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Information that can be used to identify or contact a person, including name, address, telephone number, or email address. This might also include demographics or behavioural data.

Commonly used mechanisms like 3rd party cookie on the browser or Identifier for advertisers on mobile/ device platforms (for e.g. IDFA on iPhone , Android Id on Android devices) to uniquely identify a device or a browser typically used for associating a user or a household.

A party to an interaction that has no direct relationship with the individual involved.

Return on Investment (ROI) is a measure of overall return on investment arrived at by calculating total profit and all expenses- both direct spend on an ad campaign as well as other expenses. ROI determines how profitable is an ad campaign

Return on Ad Spend (ROAS) is a measure of total returns from an ad campaign arrived at by calculating the total revenue earned and direct expenses. It does not include other expenses and does not tell if a paid campaign is profitable for the advertiser

Purpose limitation is a way to constrain a task or an operation within a very specific outcome or use

A common and popular term to describe the state of addressability after the loss of traditional identifiers

Privacy enhancing technologies (PETs) are technology solutions that use one or more of the privacy technologies (differential privacy, secure multi party compute and on device learning) to accomplish complex data processing functions in digital advertising without revealing the individual, household or device level personal information to parties that do not already have them.

The mechanism by which products and services (including but not only advertisements) can be delivered to an individual according to the characteristics or attributes of that individual's demography, interests, behaviour, location or other expressed intent and information about the individual.

Process of setup and configuration to bring an organization's data or processes into a well defined system e.g. a Data Clean Room.

MTA is a method of attributing credit to different touch points in a customer's interaction (for e.g different media channels where the customer viewed or engaged with an advertisement) with the advertiser that resulted in a customer action (for e.g. purchase of goods or services).

A mechanism and technology by which a computer can be trained to use existing data and learn how to perform a specific task

An organisation that maintains an individual, household or device level unique identification that can be used to perform a match between two or more organisations' data sets

Data acquired by an organisation as a result of an individual's interaction with the organisation either online on their website or mobile app or connected device or offline in their physical locations or by mail or phone.

Data minimisation refers to providing or restricting access to only the data that is absolutely necessary for performing a specific task or achieving a given outcome.

A table that maps identifiers from one identity space to another. For example from Liveramp RAMPID to Experian LUID.

A process of connecting advertiser target audience with publisher audience for targeting them through digital advertising channels.

Group of people with a common set of characteristics whom an advertiser wants to show an ad. More specifically this is a list or group of customers or individuals that is most likely to purchase a given product or service from an advertiser.

Ability or extent of capability to uniquely identify an individual or a device between data sets of two or more parties in a given context e.g. targeting individuals with advertisements

Targeting an ad based on an understanding of the physical location the user is in.