But for insertion loss and amplifier gain it is "just" dB, it's the ratio of the input to the output. The amplifier has a gain of 35 dB means its output is 35 dB higher than the input. If the input is -30 dBm the output is +5 dBm, etc. The reference for an amplifier, or insertion loss is clear in context since you're talking about the gain / loss of a device, and isn't referenced to any fixed scale like db relative to 1 mW, SPL (A-weighted), or 1 volt.

On detailed spec sheets they list the gain of amplifiers as xxx dB.