Marketing & Advertising Glossary

AI A/B testing uses machine learning to automate experiment design, analysis, and optimization of ad campaigns beyond traditional statistical methods.

Software powered by artificial intelligence designed to understand and respond to user requests, automate tasks, and provide intelligent recommendations.

AI bias occurs when machine learning models produce systematically prejudiced results against certain groups, often due to skewed training data.

An AI-powered software that simulates human conversation to engage customers, answer questions, and automate support interactions.

AI compliance ensures artificial intelligence systems in advertising meet legal, ethical, and industry standards while protecting consumer privacy.

AI content generation uses machine learning to automatically create marketing copy, visuals, and ad creatives at scale and speed.

AI copywriting uses machine learning algorithms to generate marketing copy, ad text, and content automatically, saving time and improving consistency.

AI email marketing uses machine learning to automate, personalise, and optimise email campaigns at scale for better engagement and ROI.

AI governance is the set of policies, processes, and controls organisations establish to manage artificial intelligence systems responsibly and compliantly.

AI hallucination occurs when artificial intelligence generates false, misleading, or fabricated information that appears plausible but isn't grounded in reality.

AI literacy is the ability to understand, evaluate, and effectively use artificial intelligence tools and concepts in marketing and business decisions.

Using artificial intelligence to deliver customised content, products, and experiences to individual users based on their behaviour, preferences, and data.

An AI SDK is a software toolkit that enables developers and marketers to integrate artificial intelligence capabilities into applications without building from scratch.

AI scheduling uses machine learning to automatically optimize when and where ads run for maximum performance and efficiency.

AMP for Email is a framework allowing interactive, dynamic content in emails without requiring recipients to click through to a website.

Direct connection between software systems that enables automatic data exchange, allowing marketing platforms to share campaign metrics and customer insights se

A unique code that grants secure access to an API, allowing your marketing tools to communicate and share data automatically.

The ASA is the independent regulator of advertising in the UK, ensuring ads are legal, decent, honest and truthful across all media.

AVOD is a video streaming model where content is free to viewers but supported by advertising. It's become a major channel for TV campaigns in the UK.

A scheduled break in TV programming where advertisements are broadcast. Ad breaks are sold in 10, 20, or 30-second spots and represent a core revenue model for

Standardised technical specifications and creative dimensions required by different advertising channels, ensuring ads display correctly across platforms.

Ad fatigue occurs when audiences become desensitised to repeated ad creative, leading to declining engagement, click-through rates, and campaign effectiveness o

Ad fraud involves fraudulent activities that deceive advertisers about ad delivery, visibility, or audience engagement, resulting in wasted media spend.

Ad Rank determines your Google Ads position on search results. It's calculated using bid amount, ad quality, and expected impact of extensions.

The placement of an advertisement within a cinema's pre-film reel, determining visibility and audience impact during the screening.

Technology platform that stores, manages and delivers digital advertisements to websites and apps in real-time, tracking performance across campaigns.

A formal certification confirming that cinema advertisements comply with UK industry standards, content guidelines, and suitability requirements before broadcas

The process of confirming that digital ads are delivered to real users in brand-safe environments, meeting agreed standards and appearing where intended.

Television programming funded by advertising revenue rather than subscription fees, where commercials support production costs and broadcaster income.

Addressable TV delivers targeted ads to specific households based on data, rather than broadcasting the same ad to all viewers on a channel.