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...
First-party data: Information businesses collect on their audiences and customers. Belongs to the entity that collected it.   Zero-party data is a type of first-party data,...
Serving marketing messaging only to the intended audiences, ie: ShopperSuite sending mail pieces to direct households who visited the website.
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...
A web-based technology for storing and distributing advertisers' creative assets.
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’...
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...
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.  
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 is a repository designed to store large amounts of raw data, without a strict hierarchy, keeping it ready for on-demand transformation, activation,...
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.
The process of older technology becoming obsolete, usually because it has been superseded by newer technology.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.  
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...
Demand Side Platform is an AdTech software used by agencies and advertisers for buying ad space across ad networks.
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...
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. ...
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 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...
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...
ZeroGraph is FullThrottle’s patent pending, cookieless tracking technology. It has the unique ability to transform cookie and programmatic audiences into owned, first-party households.