A flight that operates from point A to point B without an intermediate connection.

Direct Response A campaign or ad specifically created to encourage audiences to take immediate action.

Display Advertising A digital advertising format where graphic ads are shown on a web page. Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable. The most common sizes for display ads are:

Banner: 728 x 90

Rectangle: 336 x 280

Skyscraper: 160 x 600

Square: 250 x 250

Designated Market Area (DMA)

As defined by Nielsen, DMAs divide the country into different regional markets by population centers (e.g., San Francisco Bay Area).

Digital Out-Of-Home Advertising (DOOH)

Ads that are marketed to consumers when they are "on the go", such as in transit, in commercial locations, or in waiting areas.

Department of Transportation (DOT)

A federal Cabinet department of the U.S. government concerned with transportation, established by an act of Congress on October 15, 1966.

Demand-Side Platform (DSP)

Software used to purchase advertising in an automated fashion, allowing advertisers to buy impressions across a range of publisher sites through ad exchanges.

Dynamic Ad Insertion (DAI)

DAI expands advanced advertising opportunities by allowing advertisers to target ads that can be swapped in and out of Video-On-Demand (VOD) content.

Estimated Approach Time (EAT)

The time at which ATC (air traffic control) expects that an arriving aircraft following a delay will leave the holding point to complete the approach for a landing

Effective Cost per Thousand (eCPM)

A metric for measuring advertising revenue generated across various marketing channels, calculated by dividing total earnings by the total number of impressions in thousands.

Estimated Time of Arrival (ETA)

The time when aircraft is expected to arrive at the gate at the destination airport.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Estimated Time of Departure (ETD)

The time at which an aircraft is expected to depart from the gate at the originating airport.

Estimated Time En-route (ETE)

The estimated airborne time from departure point to destination. This is the time elapsed between when an aircraft’s wheels lift off the runway at the departure airport and touch down at the arrival airport.

Email Advertising Clickable banner ads and links that appear within emails and e-newsletters.

Expandable ads Rich media ads that can be enlarged to dimensions beyond the initial size. The user initiates expanding events, sometimes after the ad initially expands briefly on its own to catch the user’s attention.

Expanded Dimensions The secondary dimensions of an expanding ad unit (after the ad is expanded). Initial dimensions are fit to the dimensions of the placement. Then, either by auto-play or by user interaction, the ad unit expands to its secondary dimension.

Federal Aviation Administration (FAA)

A national aviation authority in charge of defining aviation safety standards in the United States. In some countries, such as the United Kingdom, an equivalent organization is called the Civil Aviation Authority (CAA).

Federal Bureau of Investigation (FBI)

An agency of the Justice Department responsible for investigating violations of Federal laws.

Fixed-Base Operator (FBO)

Supplier of fuel, maintenance, aircraft rental or sale, flight training, etc., at the airport.

Federal Communications Commission (FCC)

An independent agency of the United States government created to regulate interstate communications by radio, television, wire, satellite, and cable.

Flight Information Display System (FIDS)

Real-time flight arrival and departure data for an airport, either as a board inside or near the airport terminal or a virtual version on a website or teletext.

File Requests In the context of displaying digital content, the browser loads code that contains instructions about where to retrieve files such as text, images, videos, and any other components that contribute to the display experience. Each time the browser must retrieve content from another server, a file request is made. Too many file requests may reduce page load performance.

Fill Rate The ratio of ad requests that are successfully filled in relation to the total number of ad requests made, expressed in percentage.

Filmstrip An IAB Universal Brand Package ad unit template that is 350×3000 pixels, divided into five 350×600 pixel segments that scroll by user interaction through a 350×600 pixel placement “window.”

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

First-Party Data Data directly collected by a brand – typically through e-commerce sites, company websites and surveys – about the actions users take while on that site.

Flight Number – for airlines

An assignment of a unique flight number by airline carrier to indicate flight parameter between two destinations.

Flight or Flighting In aviation it means a plane full of people. In advertising, it means a collection of targets and creatives served during the course of an ad campaign. I.e., ad campaigns may be flighted to serve different creative messages in the morning versus at night

Flight Management System (FMS)

A specialized computer system that automates a wide variety of in-flight tasks, reducing the workload on the flight crew.

Fleet Number (FN) Internal number, for the use of the airline, identifying a particular aircraft within the fleet. (Also known as a fin number)

Forced View Ad In IFE terms an ad running on all IFE screens that is not skippable, usually played after the safety video or before a movie is played.

Frames per Second (FPS)

The metric used to indicate the frame rate of animated or video creative content.

