The glossary, A to Z.

Kenichi Ohmae's 1982 strategy framework focusing on the Company, its Customers and its Competitors.

The US trade association representing advertising agencies, setting industry standards and advocating on agency business issues.

Robert Lauterborn's 1990 customer-centric alternative to the 4Ps: Consumer wants, Cost, Convenience and Communication.

Bernard Booms and Mary Jo Bitner's 1981 extension of the 4Ps for services, adding People, Process and Physical Evidence.

A standard 10-digit U.S. phone number registered with carriers for business application-to-person texting at moderate volumes.

Les Binet and Peter Field's guideline that budgets typically perform best split roughly 60% to long-term brand building and 40% to short-term activation.

The idea that only about 5% of B2B buyers are in market at any time.

A permanent redirect sending users and search engines from an old URL to a new one while passing most ranking signals.

A temporary redirect telling browsers and search engines a page has moved for now and the original URL should remain indexed.

An experiment showing identical versions to two groups to verify the testing tool splits traffic and measures results correctly.

Comparing two versions of an asset to see which performs better.

Amazon feature letting brand-registered sellers add rich images, comparison charts, and enhanced text to product detail pages to lift conversion.

David Aaker's 1991 model defining brand equity through brand loyalty, awareness, perceived quality, brand associations and other proprietary assets.

An automated email or message sent to shoppers who left items in their cart, reminding or incentivizing them to finish buying.

Ad placements visible on screen without scrolling, usually more viewable and priced higher than below-the-fold slots.

Express payment options like Shop Pay, Apple Pay, or PayPal that prefill details so shoppers can buy in one or two taps.

A sales rep who owns qualified opportunities and runs demos, negotiation, and closing, typically after SDRs set the meeting.

An agency role that represents the consumer, using research and insight to shape brand strategy and creative briefs.

Ranking companies by fit and engagement, combining firmographics, technographics, intent, and activity across all contacts at the account.

An evolution of ABM that coordinates marketing, sales, and customer success around each target account's full experience, from prospect through renewal.

B2B marketing that targets specific high-value accounts with tailored campaigns.

Revenue from new customers divided by total marketing spend, isolating how efficiently spend drives first-time purchases.

The share of new signups who reach a key first-value action, like creating a project or inviting a teammate.

Software or browser features that prevent ads from loading, reducing publisher revenue and pushing formats like server-side ad insertion.

An open standard launched in October 2025, built on MCP, that gives AI agents a common language to discover, plan, buy, and report on media.

A digital marketplace where buyers and sellers trade ad impressions, usually via real-time auctions.

Extra information added to search ads, such as sitelinks, callouts, phone numbers or prices, now called assets in Google Ads.

Impressions, clicks, or conversions generated by bots or deceptive practices rather than real people.

The total ad space a publisher has available to sell, usually measured in impressions.

The amount of advertising per hour of content in a stream or broadcast, a key lever for balancing revenue against viewer experience.

Software in mobile apps that manages multiple ad networks to fill each ad request, historically by waterfall and increasingly through bidding.

A company that aggregates inventory from many publishers and sells it to advertisers in packages.

The team and processes that set up, traffic, optimize, troubleshoot, and report on digital ad campaigns.

A group of ads played back to back within a single ad break in streaming video or CTV, similar to a traditional TV commercial break.

The value search engines use to set an ad's position and eligibility, combining bid, ad quality, context and expected asset impact.

Reloading a new ad in the same slot after a time interval or user action while the page stays open, increasing impressions per page view.

A call from a page, app, or player asking an ad server or exchange for an ad to fill an available slot.

Technology that stores, delivers, and tracks ads across sites and apps.

Fraud where multiple ads are layered on top of each other in one slot so several impressions are counted but only one is visible.

Canada's independent advertising self-regulator, which administers the Canadian Code of Advertising Standards and handles consumer complaints.

The SSAI process of rewriting a stream's HLS or DASH manifest so ads play as part of the same seamless video stream.

A snippet of code placed on a page, app, or in a player that calls an ad server to request and display an ad.

The share of media spend absorbed by intermediaries before reaching the publisher.

An ad ops role that sets up campaigns in ad servers, implements tags and creatives, and QA-checks delivery.

Setting up campaigns in an ad server, including uploading creatives, configuring line items, targeting, and tags, so ads deliver correctly.

Converting an ad creative into the formats, resolutions and bitrates a streaming player needs, often from a mezzanine file.

A defined space on a website or app where ads can appear, with set sizes and formats, configured in the ad server.

Third-party measurement that confirms ads ran where, when, and how they were supposed to.

The US industry-standard unique code assigned to each ad asset so it can be tracked consistently across TV, streaming and digital.

A cheaper subscription plan on a streaming service that includes ads, such as Netflix Standard with Ads or Disney+ Basic.

The percentage of sessions or product views in which a shopper adds at least one item to their cart.

TV advertising that serves different ads to different households on the same program.

Google's cloud-based clean room for analyzing Google ads and YouTube event data alongside an advertiser's first-party data in BigQuery under privacy checks.

Google Search, Shopping, and Performance Max ads that can appear inside or alongside AI-generated answers when a conversation has commercial intent.

An IAB Tech Lab protocol that uses cryptographic signatures to verify that bid requests and their contents genuinely come from the stated seller.

A publicly posted file listing companies authorized to sell a publisher's inventory.

An MMM transformation capturing how an ad's impact lingers and decays over the weeks after it runs, rather than ending when spend stops.

An umbrella term for TV advertising that uses data and technology, including CTV, addressable linear TV, and programmatic TV buying.

Meta's suite of AI-automated campaign tools for targeting, creative, and budget.

Meta's AI targeting that treats advertiser inputs as suggestions and finds the people most likely to convert beyond them.

Meta settings that automatically enhance and vary ad creative, such as adjusting images, text, and formats per viewer to improve performance.

Meta's end-to-end automated sales campaign, renamed from Advantage+ Shopping in 2025, that uses AI to set audience, placement, budget, and creative.

Ad spend divided by the sales those ads generated, expressed as a percentage; Amazon's core efficiency metric and the inverse of ROAS.

US nonprofit that advances research and measurement standards in advertising, from audience measurement to effectiveness.

A streaming model where viewers watch on-demand content for free or a reduced price in exchange for seeing ads.

A creator who earns commission on sales generated through their unique links or codes, as on TikTok Shop or Amazon.

Paying partners a commission for sales or leads they drive.

A parent group owning many agency brands, such as WPP, Publicis Groupe, Omnicom or Dentsu.

An agency formally designated as a brand's primary partner for a discipline, like creative or media, typically under a long-term contract.

A competitive process where an advertiser evaluates multiple agencies, through credentials, strategy, and creative presentations, before awarding its account.

The holistic experience AI agents have discovering, choosing, and using a product or site, coined by Netlify's Mathias Biilmann in 2025 as the successor to UX/DX.

Google's open protocol from 2025 that uses signed mandates to prove what a user authorized an AI agent to buy and pay for.

A site built so AI agents can reliably read product data, prices, and policies and complete actions like checkout.

Transactions negotiated between a shopper's AI agent and a merchant's AI agent, with humans setting goals and approvals.

An open protocol launched by Google in 2025 that lets AI agents from different vendors discover each other, communicate, and coordinate tasks.

AI agents planning, negotiating, and buying media; AdCP is an open protocol launched in 2025 to let such agents transact across ad platforms.

IAB Tech Lab's umbrella of standards and open-source tools, named in 2026, for AI agents to plan, negotiate, and buy advertising.

AI systems that plan and take multi-step actions toward a goal with limited human input.

An IAB Tech Lab standard, formerly User Context Protocol, for how advertising agents exchange identity, contextual, and intent signals about audiences.

A web browser with a built-in AI agent, such as Perplexity Comet or ChatGPT Atlas, that can read pages, fill forms, and complete tasks for the user.

A purchase completed by an AI agent on a shopper's behalf through a merchant's machine-readable checkout, rather than by the person clicking through a website.

Shopping in which AI agents research, compare, and buy on a consumer's behalf.

An open standard from OpenAI and Stripe, released in 2025, defining how AI agents share product feeds and complete checkouts with merchants.

Marketing in which AI agents carry out research, content, campaign execution, and optimization autonomously within goals and guardrails humans set.

Using AI agents to research inventory, build plans, negotiate deals, and launch and adjust campaigns with limited human input.

An IAB Tech Lab standard, finalized in 2026, letting partners run containerized agents inside an exchange or DSP to act on the programmatic bidstream.

AI search that plans and runs multiple searches, browses pages, and completes multi-step tasks rather than returning a single list of results.

Payment card tokens issued specifically to an AI agent, scoped by limits and rules so the agent can pay without exposing the real card number.

Website visits made by AI agents browsing on a person's behalf, which analytics and ad measurement must separate from human and bot traffic.

A multi-step process in which AI agents plan, use tools, check results, and iterate toward a goal rather than answering a single prompt.

The point when a new user first truly experiences a product's core value, strongly linked to retention.

A company policy defining which AI tools staff may use, for what tasks, and with what data, disclosure, and review rules.

A realistic AI-generated or AI-animated human presenter used in videos and ads to deliver scripts without filming a real person.

Systematic unfairness in AI outputs, such as skewed targeting or stereotyped imagery, inherited from training data or model design.

Automated bid strategies that use machine learning to optimize toward a goal.

An instance of an AI assistant naming a brand in the text of its answer, whether or not it links to the brand's site.

Protecting a brand from AI-era risks: appearing beside AI slop, being misrepresented in AI answers, or running inaccurate auto-generated ads.

How favorably AI assistants describe a brand when they mention it, tracked by AI visibility tools alongside mention and citation rates.

Codified tone, vocabulary, and style rules fed to AI tools so generated content consistently sounds like the brand.

Software that converses with customers using natural language.

A source link or footnote an AI assistant attaches to its answer, showing which web page supported a statement.

Tools that estimate whether text, images, or video were created by AI; useful but often unreliable, especially for edited text.

The policies, approval workflows, and checks that control how AI-generated marketing content is created, fact-checked, disclosed, and published on-brand.

Deals or standards under which publishers are paid for letting AI companies train on or display their content.

An AI assistant embedded in software that helps a person draft, analyze, or act inside that tool while the person stays in control.

An automated bot, such as GPTBot, ClaudeBot, or PerplexityBot, that fetches web pages to train AI models or answer users' questions in real time.

Labeling ads or content as AI-generated or AI-edited, increasingly required by platforms like Meta and TikTok and by laws and IAB guidance.

Automatically translating and re-voicing video into other languages with AI, sometimes matching the original speaker's voice and lip movements.

Structured tests that measure how well an AI model or workflow performs on accuracy, brand fit, safety, and cost before and after launch.

Policies and controls for using AI responsibly, legally, and on-brand.

When an AI model states false or fabricated information as fact.

Using AI to run and optimize campaigns, workflows, and decisions with minimal manual work.

A one-click Google Ads feature suite launched in 2025 that uses AI to expand Search campaign matching beyond keywords and generate ad text.

Coordinating multiple AI models, agents, tools, and data sources so they work together reliably in one business process.

Website visits that arrive by clicking links inside AI assistants such as ChatGPT, Perplexity, Gemini, or Copilot, usually tracked as a separate analytics channel.

An AI agent that does sales development work, such as researching prospects, writing outreach, and booking meetings, alongside or instead of human reps.

Search experiences that return AI-generated summaries instead of, or above, links.

An AI assistant that researches, compares, and can buy products for a person based on their stated needs and preferences.

Low-quality, mass-produced AI-generated content published with little human review; in ads, it means off-brand or inaccurate generative creative that erodes trust.

Ads made with AI to mimic user-generated content, typically an AI avatar talking to camera, used to test many hooks quickly and cheaply.

How often and how favorably a brand appears in AI assistant responses.

Using AI to replicate a specific person's voice from samples, for voiceovers, localization, or personalized audio, ideally with consent.

Overstating or inventing a product's use of artificial intelligence in marketing claims, a practice regulators such as the SEC and FTC have pursued.

Embedding an invisible, machine-detectable signal in AI-generated content, such as Google's SynthID, to identify it as AI-made.

Connecting AI models to apps and data with tools like n8n, Zapier, or Make to run marketing tasks automatically end to end.

Marketing copy, imagery, or video produced wholly or partly by AI.

Elias St. Elmo Lewis's 1898 sales model describing how buyers move through Attention, Interest, Desire and Action.

Amazon's generative AI shopping assistant, launched as Rufus in 2024 and renamed in May 2026, that answers product questions, compares items, and can auto-buy.

A social feed ranked by predicted relevance and engagement rather than in chronological order.

A list of approved sites, apps, or channels an advertiser restricts its ads to, offering control at the cost of scale.

A third-party iOS app store permitted in the EU under the Digital Markets Act since iOS 17.4.

A non-Nielsen audience measurement, from providers such as VideoAmp, iSpot, or Comscore, that buyers and sellers agree to transact TV ads on.

Continuous, sustained marketing presence across channels rather than stop-start campaigns, keeping a brand available whenever buyers enter the market.

Amazon's agentic AI assistant, announced at unBoxed 2025, that recommends audiences and budgets, adjusts campaigns, and writes AMC queries from plain-language goals.

Amazon tool that measures how non-Amazon media, such as search, social, and email, drives traffic and sales on Amazon.

Amazon program that verifies brand owners, giving them listing control, IP protection, and access to tools like Sponsored Brands and A+ Content.

A free, customizable multi-page storefront on Amazon where registered brands showcase their product catalog and story.

AI-automated Amazon DSP campaign types using Amazon's predictive models: Brand+ for awareness and consideration, Performance+ for conversions.

Amazon Ads agentic AI tool that researches a brand's products and generates display, video, audio, and streaming TV ad concepts and assets at no cost.

Amazon's demand-side platform for buying display, video, and CTV with Amazon audiences.

Amazon's clean room for analyzing ad and shopper data at aggregate level.

A unique 10-character identifier Amazon assigns to each product listed in its catalog.

The clickable words in a hyperlink, which help search engines understand what the linked page is about.

Amos Tversky and Daniel Kahneman's 1974 finding that people rely heavily on the first number they see, such as a list price, when judging value.

Verified web links that open the matching Android app directly, the Android counterpart to iOS Universal Links.

A podcast or audio ad read by a network or producer voice rather than the show's host.

The yearly value of a company's recurring subscription revenue, a headline metric for SaaS businesses.

Automatically flagging data points that deviate sharply from expected patterns, such as sudden traffic drops or tracking breaks.

Irreversibly processing data so individuals can no longer be identified by any reasonable means, taking it outside the scope of GDPR.

Igor Ansoff's 1957 growth grid: market penetration, market development, product development and diversification, by new versus existing products and markets.

A search tool that responds with a direct, synthesized answer rather than a ranked list of links, such as ChatGPT Search, Perplexity, or Google AI Mode.

Structuring content so answer engines and assistants surface it directly.

Lightweight slices of an iOS app that users can launch instantly from a QR code, NFC tag or link without a full install.

A user downloading and first opening an app; MMPs typically count the install at first launch, not at download.

An ad format shown when users open an app or return to it from the background, often on a loading screen.

A short video on an App Store product page that shows the app's features and experience before download.

The share of digital sales Apple and Google keep from in-app purchases and subscriptions, typically between 15% and 30%.

Editorial placement of an app in the App Store or Google Play, such as the Today tab, which developers can pitch for.

Timely events such as challenges, launches or live streams that developers showcase on App Store product pages and in search.

Improving an app's store listing, including title, keywords, screenshots, and ratings, to rank higher and convert more visitors into installs.

Apple's rule requiring apps to get permission before tracking users across apps and sites.

Apple's advertising platform, renamed Apple Ads in 2025, placing promoted apps in App Store search results and other store placements.

Apple's robots.txt control token that lets publishers stop Applebot-crawled content being used to train Apple Intelligence models while staying in Siri and Spotlight search.

Interactive third-party apps, built with OpenAI's MCP-based Apps SDK since 2025, that brands like Expedia and Zillow run inside ChatGPT conversations.

The leading US trade body for client-side marketers, known for its media transparency and principal-media research.

Measures of how much human attention an ad actually received, beyond viewability.

Assigning credit for a conversion to the marketing touchpoints that influenced it.

The period after an ad interaction during which a conversion is credited to it.

The share of video impressions that were both audible and viewable when the ad finished playing.

A free ad spot a network provides when a guaranteed TV buy under-delivers its promised audience.

