Whether it’s marketing or tech, jargon is everywhere and it’s inevitable. Here’s a useful guide of commonly used terms that you’ll find across our blog posts and product overviews that you can begin to familiarise yourself with.
A customer-facing component that enables the customer to use the platform directly to achieve a certain business objective. This application layer will be used by an end-user and should be user-friendly. It is also linked to a robust “Layer-2”, which takes care of the processing, storage and analysis of information.
The process by which signals from relevant participants in the digital advertising supply chain are cross-referenced and matched. This means that a given marketing event has been seen and confirmed by the supply chain, whether that be an impression, click, or conversion.
The decision-making process whereby all members of a group agree on the decision that’s most likely to benefit the group as a whole. Blockchain technology often uses game theory to help encourage system users to work together and come to a consensus in this way.
Ease of use enabled by automation. Reduces the accompanied friction when multiple technologies are added as band-aids to address a particular point and not the whole system.
The process that ensures that consumer data is obtained, stored, processed, and transmitted as per applicable laws.
A historical record of data, including its origin, what happens to it and where it moves over time, that can be trusted for validation and audit purposes.
A cryptographic algorithm that masks data sets with statistical noise so that high-level patterns can be extrapolated without the risk of reverse-engineering and revealing raw data points.
A machine learning technique that trains a model directly on-device across a decentralised network of devices. Data never leaves local storage and only relevant data summaries are sent back to the central server.
Layer-2 solutions help to scale a blockchain’s transaction capacity by offloading transactions from the main chain (Layer-1), while retaining the benefits of decentralisation from a distributed protocol.
A platform refers to the publisher of content, in other words, where an advertisement is displayed.
A set of methods that are implemented to reach consensus and validate transactions within a blockchain network. Consensus is reached through a consensus protocol (e.g. Proof-of-Work, Proof-of-Stake, practical Byzantine Fault Tolerance).
An end-to-end lifecycle view of campaign performance, consumer data, and loyalty points. This means that there is full visibility of where and how money has been spent for a given campaign. Additionally, transparency also implies that there is control over what and where the data is shared, and who it has been shared with.
An independent, third-party view of underlying activities across multiple participants. As the foundation of relationships, trust is also the new marketing currency.
The process by which brands, platforms, and consumers assess the benefits of the value exchange amongst them.
The exchange between brands, platforms, and consumers that results in the right ad, being seen at the right time, at the right place, by the right person.