Frame Rate The rate at which video frames or animated images display as the video or animated file executes, measured as the number of frames per second (fps).

Frequency The number of times an ad is delivered to the same browser in a single session or time period. Since multiple users can often access the Internet from the same device, frequency is calculated based on the number of times an ad is delivered to a particular device’s browser. This can also apply DOOH screen networks that rotate ads, and broadcast media.

Frequency Capping Setting a limit on the amount of times an ad should be shown to a consumer within a specific time period.

Gate-to-Gate Enabling entertainment and / or connectivity while on the ground at the gate through the duration of the flight and back on the ground.

Geographic Targeting (Geotargeting)

Showing ads to people based on their mobile device’s location, ZIP code information, designated marketing area (DMA), cities, states and countries they submit when registering a site/service or GPS coordinates collected by site/service. With In-flight connectivity the IP address used to determine the geography of the browser may not correlate to the consumer’s exact location on an airplane. Unless latitude & longitude data is exposed the best way to geotarget on an airplane is using origin and destination or asking the consumer to enter their home Zip code, home city or home country in the session as a way to determine their home geography.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Graphics Processing Unit (GPU)

In modern computers, the GPU handles graphical processing, decreasing the processing burden handled by the CPU.

Gross Rating Point (GRP)

The standard currency that broadcast TV has used to plan, purchase and measure advertising campaigns defined as [reach x frequency] for a target demographic.

Gzip Automatic compression of creative assets for an ad when delivering from an ad server to a web page or application. The key difference between .zip files and gzip is that zip is used for storing files, and gzip is used for compressing files that are in transmission from one server to another.

H.264 A video coding format that uses a block-oriented, motion-compensation-based video compression standard. H.264/MPEG-4 AVC is one of the most common formats used for recording, compressing, and distributing video content.

Hashing A way to hide personal information when it is shared between ad-tech partners. I.e., if a brand asks a publisher to target ads to its customer email list, the emails can be masked, kind of like translating them into a different language that only the computer knows.

Header Bidding Publishers offer ad inventory to multiple ad exchanges at the same time. It was developed mainly as a reaction to Google, which works with many publishers through DoubleClick to sell ads at auction. Google also works with advertisers, which gives it some advantages in winning ads at auction. Header bidding leveled the playing field for other ad exchanges to better compete for ad impressions, increasing earning potential for publishers.

HLS-HTTP Live Streaming

An HTTP-based media streaming communications protocol that works by breaking the overall stream into a sequence of small HTTP-based file downloads, each download loading one short chunk of an overall potentially unbounded transport stream. As the stream is played, the client may select from a number of different alternate streams containing the same material encoded at a variety of data rates, allowing the streaming session to adapt to the available data rate. At the start of the streaming session, it downloads an extended M3U playlist containing the metadata for the various sub-streams [that] are available.

Host-initiated sub-load Host-initiated - Any activity that is auto-initiated. Host-initiated sub-load - The additional file limit allowed that is auto-initiated after the load event is fired by the window object of the publisher page (initial web page content has been loaded) on the host computer or device. In absence of access to publisher page window object, the window object of the ad iframe can be used.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Hot Spot An area of an ad unit, which when rolled-over/rolled-on by the user’s cursor, triggers an event (i.e. expand ad). The hotspot should never be larger than 1/4th the size of the original (collapsed) ad unit and should never initiate audio (audio should only be initiated by a click). The trigger event should not occur unless the user’s cursor rests in the hotspot zone for at least 1-second and should stop immediately upon the user’s cursor leaving the hotspot zone (i.e. ad collapses), and the ad unit should return to its original state.

HTML5 It extends earlier versions to include tags for processing video, audio, canvas, and other embedded audio and video items without requiring proprietary plug-ins and APIs.

Hub-and-spoke A route system in which an airline will fly the majority of its flights from/to the same city (the hub), thus offering several connecting possibilities, i.e., instead of flying non-stop from Los Angeles to New York, from Phoenix to Washington, from Las Vegas to Boston, etc., an airline will offer all these routes via its hub in Chicago.

Impression See Ad Impression

In-Banner Video Video delivered as part of (inside of) the display ad creative for a given placement rather than initiating the use of a video player

In-Flight Connectivity (IFC) / In-Flight Wi-Fi

Internet connectivity while inflight; allows for the ability to browse the Internet, check emails and stream video services (Hulu, HBO, Netflix, etc.).