A network's commitment that an ad buy will deliver a specified rating or impression level in the target demo, backed by makegoods if missed.

A defined group of users sharing traits or behaviours, such as in-market auto shoppers, packaged for ad targeting.

Dividing customers or prospects into groups based on shared attributes or behaviors so each can receive more relevant marketing.

The percentage of households or people using TV (or radio) at a given time who are tuned to a specific program or station.

Visits from users who are logged in or have shared an email, enabling deterministic, consented identifiers for targeting and measurement.

The share of active subscribers who have subscription auto-renewal turned on, a leading indicator of upcoming churn.

Technology built into smart TVs that identifies what is on screen, used to measure viewing and build audience segments for targeting and attribution.

Using AI to plan, launch, optimize, and reallocate ad budgets across campaigns with minimal human input, often via platform automation or AI agents.

A streaming audio metric measuring the average number of concurrent listening sessions per minute over a time period.

The average annualized revenue per customer contract, used to shape sales motion and acquisition budgets.

In GA4, the average time a site or app was in the foreground or focus per user or per session.

Total revenue divided by the number of orders over a period.

The average number of people listening to a radio station for at least five minutes during a quarter-hour within a daypart.

Daily revenue divided by daily active users, a common mobile gaming metric for monetization efficiency.

Revenue divided by the number of users who made a purchase, showing how much paying users spend.

Total revenue divided by total users over a period, measuring how well a product monetizes its audience.

Platforms like G2, Capterra, and TrustRadius where business users review software, heavily used by buyers and as a source of intent data.

A link from another site to yours, a key signal of authority for search engines.

A podcast ad permanently recorded into the episode audio, so every listener hears it regardless of when they download.

A static or animated image ad shown in a defined space on a website or app, the most common digital ad format.

A lead qualification method checking a prospect's Budget, Authority, Need and Timeline.

Borrowed from Nassim Taleb's investing concept, a marketing approach that concentrates spend at two extremes, such as broad brand building and precise performance, while cutting the middle.

The sales a brand would generate without current marketing activity, driven by brand equity, seasonality, distribution and pricing, as estimated in MMM.

Frank Bass's 1969 forecasting model predicting new-product adoption from innovation (external influence) and imitation (word-of-mouth) coefficients.

A game monetization model where players buy access to a seasonal tier of rewards unlocked by playing and completing challenges.

A concise internal sales guide comparing a product to a specific competitor, with key differentiators and objection handling.

An approach to experiments that reports the probability each variant is best and the expected gain, rather than a p-value.

A marketing mix model that combines prior beliefs with observed data to produce probability distributions, rather than single point estimates, for channel effects.

Bruce Henderson's 1970 Boston Consulting Group portfolio tool classifying products as Stars, Cash Cows, Question Marks or Dogs by market growth and relative share.

A narrow initial segment a company dominates first to build momentum, a strategy central to Geoffrey Moore's Crossing the Chasm.

Targeting ads based on a person's past browsing or purchase behavior.

Amazon's ranking of a product's recent sales velocity relative to other products in the same category.

Coalition for Better Ads guidelines identifying intrusive formats, such as pop-ups and auto-playing sound video, that Chrome has used to filter ads.

The number of bidders competing for an impression; more bid density generally raises clearing prices for publishers.

The data packet an SSP or exchange sends to buyers describing an available impression.

A DSP's reply to a bid request, containing its bid price, the ad creative or markup, and deal or tracking details.

An algorithm that lowers a bid in first-price auctions toward the likely clearing price.

The user, device, location, and page or app information transmitted in bid requests during real-time auctions.

Nielsen's TV measurement approach that combines set-top box and smart-TV data with its people-meter panel for larger, more granular audience estimates.

Google Cloud's serverless data warehouse, popular with marketers because GA4 and Google Ads data can export into it natively.

A window in which a subscriber keeps access while the app store retries a failed renewal payment.

Bing Webmaster Tools report showing how often a site is cited in Microsoft Copilot and Bing AI answers, with cited pages and sample grounding queries.

The late-November holiday shopping weekend, from Black Friday through Cyber Monday, that drives peak ecommerce sales and ad costs.

Tactics that try to manipulate search rankings in violation of search engine guidelines, risking penalties.

Total sales and marketing cost divided by all new customers acquired, including organic ones, rather than only paid-attributed customers.

A list of domains, apps, channels, or keywords an advertiser excludes so its ads don't appear there.

W. Chan Kim and Renée Mauborgne's 2005 strategy of creating uncontested market space instead of fighting rivals in crowded 'red oceans'.

A decentralized, text-based social network built on the open AT Protocol, offering custom feeds and portable accounts.

An existing organic social post promoted with paid budget to reach more people, using simplified targeting.

Automated, non-human visits to sites or apps that generate fake impressions or clicks.

The share of sessions where a visitor leaves without meaningful engagement; in GA4 it is the percentage of sessions that were not engaged sessions.

An AI agent a business deploys to represent its products, answer questions, and sell to customers or to other AI agents.

A creator or customer in a long-term relationship with a brand who repeatedly promotes it, often under exclusivity.

Twelve character types, such as Hero, Outlaw and Caregiver, applied to branding by Margaret Mark and Carol Pearson in 2001, drawing on Carl Jung.

The structure defining how a company's brands, sub-brands and products relate to each other and to the parent brand.

How familiar target customers are with a brand.

The commercial value a brand adds beyond the product itself.

Google Ads control preventing Performance Max or AI-driven Search campaigns from serving on specified brand queries, such as your own or competitors' names.

Using an established brand name to launch a product in a new category, leveraging existing equity but risking dilution.

A document setting rules for how a brand's logo, colors, typography, imagery and voice must be used across all touchpoints.

The visible and verbal elements a brand uses to present itself, including name, logo, colors, typography and voice.

Jean-Noël Kapferer's hexagonal model defining brand identity through physique, personality, culture, relationship, reflection and self-image.

An email standard that displays a brand's verified logo next to messages in supporting inboxes, requiring DMARC enforcement first.

Unilever's brand positioning model capturing a brand's essence through elements such as target, insight, benefits, values, reasons to believe and discriminator.

The measured change in awareness, consideration, or perception caused by a campaign.

Marketing that builds long-term awareness, meaning, and preference for a brand.

The reason a brand exists beyond making money, expressed as the positive impact it aims to have on customers or society.

Measures that keep ads away from content that could harm an advertiser's reputation.

Advertiser-specific rules about which content is appropriate, beyond baseline brand safety.

Ongoing surveys that measure awareness, consideration, perception and preference for a brand over time.

The consistent personality and tone a brand uses in its writing and spoken communication across channels.

The built-in 'Paid partnership' label creators add on Meta and other platforms to disclose a commercial relationship with a brand.

A brand architecture where all products sit under one master brand name, like Google Maps or FedEx Ground.

Paying for ads on searches for your own brand name, often to protect clicks from competitors bidding on it.

Campaigns designed to build brand and drive measurable performance at once.

A trail of links showing a page's position in the site hierarchy, helping users and search engines understand structure.

The minimum return on ad spend needed to cover product and variable costs, calculated as one divided by contribution margin percentage.

The loosest keyword match type, letting ads show for searches related to the keyword's meaning, even without its words.

On-demand streaming services run by traditional TV broadcasters, such as ITVX or 9Now, typically ad-supported.

An automated email sent to a known visitor who viewed products without adding to cart, reminding them of the items they browsed.

Using model outputs such as MMM response curves to simulate spend scenarios and reallocate budget across channels for the best expected return.

Gmail and Yahoo rules since 2024 requiring high-volume senders to authenticate, offer one-click unsubscribe and keep spam rates below 0.3%.

A very short, typically six-second, non-skippable video ad designed for reach and quick brand recall, popularized by YouTube.

Net cash burned divided by net new annual recurring revenue in a period; lower means more capital-efficient growth.

The rate at which a company spends cash beyond what it brings in, usually stated per month.

Concentrating heavy media weight into a short, intense period to create rapid impact, such as for a launch or seasonal peak.

Tools and practices, such as Tableau, Power BI and Looker, for analyzing business data and presenting it in reports and dashboards.

Alexander Osterwalder's one-page template of nine building blocks, from customer segments to cost structure, popularized in 'Business Model Generation' (2010).

The prominent Add to Cart offer on an Amazon product page, awarded to one seller based on price, fulfillment, stock, and performance.

Point-of-sale financing, from providers like Klarna, Afterpay, or Affirm, that splits a purchase into installments, often interest-free.

A promotion where purchasing one item earns a second free or discounted, used to drive volume and trial.

A fulfillment option where shoppers order online and collect in store or curbside, also called click and collect.

The buy side (advertisers, agencies, DSPs) purchases ad inventory; the sell side (publishers, SSPs, exchanges) offers and monetizes it.

An AI agent working for an advertiser or agency that finds inventory, evaluates proposals, and executes media buys against a campaign brief.

A semi-fictional profile of a typical buyer, capturing their role, goals, pain points and buying behavior.

The group of stakeholders, often six to ten or more people, who influence or approve a B2B purchase.

Average commercial-minute ratings that include live viewing plus three or seven days of time-shifted playback, long used as the basis for national TV deals.

The number of months it takes for the gross profit from a new customer to recover the cost of acquiring them.

California law creating DROP, a state platform letting residents request deletion from all registered data brokers with one request, which brokers must process from August 2026.

A California wiretapping law increasingly used in class actions alleging that website pixels, chat tools and session replay intercept communications without consent.

The US law setting rules for commercial email, including truthful headers and subject lines, a physical address and honoring opt-out requests within 10 business days.

Canadian law requiring consent, sender identification and an unsubscribe mechanism for commercial electronic messages such as marketing email and texts.

Canada's national marketing industry association, offering education, events, and codes of practice on privacy and ethics.

Clauses in upfront deals that let advertisers cancel a set share of committed spend for future quarters, given advance notice.

The Cannes Lions International Festival of Creativity, held each June in France, the industry's most prestigious creative awards and conference.

An HTML tag (rel=canonical) telling search engines which URL is the preferred version when similar or duplicate pages exist.

The percentage of shoppers who add items to an online cart but leave without completing the purchase.

A detailed story of how a customer used a product to solve a problem and achieve measurable results, used as sales proof.

The days between paying for inventory and collecting cash from customers, showing how long cash is tied up in operations.

The discipline of creating and defining a new market category so the creator becomes its leader, set out by Play Bigger's authors in 2016.

The situations and needs that prompt buyers to think of a category.

Statistical methods used to determine whether marketing actually caused an outcome, rather than merely being correlated with it.

California's consumer privacy laws granting rights to know, delete, and opt out of data sale.

Prompting or training an AI model to reason through intermediate steps before giving a final answer, improving accuracy on complex problems.

A brand that competes against category leaders by thinking and behaving differently, a concept defined by Adam Morgan in 'Eating the Big Fish' (1999).

An internal advocate at a prospect company who actively sells the solution to colleagues and helps push the deal forward.

Google Ads report, launched 2025, showing how Performance Max and Demand Gen results split across Search, YouTube, Display, Discover, Gmail, and Maps.

OpenAI's advertising product, tested from February 2026, showing labeled sponsored units below ChatGPT answers for Free and Go users, matched to conversation context.

ChatGPT capability, succeeding Operator, that uses its own virtual computer to browse, fill forms, and complete multi-step tasks on a user's behalf.

A structured file of product data merchants submit to OpenAI under its feed specification so their catalog appears accurately in ChatGPT shopping results.

ChatGPT's built-in web search that pulls live results into conversational answers with cited sources, making it a growing discovery channel for brands.

ChatGPT's product discovery experience that shows organic, unsponsored product cards, prices, and merchant links in answers to shopping questions.

OpenAI user agent that fetches a page live when a person or custom GPT asks ChatGPT to visit it; OpenAI says robots.txt may not apply.

Reducing friction in the checkout flow, such as fewer fields, guest checkout, and clear costs, to lower abandonment and raise conversion.

An early pitch meeting focused on whether client and agency teams work well together, rather than on finished ideas.

A US law requiring verifiable parental consent before collecting personal data from children under 13 online; FTC amendments finalized in 2025 tightened its rules.

The percentage of customers or revenue lost over a given period.

Robert Cialdini's influence principles from 1984: reciprocity, commitment and consistency, social proof, authority, liking and scarcity, with unity added in 2016.

The share of tracked AI answers that cite at least one of a brand's URLs, a core KPI for measuring AI search performance.

Anthropic crawler that indexes web content to improve Claude's search results; blocking it can reduce a site's visibility and citations in Claude answers.

Anthropic's training crawler; restricting it signals that a site's future content should be excluded from Claude model training datasets.

The final price paid for an impression in an auction, after any floors, fees, or shading are applied.

Generating fake clicks on ads, via bots, click farms, or scripts, to drain advertiser budgets or inflate publisher earnings.

A unique parameter platforms append to ad click URLs, such as Google's gclid or Meta's fbclid, used to tie conversions back to specific clicks.

Mobile fraud where a malicious app detects another app's install and fires a fake click just before it completes to steal attribution credit.

Mobile ad fraud where fake clicks are fired en masse so fraudsters can claim credit for organic installs that follow.

Clicks divided by impressions, expressed as a percentage.

The percentage of ad clicks or store page visitors that result in an app install.

Unique clicks divided by unique opens, showing how compelling an email's content was to those who opened it.

A method where the viewer's video player requests and plays ads separately from the content, typically allowing richer tracking but more susceptibility to ad blockers.

Linking ad exposure directly to verified sales data, common in retail media.

When more than one person watches the same screen, often modeled with a co-viewing factor to estimate people reached per CTV impression.

A low, medium or high value Apple sends in SKAdNetwork 4 postbacks when crowd anonymity is too low for a detailed conversion value.

Grouping customers by a shared trait, usually acquisition date, and tracking their behavior over time to compare retention, revenue and value.

An unsolicited one-to-one email sent to a prospect with no prior relationship, used in outbound sales prospecting.

An Instagram post or Reel co-authored by up to several accounts, appearing on each profile and sharing engagement.

Perplexity's $5 subscription, launched 2025, that shares 80% of revenue with publishers based on human visits, AI citations, and agent actions.

Advertising powered by transaction data from retailers, marketplaces, payments, and delivery apps.

An agency fee model where the agency earns a percentage of media spend, historically 15%, aligning revenue with budget size rather than effort.

Engaging with a brand's audience by responding to comments, moderating conversations, and nurturing relationships across social channels.

A display or banner ad shown alongside a video or audio ad, such as a clickable banner next to a player or in a podcast app.

Rules that prevent ads from competing brands or the same category from running in the same ad pod or break.

A customer data platform approach built on a company's existing data warehouse, using modular tools like reverse ETL rather than a separate all-in-one system.

Building an ecommerce stack from interchangeable best-of-breed services, often following MACH principles: microservices, API-first, cloud-native, headless.

AI that interprets images and video, used for visual search and contextual targeting.

An AI agent that operates a computer or browser like a person, seeing the screen and clicking and typing to complete tasks on websites.

A range of values that likely contains the true effect of a test, expressing the uncertainty around a measured lift.

Television content streamed over the internet to a TV via smart TVs or streaming devices.

Tools that collect and store users' privacy consent choices.

The share of visitors who accept tracking or marketing in a consent prompt, which directly affects how much data analytics and ad platforms receive.

McKinsey's 2009 model, by David Court and colleagues, replacing the linear funnel with a loop of consideration, evaluation, purchase and a 'loyalty loop'.

Everyday products consumers buy often and use up quickly, like food, beverages, and toiletries; the largest spenders on retail media.

Breaking one large piece of content, like a report or webinar, into many smaller assets for different channels.

A systematic review of a site's content inventory to decide what to keep, update, consolidate, or remove.

Standards for labeling and verifying the origin of digital content, including AI-made assets.

A document guiding a writer on a piece's target keyword, search intent, outline, and key points to cover.

A schedule that plans what content will be created and published, when, on which channels, and by whom.

Structuring pages into self-contained sections with clear headings and direct answers so AI systems can extract and cite individual passages.

The gradual decline in a page's organic traffic and rankings over time as content ages or competitors improve.

Identifying topics or keywords that competitors rank for or audiences search for but a site doesn't yet cover.

Creating valuable content to attract and retain an audience and drive action.

Removing, consolidating, or noindexing low-value pages to improve a site's overall quality and crawl efficiency.

Updating and improving existing content to regain or grow its search rankings and relevance.

Cloudflare's 2025 robots.txt extension letting sites state yes/no preferences for three uses of their content: search, ai-input, and ai-train.

