Standard diluent refers to either the tissue culture media (a.k.a. non-conditioned media) or the assay buffer provided.
So, the supernatant or conditioned media refers to the actual sample/analyte with secreted proteins present from culture cells and would not refer to the standard diluent. The media that is used to culture the cells is the non-conditioned media that has not yet been used to culture the cells and this is the negative control.