Jargon Buster

The field of view for an individual. Also known as the area of sight. It extends from the subject as a 120° cone.

Metric to indicate the statistical significance of the lift observed. Generally, results that are statistically significant at the 95% confidence level or higher are suitable for making business decisions. Results that are statistically significant at the 80% confidence level or higher can be considered directional.

Also referred to as 'double opt-in'. This process double-checks the desire to be included on an email list after a primary registration occurs. This is typically managed via an email asking the subscriber to click on a confirmation link, which also serves as a method of positively confirming the validity of the email address.

CTV is a subset of OTT. A large TV screen that is connected to the internet, either directly (like a Smart TV) or through a gaming console or streaming device (e.g. Apple TV, Roku etc.). Video content is delivered to a TV screen, via the internet. A media buy of CTV inventory can generally be assumed to be running in a large screen format.

Targeting that does not use any PII and therefore does not require users to consent for tracking for the system or process to function.

The extent a consumer will consider a brand for purchase.

Propriety computer systems specially made for playing video games such as home consoles, handhelds or hybrid consoles.

Software tools or web services for creating and amending website content. Typically, CMS are browser-based web applications running on a server. All enable users to readily add new pages within an existing page template. One of the most common CMS systems is Drupal. 

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract a clearly-defined audience.