Designing everything an AI model sees, including instructions, examples, retrieved documents, memory, and tools, so it performs reliably; popularized in 2025.

The maximum amount of text, measured in tokens, an AI model can consider at once, including the prompt, documents, and its own reply.

Placing ads based on the content of a page or video rather than the viewer's identity.

Revenue minus variable costs such as product, shipping and payment fees, showing what each sale contributes toward fixed costs and profit.

The dollars left after subtracting product, fulfillment, transaction, and marketing costs from revenue, available to cover fixed costs.

Software that records, transcribes, and analyzes sales calls to surface insights, coaching opportunities, and deal risks.

Ads served inside AI chat experiences and matched to the meaning of the conversation rather than to typed keywords.

Selling through chat interfaces, including messaging apps, brand chatbots, and AI assistants, where discovery and purchase happen in conversation.

Engaging customers through chatbots and messaging in real time.

Searching through multi-turn dialogue with an AI, where follow-up questions build on earlier context instead of starting a new query each time.

A server-to-server connection that sends conversion events directly to ad platforms.

The percentage of visitors or clicks that complete a desired action.

Improving pages and funnels so more visitors convert.

A value an app assigns to post-install user actions under Apple's SKAdNetwork, sent back to advertisers in a privacy-preserving postback.

The mapping that assigns user actions or revenue ranges to SKAdNetwork's 64 possible fine conversion values.

Targeting and measurement approaches that do not rely on third-party cookies.

Microsoft's in-chat purchasing in Copilot, launched January 2026 with PayPal, Shopify, and Stripe, where the merchant stays seller of record.

Microsoft program, launched 2025, letting retailers feed product data to Copilot so their items can be recommended and tracked in AI shopping answers.

Google's page-experience metrics for loading, responsiveness and visual stability: LCP, INP and CLS.

The principle that two metrics moving together does not prove one causes the other; establishing cause requires experiments or causal methods.

The direct costs of producing or buying the goods a company sells, such as materials, manufacturing, and inbound freight.

The cost to drive one conversion, such as a sale or signup.

The amount an advertiser pays for each click on an ad.

A pricing model where the advertiser pays only when a video ad plays to completion.

Ad spend divided by the number of conversions proven to be caused by the campaign, rather than all attributed conversions.

A mobile pricing model or metric where the advertiser pays for each app install driven by an ad.

A pricing model or metric where the advertiser pays for each lead, such as a form fill or sign-up.

The cost of 1,000 ad impressions.

The cost to buy one rating point (1% of the target audience), a traditional TV and radio planning metric.

A video pricing model where the advertiser pays when a viewer watches a set portion of the ad or interacts with it.

Agency compensation calculated from staff hours or FTEs times rates, plus an agreed overhead and profit margin.

The number of URLs a search engine will crawl on a site in a given period, shaped by server capacity and how much Google wants to crawl.

The number of clicks needed to reach a page from the homepage; deeper pages tend to be crawled less often.

How many pages an AI company's bots crawl for every visitor they send back, used to judge whether AI crawling benefits publishers.

How easily search engine bots can discover and access a site's pages by following links and respecting crawl rules.

An agency that develops brand ideas, campaigns, and ad content, typically working alongside a separate media agency.

Using AI and templates to produce, resize, localize, and version large volumes of ad creative from a few source assets.

A short document defining a campaign's objective, audience, key message and deliverables to guide creative teams.

The agency leader responsible for the concept, quality, and execution of creative work and the teams producing it.

Declining ad performance as the same audience sees a creative too often, signaled by rising frequency and falling CTR.

Systematically testing ad creative to find what drives results.

The businesses and platforms built around independent content creators.

A creator's published price list for deliverables like posts, Reels, and Stories, plus add-ons such as usage rights.

An arrangement letting a brand run paid ads through a creator's account and handle, with the creator's permission.

Planning and managing an organization's messaging during events that threaten its reputation.

Reaching the same person or household across phones, computers, and TVs by linking devices through identity data.

Recognizing the same person across phones, computers and TVs, using logins (deterministic) or statistical signals (probabilistic), for targeting and attribution.

Recommending complementary products to a shopper, such as a case with a phone, to increase order size.

Geoffrey Moore's 1991 thesis that tech products must bridge a gap between early adopters and the pragmatic early majority to go mainstream.

Apple's tiered privacy rule that reduces the detail in SKAdNetwork postbacks when a campaign drives too few installs to protect user anonymity.

The number of different people who listen to a radio station for at least five minutes during a given daypart or week.

A Core Web Vital measuring how much page content unexpectedly moves while loading; a score of 0.1 or less is good.

Controlled-experiment Using Pre-Experiment Data, a variance-reduction technique that uses prior user behavior to reach significant test results faster.

Packaging inventory and data from multiple publishers into a deal for buyers, often done on the sell side by SSPs or data companies.

A user-defined attribute registered in an analytics tool, such as GA4, so a custom event parameter or user property can be reported on.

A tailored version of ChatGPT configured with specific instructions, files, and tools for a task, such as brand-voice copywriting.

Alternate App Store product pages with different screenshots, videos, and text that can be matched to specific ads or audiences.

Google Play listings tailored to specific countries, user states or campaign links, the Play equivalent of Apple's custom product pages.

The total cost to acquire one new customer.

Programs that mobilize happy customers to provide references, reviews, testimonials, and case studies that influence prospects.

Software that unifies customer data from many sources into persistent profiles.

A composite score in a CRM or customer success tool that predicts a customer's likelihood to renew, expand, or churn based on usage and engagement.

The full set of interactions a person has with a brand over time.

The practice of visually charting each step, touchpoint, emotion and pain point a customer experiences in order to improve the experience end to end.

The total revenue or profit a customer is expected to generate over the relationship.

A program rewarding repeat customers with points, perks, or tiers; its member data powers personalization and retail media targeting.

Marketing aimed at existing customers to drive adoption, retention, expansion, and advocacy rather than new acquisition.

Google's feature for uploading hashed customer lists to reach or exclude those people across Search, YouTube, Gmail and other Google inventory.

Systems for managing customer interactions and data, such as HubSpot and Salesforce.

A function that proactively helps customers achieve their goals with a product, driving retention, renewals, and expansion.

Kevin Lane Keller's 1993 model, later drawn as a pyramid, building from salience to performance and imagery, judgments and feelings, then resonance.

UK-based nonprofit awards for design and advertising craft, famous for its hard-to-win Pencils, including the Black Pencil.

Russell Colley's 1961 approach, 'Defining Advertising Goals for Measured Advertising Results', which sets measurable communication objectives for each campaign.

The number of unique users who engage with an app or product on a given day.

The untrackable parts of a B2B buyer's research, like peer chats, podcasts, communities and social, that attribution tools miss.

Interface designs that manipulate users into choices they might not otherwise make, such as hidden reject buttons, which regulators treat as invalidating consent.

Sharing through private channels such as messaging apps, email and DMs that analytics tools typically record as direct traffic.

A visual display that brings key metrics together in one view so teams can monitor performance at a glance.

Putting collected and modeled customer data to work in marketing channels, such as building audiences, personalizing messages or feeding ad platforms.

A company that collects and sells or licenses personal data about consumers it has no direct relationship with.

A secure environment where parties match and analyze data without exposing raw records.

Adding information from internal or third-party sources, such as firmographics or demographics, to existing customer records.

The policies, roles and processes that ensure an organization's data is accurate, secure, compliant and used appropriately.

A storage repository holding large volumes of raw data in native formats, structured or unstructured, until it is needed for analysis.

An architecture combining a data lake's low-cost flexible storage with a data warehouse's management and query performance.

A structured JavaScript object on a website that holds page, user and event information for tag managers and analytics tools to read consistently.

A legacy platform for collecting and segmenting mostly anonymous audience data for ad targeting.

The principle of collecting and keeping only the personal data necessary for a specified purpose.

Matching offline or CRM records to online identifiers so a brand can reach or measure those customers in digital media.

A contract between a data controller and processor setting out how personal data may be handled, as required by GDPR Article 28.

The degree to which data is accurate, complete, consistent and timely enough to be trusted for decisions.

Analyzing a subset of data to estimate results for the whole, which speeds reports but can reduce accuracy on detailed queries.

A request from an individual to see, correct, delete or obtain the personal data an organization holds about them.

Presenting data as charts, graphs, and maps so patterns, trends, and outliers are quick to understand.

A central, structured database optimized for analytics that consolidates data from many sources, such as Snowflake, BigQuery or Amazon Redshift.

Algorithmic attribution that assigns credit based on observed conversion paths.

Daily active users divided by monthly active users, showing how often monthly users return each day.

The percentage of users from an install cohort who return to the app on day 1, 7, or 30 after installing.

Revenue generated by an install cohort within N days of installing, divided by the spend to acquire them; used to forecast payback.

Scheduling ads to run only during specific hours or days when the target audience is most likely to respond.

An open-source tool that lets analysts transform warehouse data with version-controlled SQL models, tests and documentation.

A unique identifier that links a buyer and seller's negotiated terms in a programmatic transaction.

A step in a CRM sales pipeline, such as discovery, proposal, or negotiation, that tracks an opportunity's progress toward closing.

Joel Huber, John Payne and Christopher Puto's 1982 finding that adding an inferior option shifts preference toward a target option.

A sending IP address used by only one sender, so its reputation depends entirely on that sender's own email practices.

Removing duplicate conversion records, such as the same purchase sent by both a browser pixel and a server-side API, so it is counted once.

Using a link that opens a specific screen or content inside an app rather than its home screen or a web page.

An AI assistant mode that runs dozens or hundreds of searches and reads many sources to produce a long, cited report on a question.

AI-manipulated media that convincingly imitates a real person.

GA4's rule-based classification of traffic into channels like Organic Search, Paid Social, Email, and Direct, based on source and medium.

A deep link that still routes a user to specific in-app content after they first install the app from the link.

Passing a limited, single-purpose payment token through an AI agent so it can pay a merchant without ever seeing the shopper's full card details.

Google Ads AI-powered campaigns for visual ads across YouTube, Discover, and Gmail, aimed at creating demand and driving conversions.

Creating awareness of and interest in a problem and solution among a target market, often without gating content.

A model, popularized by SiriusDecisions, that tracks how leads convert through stages from inquiry to closed deal to measure funnel performance.

Software advertisers and agencies use to buy ad impressions across many exchanges from one interface.

A high-intent B2B conversion where a prospect asks to see the product with a sales rep, usually treated as a priority hand-raiser.

Linking identities using exact identifiers, such as a hashed email or login.

Identifying a device by combining its technical attributes, often restricted by privacy rules.

A method estimating impact by comparing the change over time in a treated group against the change over the same period in a comparable control group.

Adding statistical noise so aggregate insights can be shared without identifying individuals.

The type of generative AI behind most image and video generators, which builds visuals by gradually refining random noise.

Everett Rogers's 1962 theory of how new ideas spread through innovators, early adopters, early majority, late majority and laggards.

Ads delivered in streaming music, internet radio, podcasts, and other digital audio, often paired with companion display units.

A discount offer that shoppers load to a retailer app, loyalty account, or promo code and redeem online or at checkout.

An EU law imposing obligations on designated gatekeeper platforms, including requiring user consent before combining personal data across their services for advertising.

Digital screens in public places, increasingly bought programmatically.

Creating newsworthy stories, data or assets and pitching them to journalists to earn coverage and authoritative backlinks.

An EU law regulating online platforms that bans ads targeted to minors or based on sensitive data and requires ad transparency and repositories.

How a product appears across online retailers: content, ratings, price, and availability.

The point where each additional dollar spent on a channel delivers less incremental result than the dollar before it.

A Google Ads feature announced in 2026 that shows exclusive retailer promotions to shoppers during AI Mode conversations, with Google deciding when to display them.

Visits analytics tools can't attribute to a referring source, including typed URLs, bookmarks, and untagged links from apps or email.

Brands that sell straight to customers instead of through retailers.

A Google Search Console feature for submitting a file of links a site wants Google to ignore when assessing it.

The difference between impression, click, or spend counts reported by two systems, such as a publisher's and an advertiser's ad server.

Clayton Christensen's theory, introduced with Joseph Bower in 1995, of simpler, cheaper offerings that start at the low end and eventually displace incumbents.

Non-name cues such as colors, logos, characters, sounds or taglines that people reliably link to one specific brand.

A DNS policy built on SPF and DKIM telling receivers how to handle failing emails (none, quarantine or reject) and sending reports.

An informal term for a standard link without nofollow, sponsored, or ugc attributes, which can pass ranking credit.

A third-party score, from tools like Moz or Ahrefs' Domain Rating, predicting a site's ranking strength from its backlink profile.

Fraud where low-quality or fake inventory is misrepresented in bid requests as coming from a premium publisher's domain.

An email authentication method that adds a cryptographic signature proving a message wasn't altered and came from the claimed domain.

The pattern, identified by William McPhee in 1963 and extended by Andrew Ehrenberg, that small brands have fewer buyers who are also slightly less loyal.

A signup process requiring subscribers to confirm their address via a confirmation email before being added to a list.

A series of automated emails sent on a set schedule or in response to actions, nurturing contacts over time.

Radio's most-listened dayparts, roughly 6–10 a.m. and 3–7 p.m. on weekdays, when commuters listen in cars.

A retail model where the seller lists products but a supplier ships orders directly to customers, so the seller holds no inventory.

TikTok features that let users create videos alongside (Duet) or incorporating a clip from (Stitch) another user's video.

The automated process of retrying failed subscription payments and messaging customers to update their card, reducing involuntary churn.

Substantially identical content appearing at multiple URLs, which can split ranking signals and confuse which version should rank.

Gerald Goodhardt and Andrew Ehrenberg's finding that a brand shares customers with competitors in proportion to those competitors' market penetration.

Swapping in different, often targeted, ads at the moment of playback in streaming video, podcasts, or audio rather than fixing them in the content.

Technology that assembles and tests ad variations in real time based on data about the viewer.

Sections of an email that change automatically for each recipient based on data such as location, behavior, or segment.

Automatically adjusting prices in real time based on demand, competition, inventory, or customer segment.

Ads automatically built from a product catalog that show each person the specific items they viewed or are likely to want.

Google's quality concept of Experience, Expertise, Authoritativeness, and Trustworthiness.

The late-afternoon to early-evening TV daypart, roughly 4–7 p.m., typically covering talk shows and local news.

Publicity a brand gains without paying for placement, such as press coverage, reviews, mentions and shares.

An estimate of what organic social mentions or coverage would have cost as paid media, often used to value influencer campaigns.

Earnings before interest, taxes, depreciation, and amortization, a common proxy for a company's operating profitability.

The person at a buying organization with final authority to approve the budget and sign off on a purchase.

Revenue or cost per thousand impressions calculated across any pricing model, used to compare CPC, CPA, and CPM performance on one basis.

The number of exposures a person needs to see an ad for it to achieve its intended effect, balancing impact against wasted repetition.

Awards honoring marketing effectiveness, judged on proven results against objectives rather than creativity alone.

Richard Petty and John Cacioppo's 1980s model that persuasion works through a central route (careful thought) or peripheral route (cues).

The on-screen grid listing channels and schedules, now central to how viewers discover FAST and streaming linear channels.

A public list of IP addresses or domains flagged for sending spam, which mailbox providers consult to block or filter incoming email.

The percentage of email recipients or clickers who complete a desired action, such as a purchase or sign-up, after engaging with an email.

The ability of emails to reach the inbox rather than spam or being blocked, driven by authentication, reputation and engagement.

A platform used to build, send, and track marketing or transactional email at scale, such as Mailchimp, Klaviyo, or SendGrid.

Checking email addresses for validity, typos, disposable domains, or risk before sending, to reduce bounces and spam trap hits.

An agreement that journalists receive news early but won't publish until a specified date and time.

Numerical representations of text, images, or products that capture meaning, letting software find similar items even when wording differs.

Encouraging employees to share company content and news on their personal social accounts to extend reach and credibility.

A brand that sells products through the retailer whose media network it advertises on, such as a cereal maker buying Walmart Connect ads.

A GA4 session that lasts at least 10 seconds by default, includes a key event, or has two or more page or screen views.

In GA4, engaged sessions divided by total sessions; on social platforms, interactions such as likes, comments and shares divided by reach or impressions.

A Google Ads feature that sends hashed first-party customer data, such as email, with conversion tags to improve conversion matching accuracy.

Making a brand, product, or person clearly and consistently defined across the web so search engines and AI models recognize it as a distinct entity.

