OBA -
Acronym for Online Behavioral Advertising. The collection of data from a particular computer or device regarding Web viewing behaviors over time and across non-affiliate Websites for the purpose of using such data to predict user preferences or interests to deliver advertising to that computer or device based on the preferences or interests inferred from such Web viewing behaviors. Online Behavioral Advertising does not include the activities of First Parties, Ad Delivery or Ad Reporting, or contextual advertising (i.e. advertising based on the content of the Web page being visited, a consumer’s current visit to a Web page, or a search query).

OBA Self-regulation -
Developed by leading industry associations to apply consumer-friendly standards to Online Behavioral Advertising across the Internet. In the US, the Self-Regulatory Program consists of four Principles that correspond with the “Self-Regulatory Principles for Online Behavioral Advertising” proposed by the Federal Trade Commission in February 2009, and also addresses public education and industry accountability issues. In Canada, IAB Canada will be administering the CDN version of the OBA programme in 2012. To read more about the framework, see: http://www.iabcanada.com/blog/oba-self-regulatory-framework

Open rate -
The number of HTML message recipients who opened your Email, usually as a percentage of the total number of Emails sent. The open rate is considered a key metric for judging an Email campaign’s success, but it has several problems. The rate indicates only the number of Emails opened from the total amount sent, not just those that were actually delivered. Opens also can’t be calculated on text Emails. (See Preview Pane).

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. (See Permission Marketing).

Opt-in e-mail -
Lists of Internet users who have voluntarily signed up to receive commercial e-mail about topics of interest.

Opt-out -
When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company’s mailing list.

Organic Search results -
Unpaid Search engine listings, as distinct from paid Search engine placements, or pay per click ads.

Overlay -
An ad unit that displays over the Webpage content briefly when initiated.