• 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.
  • 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.
  • 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.
  • June 17, 2024

Ad Completion

An Ad Completion event occurs when a video ad plays through to the end.
  • June 17, 2024

Ad Fraud

Ad Fraud is when a company knowingly serves ads that no one will actually see as a way to drive “views” and revenue. For example,...
  • June 17, 2024

Ad Network

A company that connects websites with advertising to sell, then aggregates that inventory for advertisers to buy, usually via programmatic exchanges.
  • April 15, 2022

Ad Server

A company whose technology relays an ad buy to a website and reports on how it performed.
  • June 17, 2024

Ad Size

Typical Ad Sizes include 728x90, 300x250, 160x600, 300x600, 320x50.
Ad tech (or AdTech), short for advertising technology, refers commonly to all technologies, softwares and services used for delivering, controlling and targeting online ads.
  • 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...
  • June 17, 2024

Agency Trading Desk

An Agency Trading Desk is a team within an ad agency that executes online media buying as a managed service.
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’...
  • June 17, 2024

Audience Extension

Audience Extension is a process used in advertising technology that attempts to expand the target audience size while ensuring relevancy and maximizing engagement. The extension...
  • 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.
Behavioral targeting is a technique used by advertisers and publishers to utilize a web user's previous web browsing behavior to customize the types of ads...
  • June 17, 2024


A software application that runs automated tasks – usually that are both simple and structurally repetitive – over the internet typically at a much higher...
  • June 17, 2024

Brand Lift

The increase in effectiveness measurements (e.g., message recall) between respondents who did not view the ad and those who did.
  • June 17, 2024

Brand Safety

Practice to avoid placing ads next to unsafe content. Example: crime, hate speech, adult, etc. Keeping a brand’s reputation safe when they advertise online.
  • June 17, 2024

Connected TV

Connected TV refers to any TV that can be connected to the Internet and access content beyond what is available via the normal offering from...
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...
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.
  • 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.
A form of targeted advertising for advertisements appearing on websites, mobile browsers or other ad supported devices. The advertisements themselves are selected and served by...
  • 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.
CPC Stands for Cost per Click. This is the price paid by an advertiser to a publisher for a single click on the ad that...
  • June 17, 2024


Cost per Completed View; the price paid by an advertiser to the publisher once a video has been viewed through completion.
With the CPE bidding strategy, impressions are free and advertisers only pay when users actively engage with ads (ie: click, watch, roll-over, etc.).
CPI, or Cost Per Install, is an advertising method that only charges advertisers each time their app is downloaded.
With the CPM bidding strategy, advertisers pay based on the number of impressions your ad receives.
  • June 17, 2024


Technology or media that applies across multiple formats and across multiple devices. This is different from "cross-device", which implies only multi-device application rather than multiple...
CTR is a metric that measures the number of clicks your ad (s) receive per number of impressions.
A platform designed for marketers to maintain customer data, via collecting, managing, and engaging with customers.  
  • 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
  • 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.
  • 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; a "data warehouse" used to house and manage cookie IDs and to generate audience segments, which are then used to target specific...
  • 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.
  • June 17, 2024


Traditionally used for television buying; a block of time that divides the day into segments for purchase, scheduling and delivery (e.g., primetime).
  • June 17, 2024

Deal ID

A unique piece of code assigned to an automated ad buy, used to match buyers and sellers individually, based on a variety of criteria negotiated...
Demand-Side Platform; software used to purchase advertising in an automated fashion, allowing advertisers to buy impressions across a range of publisher sites through ad exchanges....
  • 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.  
  • June 17, 2024

Display Advertising

A form of online advertising where an advertiser‘s message is shown on a web page, generally set off in a box at the top or...
  • June 17, 2024


Designated Market Area; as defined by Nielsen, DMAs divide the country into different regional markets by population centers (e.g., San Francisco Bay Area).
  • June 17, 2024


Effective Cost per Thousand; a metric for measuring advertising revenue generated across various marketing channels, calculated by dividing total earnings by the total number of...
  • June 17, 2024

Fill Rate

The ratio of ad requests that are successfully filled in relation to the total number of ad requests made, expressed in percentage.
  • 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

Data directly collected by a brand – typically through e-commerce sites and company websites – about the actions their users take while on that site....
  • June 17, 2024


The number of times an ad is delivered to the same browser in a single session or time period.
  • June 17, 2024


“General Data Protection Regulation” is a set of rules and regulations active in Europe that gives citizens more control over their personal data.
  • June 17, 2024