The EU directive requiring user consent before storing or accessing information on a device, such as non-essential cookies, which is why cookie banners exist.

Ratings or ad units normalized to a 30-second standard so spots of different lengths can be compared and priced consistently.

Extract, Transform, Load (or Extract, Load, Transform): processes that move data from sources into a warehouse, transforming it before or after loading.

The EU's risk-based AI law, phased in from 2024, whose transparency duties require disclosing AI-generated or manipulated content such as deepfakes and chatbot interactions.

The 2023 mechanism allowing certified US companies to receive personal data from the EU, replacing the invalidated Privacy Shield.

Meta's 0–10 score rating how well customer information sent with server or pixel events can be matched to Meta accounts.

Extra detail sent with a GA4 event, such as page title, item ID, or value, describing the context of that interaction.

An analytics model, used by GA4 and product analytics tools, that records each user interaction as a named event with parameters rather than relying on pageviews and sessions.

Content that stays relevant and keeps attracting traffic for a long time, unlike news or trend-driven pieces.

The tightest keyword match type, showing ads only for searches with the same meaning or intent as the keyword.

Share of voice minus share of market; John Philip Jones showed in 1990 that brands with positive ESOV tend to grow share.

A contract term barring a creator from promoting competing brands for a set period and category.

The percentage of views of a page that were the last in a session, showing where visitors leave the site.

A popup triggered when a visitor's behavior signals they are about to leave, typically offering a discount or email signup.

New recurring revenue from existing customers via upsells, cross-sells, added seats, or usage growth.

Filter options like size, color, or price on category pages that can generate huge numbers of near-duplicate, crawlable URLs.

Linear-style streaming channels that are free to viewers and funded by ads.

A highlighted answer box at the top of Google results that quotes a page directly to answer the query.

Optimizing, enriching, and syndicating product feed data across channels so listings meet each platform's rules and perform better.

A service from mailbox providers that notifies senders when recipients mark their email as spam, so those addresses can be suppressed.

Including a handful of examples in a prompt so an AI model copies the desired format, tone, or reasoning.

Regional, in-person, and event-led marketing, such as trade shows, executive dinners, and roadshows, that supports sales in specific territories or accounts.

The percentage of ad requests that are filled with an ad.

Google Ads automation that swaps your chosen landing page for a more relevant page on your site and generates matching ad text.

Further training a model on specific data to adapt it to a task or brand voice.

Descriptive company attributes, such as industry, revenue, employee count, and location, used to segment and target B2B accounts.

The time from page load start until the first text or image appears on screen.

Procter & Gamble's term, popularized around 2005, for the few seconds when a shopper first encounters a product on the shelf.

Giving 100% of conversion credit to the first recorded touchpoint.

The first ad slot in a commercial break, often sold at a premium because it captures attention before viewers tune out.

Whether a customer's first purchase covers its product, fulfillment, and acquisition costs, determining how much brands rely on repeat orders.

A brand that sells its products wholesale to a retailer like Amazon or Walmart, which then owns the inventory and retail pricing.

A cookie set by the domain a user is visiting, used for logins, preferences and analytics, and far less restricted by browsers than third-party cookies.

Data a company collects directly from its own customers and audiences.

An auction in which the winner pays exactly what they bid.

Fixed costs, like rent and salaries, stay constant with volume; variable costs, like shipping and payment fees, rise with each sale.

An agency pay model with an agreed set fee for a defined scope or period, independent of how much media is bought.

A brief flash of original content before a client-side test variant loads, which can bias results and hurt user experience.

A media scheduling strategy that alternates periods of advertising with periods of no advertising.

The minimum price a publisher will accept for an impression.

Jim Collins's 2001 'Good to Great' concept of self-reinforcing momentum, adopted by HubSpot in 2018 to replace the funnel with attract, engage, delight.

B.J. Fogg's model (2007) that behaviour happens when Motivation, Ability and a Prompt converge, summarized as B=MAP.

TikTok's algorithmic, personalized feed that recommends videos based on viewing behavior rather than who users follow.

A large AI model trained on broad data, such as GPT, Gemini, Claude, or Llama, that can be adapted to many tasks.

Cash a business generates from operations after capital expenditures, available for growth, debt repayment, or shareholders.

The minimum order value a shopper must reach to qualify for free shipping, used to raise average order value.

Time-limited full or partial access to a paid product so prospects can evaluate it before buying.

A model where an app is free to download and use, with revenue from premium features, purchases, or subscriptions.

A limit on how many times one person sees an ad over a set period.

The classic hypothesis-testing approach that judges results by p-values and confidence intervals, usually requiring a fixed sample size set in advance.

Service where sellers send inventory to Amazon warehouses and Amazon handles storage, picking, shipping, returns, and Prime eligibility.

Planning that connects awareness, consideration, and conversion activity.

An agency offering strategy, creative, media, digital, and often PR under one roof as a single partner.

Customer acquisition cost including all sales and marketing expenses, such as salaries, tools, agencies, and overhead, not just media spend.

Measuring how many users move through each step toward a goal, such as visit, add to cart and purchase, to locate where they drop off.

A GA4 default channel, added May 2026, grouping visits referred by AI assistants like ChatGPT, Gemini, and Copilot; AI Overviews clicks stay in Organic Search.

Valuable content, such as reports or ebooks, that visitors can access only after submitting contact details.

The EU's General Data Protection Regulation governing personal data use.

A nine-box portfolio tool developed by McKinsey for General Electric in the early 1970s, rating business units on industry attractiveness and competitive strength.

Google's Gemini assistant built into the Chrome browser, able to summarize pages, answer questions across tabs, and increasingly take agentic actions.

Non-human or invalid traffic identifiable through routine filtering, such as known crawlers, data-center traffic, and bot lists.

Ads whose images, video, copy, or variations are created by generative AI, often automatically inside platforms like Meta, Google, or TikTok.

AI that creates new text, images, audio, or video from prompts.

Google Search Console report showing how often a site's links received impressions in AI Overviews and AI Mode, rolled out worldwide in August 2026.

Optimizing content so it is cited and recommended in AI-generated answers.

An AI editing feature that adds, removes, or extends parts of an image from a text prompt, popularized by Adobe Photoshop.

An experiment that varies spend across regions to measure incremental impact.

Targeting ads to devices inside a defined geographic boundary.

The US organization that provides audited audience measurement for out-of-home advertising.

A lift-measurement method that records when control-group users would have seen an ad without serving it, avoiding the cost and bias of PSA ads.

A promotion that gives shoppers a free item once their order meets a condition, such as a minimum spend.

A World Federation of Advertisers initiative that created shared brand safety and suitability frameworks; it was discontinued in 2024.

A browser signal that tells sites a user opts out of data sale or sharing.

An IAB Tech Lab framework that packages consent and privacy signals for multiple jurisdictions into a single string for the ad supply chain.

A globally unique product barcode number, including UPC and EAN formats, used by retailers and marketplaces to identify products.

The plan for launching a product to its target market.

Simon Sinek's 2009 model arguing inspiring brands communicate from the inside out: Why they exist, then How, then What they do.

Offering three tiers of a product at rising prices so customers self-select, often nudging them toward the middle option.

Google's publisher ad server and exchange platform, used by many publishers to manage direct deals, programmatic demand, and inventory.

Google's conversational search mode, powered by Gemini, that answers complex multi-part questions with a synthesized response and source links instead of a list of results.

Google's event-based analytics platform that replaced Universal Analytics.

Google's automated campaign type that promotes apps across Search, Play, YouTube, Discover, and the Display Network from supplied assets.

Google's free business listing, formerly Google My Business, that shows hours, location and reviews in Maps and local results.

Google's method for adjusting tags based on consent and modeling lost conversions.

A broad change Google makes to its ranking systems several times a year, often causing large swings in site traffic.

Google's tool where retailers upload product feeds to power Shopping ads, free product listings, and Performance Max retail campaigns.

A 2011 Google algorithm update targeting low-quality and thin content, later incorporated into the core algorithm.

A 2012 Google algorithm update targeting manipulative link building, made part of the real-time core algorithm in 2016.

An Android API that passes referral data from the Play Store to an app at first launch, enabling accurate install attribution.

A free Google dashboard showing bulk senders their Gmail spam rate, domain and IP reputation, and authentication results.

Google's free tool showing a site's search queries, clicks, indexing status and technical issues.

An AI Mode feature for real-time voice conversation with Google Search, optionally sharing the phone camera so Search can answer about what it sees.

Google's AI-refreshed dataset of 50+ billion product listings with prices, reviews, and stock that powers shopping in Search, AI Mode, and Gemini.

A Google shopping cart launched in the US in 2026 that lets people save and buy products from multiple retailers across Search and Gemini.

A robots.txt control token, not a separate crawler, that lets sites opt out of Gemini and Vertex AI training without affecting Google Search or AI Overviews.

OpenAI's training crawler; blocking it in robots.txt opts a site's content out of training OpenAI's foundation models without affecting ChatGPT search visibility.

Bulk email a recipient opted into but rarely engages with, which mailbox providers may increasingly filter away from the inbox.

Revenue minus cost of goods sold, expressed as a percentage of revenue, showing profit before operating expenses.

The total value of goods sold through a platform or marketplace over a period, before fees, returns, discounts, and costs.

Reach multiplied by average frequency, a traditional TV planning metric.

The percentage of recurring revenue kept from existing customers after churn and downgrades, excluding any expansion; it cannot exceed 100%.

Gross revenue is total sales before deductions; net revenue subtracts returns, discounts, and allowances.

Connecting an AI model's answer to retrieved, up-to-date sources such as live search results, reducing hallucinations and producing citations.

Rapid, experiment-driven marketing focused on finding low-cost, scalable ways to grow users or revenue.

A self-reinforcing system where users' actions produce outputs, like invites or content, that bring in more new users.

A metric monitored during an experiment to ensure a change doesn't harm important outcomes, such as revenue, latency, or unsubscribes.

Rules and filters that keep AI outputs safe, accurate, on-brand, and compliant, such as blocked topics, claim checks, and approval steps.

Low-cost, unconventional tactics that create surprise and buzz, named by Jay Conrad Levinson in his 1984 book.

A checkout option that lets shoppers buy without creating an account, reducing friction and cart abandonment.

Indirect impact where marketing for one product, channel or brand lifts results for another, such as TV advertising boosting branded search.

A permanent email delivery failure, such as an invalid or nonexistent address, that should be removed from the list immediately.

An in-game currency mainly bought with real money, unlike soft currency that players earn through play.

A paywall that requires users to start a trial or subscription before they can use the app's core features.

An email address converted to an irreversible string used as a privacy-safer identifier.

A technique that lets publishers offer inventory to multiple demand sources at once before calling their ad server.

HTML heading elements that structure page content into a hierarchy, helping readers and search engines understand topics.

An ecommerce architecture separating the front-end storefront from the back-end commerce engine, connected through APIs for flexibility.

A visual overlay showing where visitors click, move, or scroll on a page, with warmer colors marking more activity.

Google's ranking system, launched in 2022 and folded into core ranking in March 2024, that rewards people-first content over search-first content.

Robert Lavidge and Gary Steiner's 1961 model that advertising moves people through awareness, knowledge, liking, preference, conviction and purchase.

The US health privacy law protecting patient information held by healthcare providers and their partners, which restricts health organizations' use of tracking pixels.

A randomly selected group withheld from exposure to measure true impact.

An ad placement on a smart TV or streaming device's home interface, sold by platforms such as Roku, Samsung, LG, and Amazon Fire TV.

A premium buy where one advertiser owns most or all ad placements on a site's homepage for a set period, often including site skins.

Nir Eyal's 2014 habit-forming loop of Trigger, Action, Variable Reward and Investment, from his book 'Hooked'.

The share of video ad impressions where viewers watch past the first few seconds, measuring how well the opening grabs attention.

A podcast or radio ad read by the show's host in their own voice, valued for authenticity and listener trust.

A brand architecture where a parent company runs many separately named brands, like Procter & Gamble's Tide and Gillette.

The percentage of all TV households in a market that have a set turned on during a given time period.

Byron Sharp's 2010 Ehrenberg-Bass book arguing brands grow mainly by increasing penetration among light buyers via mental and physical availability.

An HTML attribute that tells search engines which language and regional version of a page to show users in different locales.

An open payment standard, created by Coinbase, that revives the web's 402 Payment Required code so agents and apps can pay per request, often in stablecoins.

A workflow where people review, approve, or correct AI outputs or agent actions before they take effect.

Combining in-app advertising, in-app purchases, and subscriptions in one app to maximize revenue across different user types.

Shopify's React-based framework for building custom headless storefronts, typically hosted on its Oxygen platform.

Gartner's model, introduced by Jackie Fenn in 1995, charting emerging technologies through a peak of inflated expectations, a trough of disillusionment and a plateau.

Using AI and real-time data to tailor content to an individual.

Simple, instantly playable mobile games monetized mainly through ads and scaled with cheap, high-volume user acquisition.

A standardized IAB Tech Lab classification of content categories used to label pages and apps for contextual targeting and brand safety.

IAB Tech Lab technical standards defining how podcast downloads, listeners, and ad deliveries are counted so metrics are comparable across hosts.

Common display dimensions defined by the IAB, such as 300x250 medium rectangle, 728x90 leaderboard, 160x600 skyscraper, and 320x50 mobile banner.

The IAB's technical standards body, which publishes specifications such as OpenRTB, VAST, ads.txt, sellers.json, and the Open Measurement SDK.

A description of the type of company, by industry, size, tech and needs, that gets the most value and is best to sell to.

A database connecting identifiers that belong to the same person or household.

Linking identifiers across devices and channels to one person or household.

An IETF working group developing a standard vocabulary for publishers to express how automated systems may use their content, including AI training.

A text description in an image's HTML that aids accessibility for screen readers and helps search engines understand the image.

A single instance of an ad being served or displayed.

A DOOH factor estimating how many people see one ad play on a screen, converting a single play into audience impressions.

The percentage of eligible ad impressions you actually received, revealing how much demand you lose to budget or rank.

Per-impression ad revenue from mediation platforms, shared with MMPs to calculate ad-revenue ROAS and LTV by campaign.

Ads served inside mobile or CTV apps, commonly as banners, interstitials, native units, or rewarded video.

Real-time auctions where ad networks bid simultaneously for mobile app inventory, replacing the traditional mediation waterfall.

A user action tracked inside an app after install, such as registration, purchase, or level completion, used to optimize and measure campaigns.

A message, such as a modal, banner, or tooltip, displayed to users while they're actively using an app.

Buying digital goods, upgrades, or subscriptions within an app, usually processed through the Apple App Store or Google Play billing.

A system dialog, governed by Apple and Google APIs and limits, that asks users to rate an app without leaving it.

Moving marketing functions such as creative, media buying or programmatic from external agencies to an internal team.

Ads on screens and fixtures inside physical stores, often tied to retail media networks.

Attracting customers with useful content and experiences rather than interruption, a term coined by HubSpot co-founder Brian Halligan around 2005.

The percentage of delivered emails that land in recipients' primary inbox rather than the spam or junk folder.

The additional unique audience a channel or campaign reaches beyond people already reached by other media in the plan.

Revenue caused by advertising, divided by ad spend, excluding sales that would have happened anyway.

The lift in an outcome caused by marketing that would not have happened otherwise.

An agency not owned by a holding company, often pitched as more agile and conflict-free, such as Mischief or Mother.

Whether a crawled page is eligible to be stored in a search engine's index and shown in results.

The act of running a trained AI model to produce an output; inference costs drive the price of AI features at scale.

The legal requirement, enforced by bodies like the FTC and Ad Standards Canada, that creators clearly label paid or gifted content.

Partnering with creators to promote a brand to their audiences.

Sending free products to many creators without payment or posting requirements, hoping some share them organically.

A signed contract between advertiser and publisher or vendor specifying the media to run, dates, quantities, pricing, and terms.

Instacart's advertising platform, letting CPG brands buy sponsored product placements and shoppable display across grocery partners on its app.

A one-to-many messaging feature letting creators and brands send updates directly to followers who join.

Meta's tool inside Instagram for brands to search, contact, and partner with creators for branded content.

Instagram's short, vertical video format, which the platform heavily distributes to non-followers through recommendations.

Full-screen photo and video posts that disappear after 24 hours unless saved as Highlights.

Mobile ad fraud in which malware detects a new install and fires a fake click to steal attribution credit for it.

The percentage of new installs that start a free trial, an early indicator of subscription app performance.

