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Ad Podding
Often used by publishers offering video ad slots...
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Advertising Video on Demand (AVOD)
A service that supplies...
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Affiliate Marketing
Affiliate marketing is a performance-based business method where...

Attribution
Marketing attribution in the world of marketing is, simply, the science behind determining...
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Beacon
A beacon is a hardware device that uses Bluetooth to...
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Blockchain
A blockchain is a system that keeps a decentralised ledger of...
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Connected Commerce
Connected Commerce is…

Connected TV (CTV)
A connected TV (CTV) is a device such as a console, Smart TV, mobile or tablet, that allows users to...
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Consent Management Platform (CMP)
A consent management platform (CMP) is a software solution that...

Contextual Targeting
At its most basic, this is simply...

Conversion Rate (CVR)
Conversion rate (CVR) refers to the number of...

Cookie
A cookie is a small block of data put on a...
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Cost Per Action (CPA)
Cost per action (CPA) is a model whereby you...
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Cost Per Click (CPC)
One of the more common paid advertising terms, cost per click (CPC) refers to...
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Cost Per Mille (CPM)
Cost per mille (CPM) refers to the cost per one thousand impressions of an ad or campaign. It’s typically used to...

Customer Data Platform (CDP)
A customer data platform is a software tool that allows...

Customer Relationship Management (CRM)
CRM stands for customer relationship management. It is a type of software used to…
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Daisy Chaining (or Waterfall)
In online advertising, daisy chaining (or waterfall) is the process of...
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Data Clean Room
A data clean room is a secure online environment where...
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Deep Learning
Deep Learning is a subset of Machine Learning (ML). It uses...
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Demand-Side Platform (DSP)
A demand-side platform is software used by advertisers to...
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Fingerprinting
Fingerprinting is...
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First-Party Cookie
A cookie is a small data file served to a...
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GDPR
The General Data Protection Regulation (GDPR) is...
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Header Bidding
Used by publishers in ad auctions, header bidding offers...
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IDFA
The Identifier for Advertisers (IDFA) is a…
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Impression
An impression is a metric that counts when...

Incrementality
Incrementality measurement is the rise in a desired outcome or action attributed to...

Internet of Things (IoT)
The Internet of Things (IoT) is a…
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Lifetime Value (LTV or CLV)
Lifetime value, or customer lifetime value (CLV), is a metric that represents...

List Suppression
A suppression list is a list of subscribers that...
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Marketing Mix Modelling
Marketing Mix Modelling (MMM) is…
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Pay Per Click (PPC)
PPC stands for ‘pay-per-click’, a model of digital advertising where...

Performance Marketing
Performance marketing, also known as pay for performance marketing, refers to...
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Piggybacking
Piggybacking in online advertising refers to…

Programmatic
Programmatic advertising is the use of automated technology for...
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Real-Time Bidding (RTB)
Real-time bidding is a subcategory of programmatic media buying. It is the...
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Responsive Search Ads (RSAs)
Responsive search ads let you create an ad that...
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Retail Media Network
A retail media network is an advertising network set up by...
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Second-Party Cookies
Second-party cookies are actually better defined as...

SKAd Network
The StoreKit Ad Network, or SKAd Network, is a…

Software Development Kit (SDK)
A software development kit (SDK) is a set of tools that allow developers to...
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Third-Party Cookies
A third-party cookie is a piece of data that is...

Tracking Pixels
A tracking pixel, also known as a marketing pixel or pixel, is a...
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Web3
Web3 replaces centralised, corporate platforms with...
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White Hat SEO / Black Hat SEO
White hat SEO is approved search engine optimisation tactics designed to...
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Zero-click Search
A zero-click search is when…