Ad Exchange

An ad exchange is a digital marketplace where buyers and sellers come together and enter into a real-time bidding process to buy and sell ad space.

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Artificial Intelligence (AI)

Artificial Intelligence (AI) is a discipline that uses computers and data to simulate the capabilities of the human mind, but much more quickly, at a scale and a speed that no human could ever achieve.

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Behavioral Marketing

Behavioral marketing creates more targeted and personalized offers to customers and prospective customers based on the knowledge of actions they previously performed.

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CPG Marketing

CPG marketing is defined as the activities and campaigns used to generate awareness, brand affinity, and loyalty for a company’s consumer packaged goods.

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Customer Experience (CX)

Customer experience is the customer’s perception of their interactions with your business, including all the actions, messages, and engagement you perform across all customer touchpoints.

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Customer Lifetime Value

Customer lifetime value is the amount of money a customer is expected to spend with your company (buying products or services) over their lifetime with your company.

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Data Clean Room

A data clean room is a secure, encrypted location where first-party data can be anonymized and matched with aggregated second-and-third-party data from trusted partners and publishers to perform analysis.

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Data Ingestion

Data ingestion is the process of connecting to multiple data sources and transporting the data from each source into a single repository, typically a database, data warehouse, or data lake

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Data Management Platform (DMP)

A DMP, or data management platform, is a software tool used primarily in advertising and marketing to build profiles of anonymous individuals, store summary data about each individual, and share their data with advertising systems.

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Data Masking

Data masking is a technique for modifying data that allows authorized people or applications to use customer’s personal data while preventing or limiting its exposure or use by unauthorized people or applications, in an effort to improve data security and privacy.

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Data Model

A data model is a representation of entity relationships, designed to create a shared model for designers, developers, data scientists and others.

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Data Privacy

Data privacy is the process of giving consumers the right to say who can use their information, what they can use, and how it can be used.

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Direct to Consumer (DTC)

Direct to consumer (DTC) is a sales strategy where manufacturers and CPG (consumer packaged goods) brands sell their products directly to their customers instead of selling them through retailers and wholesalers.

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ETL and ELT

ETL (Extract, Transform, and Load) and ELT (Extract, Load, and Transform) are acronyms that describe the three stages of a data pipeline.

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First-Party Cookie

A first-party cookie collect user engagement data that a consumer directly has with a brand’s owned channels, like a direct-to-consumer website, chatbot, loyalty program, membership, or owned mobile app.

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Identity Resolution

Identity resolution is the process of creating an addressable customer profile by analyzing and resolving data across multiple touchpoints, attributes and systems.

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Lookalike Model

Lookalike modeling creates better segmentation and targeting for marketing campaigns, which leads to improved advertising effectiveness and higher ROI.

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Marketing Automation

Marketing automation is the use of software to automate certain tasks, such as sending a thank you email to a customer, that would otherwise require a person to handle manually.

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Personalization

Personalization is the process of tailoring communications or customer experiences taking into account the unique aspects of each individual.

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Retail Marketing

Retail marketing encompasses all of the ways a consumer business attracts customers and generates sales of its goods and services.

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Second-Party Cookie

A second-party cookie represents data shared directly between two organizations, either as part of a direct partnership or through data monetization.

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Single Customer View (SCV)

A single customer view (SCV), also known as a Customer 360 view or a Unified Customer View, is a complete set of the data an organization has about a customer, which can be accessed in a single location.

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Supply Side Platforms (SSPs)

A supply-side platform (SSP) is an adtech software that helps publishers and other advertisers automate the management, selling, and optimization of ad inventory (audio, video, display, mobile) on their web and mobile properties.

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Tag Management

Tag management is a system for efficiently overseeing and updating the various marketing tags that an organization embeds in its websites and mobile applications.

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Third-Party Cookie

Third-party cookies are used to target consumers with ads based on consumer interests and browsing history gathered from website searches and browser activity.

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