A ChatGPT feature launched in 2025 with Stripe that let US users buy from participating merchants without leaving the chat, built on ACP.

Video ads that play inside a video player before, during, or after video content the viewer chose to watch.

Coordinating all brand messages across channels for one consistent story.

Apple Safari's set of protections that block third-party cookies and shorten the lifespan of some first-party cookies and tracking storage.

Signals that show a person or company is researching a purchase.

A Core Web Vital measuring how quickly a page visibly responds to user interactions; 200 milliseconds or less is good.

The digital advertising trade association that develops industry standards, research, and policy for advertisers, publishers, and ad tech companies.

A streaming TV ad that lets viewers act, such as scanning a QR code, pressing a remote button or adding to cart.

Linking between pages on the same site to help users and crawlers navigate and to distribute ranking signals.

A full-screen ad that appears between content or app screens and can be closed by the user.

Full-screen ads shown at natural transition points in an app, such as between game levels, that users can close.

An App Store subscription discount for new subscribers, offered as a free trial, pay-as-you-go price or pay-up-front price.

Forecasted impressions available to sell for given targeting and dates, used to plan and price direct deals.

How many times a business sells and replaces its inventory in a period, calculated as cost of goods sold divided by average inventory.

Subscription cancellations caused by failed payments, such as expired cards, rather than a user's choice to cancel.

Reaching specific households on CTV and other devices by matching their IP address to audience or customer data.

Gradually increasing email volume from a new sending IP address so mailbox providers can build trust and avoid filtering it as spam.

A prompt crafted to get an AI model to bypass its safety rules and produce content it is designed to refuse.

The practice of making sure content and links rendered by JavaScript can be crawled, rendered, and indexed by search engines.

The theory, popularized by Clayton Christensen, that customers 'hire' products to make progress on a specific job in their lives.

A US body formed in 2023 by TV networks and agencies to set standards for and certify alternative TV measurement currencies.

Coordinating personalized, real-time messages across email, SMS, push, and other channels based on each customer's behavior and lifecycle stage.

Google's recommended format for adding structured data to a page as a script block separate from the visible HTML.

The average number of new users each existing user brings in through invites or sharing; above 1 means viral growth.

Noriaki Kano's 1984 model classifying product features as basic must-haves, performance attributes or delighters by their effect on satisfaction.

GA4's name, since 2024, for an event marked as important to the business; 'conversion' now refers to key events shared with Google Ads.

A measurable value chosen to show how effectively a campaign, team or business is achieving its key objectives.

When several pages on one site target the same query and compete, weakening each page's ability to rank.

A third-party tool score estimating how hard it is to rank on page one for a keyword, mostly based on competitors' backlinks.

Settings that control how closely a search query must match your keyword to trigger an ad: broad, phrase or exact.

Finding and evaluating the search terms your audience uses, weighing volume, difficulty and intent to decide what content to create.

Overloading a page with repeated keywords to manipulate rankings, a spam practice that Google penalizes.

Verifying an AI agent's identity, operator, and permissions before letting it browse, transact, or access data, modeled on Know Your Customer checks.

The date after which an AI model has no training data, so it cannot know later events unless connected to search or other live sources.

A network of entities and their relationships, like brands, products, and people, that helps search engines and AI systems understand facts.

An information box Google shows for entities like brands, people, and places, drawn largely from its Knowledge Graph.

Kroger's retail media network, using loyalty-card purchase data to target and measure ads across Kroger properties and partner channels.

A B2B growth strategy of winning a small initial deal in an account, then expanding usage, seats or products over time.

The total cost of getting a product to a buyer or warehouse, including purchase price, freight, insurance, duties, and fees.

An AI model trained on vast text to understand and generate language.

Optimizing content and brand signals so large language models understand, cite, and recommend a brand, both in live answers and in what models learned during training.

A Core Web Vital measuring how long the largest visible element takes to load; 2.5 seconds or less is considered good.

Giving 100% of conversion credit to the final click before purchase.

The final leg of shipping from a distribution hub to the customer's door, often the costliest part of fulfillment.

The TV daypart after the late local news, roughly 11:30 p.m. to 1 a.m. Eastern, dominated by late-night talk shows.

Native ad forms on platforms like LinkedIn and Meta that collect prefilled contact details without sending users to a website.

Capturing contact details of potential buyers, often through forms or gated content, for sales follow-up.

A free, valuable resource, such as a template, report, or tool, offered in exchange for a prospect's contact details.

Building relationships with prospects not yet ready to buy through relevant, staged content until they become sales-ready.

Automatically assigning incoming leads to the right sales rep or team based on rules like territory, account owner, or company size.

Ranking leads by their likelihood to buy.

Automatically linking individual leads to their company record in the CRM so activity can be viewed and routed at the account level.

Eric Ries's 2011 methodology of building, measuring and learning through rapid experiments and validated learning to reduce startup waste.

A GDPR lawful basis allowing processing without consent when an organization's interest is balanced against, and not overridden by, the individual's rights.

Messaging customers based on their stage, from onboarding to retention and win-back.

A CRM field marking where a contact sits in their relationship with a company, such as subscriber, lead, MQL, SQL, opportunity, or customer.

A test comparing exposed and unexposed groups to measure an ad's causal effect.

An ad server entry defining one part of a campaign, including its dates, budget, priority, targeting, and pricing.

A multi-touch model that gives equal conversion credit to every recorded touchpoint in the customer journey.

Activities aimed at earning backlinks from other websites to raise a site's authority and rankings.

The ranking value a link is believed to pass from one page to another, informally called link juice.

The single clickable profile link on platforms like Instagram and TikTok, often pointing to a landing page of multiple links.

Manipulative link practices such as buying links or excessive link exchanges that violate Google's spam policies.

An Apple feature that strips known tracking parameters, such as click IDs, from URLs in Mail, Messages and Safari Private Browsing.

LinkedIn's AI campaign builder that generates targeting and ad copy from a URL and automatically optimizes B2B campaigns.

The rate at which an email or SMS list grows over a period, calculated as new subscribers minus unsubscribes, bounces, and complaints, divided by list size.

Regularly cleaning an email list by removing invalid, bouncing and unengaged addresses.

A hidden email header that lets mailbox providers show a built-in unsubscribe button, giving recipients an alternative to marking mail as spam.

The percentage of audio ads that played to completion; the audio equivalent of video completion rate.

Livestreamed video in which hosts sell products that viewers can buy in real time.

A TV rating that counts live viewing plus playback recorded and watched the same broadcast day.

Ongoing post-launch updates, events and offers that keep a game or app engaging and monetizing without new releases.

Placing accurate brand information in sources that AI models cite or learn from, such as reviews, forums, and listicles, to influence AI recommendations.

A proposed file that tells AI models which site content is most useful to read.

Any online mention of a business's name, address, and phone number, such as in directories like Yelp, that supports local rankings.

The map and short list of nearby businesses Google shows for searches with local intent, also called the Map Pack.

Optimizing a business to appear in location-based searches and map results, largely through its Google Business Profile and reviews.

Structured data that specifies a business's name, address, phone, hours, and type to reinforce local search signals.

Reviewing server logs to see exactly which pages search engine bots crawl, how often, and which errors they encounter.

The percentage of customer accounts lost in a period, counted regardless of how much revenue each represented.

Chris Anderson's 2004 Wired theory that online businesses can profit from selling small volumes of many niche products.

Longer, more specific search phrases with lower volume but clearer intent and usually less competition.

A modeled audience of new people who resemble an advertiser's existing customers.

Google's free dashboard and reporting tool, formerly Data Studio, that connects to GA4, Google Ads, BigQuery and other sources.

The repeating sequence of ad spots on a digital out-of-home screen; buyers purchase spots or share of time within the loop.

A paid or earned in-game item that gives randomized rewards, a monetization mechanic regulated or restricted in some countries.

Kahneman and Tversky's 1979 prospect-theory finding that losses feel roughly twice as powerful as equivalent gains.

Pricing a product at or below cost to attract customers who then buy other, more profitable items.

Kevin Roberts's 2004 Saatchi & Saatchi concept that great brands earn 'loyalty beyond reason' by combining high love and high respect.

An efficient fine-tuning technique that trains small add-on weight layers instead of the whole model, cheaply adapting models to a brand's style or products.

Customer lifetime value divided by acquisition cost; a core efficiency benchmark.

A Gartner term for a non-human economic actor, such as an AI agent, that obtains goods or services in exchange for payment.

Algorithms that learn patterns from data to make predictions or decisions.

A placeholder in an ad tag or URL, such as a timestamp or click URL, that the ad server replaces with a real value at serve time.

A creator with a large following, commonly around 100,000 to one million followers, offering broad reach at higher cost.

Low-quality sites built mainly to arbitrage ad revenue rather than serve readers.

A SaaS efficiency metric: quarterly increase in recurring revenue, annualized, divided by the prior quarter's sales and marketing spend.

An Apple Mail feature that preloads remote content, including tracking pixels, making email open rates unreliable for users who enable it.

A company that hosts email inboxes and decides inbox placement, such as Gmail, Outlook, Yahoo, or Apple iCloud Mail.

Free or compensatory ad delivery a publisher provides when a campaign under-delivers or runs incorrectly.

Using ads to distribute malware or redirect users to scam sites, often via compromised creatives in programmatic channels.

A penalty applied by a human Google reviewer when a site violates spam policies, reported in Google Search Console.

The range above and below an estimate within which the true value likely falls, at a given confidence level.

The revenue generated by the next additional dollar of spend in a channel, used to decide where to add or cut budget.

Cloudflare feature that serves AI agents a clean Markdown version of a web page instead of HTML, making content cheaper and easier for agents to read.

Money a vendor provides to channel partners to fund marketing activities that promote the vendor's products.

Dividing a market into groups of buyers with shared needs or traits so offers and messages can be tailored; formalized by Wendell Smith in 1956.

Software that automates repetitive marketing tasks such as email and nurturing.

Total marketing spend expressed as a share of company revenue, a common benchmark for setting and comparing marketing investment.

Total revenue divided by total marketing spend across all channels.

A model of stages a customer moves through from awareness to purchase.

The framework of Product, Price, Place and Promotion, formalized by E. Jerome McCarthy in 1960 from Neil Borden's 'marketing mix' concept.

Statistical modeling of aggregate sales data to estimate each channel's contribution and optimal budget.

Theodore Levitt's 1960 Harvard Business Review argument that firms fail when they define themselves by products rather than customer needs.

The corporate function that sources, negotiates, and manages agency and marketing vendor contracts to control cost and value.

A lead whose engagement or fit indicates readiness for further nurturing or sales follow-up, according to criteria marketing and sales agree on.

Pipeline from opportunities where marketing touched the account or contacts at some point, even if marketing did not originally source it.

The value of sales opportunities whose origin is credited to marketing activity, a common B2B measure of marketing's revenue contribution.

Ads sold by marketplaces such as Amazon, eBay, Etsy, and Uber to sellers and brands.

The commission a marketplace like Amazon charges sellers on each sale, usually a percentage of the item price by category.

The set of marketing technologies a company uses together.

Maryland's privacy law, effective October 2025, among the strictest US state laws, with strict data-minimization rules and a ban on selling sensitive data.

Abraham Maslow's 1943 theory ranking human needs from physiological and safety through belonging and esteem to self-actualization, widely used in messaging.

The overarching contract setting legal and commercial terms between client and agency, under which individual SOWs are issued.

Mastercard's agentic payments program, announced in 2025, that lets registered AI agents pay with agent-specific tokens tied to verified user intent.

The percentage of a brand's records that a platform, onboarder or clean room partner can successfully match to its own users.

A document defining business objectives, KPIs, the events and dimensions to track, and how data will be collected and reported.

A B2B sales qualification framework covering Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion.

An agency that plans, negotiates, and buys paid media for advertisers, separate from the agency creating the ads.

An independent review of an agency's media buying that checks prices, delivery, quality, and contract compliance against benchmarks.

A client document giving a media agency the objectives, audience, budget, timing, and KPIs needed to build a media plan.

Purchasing ad space and time, directly or programmatically.

A visual calendar of a media plan showing channels, flight dates, weights, and budgets across a campaign.

A package of brand assets, facts, bios, images and contacts for journalists, or audience and rate data from a publisher.

A company that owns and sells advertising inventory, such as a publisher, broadcaster, platform, or OOH operator.

Deciding where, when, and how much to advertise to reach goals.

The US body that audits and accredits advertising measurement services.

Payments or free inventory media owners give agencies based on spend volume, controversial when not passed back to clients.

Building relationships with journalists and outlets to secure fair, positive coverage for an organization.

Clarity for advertisers on where their money goes, including fees, rebates, markups and the actual inventory bought.

A creator or celebrity with more than about one million followers, used mainly for mass awareness.

How easily a brand comes to mind in buying situations (Ehrenberg-Bass).

Robert Zajonc's 1968 finding that people develop a preference for things simply because they have seen them repeatedly.

Google's open-source Bayesian marketing mix modeling framework, released in 2024–2025 as the successor to LightweightMMM, supporting geo-level data and experiment calibration.

Google's 2020 research, with The Behavioural Architects, describing how shoppers loop between exploration and evaluation before purchase.

Meta's AI ad-retrieval engine, introduced December 2024, that narrows millions of candidate ads to a shortlist per person, rewarding diverse creative.

A short HTML summary of a page that search engines may show beneath the title in results, influencing clicks.

Meta's LLM-scale foundation model for ads that learns patterns across its apps and transfers that knowledge to the models ranking ads in real time.

Meta's ad-model architecture that consolidates many smaller ranking models into fewer large shared ones so learnings transfer across objectives.

A high-quality master video file supplied with a VAST ad so streaming platforms can transcode it into formats suitable for server-side ad insertion.

A creator with a modest but engaged following, commonly cited as roughly 10,000 to 100,000 followers.

A manufacturer policy setting the lowest price at which resellers may advertise a product, to protect brand value and margins.

The smallest lift a test is designed to reliably detect, given its sample size, baseline rate, significance level and statistical power.

The simplest version of a product that allows maximum validated learning, a term coined by Frank Robinson and popularized by Steve Blank and Eric Ries.

Device-level advertising identifiers on iOS (IDFA) and Android (GAID).

A third-party platform, such as AppsFlyer, Adjust, or Branch, that attributes app installs and in-app events to the ads that drove them.

Google's approach of primarily using the mobile version of a page's content for indexing and ranking.

Adjusting or constraining a marketing mix model using results from lift tests or experiments so its channel estimates reflect measured incrementality.

A standardized document describing an AI model's intended uses, training data, performance, and limitations, used to evaluate vendors and risks.

Degradation that occurs when AI models are trained heavily on AI-generated content, causing outputs to grow less diverse and accurate.

An open standard introduced by Anthropic in 2024 that lets AI models connect to external tools, data, and apps through a common interface.

Training a smaller 'student' model to mimic a larger 'teacher' model, delivering similar quality at lower cost and latency.

Conversions estimated by platforms using machine learning to fill gaps when consent, cookies or device tracking prevent direct observation.

The number of unique users who engage with an app or product within a 30-day period.

Predictable subscription revenue normalized to a monthly amount, a core health metric for subscription apps.

A setup where several specialized AI agents, such as research, copy, and analytics agents, coordinate to complete a larger task.

An adaptive testing method that shifts traffic toward better-performing variants during a test, trading some statistical certainty for less wasted traffic.

Amazon's service that ships orders from a brand's own website or other marketplaces using inventory stored in Amazon fulfillment centers.

Building relationships with multiple stakeholders at a target account so a deal does not depend on a single contact.

Attribution that distributes conversion credit across multiple touchpoints in a journey.

A cable, satellite or telco provider that packages and delivers TV channels to subscribers, such as Comcast or DirecTV.

AI that can understand and generate more than one type of input or output, such as text, images, audio, and video.

An experiment that tests combinations of changes to several page or ad elements at once to find the best-performing combination.

A creator with a small but highly engaged following, commonly defined as roughly 1,000 to 10,000 followers.

Keeping a business's Name, Address, and Phone number identical across its website, Google Business Profile, and online directories.

Paid ads that match the look and feel of the surrounding content.

The field of AI that lets computers understand and generate human language.

When expansion revenue from existing customers exceeds revenue lost to churn and downgrades, so the existing base grows on its own.

Terms added to a search campaign to stop ads from showing on irrelevant queries, reducing wasted spend.

A loyalty metric from asking how likely customers are to recommend a brand on a 0–10 scale, calculated as promoters' percentage minus detractors' percentage.

