• September 12, 2023

Consent Management Tool

To learn more about how fullthrottle.ai handles consent management, check out this article: All About User Consent: CMT, Browser Location Prompts, and fullthrottle.ai's Integration.
To learn more about how fullthrottle.ai handles consent management, check out this article: All About User Consent: CMT, Browser Location Prompts, and fullthrottle.ai's Integration.
This act builds on the California Consumer Privacy Act (CCPA). Some of the developments include: Expanded definition of personal information Partial exemption for employee data...
  • June 15, 2022

1p Data

Information businesses collect on their audiences and customers. This information belongs to the entity that collected it.
  • June 15, 2022

2p Data

This is first-party data that is obtained from another business, usually a trusted source.
  • June 15, 2022

3p Data

Information on audiences and customers that is gathered by data aggregators and sold to other businesses.
  • June 15, 2022

0p Data

This is a type of first-party data in which the data is collected from the consumer in exchange for something that benefits them.
  • April 15, 2022

1-to-1 Targeting

Serving marketing messaging only to the intended audiences, ie: fullthrottle.ai's platform sending mail pieces to direct households who visited the website.
  • April 15, 2022

Ad Server

A web-based technology for storing and distributing advertisers' creative assets.
  • June 15, 2022

AdTech AI

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...
  • April 15, 2022


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’...
  • April 18, 2022

Audience Flume

(AdTech) a high-speed Audience API delivering 1st party data.
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...
  • June 15, 2022


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
  • April 15, 2022

Cost Per Mille

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.  
  • June 15, 2022

Data Clean Room

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...
  • April 15, 2022

Data Compliance

The act of managing consumer data that meets legal requirements and regulations.
  • May 31, 2022

Data Aggregation

The act of collecting massive amounts of data for processing altogether
  • June 15, 2022

Data Aggregators

Companies that collect large amounts of data collected from various sources
  • January 10, 2023

Data Efficiency

The efficiency of the many processes that can be applied to data such as storage, access, filtering, sharing, etc., and whether or not the processes...
  • April 15, 2022

Data Hygienics

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...
  • April 15, 2022

Data Informed

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.
  • May 11, 2022

Data Lake

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...
  • April 18, 2022

Data Onboarding

The process of taking offline data and moving it online for marketing and advertising purposes. 
  • April 18, 2022

Data Security

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.
  • April 18, 2022


The process of older technology becoming obsolete, usually because it has been superseded by newer technology.
  • April 18, 2022

Digital Video

The use of advertising using visual methods to direct target audiences. This can be shared on various channels.  
  • April 18, 2022

First-Party Cookie

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...
  • April 18, 2022

First-Party Data

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...
  • September 26, 2022

Hashed Email

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...
  • June 15, 2022

Identity Graph

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...
  • April 18, 2022

Identity Resolution

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....
  • April 18, 2022

Machine Learning

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...
  • April 18, 2022

Match Rate

A matchrate refers to the number of unique audience records two partners have in common when comparing or onboarding their data sets.
  • April 18, 2022

Mobile Ad ID

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...
  • April 18, 2022

Online Video

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...
  • June 6, 2022


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.
  • April 18, 2022


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...
  • April 18, 2022


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...
  • November 1, 2022


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...
A retail media network is a platform that enable retailers to make money from their shopper data. A RMN is created when a retail company...
  • November 1, 2022


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...
  • June 15, 2022

Second-Party Data

First-party data that is obtained from another business, usually a trusted source
  • June 6, 2022


Scripts gather information on website users so businesses can create personalized experiences for consumers.
  • April 18, 2022

Smart Devices

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.
  • April 18, 2022


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...
  • June 16, 2022

Streaming Radio

Specifically refers to digital audio content that is pre-recorded...
  • June 16, 2022

Streaming TV

Specifically refers to television content distributed over the internet
  • April 18, 2022

Third-Party Cookie

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...
  • June 15, 2022

Third-Party Data

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...
  • December 30, 2022

Validated Signals

A verified signal that demonstrates clear association and intent.
  • April 18, 2022

Walled Gardens

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...
  • June 15, 2022

Zero-Party Data

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. ...