DTSG UK Good Practice Principles
Appendix1 - Definitions
Display advertising: Display advertising is the display of visual files including images, Flash and video ("Display Ads") provided by Buyers to Sellers on a digital media property (or other connected application) when an internet user visits the digital media property. Display Ads come in varying formats.
Seller: A Seller is a business that sells or is responsible for the placing of display advertising on digital media properties (or other connected application) (e.g. advertising network).
Facilitator: A Facilitator is a business that provides a technology platform with the primary purpose of brokering, for compensation, the placement of display advertisements between Buyers and Sellers (e.g. advertising exchange). Facilitators provide the tools and controls to enable Buyers and Sellers to help protect brand safety in line with DTSG requirements.
Buyer: A Buyer is a business that buys display advertising from a Seller (advertiser or agency).
Primary Agreement: A Primary Agreement is a set of terms agreed between the Buyer and Seller.
Content Verification (CV) Tool: A CV tool is a technology product or service that may block or report the serving of a display advertisement onto destinations that have been defined as inappropriate to the advertising campaign by the Buyer.
Inappropriate / Appropriate Schedules: These Schedules may include/exclude sites, URLs or applications that are deemed either appropriate or inappropriate by Buyers and Sellers. Buyers' and Sellers' agreement to the criteria for these Schedules, whether communicated through the user interface or some other channel, should be pursuant to a Primary Agreement or terms and/or policies.
For definitions of all business models involved in the digital trading process see: www.iabuk.net/resources/jargon-buster.