In-Flight Entertainment (IFE)

Entertainment available to passengers while in flight such as movies, TV shows, audio that is available on seatback or embedded systems or via an on-board wireless network to a passenger’s Personal Electronic Device (PED).

In-Flight Entertainment & Connectivity (IFEC)

Entertainment, provided by the airline, that is available to passengers who are connected to the Internet while in flight.

In-Flight Entertainment Graphical User Interface (IFE GUI)

The interactive layout and the creative of the screen navigation within seat back screens in closed IFE systems.

In-Stream Ads Audio / Video ads played before, during or after the audio / video content, i.e. a pre-roll ad attached to a YouTube video or a Promoted Tweet in a Twitter feed.

Interactive Advertising Bureau (IAB)

A trade association promoting digital ad standard and practices, has a set of guidelines for sizes.

APEX ARC Guidelines & Standards

Advertising Industry Glossary of Terms

Updated 5/15/2019 V.1

Interest-Based Advertising (IBA)

“online behavioral advertising” Information is gathered about a site user’s visits over time and across different websites or applications in order to help predict preferences and show ads that are more likely to be of interest, i.e. a sporting goods manufacturer might work with an advertising network that collects and uses interest-based advertising information to deliver ads to the browsers of users that have recently visited sports-related sites, or an airline might direct ads to users that recently visited mobile travel apps.

International Air Transport Association (IATA)

A trade association of the world’s airlines supporting aviation with global standards for airline safety, security, efficiency and sustainability. IATA supports airline activity and helps formulate industry policy and standards.

International Civil Aviation Organization (ICAO)

The International Civil Aviation Organization (ICAO) (pronounced; French: Organisation de l'aviation civile internationale, OACI), is a specialized agency of the United Nations. It codifies the principles and techniques of international air navigation and fosters the planning and development of international air transport to ensure safe and orderly growth. Its headquarters are located in the Quartier International of Montreal, Quebec, Canada.

Initial Dimension The original width and height (in pixels) of an expanding ad. Expanding ads are designed to expand to dimensions larger than the initial dimensions.

Initial File Load Includes all assets and files necessary (.html, .js, .css, .woff, images, ets.) for completing first visual display of the Ad. The initial file load size of an ad is limited in order to preserve the page load performance and thus the user’s web browsing experience. For non-rich media ads, the initial file load size limit is all that is allowed for the ad.

Insertion Actual placement of an advertisement – digital or otherwise.

Insertion Order Purchase order between a seller of advertising and a buyer (usually via an advertising agency).

Interactive In-App Pre-Roll

Video ads containing rich media or interactive functionality running in-app on smartphones or tablets. Interstitial ads playing in-app expand to full screen unless viewer exits.

Interactive Pre-Roll In-stream video ads that play before video content and feature interactive and rich media elements, such as overlays, video galleries, microsites and/or zip code locators.

Interstitial Ads (see also “Between-the-Page”) Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another.

JavaScript Libraries A collection of pre-written code used to simplify development of web-based applications.

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Keyword A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results. The advertiser doing contextual advertising chooses keywords, so that their ad will show up within pages that are returned for that keyword. In search advertising, the highest bidder on a keyword usually gets the top position.

Kilobyte (KB) A multiple of the unit ‘byte’ for digital information, used to quantify computer memory or storage capacity equal to a 1,000 bytes (or technically, 2^10 = 1,024 bytes). Measurement relates to creative file size. (See definition for Byte)

Key Performance Indicators (KPI)

A measurable value that demonstrates how effectively a company is achieving key business objectives.

Landing Page The web page users are directed to after they click on a display or paid search ad.

Labeling Requirements The minimal requirements for distinguishing an online advertisement from regular web page content.

Latency In digital ad serving, it is the measurement of how long it take from the time an ad is requested to the time is delivered, rendered or inserted onto the page.

Latitude (LAT) The angular distance north or south from the equator of a point on the earth's surface, measured on the meridian of the point.

Lead A potential customer. In digital advertising a lead is someone who has given you their contact information, often by signing up for a newsletter or filling out a form to download an eBook or other gated content.

Linear TV Live television that is watched as scheduled.

Live TV On board airlines, the ability to watch live television shows while in flight, via satellite.

Longitude (LON(G)) Angular distance east or west on the earth's surface, measured by the angle contained between the meridian of a particular place and some prime meridian.

Lookalike Audience A collection of people who are similar to an existing customer set or based on demographic/psychographic profiles based on previous behaviors which helps improve conversion rates. Often used when running online display, Facebook, mobile display or just about any other kind of digital marketing campaign.

