Jargon Buster

All the important behavioral advertising terms are explained below in  a bid to enhance your understanding of the key terminology used when discussing it; 

Advertising Network

Otherwise known as ad networks, these are entities that connect advertisers to Websites that they want to host advertisements. 


Entities will be “Associated” in this Guideline if they are Associated Entities within the meaning of s50AAA of the Corporations Act (Cth) 2001

Associated Website

A Website that is owned by a Company or Associated Entity.


Commonly known as HTTP cookie or browser cookie, cookies are used in behavioral advertising to identify users who share a particular interest so that they can be served more relevant adverts.

A cookie is a small file of letters and numbers downloaded onto your computer when you access certain websites. Cookies allow a website to recognize a user’s computer. A cookie itself does not contain or collect information. 

Contextual advertising

Contextual advertising is basically advertising that is targeted based on the content of the webpage being viewed. It does not however, include advertising targeted through the use of Third Party OBA.

For example, if a Web User goes to a dog webpage they are served an advertisement for collars or pet food. Contextual advertising can also occur for searches through Search Engines. For example, if consumer searches on hair dye on a Search Engine and the results displayed include a hair color advertisement.

Display Advertising

Otherwise known as web banners or banner advertising, graphical adverts are displayed when users visit a particular website. These are usually in the form of ‘banners’ or a video for display advertising purposes.


This is an entity that handles, collects, or uses OBA Data for specific purposes.


Small geo-targetting is the serving of content or advertising specific to the geographic location of the server through which the IP address is served.

Online behavioral advertising (or OBA)

No Personal Information is collected or used for OBA. OBA does not include Contextual Advertising, customer profile advertising, or Geo-targeting. It is the collection and use of OBA Data to serve advertising based on pre-defined interest categories

OBA Data

Data on web browsing activity of an internet-enabled device which allows the device to be added to one or more pre-defined interest categories.

Personal Information

Examples of personally identifiable information include a name, street address, email address or telephone number but can also include attitudes and preferences. It is information that, either by itself or in conjunction with other information, can uniquely identify an individual. 

Related Entities

These are entities likely to be regarded as closely related by product, branding or some other apparent way to the web user.

Related Websites

A Website that is owned by a Related Entity.


Also known as behavioural search retargeting, remarketing or simply, retargeting, small retargetting is a form of online targeted advertising. The online advertising is delivered to consumers based on previous Internet actions that did not in the past result in a conversion to a transaction. 

Search Engine

Based on a query by the Web User of the Internet enabled device, a search engine is a software program that searches and retrieves data from the Internet


Otherwise known as signatory companies, they collect and use online data for behavioural advertising. These small signatories have signed up to the Best Practice Guideline for Online Behavioural Advertising. Signatories have six months from the launch of the Best Practice Guideline to implement and comply with the requirements.

Targeted Advertising

Often referred to as customised or personalised advertising, this is specifically aimed at a particular segment of users based on factors such as demographics or behaviour. 

Third Party OBA

OBA served to an Internet-enabled device on a Website based on the browsing history of the device on Websites that are not Associated Websites or Related Websites.


Uniform Resource Locator.

Web browser

Examples include Internet Explorer, Mozilla Firefox, Google Chrome, Apple Safari and Opera. Web browsers are software that retrieves and collects information resources and arranges and displays the results in a standardized form on an Internet enabled device.

Web User

A person using the Internet.


This is a website that is hosted on at least one web server, accessible via a network such as the Internet or a private local area network.

Typically described as a collection of related web pages, images, videos or other digital assets that are addressed relative to a common URL, often consisting of only the domain name (or, in rare cases, the IP address) and the root path (‘/’) in an Internet Protocol-based network.

Dale Williams
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