Jargon Buster

Information that enables a mobile marketer to identify the specific location of a particular wireless device.

An advertisement or service through which an advertiser’s bricks and mortar location can be identified based on proximity of the consumer or their preferred location.

Media Smart is the advertising industry’s media literacy programme providing free information and resources to help teach children and young people about advertising. The IAB is a supporting member.

A somewhat loose term which is generally used to refer to the generation born from c. 1980 until the mid-2000's (and sometimes onwards), who grew up in a world of digital technology and mass media. 

A message sent via a Multimedia Messaging Service that contains multimedia objects.

Any form of advertising that is communicated to the consumer / target via a mobile device. 

Multiple mobile messages, usually delivered as part of a coordinated campaign.

MRAID or ‘Mobile Rich Media Ad Interface Definitions’ is the common API (Application Programming Interface) for mobile rich media ads that run in mobile apps. MRAID compliant apps all talk the same 'creative language' where things like ad expansion, ad resizing, and getting access to device functionally such as the accelerometer are concerned. This makes it much easier for developers to create rich media ads that will work across multiple apps. For more info about MRAID see here. 

A rectangular online advert. MPU stands for  mid-page unit as it appears mid way down the page.