Maldvertisement Malicious Advertisement

An online ad that is capable of infecting the viewer's computer with malware. Compromised computers can be used to create powerful botnets that can be used to carry out identity theft, corporate espionage, ad fraud or other illegal activity.

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Makegoods Additional ad impressions or inbook pages which are negotiated to make up for the shortfall of ads delivered versus the commitments agreed upon in the insertion order.

Media Agency A company or internal airline department that provides services such as planning, creating, buying, optimization of media budgets and tracking of advertisements and campaigns on behalf of a client. Also known as an Ad Agency.

Media Broker Site aggregators for advertisers and their media planners and buyers, based on demographics and other factors.

Media Buyer Person usually at an advertising agency, who works with a media planner to allocate the money provided for an advertising campaign among specific media and then requesting proposals/rates, negotiating the final cost and facilitate the contract.

Megabyte (MB) A multiple of the unit ‘byte’ for digital information, used to quantify computer memory or storage capacity equal to 1,000 kilobytes (or technically, 2^20 = 1,048,576 bytes). This measure relates to creative file size. (See definition for Byte)

Message Recall A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically measured using a control/exposed survey methodology.

Microsite A site built and hosted locally by the publisher featuring products and services of the advertiser as a way to push traffic to a different place than the normal website or landing page. This strategy may prove valuable with in-flight advertising as a ways to host an advertiser's page on-board the aircraft. (Also see landing page)

Mid-Roll Form of online video ad placement where the ad is played during a break in the middle of the content video.

Minification The practice of removing unnecessary characters from code to reduce its size, removing unnecessary spacing, and optimizing the CSS code; thus improving load times.

Mobile Pre-Roll Video ads with standard functionality, such as click throughs, running on smartphone or tablet devices. Can be in-stream or in-app.

Mobile Search Any Internet search conducted via a mobile device.

Moov Atom A video data object in a media file used to execute the video. The moov (or movie) atom should be placed at the beginning of a video file to ensure proper execution.

Mouse-off The act of a user moving the cursor away (off) from the hot spot of an ad. Mouse-off by a user may trigger an event, such as collapsing an expanding panel or stopping any animation in progress.

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Mouse-over The act of a user moving the cursor and resting it on the hot spot of an ad for at least one second. Mouse-over may trigger an event such as expanding the ad or initiating an animated sequence within the ad. Mouse-over may NOT initiate audio play.

MP4 A digital multimedia format used to store video and audio, but may also include features such as subtitles, chapter details, and other data related to the video or audio file. The filename extension for MPEG-4 files is .mp4

MPEG A set of standards for audio and video compression and transmission.

MPEG Dynamic Adaptive Streaming over HTTP (MPEG-DASH)

Adaptive streaming technique allows for a streaming experience using progressive download of several small chunks of video at different bitrates. An HTTP-connected video player (the client) detects the bandwidth at each chunk of time (about 3-5 seconds) and determines which quality level to download and play for the small duration allotted.

Mid Page Unit (MPU) Medium rectangle is a 300x250 banner ad.

Mobile Rich Media Ad Interface Definition (MRAID)

A protocol that enables communication between an ad and a mobile application in order to execute interactions such as geolocation, ad resizing, and accelerometer functions among others.

Media Rating Council (MRC)

A body whose mission is to secure audience measurement that is valid, reliable, and effective.

Native Advertising Any paid advertising that is indistinguishable in form from the channel being used to present it. Examples of native advertising include sponsored content on news websites and Facebook timeline ads. Often known as, sponsored content.

National Transportation Safety Board (NTSB)

A United States government organization in charge of investigating in the case of an accident. In many countries, an AAIB fulfills that role.

Online Behavioral Advertising (OBA)

See “IBA”

Online Behavioral Advertising Self Regulation (OBA Self-Regulation)

See “IBA”

On-Board In airline parlance, on-board is the environment within the cabin and may refer to amenities or entertainment that are available within the cabin. I.e., On-board TV, On-board food.

Out of Home (OOH) Advertising outside of the home such as stadiums, transit, outdoor billboards, etc.

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Open Exchange An open digital advertising marketplace for aggregated inventory from multiple partners where buyers can bid either manually or programmatically to purchase impressions.

Opt-In Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services. And/or refers to a consumer granting a company permission to send them messaging.

Origin Where a flight is originating from also knows as the departure city or airport.

Over the Top (OTT) Refers to content accessed via the Internet without the involvement of a television service provider; includes Subscription Video-on-Demand (SVOD) services like Netflix, as well as free ad-supported services like Hulu.