Recurring revenue kept from an existing customer group over a period, including expansion and subtracting churn and downgrades, expressed as a percentage.

When a product becomes more valuable as more people use it, creating a powerful competitive moat for platforms and marketplaces.

Total marketing spend divided by first-time customers only, a common DTC metric that excludes repeat buyers from the denominator.

A retail media metric counting purchases from customers who haven't bought from the brand in a set lookback period, typically 12 months.

The digital-video counterpart to TV upfronts, where digital publishers and platforms showcase content and ad offerings to buyers each spring.

An AI recommendation of the most valuable next interaction for each customer.

Nielsen's cross-platform measurement product that deduplicates audiences across linear TV, streaming and digital into a single view.

A Microsoft-led open protocol from 2025 that adds a natural-language interface to websites, letting people and AI agents query site content conversationally.

A link with rel="nofollow" signaling search engines not to pass ranking credit, which Google treats as a hint rather than a rule.

A meta robots or HTTP header instruction telling search engines not to include a page in their search results.

A brand that advertises on a retail media network without selling products at that retailer, such as an insurer or automaker.

A video ad, typically 15 to 30 seconds or shorter, that viewers must watch in full before content plays.

Marketing spend that doesn't directly buy audience exposure, such as creative production, agency fees, ad tech, and research.

The single metric a company believes best captures the core value it delivers to customers and predicts long-term growth.

A temporary performance change in a test caused by users reacting to something new rather than its lasting value.

Richard Thaler and Cass Sunstein's 2008 concept of steering choices through design without restricting options or changing incentives.

The default assumption in a statistical test that there is no real difference or effect between groups.

OpenAI's search crawler that indexes pages for ChatGPT search; sites that block it won't appear as cited sources in ChatGPT search answers.

Alphanumeric codes developers distribute that users redeem in the App Store or Google Play for free or discounted access.

An in-app page listing tasks, like installing another app or completing a survey, that users finish to earn in-app currency.

Uploading conversions that happen offline or in a CRM, like closed deals or store sales, back to ad platforms to measure and optimize campaigns.

Ads that use retailer data but run on other sites, CTV, or social.

A goal-setting system pairing ambitious objectives with measurable key results, created by Andy Grove at Intel and popularized by John Doerr.

A consistent customer experience across every channel and touchpoint.

AI models that run locally on a phone, laptop, or other device rather than in the cloud, improving privacy and speed, as in Apple Intelligence.

Optimizing elements on individual pages, like content, title tags, headings and internal links, to rank for target queries.

A standard (RFC 8058) letting recipients unsubscribe in a single click from the inbox interface, now required by Gmail and Yahoo for bulk senders.

A checkout design that collects shipping, billing, and payment details on a single page instead of multiple steps.

An ABM tier that groups similar target accounts, such as by industry or need, and tailors programs to each cluster.

An ABM tier that uses technology to reach hundreds or thousands of target accounts with lightly personalized, scalable campaigns.

The most intensive ABM tier, building fully customized programs and content for a handful of high-value target accounts.

Ads shown on a retailer's own site or app.

Programmatic inventory available to any qualified buyer through an exchange.

Google Ad Manager's server-side unified auction that lets third-party exchanges bid for publisher inventory alongside Google's demand.

An IAB Tech Lab software kit that gives third-party verification vendors a single, standard way to measure viewability and verification in apps and CTV.

The percentage of delivered emails that were opened, now less reliable because privacy features inflate tracked opens.

Ad-supported websites and apps outside the major walled gardens, typically monetized through programmatic exchanges and SSPs.

An AI model whose trained parameters are publicly released, such as Llama or Mistral, so companies can host and customize it themselves.

A standardized set of out-of-home venue categories, adopted by IAB Tech Lab, used to classify DOOH screens in programmatic buying.

The IAB Tech Lab protocol that standardizes communication between buyers and sellers in real-time bidding.

The part of a bid request that describes the content around an ad, such as title, genre, rating and live status, used heavily in CTV.

OPEX is day-to-day spending expensed immediately, like most marketing; CAPEX buys long-lived assets, such as some software development, capitalized and depreciated over time.

A CRM record for a qualified potential deal with a specific account, tracked through deal stages with an expected value and close date.

The percentage of sales opportunities that end as closed-won, out of all opportunities closed in a period.

Permission a person actively gives, such as ticking a box, before their data is collected or they receive marketing, as GDPR and CASL generally require.

A consumer right under US state privacy laws to stop a business from selling their data or using it for targeted or cross-context advertising.

A low-cost add-on offered with a checkbox on the checkout page so shoppers can add it to their order in one click.

The full process of receiving, picking, packing, and shipping an order to the customer, plus handling returns.

Software that tracks orders from purchase through fulfillment, routing them across warehouses, stores, and channels.

An app install not attributed to any paid campaign, coming from store search, browsing, word of mouth, or press.

Where a product appears in a marketplace's unpaid search results for a given keyword, driven by sales velocity, relevance, and conversion.

The number of unique people who see a post without paid promotion.

Website visits that come from unpaid search results rather than ads.

A page with no internal links pointing to it, making it hard for users and search engines to find.

Advertising people encounter outside their homes, such as billboards, transit, and street furniture, in both static and digital forms.

The share of time or locations where a product is unavailable to buy, which wastes ad spend and hurts organic ranking.

Marketing that pushes messages to audiences who did not request them, such as cold outreach, TV spots and display ads.

Video ads that play outside of video content, such as within article text or a feed, often auto-playing muted when scrolled into view.

Video content delivered over the internet, bypassing cable or satellite, on any device.

A clean room analysis showing how many customers two parties share, without either side seeing the other's individual records.

The probability of seeing a result at least as extreme as the observed one if there were truly no difference between test groups.

How evenly a campaign spends its budget or delivers impressions over its flight, compared with the planned schedule.

Google's set of user-experience signals, including Core Web Vitals, HTTPS, and absence of intrusive interstitials, that its ranking systems reward.

Google's free tool that reports a page's real-user Core Web Vitals and lab performance with suggestions for improvement.

Paid media spend divided by customers acquired through paid channels, excluding organic and referral customers.

A subscription that gives members benefits like free shipping or discounts, such as Amazon Prime, Walmart+, or Costco membership.

Ads bought on search engines, usually paid per click.

Advertising on social platforms such as Meta, TikTok, LinkedIn, and Snap.

A way of classifying channels into media you buy, media you control like your site, and coverage or sharing you earn.

Barry Schwartz's 2004 argument, building on Iyengar and Lepper's jam study, that too many options can reduce satisfaction and purchases.

The observation, named by Joseph Juran after Vilfredo Pareto's 1890s findings, that roughly 80% of effects come from 20% of causes.

Joint marketing with resellers, technology partners, or alliances, such as co-branded campaigns and events, to reach each other's customers.

Meta's ad format, formerly Branded Content Ads, that runs ads showing both the creator's and brand's handles.

A classic copywriting structure of Problem, Agitate, Solution: name the pain, intensify it, then present the offer as the fix.

The sequence of touchpoints and decisions a shopper moves through, online and in store, from need recognition to buying a product.

A display-style ad shown on screen when a streaming viewer pauses content, offered by platforms such as Hulu, Netflix, and Amazon Prime Video.

A model where users must either consent to personalized ad tracking or pay a subscription for an ad-free or tracking-free experience, contested under EU law.

A Cloudflare feature launched in 2025 that lets site owners charge verified AI crawlers a set fee per page, block them, or allow free access.

The time it takes for revenue from acquired users to recoup what was spent acquiring them.

The percentage of an app's active users who make at least one purchase in a given period.

The share of users who see an app's paywall and then start a trial or purchase a subscription.

Repeatedly checking test results and stopping as soon as they look significant, which inflates the false-positive rate in fixed-horizon tests.

Entering a market with a low price to win share quickly, then raising prices once customers are acquired.

A Google SERP feature listing related questions that expand to show brief answers drawn from web pages.

Marketing paid for and optimized against measurable actions such as clicks and sales.

Google's AI-driven campaign type that runs across all Google channels from one campaign.

Agency pay tied partly to agreed results, such as sales or brand KPIs, usually as a bonus on top of a base fee.

Seth Godin's 1999 concept of delivering anticipated, personal and relevant messages to people who have opted in, rather than interrupting them.

Free Perplexity program where retailers share product data to improve their chances of being recommended and enable one-click checkout; placement cannot be bought.

Perplexity's crawler that indexes pages so they can be surfaced and cited in Perplexity answers; it is not used for foundation-model training.

Information that can identify a specific individual directly, like name or email, or in combination with other data, like address and birth date.

The percentage of all people in a market or demographic who are watching TV during a given time period.

A scan of Political, Economic, Social, Technological, Legal and Environmental forces, evolved from Francis Aguilar's 1967 ETPS framework.

A keyword match type that shows ads for searches including the keyword's meaning, with word order and intent preserved.

Byron Sharp's term for how easy a brand is to notice and buy across purchase occasions, the counterpart to mental availability.

A comprehensive page covering a broad topic that links out to, and is linked from, detailed subtopic articles.

Pinterest's AI and automation ad suite, launched 2024, that automates targeting, bidding, budgets, and creative with about half the setup inputs.

Canada's federal privacy law and Quebec's stricter provincial privacy law.

The total value of open sales opportunities at each stage, used to forecast revenue.

Total open pipeline value divided by the revenue target for a period, used to judge whether there is enough pipeline to hit quota.

How fast revenue moves through the pipeline: opportunities × win rate × deal size, divided by sales cycle length.

Dave McClure's 2007 startup framework tracking Acquisition, Activation, Retention, Referral and Revenue.

An independent advisor hired by an advertiser to run an agency search, shortlist candidates, and negotiate terms.

A diagram specifying exactly where and how products sit on store shelves to maximize sales and consistency.

Interactive mini-demo ads that let users try a stripped-down version of a game or app before installing.

Programmatic auctions, supported in OpenRTB 2.6, where buyers bid on multiple slots in an ad break at once, enabling competitive separation and deduplication.

Ads placed in podcast episodes, either read by the host or produced spots, delivered as baked-in or dynamically inserted ads.

A tracking method that matches the IP address and device of podcast downloads to later website visits or conversions to estimate ad impact.

The place and system where a retail transaction is completed; POS data feeds sales measurement for retail media and trade marketing.

A wearable device used by Nielsen Audio panelists that detects inaudible codes in broadcasts to measure radio listening automatically.

Michael Porter's 1979 model of industry competitiveness: rivalry, threat of new entrants, threat of substitutes, buyer power and supplier power.

Michael Porter's 1980 model stating firms win through cost leadership, differentiation, or a focus on a narrow segment.

A multi-touch model that gives most credit, commonly 40% each, to the first and last touchpoints and splits the remainder among middle interactions.

The distinct place a brand aims to occupy in customers' minds versus competitors.

Preventing an ad from rendering after the impression was already won when verification flags the placement as unsafe or fraudulent.

An automated series of emails after a purchase, such as order confirmation, onboarding tips, review requests, and cross-sell offers.

A short survey shown after checkout that asks buyers about their discovery path or motivations, commonly used for self-reported attribution.

A one-click offer shown right after payment, before the thank-you page, letting buyers add items without re-entering payment details.

A server-to-server notification sent to an ad network or advertiser confirming an install or in-app event was attributed to it.

Applying verification filters for brand safety, fraud, or viewability before bidding so a buyer avoids unwanted impressions entirely.

Letting customers buy a product before it is in stock or released, securing demand and cash ahead of fulfillment.

Letting users sign up on Google Play or pre-order on the App Store before launch so the app installs or notifies them on release.

Video or audio ads that play before, during, or after the content, respectively; mid-rolls usually earn the highest completion rates.

The open-source framework most publishers use to run header bidding.

A model-based estimate of a user's future lifetime value made from early behavior, used to optimize bids and judge campaigns quickly.

Using data and models to forecast outcomes such as churn, purchase, or LTV.

A page where subscribers choose which topics, channels, and frequency of messages they receive, reducing full unsubscribes.

A non-guaranteed programmatic deal where a buyer gets first look at inventory at a fixed price.

The short summary text shown after the subject line in most inbox views, used to boost open rates.

An official written announcement distributed to media sharing news like launches, results or appointments.

Showing a higher reference price first so the actual or target price looks more attractive by comparison.

How much demand changes when price changes; elastic products lose many buyers when prices rise, inelastic ones lose few.

Launching at a high price to capture early adopters, then lowering it over time, described by economist Joel Dean in 1950.

The TV daypart just before prime time, roughly 7–8 p.m. Eastern, often filled with syndicated game and entertainment shows.

Amazon's annual members-only sales event, typically in July, a major tentpole for brands' retail media and promotional spend.

The peak evening TV daypart, roughly 8–11 p.m. Monday–Saturday and 7–11 p.m. Sunday in Eastern and Pacific time zones.

An agency model where the agency buys inventory for its own account and resells it to clients at a markup instead of buying as agent.

Building privacy protections into products and processes from the start, a principle GDPR codifies as data protection by design and by default.

Google's set of APIs proposed to support ads with less cross-site tracking in Chrome.

Google's initiative to build privacy-preserving Android ad APIs, including Topics, Protected Audience, Attribution Reporting and SDK Runtime, to reduce reliance on advertising IDs.

Techniques such as differential privacy and encryption that protect data during use.

Products made for and sold under a retailer's own brand, such as Kirkland Signature or Great Value, competing with national brands.

An invitation-only programmatic auction where select buyers access premium publisher inventory.

Linking identities using statistical signals such as IP address and device type.

Tools and practices, such as Amplitude, Mixpanel or PostHog, that analyze how users behave inside a digital product to improve activation, engagement and retention.

Selling several products together as one package, often at a discount, to raise average order value and move slower inventory.

The ecommerce page for a single product showing images, description, price, reviews, and the add-to-cart button.

A structured file listing a merchant's products with attributes like title, price, image, and availability, sent to ad platforms and marketplaces.

Improving product titles, attributes, prices, and availability data so products are selected and accurately described by shopping engines and AI assistants.

The model that products pass through introduction, growth, maturity and decline, popularized by Theodore Levitt's 1965 Harvard Business Review article.

A category or search results page showing multiple products in a grid or list that shoppers browse before clicking into a PDP.

Bringing products to market through positioning, messaging, and enablement.

The share of users who view an app's store page and then download it.

Apple's App Store feature for A/B testing alternative icons, screenshots and preview videos against the default product page.

An interactive questionnaire that recommends products based on shopper answers, also capturing zero-party data for personalization.

Algorithmic suggestions such as 'frequently bought together' or 'you may also like' shown on ecommerce sites to drive discovery and order size.

Structured data describing a product's name, price, availability, and reviews, making it eligible for product rich results.

Tagging catalog products in social posts or videos so viewers can tap to see prices and buy.

A growth model where the product itself drives acquisition, conversion and expansion, often via free trials or freemium.

A hybrid motion where sales teams engage users already active in a free or self-serve product, prioritizing accounts by product usage signals.

The point where a product satisfies a strong market demand, evident in retention, organic growth and customer pull.

A user who has shown buying intent through meaningful product usage, typically in a free trial or freemium plan.

Gross profit generated by advertising divided by ad spend, a margin-aware alternative to ROAS.

The automated buying and selling of digital ad inventory using software and data rather than manual insertion orders.

Buying and selling digital audio and podcast ad inventory through automated platforms such as DSPs and SSPs.

Buying specific publisher inventory through automated pipes at a pre-negotiated price, covering programmatic guaranteed and preferred deals.

Buying digital out-of-home screen time through automated platforms, with triggers such as time, weather, or audience data.

A programmatic deal with fixed price and guaranteed volume between one buyer and one seller.

Using automated, data-driven platforms to plan and buy ads on traditional broadcast or cable TV rather than through manual negotiation.

Generating large numbers of search-targeted pages from templates and structured data, such as location or comparison pages.

A specialist who buys and optimizes media in DSPs, managing bids, deals, and supply paths to hit KPIs.

Measuring audio, podcast or TV ad response by giving listeners a unique discount code or memorable URL to use.

In-app purchases displayed on an app's App Store page and in search, which users can buy directly from the store.

Google Play's LiveOps feature for showcasing in-app events, offers and updates directly in the Play Store.

An App Store subscription discount developers can give existing or past subscribers to retain or win them back.

Crafting instructions to get reliable, high-quality output from AI models.

An attack where hidden or malicious text tricks an AI model or agent into ignoring its instructions or leaking data.

