This is the good stuff, the richest source of insight into your ideal customer—data that’s collected, owned, and managed by your organization. It’s the data collected by you, from your audience and cu [..]

This is data that consumers provide to another company that—with the consumer’s notification and consent—you may access through a partnership agreement. Put another way, it’s someone else’s first-part [..]

This is data that was collected on other sites, platforms or offline, by…you guessed it—a third party. Third-party data is used extensively by companies to better understand their audiences and to bet [..]

A marketplace where advertisers and publishers buy and sell ad inventory using automated processes like real-time bidding (also explained later). Two you might have heard of are DoubleClick Ad Exchang [..]

Ad servers store ads, serve them to publishers and their website visitors, count the clicks and generate reports.

This is when you exclude a list of people from receiving a certain ad or campaign.

To interact with a customer on a specific marketing channel you need a way to reach them—you need an address. In the offline world, this is simple—to send an email, you use an email address. To send d [..]

In technical terms, this is the discovery and sharing of patterns in a particular data set. You use it to understand past activity and make informed decisions future activity.

An ‘Application Programming Interface’ is a sort of window into other platforms or applications.

If someone saw a banner, a Tweet, a TV ad, and a magazine ad, how can you tell what led to their decision to buy?