Overlay An ad unit that displays over the web page content briefly when initiated.

Page Request The opportunity for an HTML document to appear on a browser window as a direct result of a user's interaction with a website.

Paid Search The placement of ads within search engine results paid for by advertisers.

Passenger(s) (PAX) The airline customer occupying a seat on board an airline’s aircraft who would interact with IFC or IFE systems (Also “PAX” or “User”).

Pause A video, animation or audio control that enables users to stop the video, animation, or audio from playing until the user is ready to resume play.

Post Click Tracking (PCT)

Used to track if a user performs an action after clicking on a banner, such as completing a registration page or purchasing an item. It is done with the use of a cookie placed in the browser that is read by a tracking pixel on a page (such as an order confirmation page or a “thank you for signing up” page).

Personal Electronic Device (PED)

Passenger owned device including: laptops, tablets or smartphones, which have the ability to connect to the Wi-Fi network on-board the airplane.

Phonetic Alphabet Spelling technique under which each letter is replaced by a word starting with the letter in question (i.e. “Alfa, Bravo, Charlie” to spell “ABC”).

Personally Identifiable Information (PII)

Digital information that can be used, on its own or together with other information, to track back actions to a specific, known individual.

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Pixel (as a unit of measure) The smallest unit of measure for graphical elements in digital imagery, used as the standard unit of measure for ad creative (i.e. 300×250 pixels). Pixels may also represent x/y coordinates relevant to a given space, such as the browser window, an application workspace or the user’s computer screen. (See also “Tracking Pixel”)

Pixel Density The number of pixels displayed on the screen within an inch (pixels per inch or PPI) or within a centimeter (pixels per centimeter or PPCM). Screen pixel density varies by device with older monitors displaying 67 – 130 PPI. Mobile devices often exceed that at 300+ PPI. Pixel density of 163 PPI is referred to as pixel density of 1 in this document.

Pixel Tag Code that brands put on their ads before placing them online so they can track performance and view who sees the ad. Pixels also help brands track who visits their websites and target those consumers with ads later. Pixels are sometimes blamed for slowing down the web and cause some privacy concerns.

Play A video, animation or audio control that enables a user to initiate (or avoid initiating) the video, animation or audio of an ad.

Passenger Name Record (PNR)

The PNR is a record in an airline’s reservation system that links a passenger’s name with their flight number, origin-destination city pairs, seat number, frequent flyer number and airline flown.

Pop-Up Ad Any advertising experience where visiting a website in an initial browser window initiates a secondary browser window to deliver an ad impression directly above the initial browser window. Opens in a new browser window that loads on top of the current webpage. Pop-ups are operated by script (e.g., Javascript); thus, can be blocked “and commonly are” by a wide variety of available software, as it is generally viewed as intrusive and provides a poor user experience.

Pop-Under Ad Identical to a pop-up except it loads under your current webpage. It is generally assumed to be less intrusive than a pop-up because visitors often do not see it until after they have clicked to close their current browser session. Pop-under advertising can also be blocked is not a popular form of advertising given its negative user experience.

Post-Roll Ad The streaming of a video advertising clip after a TV/video clip, popular with mobile advertising.

Portrait An IAB Rising Star Ad Unit template that uses up to three interactive modules chosen (by the ad designer) from a variety of modular application options in a 350×1050 pixel space.

Pay per Click (PPC) Pricing model where advertisers pay vendors or publishers based on the number of clicks received in a campaign.

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Pre-Caching Method of preloading content on the plane to minimize bandwidth usage between the aircraft and the ground or satellite connection.

Pre-Roll Ad A video advertisement that appears directly preceding video/movie/TV show. Common formats include :15, :30 and :60 lengths.

Private Marketplace (PMP)

An exclusive auction that is invite-only. The publisher makes inventory available to only select brands, who then buy through real-time bidding. A PMP can also be created by aggregating a number of publishers with similar exclusivities and limitations. Creating a limited a more premium, qualified environment.

Probabilistic Using data points to guess who the consumer is on the other side of the screen. Knowing where a person is, what time it is and the device in use help, but not with nearly 100% confidence. This type of data is considered less accurate than deterministic (see "Deterministic"), though many say a blend of the two yields the most accurate results.

Programmatic Ad Buying

The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.

Programmatic Direct An ad buy done directly between a publisher and advertiser through automated programmatic ad-buying systems.

Programmatic Non-Reserved

A typical automated buy, similar to an open auction, in which relatively anyone can bid to buy ad space that is for sale.

