Glossary

Alternative online tracking solutions to third-party cookies, such as device-based advertising identifiers.

A unique identifier associated with Android devices for ad tracking.

Plays a crucial role in dealing with vast amounts of online content, helping to quickly identify appropriate environments for ads.

A process that uses different statistical models to determine the impact of various marketing channels on conversions.

A concept that allows advertisers to follow the consumer journey through various touchpoints and advertising channels, crucial for evaluating the effectiveness of advertising campaigns.

Divide users into groups or segments based on common characteristics, for more targeted ad delivery.

An advertising strategy aimed at serving ads based on online user behavior, such as browsing habits.

Steps taken to ensure that brand ads do not appear alongside inappropriate or harmful content.

The adaptation of a brand's advertising to contexts that are appropriate and relevant to its marketing goals.

An advertising pricing model in which advertisers pay an amount for each click on their ad.

An advertising pricing model where advertisers pay for every thousand impressions of their ad.

Process of continuous improvement of advertising campaigns based on the data and analyses collected.

An advertising method that balances ad personalization with privacy, by grouping users based on common interests without individual tracking.

An advertising strategy that chooses ads based on the specific content of the web page where they are displayed.

The delivery of ads based on the content of the web page on which they are displayed.

An advertising method that aligns ads with the content of a page, focusing on the advertising environment rather than on the user's browsing behavior.

Tracking user actions after clicking on an ad, such as buying a product or subscribing to a newsletter.

Cookie-based attribution allows advertisers to track the consumer journey through various touchpoints and advertising channels.

Banner displayed on a website to inform users of the use of cookies and to obtain their consent to use them.

Measuring and attributing advertising performance without using third party cookies for tracking.

Measuring advertising performance without relying on third-party cookies, using alternative methods to collect data.

First-party cookies used across multiple domains to improve overall user understanding without direct identification.

Process of transforming personal data to make them anonymous, guaranteeing the protection of privacy.

Data collection based on voluntary statements by users, such as surveys or questionnaires.

A strategy aimed at specific user groups based on demographic criteria such as age, gender, and geography.

Advertising campaigns to promote products or services that respect the environment.

Google's “Federated Learning of Cohorts”, an advertising tracking approach based on interests rather than individual data.

A technique that uses the unique characteristics of a device to identify users.

Data stored locally by the user's browser, issued by the website visited, to personalize the experience.

Cookies generated by a site but designed to work across different domains, improving the understanding of user behavior across multiple sites.

European Union regulation to protect the personal data and privacy of European citizens.

Targeting ads based on the user's geographic location, often used to promote local products or services.

Technologies and standards proposed by Google to improve privacy in online advertising.

Ad targeting using unique identifiers, such as device-based advertising identifiers.

Data that identifies a user or is used in specific targeting solutions for a more targeted and personalized advertising interaction.

LiveRamp's platform connecting consumer data across devices and channels.

An advertising strategy that selects ads based on interests inferred from the user's online behavior.

Specific metrics used to assess the effectiveness and success of a marketing campaign or business.

An online advertising strategy aimed at serving ads based on terms or keywords associated with user searches.

Connects consumer data across devices and channels, helping create a unified profile for ad targeting.

Files stored locally in the user's browser, essential for preferences on a website.

A file stored locally in the user's browser that contains preferences for a specific website, such as language or theme.

A statistical analysis method to measure the impact of different marketing variables on financial results.

Use of tracking tags or codes on web pages to measure user interactions.

Use of selected user groups to represent the overall population in measuring advertising performance.

Measuring advertising performance using unique identifiers, such as device-based advertising identifiers.

Attribution models that assign credit to different marketing touchpoints, adapted to a cookie-free environment.

Advertising format designed to integrate seamlessly with surrounding content, improving the user experience.

A branch of AI that allows computers to understand and manipulate human language, used in semantic targeting to analyze textual content.

Personalized advertising targeting aimed at reaching each user individually based on their data and online behavior.

Traffic from search engines like Google, Yahoo, or Bing, without the use of paid advertising. Considered the best type of traffic for its sustainability and quality.

Traffic resulting from paid keyword advertising and other forms of advertising directed directly to a website.

Advertising targeting based on specific groups or panels of users who share similar characteristics.

Use of third-party cookies to track user actions, essential for evaluating the effectiveness of a campaign.

Advertising tailored to the interests and behavior of the user, based on the collection of data on their online activities.

Models used in semantic targeting that anticipate user preferences by analyzing behavioral patterns.

Technologies designed to enhance user privacy while allowing data to be collected for analysis.

Statistical models to infer information about a user from data that is not directly related to their identity.

Automatic purchase of advertising space using algorithms and data to target the most relevant audience.

Project to explore solutions for online advertising focused on privacy and data protection.

Strategy to re-target users who have already interacted with a brand or visited its website.

A form of online marketing encompassing search engine optimization (SEO) and search engine advertising (SEA) to improve online visibility.

The creation of custom audiences by sellers or advertisers to target specific groups of users.

Key technology in contextual targeting to understand the meaning and subject of the content of a web page, determining the context of relevant ads.

Go beyond keyword matching, analyzing context and semantic structure for a deeper understanding of the subject.

Sustainability in marketing, referring to the approach to advertising and marketing that favors sustainable practices.

Specific consumer groups that advertisers seek to reach with their advertising campaigns.

Orientation of advertising messages to specific audiences based on the theme or subject of the content viewed.

Small files stored in browsers to track user online behaviors and display personalized ads, changing due to privacy concerns.

A small code inserted into a web page or an email to track user actions.

Initiative focused on the creation of universal identifiers for users, based on the collaboration of telephone operators.

Developed by The Trade Desk, aims to create a universal identifier that respects privacy.

Aims to establish a constant identification of the user on various platforms and channels.

Explicit consent given by users for the collection and use of their personal data.

The collection of data on user behavior based on subtle and indirect clues rather than explicit data.