Glossary

Placeholder variables inserted into ad tags or tracking URLs that are dynamically replaced with real-time data (e.g., page URL, device type) when the ad is served.

The process of purchasing advertising space or time on various channels to reach a target audience effectively.

A strategic document outlining where, when, and how often ads will run to achieve specific marketing objectives.

An attribution model that assigns credit to multiple marketing touchpoints that influenced a consumer’s decision to convert.

Service providers that deliver television programming services over multiple channels, such as cable or satellite TV companies.