Programmatic TV (PTV) A technology that enables brands and agencies to buy TV ads programmatically - using software.

Progress Bar A video or animation control that shows users the progression of the video or animation in relation to its total duration.

Progressive Load Video

A distribution method for serving video files in which the video file downloads progressively into the cache of a user’s computer, much the same way images and other content elements are downloaded. HTML5 files use progressive download for video files, but streaming methods can be simulated using adaptive bit streaming technologies such as HLS and MPEG-DASH.

Proof of Performance (POP)

Proof that the ads advertisers bought have actually run and that click through figures are accurate. In print media, tearsheets taken from a publication prove that an ad was run. Online, there is no industry-wide practice. Some buyers rely on the integrity of the media broker and the website. The ad buyer usually checks the website to determine the ads are actually running. Most buyers require weekly figures during a campaign. A few want to look directly at the figures, viewing the ad server or website reporting tool.

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Pushdown An IAB Rising Star Ad template designed for rich interaction in a space similar to, but larger than, an expanding leaderboard, with initial dimensions of 970×90 pixels and expanded dimensions of 970×415 pixels. When the ad is expanded, it “pushes” page content down rather than displaying over the top of page content as most expandable ads do.

Reach The total number of people who see an advertising message. One person who is served an ad five times and clicks on it once yields a reach of 1, 5 impressions, and a click-through rate of 20%.

Real-Time Bidding (RTB)

The buying and selling of online ad impressions through real-time auctions that happen within milliseconds.

Reservation A passenger’s booking of a flight that includes the flight number and their personal information.

Resolution The quality of an image or video file often determined by the number of pixels displayed on the screen and usually annotated as a pixel width and height dimension. However, resolution can be measured in a number of ways and takes into account pixel aspect ratio, pixel density, and other factors that determine the viewing quality of the file.

Retargeting Remarketing

A form of online targeting advertising where ads are served to people who have already visited a website or are a contact in the database (like a lead or customer).

Retraction An event programmed into an expandable ad the causes the ad to be reduced to its original dimensions (i.e. the expanded portion of the ad retracts).

Rich Media Interactive media such as quizzes, games, and ads with video and special effects. (Click to see the IAB recently release of New Ad Portfolio)

Rising Stars Display Ad Units

These brand-friendly ad units that tap into the breadth of cutting-edge technology, providing new tools that resonate with consumers and serve as powerful vehicles for advertisers. However, they are under evaluation and will be delisted soon. Publishers should transition to the aspect ratio ad units with flexible ad sizing listed in the new ad portfolio. Please refer to the IAB New Ad Portfolio. The Rising Stars are in transition.

Roadblock In IFE terms, a forced view ads running after the safety video, in digital terms - when an advertiser runs their ad in multiple placements on the same web page to break through the clutter and give their message 100% Share of Voice. Roadblocks can also be used online, for example, forcing an ad to play before being able to access a connectivity portal.

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Rollover The willful pause of the user’s cursor on the target portion of the creative (the “hot spot”), such pause lasting at least one second in duration, before an action may be initiated by the ad (i.e. trigger an expand event, etc.). This one-second pause/delay requirement prevents unwanted, user-initiated actions and false reporting of user engagement. Rollover may NOT initiate audio.

Run-of-Network (RON) The scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion.

Run-of-Site (ROS) The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site subsections.

Search Advertising Another term for “Paid Search”. The placement of ads within search engine results paid for by advertisers.

Second-Party Data When a company makes its first-party data directly available to another company, which then uses it to sell ads.

Sell-Through Rate The percentage of ad inventory sold as opposed to traded or bartered.

Sequential Messaging Hitting a consumer with one message, then a different one and then another to guide them toward buying or taking some other action. Sequential messaging, also known as sequential targeting, often requires cross-device capabilities to accurately reach the same consumer across screens when they visit different digital properties.

Set-Top Box (STB) An electronic device that connects to a TV providing connectivity to the Internet, game consoles or cable systems.

Share of Voice (SOV) An ad revenue model that focuses on weight or percentage among other advertisers; used to represent the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period.

Shared Libraries In digital advertising, these are collections of pre-written code and resources that are used for implementing features and functions for an HTML5 ad. Instances of such resources that are downloaded to the browser from a specific server, like a CDN, are cached on the browser. Once cached, shared libraries can be shared with other ads that reference the library and the host server.

Sidekick An IAB Rising Star Ad Unit template initially displayed as one of three standard ad unit dimensions, but upon user initiation, “pushes” publisher content to the left to display a canvas of up to 970×550 pixels full of rich interaction.