Monitoring a fixed set of buyer-style prompts across ChatGPT, Gemini, AI Mode, and others to see how often and how a brand appears.

An AI visibility tool's estimate of how often people ask AI assistants about a prompt or topic; modeled and directional rather than exact.

A log from a digital out-of-home screen confirming that a specific ad actually played, when and where.

Scoring how likely each customer is to take an action, such as buying or churning.

A lift test where the control group is served an unrelated public service announcement instead of the brand's ad, isolating the ad's effect on behavior.

Replacing direct identifiers with codes or tokens so data cannot be linked to a person without separately held information; still personal data under GDPR.

A first-party ID a publisher assigns to its logged-in or known users and shares with its ad server for frequency capping and audience targeting.

A media schedule combining a continuous low base of advertising with periodic heavier bursts around key moments.

Verifying in-app purchases with Apple or Google servers so fake or refunded transactions are excluded from revenue and ROAS reporting.

Seth Godin's 2003 idea that products must be genuinely remarkable to stand out, because ordinary products become invisible.

A message an app sends to a user's device lock screen or notification tray, even when the app is not open.

The percentage of app users who grant permission to receive push notifications.

An open-source Python library from PyMC Labs offering Bayesian marketing mix models and customer lifetime value models.

Google Ads' 1-10 keyword rating based on expected click-through rate, ad relevance and landing page experience.

Compressing an AI model by storing its weights at lower numerical precision, cutting memory and cost so it can run faster or on devices.

An AI search technique that splits one question into many related sub-queries, runs them in parallel, and merges the results into a single answer.

Ultra-fast delivery of groceries and essentials, often within 10 to 30 minutes, fulfilled from nearby dark stores.

Dave Chaffey's Smart Insights digital planning model of Reach, Act, Convert and Engage, usually preceded by a Plan stage.

LiveRamp's pseudonymous people-based identifier that links devices and records to individuals and households for targeting and measurement.

A media owner's published list prices for ad placements, the starting point for negotiated discounts.

One percent of a defined TV or radio audience universe tuned to a program or ad at a given time.

Customer star ratings and written feedback on product pages, a major driver of conversion and marketplace search ranking.

Selling a base product cheaply and profiting from recurring consumables or add-ons, an approach popularly associated with Gillette.

Campaigns targeting existing or lapsed app users to bring them back, using paid ads, push, email, or deep links.

An email asking inactive or older subscribers to confirm they still want to receive messages, removing those who do not respond.

Reach is the number of unique people exposed; frequency is how often each saw the ad.

An auction in which each ad impression is bought and sold in milliseconds as a page or app loads.

An open standard, finalized in 2025, that adds machine-readable licensing and payment terms for AI use to a site's robots.txt.

An AI model that works through problems step by step before answering, trading speed and cost for better accuracy on complex tasks.

The period after which a returning user who reinstalls or re-engages can be credited to a new ad source instead of the original one.

A deliberate change to a brand's name, identity, positioning or messaging to shift how the market perceives it.

Erwin Ephron's 1990s media approach of maintaining continuous weekly reach to catch buyers near purchase rather than piling up frequency.

An incentive program rewarding users for inviting friends who sign up or install, driving low-cost acquisition.

Visits that arrive by clicking a link on another website, excluding search engines and social platforms in most channel groupings.

The number of unique websites linking to a site or page, generally a stronger signal than total backlink count.

A statistical method estimating how one or more variables, such as ad spend, relate to an outcome, such as sales.

Training method where humans rank model outputs and a reward model uses those rankings to tune an LLM toward helpful, safe responses.

Ad space a publisher hasn't sold directly, typically filled programmatically or through networks at lower prices.

The share of customers who have bought from a store or brand more than once within a given period.

A formal document inviting agencies or vendors to submit proposals, pricing and approach for a defined scope of work.

Principles and practices for building and using AI fairly, transparently, safely, and accountably, including bias checks and human oversight.

Google search ads where you supply multiple headlines and descriptions and the system tests combinations automatically.

Advertising sold by retailers on their sites, apps, and beyond using their shopper data.

A retailer's advertising business, such as Amazon Ads, Walmart Connect, or Roundel.

Making sure a product listing has complete content, strong reviews, competitive price, and stock before spending on retail media to drive it.

A recurring fixed fee a client pays an agency for an agreed amount of ongoing work or access.

Serving ads to people who previously visited a site or engaged with a brand.

Efforts to keep existing customers buying and engaged.

The percentage of customers who remain active or keep buying over a given period.

Grounding an AI model's answers in retrieved documents or data.

An approval and tracking number a retailer issues before a customer sends back a product for refund, exchange, or repair.

Revenue generated for every dollar spent on advertising.

Profit generated relative to the total cost of an investment.

Second-by-second tuning data collected from cable and satellite set-top boxes and used for TV audience measurement and targeting.

The percentage of units or orders sold that customers send back, a major cost driver in categories like apparel.

The percentage of recurring revenue lost from cancellations and downgrades in a period.

A function unifying marketing, sales and customer success operations, data and tools around revenue goals.

Publisher revenue earned per thousand page views or impressions, used to gauge monetization performance.

Total revenue attributed to an email campaign or flow divided by the number of recipients, a common ecommerce email performance metric.

Total revenue divided by site visitors, combining conversion rate and average order value into one ecommerce performance metric.

An agency's written restatement of a client brief, confirming its understanding and challenging gaps before work begins.

Syncing modeled data from a data warehouse back into operational tools such as CRMs, ad platforms and email tools so teams can act on it.

The process of moving returned goods from customers back through inspection, restocking, refurbishing, resale, or disposal.

A rich result showing star ratings and review counts beneath a search listing, generated from review structured data.

Sharing product reviews collected on one site across retailer and partner sites so every listing benefits from them.

A full-screen ad shown at natural transitions in an app that grants a reward without the user first opting in.

An opt-in in-app video ad that users watch in exchange for an in-app reward, such as extra lives, coins, or premium content.

An opt-in video ad users choose to watch in exchange for an in-app reward, such as extra lives or content access.

A direct-marketing segmentation method scoring customers on Recency, Frequency and Monetary value of purchases.

An upgraded mobile messaging standard that adds branding, images, carousels, and buttons to texts, supported on Android and on iPhones since iOS 18.

Interactive ad formats that include video, audio, or other engaging elements.

Enhanced search listings such as star ratings, prices, or images that Google can show when pages use eligible structured data.

An individual's right under GDPR and similar laws to have their personal data deleted when it is no longer needed or consent is withdrawn.

A contract term giving the advertiser the right to inspect an agency's records on media costs, rebates, and fees.

A file at a site's root telling crawlers which paths they may or may not crawl.

Meta's open-source, R-based marketing mix modeling package that uses ridge regression and automated hyperparameter search to estimate channel contributions.

Target's retail media network, selling onsite, offsite, and in-store ads using Target Circle loyalty and purchase data.

An old heuristic that prospects need about seven exposures before acting, often traced to 1930s film promotion and lacking rigorous research support.

A SaaS benchmark stating that revenue growth rate plus profit margin, often EBITDA or free cash flow margin, should be at least 40%.

An ad buy that runs anywhere across a single publisher's site rather than in specific sections, usually at a lower price.

How many months a company can keep operating before running out of cash, calculated as cash on hand divided by monthly net burn.

New plus expansion MRR divided by churned plus contraction MRR, measuring how efficiently a subscription business grows.

A lead that the sales team has reviewed and agreed to work, sitting between marketing qualified and sales qualified.

An agreement setting commitments between marketing and sales, such as lead volume targets and how quickly sales must follow up.

The average time it takes for an opportunity to move from creation to closed-won.

A salesperson focused on qualifying inbound leads and prospecting outbound to book meetings for account executives.

Equipping sales teams with the content, training, tools, and insights they need to engage buyers and close deals more effectively.

Predicting future bookings or revenue for a period, typically by weighting pipeline by deal stage, rep judgment, and historical win rates.

A lead the sales team has vetted and accepted as a genuine potential buyer worth active pursuit.

An opportunity that sales has vetted as having real budget, need, and timing, and that is counted in the forecastable pipeline.

A scheduled series of outreach touches, such as emails, calls, and social messages, that a rep sends to a prospect over time.

When the actual traffic split between test groups differs significantly from the planned split, signaling a flaw that invalidates results.

Determining how many users, conversions or regions a test needs to detect a given effect with the desired confidence and power.

A curve in MMM showing how outcomes respond to increasing spend in a channel, flattening as additional dollars produce smaller gains.

Cialdini's finding that people value things more when they seem limited in quantity or time, underpinning limited editions and countdowns.

TV ad inventory bought closer to air during the season rather than in the upfront, with pricing that floats with demand.

Code that helps search engines and AI understand page content.

The gradual expansion of a project's work beyond what was agreed, without matching changes to budget or timeline.

An industry standard cue embedded in a video stream that signals where ad breaks start and end so ads can be inserted.

Mobile fraud that fakes the signals of a real app's SDK to report installs or events that never happened.

Promoting a site through paid and organic search visibility.

Improving content and sites to rank higher in organic search results.

The page a search engine returns for a query, including organic results, ads, snippets and other features.

The goal behind a search query, usually classed as informational, navigational, commercial or transactional.

Performance Max signals, up to 50 per asset group, telling Google AI which search topics matter to your business, similar to keywords.

Predictable recurring patterns in demand or performance tied to time of year, week, or holidays, which analyses must account for.

Another company's first-party data shared directly through a partnership.

An auction in which the winner pays just above the second-highest bid.

The IAB standard for interactive video ads that runs creative in a sandboxed layer over the player, replacing the interactive role of VPAID.

Avinash Kaushik's framework (2013, with Care added later) organizing content and measurement by audience intent rather than funnel stage.

A set of test inboxes across mailbox providers that a sender emails to check whether messages land in the inbox, spam, or other tabs.

Dividing an audience into groups by shared traits or behaviors so messages can be tailored to each.

A major ad platform, such as Meta, Google, TikTok, or Apple Ads, that determines its own attribution claims and reports them to MMPs.

Asking customers directly, often via a 'How did you hear about us?' question, which channel influenced them, capturing sources like podcasts and word of mouth.

The percentage of a publisher's available inventory that was actually sold over a given period.

An AI agent working for a publisher or platform that answers buyer agents with available inventory, audiences, pricing, and proposals.

Amazon's portal for third-party (3P) sellers who list and sell products directly to shoppers on the marketplace.

An IAB Tech Lab spec letting publishers label bid requests with standardized audience segments from their first-party data without exposing user identity.

A file SSPs publish disclosing the sellers they represent, improving supply transparency.

Search that matches the meaning and intent of a query rather than exact keywords, typically using embeddings.

Using each recipient's past engagement data to deliver email at the time they are most likely to open it.

A DNS record listing which mail servers may send email for a domain, helping receivers detect spoofing.

A score mailbox providers assign a sending domain and IP based on complaints, bounces and engagement, affecting inbox placement.

Special categories of data such as health, precise location, race, religion, sexual orientation and biometrics that privacy laws protect more strictly.

Using AI to classify text as positive, negative, or neutral toward a brand or topic.

A testing approach with statistical rules that allow results to be monitored continuously and stopped early without inflating error rates.

Any search result element beyond standard blue links, such as featured snippets, Local Packs, People Also Ask, and image packs.

A hybrid streaming approach where the server marks ad breaks in the manifest and the player fetches and plays the ads itself.

A method of stitching ads directly into a video or audio stream on the server so content and ads play as one seamless stream.

A Google Tag Manager container hosted on a server the company controls, which receives events and forwards them to analytics and ad platforms.

Generating a page's full HTML on the server before sending it, so search engines and users get content without waiting for JavaScript.

Running experiments by assigning variants on the server before a page loads, avoiding flicker and enabling tests of pricing or algorithms.

Collecting and sending event data from a server rather than the user's browser.

Header bidding where the auction runs on a server, such as Prebid Server, instead of in the user's browser, reducing page latency.

A business that serves customers at their locations, like plumbers, and can hide its address on Google Business Profile.

A reconstructed playback of a visitor's real interactions on a site, such as clicks, scrolls, and typing, used to diagnose UX problems.

Employees using unapproved AI tools at work, creating risks of leaking confidential or customer data and off-brand outputs.

An informal term for a platform quietly limiting a user's content visibility without notifying them.

An algorithmic attribution method from cooperative game theory that credits each channel by its average marginal contribution across all channel combinations.

A brand's share of mentions or recommendations across AI model answers in its category.

A brand's share of branded search volume in its category, a leading indicator of market share.

A brand's share of visible placements in a retailer's search results or category.

A brand's share of total advertising or conversation in its category.

Fulfilling online orders from a physical store's inventory instead of a central warehouse, speeding delivery and using local stock.

Shopify's accelerated checkout that stores buyer shipping and payment details for one-tap purchasing and offers installment payments.

Shopify's app-based framework for customizing checkout, using UI extensions, Shopify Functions, and web pixels instead of the retired checkout.liquid.

Shopify's enterprise plan for high-volume merchants, adding checkout customization, automation tools, multiple stores, and B2B features.

Content or ads that let viewers purchase directly from the placement.

Marketing that influences shoppers along the path to purchase, especially near the shelf.

Search ads showing a product's image, title, price, and store, generated from a product feed rather than written keywords.

A five- or six-digit phone number used for high-volume, pre-approved SMS marketing in the U.S. and Canada.

Vertical videos usually under a minute or two, like TikToks, Reels and Shorts, now a dominant social content format.

The decline in observable user-level data for targeting and measurement caused by privacy rules, consent choices, browser restrictions and platform changes.

A live online stream of a broadcast radio station, often with digital ads inserted over the on-air commercial breaks.

A unified profile combining a customer's data from every system and touchpoint into one consistent record.

A subscription method where a contact is added to a list immediately after signing up, without confirming via a follow-up email.

How a website's pages are organized and linked together, affecting usability, crawling, and how authority flows across pages.

Apple's privacy-preserving framework for measuring app install campaigns.

A video ad the viewer can skip after a few seconds, such as YouTube's skippable in-stream format, often billed only on qualified views.

A link-building tactic of creating a better version of popular content and pitching it to sites linking to the original.

A payment a manufacturer makes to a retailer to secure shelf placement for a new product.

A compact language model that runs cheaply and quickly, sometimes on-device, for focused tasks where a large model is unnecessary.

A Safari banner, enabled by a meta tag on a website, that prompts iOS users to open or download the site's app.

George T. Doran's 1981 criteria that goals be Specific, Measurable, Achievable (originally Assignable), Realistic and Time-bound.

A word customers text to a number, like JOIN or STOP, that triggers opt-in, opt-out, or an automated reply.

Sending opt-in promotional or transactional text messages to customers' phones, prized for very high open rates.

A cloud data platform providing data warehousing, data sharing and clean room capabilities, widely used as a marketing data hub.

Buying products directly within social platforms such as TikTok Shop or Instagram.

Handling customer questions and complaints through social media channels, publicly or in direct messages.

Monitoring social platforms and the web for mentions of a brand, competitors or topics to understand sentiment and trends.

The tendency to follow what others do when uncertain, named by Robert Cialdini in 'Influence' (1984) and used via reviews, ratings and testimonials.

Optimizing social content with keywords, captions and hashtags so it surfaces when users search inside platforms like TikTok.

Using social networks, especially LinkedIn, to find, engage, and build relationships with prospects before selling.

A page that tells users it doesn't exist or has no content but returns a normal 200 status code instead of an error.

A temporary email delivery failure, such as a full mailbox or server issue, that may succeed if retried later.

Releasing an app or game in a few test markets to tune retention, monetization and acquisition costs before a global launch.

A package of code that developers embed in an app to add functions like analytics, attribution, ads, or push messaging.

A distinctive sound, jingle or short melody that identifies a brand across audio, video and app experiences.

Harder-to-detect invalid traffic, such as advanced bots, hijacked devices, and spoofing, requiring advanced analytics to identify.

The share of recipients who mark an email as spam; mailbox providers expect it well below 0.3%.

An email address used by mailbox providers or blocklist operators to catch senders with poor list practices; mailing one damages sender reputation.

TikTok's ad format that boosts existing organic posts, from a brand or authorized creator, keeping their native engagement and handle.

Creative ideas an agency produces for free during a pitch, before being hired, a practice many creatives criticize.

The time between a prospect's inbound request, like a demo form, and the first sales response; faster follow-up generally converts better.

An A/B test that sends visitors to entirely separate URLs for each variant, suited to testing major page redesigns.

