Information businesses collect on their audiences and customers. This information belongs to the entity that collected it.
This is first-party data that is obtained from another business, usually a trusted source.
Information on audiences and customers that is gathered by data aggregators and sold to other businesses.
This is a type of first-party data in which the data is collected from the consumer in exchange for something that benefits them.
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 can be used to predict where shoppers are in the funnel and how close to purchase they are. The goal of AdTech AI...
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’...
This segmentation can be based on previous purchases, website interactions, product usage, etc.
While CCPA is restricted to California, many states are in the works to enforce their own privacy laws.  Also see Data Compliance For more information,...
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 third-party cookies by taking advantage of future-proof strategies for audience building, activation, and measurement. Also see Third-Party Cookie
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.
The act of collecting massive amounts of data for processing altogether
Companies that collect large amounts of data collected from various sources
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.
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 To...
Hashed emails (HEMs) are generated when a common plaintext email address is ran through a cryptographic function such as MD5 or SHA256, and its this...
Part of the identity resolution process comes from understanding that a “unique” visitor is really a unique device and that households shop across multiple devices. ...
This must be done using new and innovative technology, without reliance on third-party cookies or mobile ad IDs, resolving households across multiple devices, and with...
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.  
Example: Deploying Direct Mail, Audio, Video, and Display all at once to an address to create an Immersive Household branding experience for a "private" offer....
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 the magic mix rather than the magic wand (attribution), without dependence on old-school methodologies like last click, first click, etc. Also see...
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. ...
PII Criticality Safety Index (CSI) refers to the dimensionless number assigned to Personal Identifying Information (PII) to designate the degree of control and customization required...
A pixel is often synonymous with either cookies or ad verification, in the world of AdTech. Also known as a marketing pixel or tracking pixel.
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...
The more omnichannel your remarketing strategy can be and the more touchpoints you can introduce, the better chance you have of guiding them through the...
The more omnichannel your retargeting strategy can be and the more touchpoints you can introduce, the better chance you have of guiding them through the...
First-party data that is obtained from another business, usually a trusted source
Scripts gather information on website users so businesses can create personalized experiences for consumers.
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...
Specifically refers to digital audio content that is pre-recorded...
Specifically refers to television content distributed over the internet
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...
Information on audiences and customers gathered by data aggregators and sold to other businesses
User-Generated Content, or UGC, can also be perilous for brand safety, as there is usually less regulation and limited guarantee as to the nature and...
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. ...