GLOSSARY_TEXT02
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.
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Application
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.
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Authentication
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.
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Consensus
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.
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Convenience
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.
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Data compliance
The process that ensures that consumer data is obtained, stored, processed, and transmitted as per applicable laws.
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Data provenance
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.
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Differential Privacy
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.
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Federated Learning
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.
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Layer-2
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.
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Platform
A platform refers to the publisher of content, in other words, where an advertisement is displayed.
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Protocol
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).
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Transparency
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.
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Trust
An independent, third-party view of underlying activities across multiple participants. As the foundation of relationships, trust is also the new marketing currency.
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Value discovery
The process by which brands, platforms, and consumers assess the benefits of the value exchange amongst them.
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Value exchange
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.