A ChatGPT ad format in alpha testing from September 2026 that lets users open a labeled conversation with a brand's AI agent after clicking an ad.

Amazon search ads featuring a brand's logo, custom headline, and multiple products or a video, usually shown at the top of results.

Amazon's self-serve display ad product that targets shoppers by audiences or products, on and off Amazon, using shopping signals.

Perplexity's 2024 ad format that placed brand-sponsored suggested questions beside AI answers; the program was wound down by early 2026.

The rel="sponsored" tag Google asks sites to apply to paid, affiliate, or otherwise compensated links.

Keyword- or product-targeted ads that appear in retailer search results and product pages.

A brief sponsor identification, such as "brought to you by," placed at the start or end of a TV, radio or podcast segment.

A CTV fraud scheme where servers fake server-side ad insertion requests to impersonate real streaming devices and steal video ad spend.

European Commission-approved contract terms that companies sign to legally transfer personal data from the EU to countries without an adequacy decision.

A contract document detailing deliverables, timelines, responsibilities and fees for an engagement.

The probability that a test detects a real effect when one exists, conventionally targeted at 80%.

An indication that an observed difference in a test is unlikely to be explained by random chance, usually judged against a preset threshold like 95%.

An add-to-cart button that stays visible as shoppers scroll a product page, a common mobile conversion tactic.

A retailer- or brand-assigned code identifying a specific product variant, such as size or colour, for inventory and sales tracking.

Google Play Console's tool for A/B testing store listing graphics and text to improve install conversion.

Donald Miller's 2017 seven-part messaging framework casting the customer as the hero and the brand as the guide who offers a plan.

A core strategy process, popularized by Philip Kotler, of dividing a market into segments, choosing which to target, then positioning the brand for them.

Sending different subject line versions to subsets of a list to see which earns more opens or clicks before sending the winner.

Amazon program letting shoppers schedule recurring deliveries of a product at a discount, driving repeat purchases for brands.

A business model where customers pay recurring fees for regular delivery of products or ongoing access to a service.

An option letting subscribers temporarily stop deliveries or billing instead of cancelling, used to reduce voluntary churn.

A streaming model where viewers pay a recurring subscription fee for access to an on-demand content library, traditionally ad-free.

A rule that stops emailing subscribers after a set period of no engagement, protecting deliverability by removing inactive contacts.

An OpenRTB field listing every company that handled a bid request, letting buyers verify each hop against sellers.json.

Buyers' practice of choosing the most efficient, transparent routes to the same inventory.

Software publishers use to sell their ad inventory to many buyers and maximize yield.

A list of addresses that must never be emailed, such as unsubscribes, hard bounces, and spam complainers, applied automatically to every send.

A planning tool assessing internal Strengths and Weaknesses and external Opportunities and Threats, commonly credited to 1960s work at Stanford Research Institute.

AI-simulated customer panels used to test messages and concepts.

An experimental method that builds a weighted blend of untreated regions or units to mimic the test group and estimate what would have happened without treatment.

Artificially generated data that mimics real data for modeling without exposing individuals.

Any image, video, audio, or text generated or substantially altered by AI, from harmless product shots to deceptive deepfakes.

An AI-generated person used in an ad; New York began requiring advertisers to disclose synthetic performers in June 2026.

Two modes of thinking, fast intuitive and slow deliberate, named by Keith Stanovich and Richard West and popularized by Daniel Kahneman in 2011.

Standing instructions given to an AI model that set its role, tone, rules, and limits before any user message.

Software, such as Google Tag Manager or Tealium, that lets marketers deploy and manage tracking tags on a site without editing code directly.

The share of ad spend kept by an intermediary, such as a DSP, SSP, or exchange, as its fee.

The named list of companies an ABM or sales team commits to pursue, usually selected using ICP fit and intent signals.

An automated bid strategy that sets bids to get as many conversions as possible at or near a chosen cost per acquisition.

A rating point measured against a specific target audience, such as adults 25–54, rather than all households or viewers.

An automated bid strategy that sets bids to maximize conversion value at a chosen return on ad spend.

The encoded text string created under IAB Europe's TCF that records a user's consent and objection choices for each purpose and vendor.

Optimizing a site's infrastructure, such as crawlability, indexing, speed, mobile rendering and structured data, so search engines can rank it.

Data on the technologies a company uses, such as its CRM or cloud provider, used to target and qualify B2B accounts.

A bell-curve model of adopter groups, from innovators to laggards, originating in Joe Bohlen and George Beal's 1957 Iowa State farm research.

A model setting that controls randomness: low values give consistent, predictable output, high values give more varied, creative output.

Generative AI that creates images from a written prompt, using tools like Midjourney, DALL-E, Firefly, or Imagen.

Generative AI that creates video clips from written prompts or images, using models such as Sora, Veo, Runway, or Kling.

Binet and Field's finding that a mix of long-term brand and short-term activation works best.

Annual advertising and design awards run by The One Club for Creativity in New York, awarding Gold, Silver, and Bronze Pencils.

Pages offering little original value, such as scraped, auto-generated, or barely-there content, that tend to rank poorly.

An independent merchant that lists and sells its own products directly on another company's marketplace, keeping control of pricing and inventory.

Serving and tracking ads through an advertiser-side ad server, such as Campaign Manager 360, separate from the publisher's ad server.

A cookie set by a domain other than the one a person is visiting, used for cross-site tracking.

Data collected by companies with no direct relationship to the consumer and sold to others.

An outsourced provider that stores inventory and picks, packs, and ships orders on a brand's behalf.

A LinkedIn ad format that lets companies promote posts from individual members, such as executives or employees.

Content that establishes a person or company as an authority in its field.

Meta's text-based social app, launched in 2023 and linked to Instagram accounts, competing with X.

Offering several packages at different price points, such as Basic, Pro and Enterprise, each with more features.

TikTok's official platform for brands to discover, contact, and manage campaigns with vetted creators, now part of TikTok One.

TikTok's 2024 platform combining its Creator Marketplace, creative tools, and agency resources for brands to find and work with creators.

TikTok's in-app commerce marketplace where users buy products through videos, livestreams, and shop tabs without leaving the app.

TikTok's AI performance campaign suite, launched October 2024, that automates targeting, bidding, and creative, with full or partial automation options.

TikTok's generative AI creative suite for advertisers, offering script writing, AI avatars, video generation, and automatic creative enhancements.

The average amount of time a listener spends tuned to a station or audio service over a given period.

The time between a browser requesting a page and receiving the first byte of the server's response.

A multi-touch model that gives more conversion credit to touchpoints closer in time to the conversion.

The HTML element defining a page's title, usually shown as the clickable headline in search results.

Shorthand for top, middle and bottom of funnel, used to match content and offers to awareness, consideration and decision stages.

The small chunk of text, often part of a word, that AI models read and generate; usage, limits, and pricing are measured in tokens.

An AI model's ability to trigger external functions, such as searching, querying a CRM, or sending an email, instead of only writing text.

App store rankings of the most downloaded or highest-grossing apps overall and by category, which drive organic visibility.

A group of related articles interlinked around a central pillar page to signal depth on a subject.

A site's perceived expertise on a subject, built by covering it thoroughly with interlinked, high-quality content.

The total revenue opportunity if a product captured 100% of its market, often paired with SAM and SOM.

Ad spend divided by total sales, paid and organic, showing how dependent a brand's overall revenue is on advertising.

The full value of a customer contract over its entire term, including recurring and one-time fees.

A small piece of code that records a page view or event for measurement or targeting.

A document specifying every event and property a company tracks, with naming, definitions and owners, to keep analytics data consistent.

Marketing aimed at retailers and distributors to win placement and promotion.

Incentives a manufacturer funds with retailers, such as price discounts, displays, or feature ads, to boost sales of its products.

A team, often inside an agency, that manages programmatic buying.

The split between bots that collect content to train models and bots that fetch content to answer and cite queries in real time.

An automated email triggered by a user action that delivers necessary information, such as a receipt, password reset, or shipping notice.

IAB Europe's standard for passing users' GDPR consent choices from consent platforms to publishers and ad tech vendors.

An Instagram feature that shows a Reel to non-followers first so creators can test performance before sharing with followers.

The percentage of users who start a free trial of a subscription and convert to a paying subscription.

Combining MMM, multi-touch attribution and incrementality experiments so each method checks the others and produces a more reliable view of performance.

Digital out-of-home ads that change automatically based on real-time conditions such as weather, time, traffic or live scores.

An automated email sent in response to a specific behavior or event, like a signup, purchase or inactivity.

Visa's 2025 protocol that lets approved AI agents sign their requests so merchants can tell legitimate shopping agents from malicious bots.

An industry initiative that certifies companies for fighting ad fraud, malware, and piracy and promoting supply-chain transparency.

Linking TV or CTV ad exposure to downstream actions such as site visits, app installs or sales, usually using ACR or IP-matched data.

Wrongly concluding a test variant had a real effect when the observed difference was due to chance.

Failing to detect a real effect in a test, often because the sample was too small or the test underpowered.

A creator paid to produce authentic-looking content for a brand's own channels and ads, not to post it to their audience.

The rel="ugc" tag used for links inside user-generated content such as comments and forum posts.

Running online and offline sales on one platform with shared data.

An open-source identifier built on hashed, consented email addresses.

Combining MMM, MTA, and experiments into one view of marketing performance.

The share of users who delete an app within a period, often tracked through silent push notifications.

Rosser Reeves's concept, set out in 'Reality in Advertising' (1961), that each ad should make one distinctive, compelling benefit claim competitors cannot.

The revenues and costs associated with a single unit, such as one customer or order, used to judge whether growth is profitable.

The average number of items in each order, used to judge bundling, cross-selling, and merchandising effectiveness.

Google's open standard, launched in 2026, for AI agents to handle discovery, checkout, and post-purchase support with merchants across AI Mode and Gemini.

A shared identifier across the ad ecosystem meant to replace third-party cookies.

Apple's standard for iOS links that open directly in the app if installed, or fall back to the website if not.

The percentage of delivered emails that result in a recipient opting out, a key signal of content relevance and send frequency.

The annual spring events and negotiation season when TV networks and streamers pitch upcoming programming and advertisers commit budgets in advance.

Predictive modeling that estimates how much a treatment like an offer or ad changes each customer's behavior, so marketers target persuadable people.

Encouraging a shopper to buy a higher-priced or upgraded version of the product they're considering.

The growing patchwork of comprehensive consumer privacy laws in states such as California, Virginia, Colorado, Connecticut and Texas, absent a federal US privacy law.

The contract terms defining how, where and how long a brand may reuse a creator's content, including in paid ads.

Charging customers by how much of a product they consume, such as API calls, seats used or data processed.

Paid and organic efforts to drive new users to install an app, managed against CPI, ROAS, and LTV targets.

The first-run experience that guides new users to an app's core value, heavily influencing early retention.

Content about a brand created by customers rather than the brand.

Tags appended to a URL to identify the source, medium, and campaign of traffic.

Michael Porter's 1985 model breaking a firm into primary and support activities to find where it creates value and competitive advantage.

Russell Brunson's model of offers rising in price and value, moving customers from free or low-cost entry offers to premium ones.

A clear statement of the benefit a product delivers and why it beats alternatives.

Alexander Osterwalder's 2014 tool matching customer jobs, pains and gains with a product's pain relievers and gain creators.

Bidding that optimizes app campaigns toward users predicted to generate the most revenue rather than the most installs.

Setting prices according to the value customers perceive rather than production cost or competitor prices.

Numbers that look impressive, like follower counts or raw impressions, but do not reliably connect to business outcomes.

A VAST response that points to another VAST URL instead of the media file, letting multiple parties add tracking; long wrapper chains cause latency and errors.

A database that stores embeddings and quickly finds the most similar ones, powering semantic search, recommendations, and RAG.

Amazon's portal for first-party (1P) suppliers who sell products wholesale to Amazon, which then sets prices and resells them.

A signed, checkable record of what a person authorized an AI agent to buy, such as spending limits and allowed merchants.

A digital certificate proving a brand owns its trademarked logo, required by Gmail and others to show that logo via BIMI.

A product review flagged as coming from a confirmed buyer, which shoppers and marketplaces treat as more trustworthy.

Andrej Karpathy's 2025 term for building software by describing what you want in plain language and letting AI write the code.

A 2025 coinage for one marketer directing AI tools and agents to produce, test, and run campaigns that once needed a full team, while keeping strategy and taste.

An IAB XML specification that tells a video player which ad to play, where to fetch it, and which tracking events to fire.

The percentage of video ad impressions that played all the way to the end.

An IAB XML spec that lets content owners define where ad breaks (pre-, mid-, post-roll) occur in a video when they don't control the player.

A deprecated IAB spec that let interactive video ads run code inside the player; replaced by SIMID for interactivity and OM SDK for measurement.

Reporting how many video ad views reached 25%, 50%, 75% and 100% of the ad's length.

The share of video ad impressions that result in a counted view, as defined by the platform, such as 30 seconds on YouTube.

A conversion that happens after someone saw an ad but did not click it.

Whether an ad had a real chance to be seen; MRC standard is 50% of pixels for one second (display).

A pricing model or metric based on cost per thousand viewable impressions rather than all served impressions.

The average number of new users each existing user brings in; above 1 means growth compounds on its own.

Marketing designed to spread person to person, popularized by Draper Fisher Jurvetson after Hotmail's 1996-97 'Get your free email' signature growth.

A computer-generated social media persona that brands partner with or create to promote products like a human influencer.

An internet-delivered pay-TV service that streams live linear channels without cable or satellite, such as YouTube TV, Sling TV, or Fubo.

AI shopping feature, notably in Google Search, that shows apparel on the shopper's own uploaded photo to aid purchase decisions.

Visa's program giving AI agents agent-specific payment tokens and controls so they can buy on a cardholder's behalf within set limits.

Customers who actively choose to cancel a subscription or stop buying.

A closed advertising ecosystem, such as Google, Meta, or Amazon, that controls its own inventory, data, and measurement and limits outside access.

Walmart's retail media network, offering sponsored search, display, in-store, and offsite ads powered by Walmart shopper data.

Software that controls warehouse operations such as receiving, storage locations, picking, packing, and inventory counts.

Software that runs directly on a company's own data warehouse instead of copying data into the vendor's platform.

A Washington State law, effective 2024, requiring consent to collect or share consumer health data broadly defined, with a private right of action.

A legacy method of offering inventory to demand sources one at a time in priority order.

A method for bots and AI agents to cryptographically sign their web requests so sites can verify who they are and treat them accordingly.

A Google Search Labs experiment that uses a custom Gemini model and query fan-out to group web results into AI-organized themes.

Directing app users to a web checkout to buy subscriptions or items, avoiding app store fees where rules or court rulings allow it.

A clickable alert sent through a browser to opted-in website visitors, even when they are not on the site.

Strategies that move users from mobile web to an app, using smart banners, deep links, and web checkout funnels for app subscriptions.

A live or on-demand online presentation used to educate prospects and capture leads through registration.

Revealing which companies, or sometimes which people, visit a website, often via reverse IP lookup, to prioritize sales outreach.

Automated emails sent right after someone subscribes or signs up, introducing the brand and guiding first actions.

A high-spending player or user who generates a disproportionate share of an app's in-app purchase revenue.

The percentage of bids a buyer submits that win their auctions; low win rates often signal bids too low or targeting too narrow.

Messaging aimed at lapsed customers or inactive subscribers to bring them back, often with an incentive.

An App Store subscription discount, introduced in 2024, shown to lapsed subscribers to encourage them to resubscribe.

Studying why deals were won or lost, often through buyer interviews, to improve product, messaging, and sales execution.

The portion of an ad budget actually spent on buying media, as opposed to fees, tech, data, and production costs.

The global body representing major advertisers and national advertiser associations, focused on media, brand safety, and responsible marketing.

A file listing a site's important URLs to help search engines discover and crawl them.

The publisher practice of maximizing ad revenue through pricing, floors, demand partners, and inventory allocation.

YouTube's branded content program that connects advertisers with creators and measures sponsored video performance.

YouTube's vertical short-video format of up to three minutes, with its own feed and revenue-sharing program.

Google's 2011 concept, introduced by Jim Lecinski, for the online research moment when shoppers decide before they ever reach the shelf.

Building each budget from zero every period, justifying every expense, rather than adjusting the previous year's figures.

Searches that end on the results page without a click to any site.

Data customers intentionally share, such as preferences and survey answers.

Asking an AI model to do a task with instructions only and no examples, relying on what it already knows.