Ad Exchange
The digital marketplace that acts as the intermediary clearinghouse, connecting buyers (DSPs) and sellers (SSPs) to execute real-time media transactions.
Ad Tech
Lookalike Audience (LAL)
A programmatic targeting segment derived from algorithmic modeling that identifies new users resembling an advertiser's existing high-value customers.
Retargeting
A programmatic strategy focused on re-engaging users who have previously interacted with your brand’s digital properties.
Second Party Data
Aggregated audience information collected by entities without a direct relationship to the user, typically purchased to scale reach beyond owned channels.
Third Party Data
Aggregated audience information collected by entities without a direct relationship to the user, typically purchased to scale reach beyond owned channels.
First Party Data
Proprietary information collected directly from audience interactions across owned channels, serving as the most valuable asset for addressability.