Costillar is the traditional name in Argentina. Elsewhere, butchers sell the same piece — or a close cousin — under a different name.
Both whole-along-bone slow-cooked beef ribs from the plate region. Costillar is grilled flat on parrilla or vertically on asador a la cruz over coals; plate ribs is smoked low-and-slow over post-oak in Texas BBQ tradition. Different cooking, same cut.
Overlapping naming usage — "costillar" can also refer in Argentine usage to the loin-end rib roast (anatomically Prime rib). The dominant retail meaning is the asado plate-rib slab; Prime rib is anatomically the dorsal-rib roasting joint.