Showing ads to people based on their mobile device’s location, ZIP code information they submit when registering a site/service or GPS coordinates collected by site/service....
  • June 17, 2024


Gross Rating Point; the standard currency that broadcast TV has used to plan, purchase and measure advertising campaigns since the 1950s. Defined as...
  • 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....
  • June 17, 2024


An ad that appears within a piece of content. For example, a pre-roll ad attached to a YouTube video or a Promoted Tweet in a...
  • June 17, 2024


Actual placement of an advertisement – digital or otherwise – as recorded by the ad server.
  • June 17, 2024

Insertion Order

Purchase order between a seller of advertising and a buyer (usually via an advertising agency).
A KPI (Key Performance Indicator) is a measurable value that demonstrates how effectively a company is achieving key business objectives.
  • June 17, 2024

Linear TV

Live television that is watched as scheduled; stands in contrast to pre-recorded or video on demand (VOD).
  • 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...
  • June 17, 2024


Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments agreed upon in the insertion...
  • 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.
  • June 17, 2024

Message Recall

A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically...
  • June 17, 2024


Form of online video ad placement where the ad is played during a break in the middle of the content video.
  • 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...
  • June 17, 2024


The Media Rating Council, a body whose mission is to secure audience measurement that is valid, reliable, and effective.
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. ...
  • June 17, 2024

Open Exchange

An open digital advertising marketplace for aggregated inventory from multiple partners where buyers can bid either manually or programmatically to purchase impressions.
  • June 17, 2024

Opt In

Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market...
  • June 17, 2024


Over-the-Top; refers to content accessed via the internet without the involvement of a television service provider. OTT includes Subscription Video-on-Demand (SVOD) services like Netflix, as...
  • June 17, 2024

Page Request

The opportunity for an HTML document to appear on a browser window as a direct result of a user's interaction with a Web site.
Personally Identifiable Information; digital information that can be used, on its own or together with other information, to track back actions to a specific, known...
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 piece of code provided by a company that wishes to track the end-user’s behavior and identification (cookie) on a website.
  • June 17, 2024

Post-Roll Ad

A video advertisement that appears directly after an online video. Common formats include :15 and :30 lengths.
  • June 17, 2024

Pre-Roll Ad

A video advertisement that appears directly preceding an online video. Common formats include :15 and :30 lengths.
  • 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...
The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.
  • June 17, 2024

Programmatic Direct

An ad buy done directly between a publisher and advertiser through automated programmatic ad-buying systems.
A typical automated buy, similar to an open auction, in which relatively anyone can bid to buy ad space that is for sale.
Programmatic TV (PTV) is a technology that enables brands and agencies to buy TV ads programmatically - using software.
  • 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...
The buying and selling of online ad impressions through real-time auctions that happen within milliseconds.
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...
Retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in...
  • June 17, 2024


Run-of-Network; the scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion.
  • June 17, 2024


Run-of-Site; the scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of...
  • June 6, 2022


Scripts gather information on website users so businesses can create personalized experiences for consumers.
  • June 15, 2022

Second-Party Data

When a company makes its first-party data directly available to another company, which then uses it to sell ads.
  • June 17, 2024

Sell-Through Rate

The percentage of ad inventory sold as opposed to traded or bartered.
An ad revenue model that focuses on weight or percentage among other advertisers; used to represent the relative portion of ad inventory available to a...
  • April 18, 2022

Smart Devices

A smart device is an electronic device that has the ability to connect with other devices through internet connection.
  • 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
  • June 17, 2024

Target Audience

The intended audience for an ad, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviors).
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,...
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...
Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns.
  • 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 that an established data company collects indirectly or aggregates from others and then sells to ad buyers.
Sometimes called UDID; identifier assigned to a device or user that lasts until the device is reset or the account is deleted.
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.
  • June 17, 2024


Video Ad Serving Template; a universal XML schema for serving ads to digital video players.
  • June 17, 2024


Viewable CPM; cost per thousand viewable ads served – a simple calculation for vCPM = CPM / viewability rate.
As defined by Group M, a viewable video impression is one where 100% of a video player’s pixels are in view in an active browser...
As defined by the Media Ratings Council, a viewable impression is one where 50% of pixels are in view in an active browser tab for...
  • June 17, 2024


Video Player Ad-Serving Interface Definition; allows a rich interactive user experience with in-stream video ads.
  • June 17, 2024


View-Through Rate; measurement of how many people saw an ad and eventually visited the advertiser’s site.
  • 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. ...