Serving marketing messaging only to the intended audiences, ie: ShopperSuite sending mail pieces to direct households who visited the website.
A web-based technology for storing and distributing advertisers' creative assets.
AdTech AI is artificial intelligence that is used within advertising technology to make marketing and advertising strategies smarter. Can be used to predict where shoppers...
A software interface that serves as a connection between computers or computer programs, with a set of rules on how those platforms communicate.
An implementation of technology where marketing decisions are made by or in part by machine algorithms and machine learning. The goal of AdTech AI is to leverage the processing power of computers...
Attribution in a marketing sense determines the most effective influences which drive buyers to purchase. This is not the most comprehensive way to measure channels’...
Audience segmentation is the process of dividing your audience into subgroups based on shared interests and similar behaviors for even more refined targeting and analysis....
Ads placed on streaming platforms either on apps on smart TVs or on over-the-top devices. It is a way to reach consumers who might not...
Cookieless refers to removing the dependency on 3rd party cookies by taking advantage of future-proof strategies for audience building, activation, and measurement. Also see Third-Party...
CPM stands for “cost per mile”, meaning cost per one thousand impressions. This is a common currency for buying and selling digital media.
A platform designed for marketers to maintain customer data, via collecting, managing, and engaging with customers.  
Data Clean Room is a secured, privacy-safe database environment that allows two entities to share and/or match on & offline data without ever actually touching the...
The act of managing consumer data that meets legal requirements and regulations.
Data Hygienics, also referred to as “clean data” is the act of maintaining data to ensure all the information is as correct and error-free as...
The process of using an advertiser's 1st, 2nd and/or 3rd-party data to craft a more relevant marketing plan from which deeper and more relevant insights can be garnered.
A Data Lake can either live in-house on your servers, or you can subcontract the storage and management.    
Data Management Platform is a platform used for collecting, storing, managing, and activating data (1st, 2nd, and 3rd party). This technology is primarily cookie-based and...
The process of taking offline data and moving it online for marketing and advertising purposes. 
Ensuring all technical processes and implementations are in place to facilitate a compliant transfer and safe usage of consumer data.
Demand Side Platform is an AdTech software used by agencies and advertisers for buying ad space across ad networks.
A Device ID is a unique identifier, usually a long string of random characters, attached to modern hardware connected to the internet such as an...
The process of older technology becoming obsolete, usually because it has been superseded by newer technology.
The use of advertising using visual methods to direct target audiences. This can be shared on various channels.  
A small text file placed directly by a website/brand/publisher on the user's computer, tracking their activity only on that website. Example- a clothing brand saves...
Examples of first-party data that a business can own include: Purchases​ Submits information​ Signs in​ Creates an account​ Fills out Survey Transformed website visitors
Household resolution refers to identifying households tied to unique devices. Part of this process comes from understanding that a “unique” visitor is really a unique...
An identity graph is a tool that houses all information of customers and prospects, specifically their interactions with a website or product, creating a unified...
Identity Resolution involves making connections across datapoints so a consumer can be recognized across multiple devices, helping a brand build a cohesive omni-channel view of their consumers and target them on multiple devices.  
A household targeted marketing strategy that can deliver omnichannel marketing to decision-makers within the household. Example: Deploying Direct Mail, Audio, Video, and Display all at...
Machine Learning is a method of AI which helps software applications develop accuracy and precision of a given algorithm by using historical data to guide...
A matchrate refers to the number of unique audience records two partners have in common when comparing or onboarding their data sets.
A Device ID is a unique identifier, usually a long string of random characters, attached to modern hardware connected to the internet such as an...
Multi-Touch Influence is a way of determining the buyer's journey by reviewing all marketing assets –– the magic mix rather than the magic wand (attribution),...
Online Video is usually regarded as pre/mid/post-roll ad insertion within short-form content. Pre-/mid-/post-roll ads refer to where the ads are placed within the video. ...
A pixel is a snippet of code placed on a website for marketing and tracking. Often synonymous with either cookies or ad verification, in the...
Programmatic ad buying is the act of using software to automatically bid on digital advertising. Traditional Programmatic is using deprecated technology such as 3rd party...
Psychographic is the qualitative method of studying consumer behavior based on personality, opinions, activities, interests. It reveals their beliefs, values, and goals, which can then...
A web script is a piece of code built into a website and serves the purpose to enhance the users' experience and/or increase website functionality...
A smart device is an electronic device that has the ability to connect with other devices through internet connection.
Supply Side Platform is software used for selling and managing ad inventory, primarily used by digital publishers.
Streaming refers to any media distributed over the internet. This can be done on either computers or mobile devices, as long as they are connected...
Streaming radio specifically refers to digital audio content that is pre-recorded and saved as a file, then distributed via the internet. Also see Streaming
Streaming TV specifically refers to television content distributed over the internet, whether live or recorded.  Also see Streaming 
A small text file stored on a user's computer by a party that is not related to the website/brand/publisher or the user that is used...
As implied, user-generated content (UGC) is content created by individuals rather than a brand or agency, published on various platforms, online or through social networks....
Refers to the barrier created by big tech companies who have massive amounts of consumer data but want to keep advertisers and brands in their...
Examples of zero-party data are form fills, downloads, registering for a webinar or event, or even scheduling a test drive to receive a gift card. ...