Skippable Pre-Roll In-stream video ads that allow viewers to skip ahead to non-advertisement video content after playing for a few seconds.

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Skyscraper A standard ad unit with dimensions of 160×600 pixels.

Slate Ad A static advertisement.

Slider An IAB Rising Star Ad Unit template designed with an overlay “slider” (90 pixels high) that rests at the bottom of a publisher’s page and when prompted by user interaction, slides page content to the left for a canvas of 970×550 pixels full of rich interaction possibilities for user engagement.

Social Advertising Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.

Service Set Identifier (SSID)

This differentiates one WLAN from another, so all access points and all devices attempting to connect to a specific WLAN must use the same SSID to enable effective roaming. As part of the association process, a wireless network interface card (NIC) must have the same SSID as the access point or it will not be permitted to join the network.

Sell Side or Supply-Side Platform (SSP)

Software used to sell advertising in an automated fashion, offering inventory to ad exchanges, networks, trading desks—anywhere that has a pool of demand. They are also used to set the terms of the auctions and manage private auctions, (private marketplaces) where select advertisers are invited to participate. An SSP gives them control over who can advertise, and the types of ads that run and plugs into data-management platforms.

Standard Ad Units A set of ad specifications for standard image or animated in-page ad units that establish a framework for advertising inventory and webpage design. The current recommended ad units are the IAB New Ad Portfolio.

Standard Pre-Roll In-stream video ads that play before video content.

Streaming Video A distribution method for serving video files such that the video is played over a persistent connection between the browser and the ad server. Versions of the file at different levels of compression (quality) can be served based on detection of the user’s Internet bandwidth. HTML5 files cannot be streamed and rely on adaptive bitrate streaming technologies such as HLS and MPEG-DASH.

Submission Lead Time The number of business days (non-weekend/non-holiday days) prior to a campaign going live in which a publisher needs to validate advertiser submitted creative(s) for a campaign. May vary based on inventory type and may require additional lead time in the aviation marketplace.

Supporting Files In the context of HTML file loads, these are files that the browser needs to reference in order to execute display of file contents and any interactions. Examples of supporting files include JavaScript libraries, font libraries, CSS files, and others.

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Shockwave Flash (SWF)

The file naming extension used for animated files compiled using Adobe Flash™ software. As HTML cannot execute .swf files without the browser installed Flash player plug-in., many content and ad providers are moving to the HTML5 format for more efficient execution of interactive media files.

Streaming (Live) On board airlines, live streaming is having full connectivity and being able to watch entertainment from your PED, not cached, using the Internet.

Streaming (Cached) On board airlines, streaming cached entertainment is using your PED to watch entertainment provided by the airline, served to PED from an on-board server (not an Internet connection).

Tail Number The tail number of an aircraft is the unique registration number of the aircraft. This is a method to identify an aircraft in an airline’s fleet.

Target Audience The intended audience for an ad, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviors).

Third-Party Ad Server Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns.

Third-Party Data Information that an established data company collects indirectly or aggregates from others and then sells to ad buyers.

Tracking Pixel A 1×1 pixel-sized transparent image that provides information about an ad’s placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc.

Trading Desk Agencies enter into the equation, via in-house programmatic buying platform, for their advertising clients to buy ad space online (or other media). The trading desks work through demand-side platforms to buy digital inventory. The agency trading desks often buy large pools of digital media, theoretically cheaper for buying in bulk, and resell it to clients.

Transportation Safety Board of Canada (TSB)

Agency that investigates accidents, in a similar fashion to the NTSB in the United States or an Air Accidents Investigation Branch (AAIB) in other countries.

Unique User/Device ID (UDID)

Identifier assigned to a device or user that lasts until the device is reset or the account is deleted.

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Universal Ad Package (UAP)

A set of four ad units (728×90, 300×250, 160×600 and 180×150 pixels) offered by UAP-compliant publishers as a ‘package’ where ads in these four formats are used collectively across the publisher’s site, enabling advertisers to reach more of the publisher’s audience. Those UAP ad units are no longer recommended nor supported by IAB. They are now replaced by the IAB New Ad Portfolio.

Universal Brand Package (UBP)

See “Rising Stars”

User An anonymous person who uses a web browser to access Internet web content. May also be known as a passenger, consumer or customer.

User Initiation The willful act of a user to engage with an ad. Users may interact by a discrete device action like clicking on the ad, and/or tapping over an ad (or a portion of an ad). Rollover is not a valid user initiation action.

Video Ad Serving Template (VAST)

A universal XML schema for serving ads to digital video players.

Viewable CPM (VCPM) Cost per thousand viewable ads served – a simple calculation for vCPM = CPM / viewability rate.

Video | Digital Video In online advertising, the digital recording of a physical event or animated files that have been transcribed into a digital video format. In IFE, may refer to the content (movies or TV shows) available to passengers.

View Through Used to measure a consumer’s behavior after they have been served an ad. If the “view through” window is set to 90 days, the consumer’s relevant actions within that time period can be attributed to the ad. I.e., if a customer purchases a pair of headphones within 90 days of being served an ad for those headphones, the ad will be get partial or full attribution for that purchase.

Viewability A metric that addresses an ad's opportunity to be seen by a viewer.

Viewable Completion When a video is viewable at the end of ad play.

Viewable Impression A viewable video impression is one where 50% of a video player’s pixels are in view in an active browser tab for any two consecutive seconds.

Volume A control that enables users to adjust the audio output of ad creative. Volume controls should always allow adjustment down to zero (0) output.

VP8 A video compression format owned by Google and created by ON2 Technologies. Latest version is VP9.

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Video Player Ad-Serving Interface Definition (VPAID)

Allows a rich interactive user experience with in stream video ads.

View-Through-Rate (VTR)

Measurement of how many people saw an ad and eventually visited the advertiser’s site.

WebM A video file format primarily intended to offer a royalty-free alternative to use in the HTML5 video tag. The development of the format is sponsored by Google, and the corresponding software is distributed under a BSD license.

Whitelist List of approved websites that are accessible while connected to an IFC system - sometimes this list is populated pre-pay wall allowing consumers to view certain websites without authenticating connectivity.

Wireless IFE (WIFE) Solution that allows airlines to wirelessly stream content to passengers’ own portable devices whilst onboard an aircraft.

Yield The percentage of clicks vs. impressions on an ad within a specific page. Also called “ad click rate.”

Yield Management The process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management while delivering value to advertisers and site users.

Z-Index Enumerated layers of elements and content on a publisher’s webpage. Consideration of the z-element in page content design such as navigation, imagery, and ads is important for providing a seamless experience when page content overlaps (i.e. an expanding ad with a z-index that is lower [on the z-index scale] than navigational elements may give the appearance that page navigational elements are showing through the expanded portions of the ad).

SOURCES:

ADVERTISING GLOSSARY SOURCES:

● https://www.tubemogul.com/glossary/

● https://www.act-on.com/blog/63-digital-advertising-terms-every-marketer-should-know/

● https://www.iab.com/guidelines/glossary-of-terminology/

● https://www.ama.org/resources/Pages/Dictionary.aspx

● https://www.centro.net/blog/programmatic-advertising-glossary/

● http://www.marketingterms.com/dictionary/category/online-advertising/

● http://adreview.rutgers.edu/glossary.php

● http://adage.com/lookbook/topic/19

● http://www.studybreakmedia.com/glossary/

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● http://adage.com/article/news/digital-marketing-glossary-101-words-wanted-

afraid/306143/

● http://www.fathomdelivers.com/glossary/

● http://www.mediascope.com.au/online-advertising-terms

● http://dvglossary.www2.iab.com/

● http://theonlineadvertisingguide.com/glossary/

● http://www.knowonlineadvertising.com/facts-about-online-advertising/basic-terms-in-

advertising/

● http://whatis.techtarget.com/reference/advertising-terminology-on-the-Internet

● https://wiki.appnexus.com/display/industry/Online+Advertising+and+Ad+Tech+Glossary

● https://www.ebizroi.com/glossary/

● https://en.wikipedia.org/wiki/Above_the_fold

AIRLINE /TRAVEL AD TERMS:

● https://airodyssey.net/reference/glossary/

● http://airlines.org/glossary/

● http://www.askthepilot.com/how-to-speak-airline/

● https://www.flashcardmachine.com/airline-terminology.html

● https://www.skyscanner.net/news/travel-glossary-airline-jargon-explained

● http://www.businessinsider.com/52-phrases-only-people-in-the-airline-industry-will-

understand-2014-2

● https://djaunter.com/airline-lingo-slang/

● http://info.egencia.com/TravelUpdate_AirlineJargonDecoded.html

● http://www.backpackertravel.org/random/common-airline-jargon/

● http://www.businessinsider.com/pilot-explain-airline-jargon-code-words-2017-4/#holding-

pattern-3

● http://mentalfloss.com/article/57439/14-flight-attendant-slang-terms-explained