Addressable TV (ATV): Targeted advertising within broadcaster content. Real-time ads are targeted on a one-to-one device-level basis, so different households watching the same TV program are shown personalized ads according to specific criteria, such as demographic profile, viewing behavior, interests, and location. ATV combines the high-quality, brand-safe scale of TV advertising with the granular targeting and measurement capabilities of digital marketing.

Advertiser: A Customer of Data Client that uses Throtle Data for Advertising Services, or an agency, contractor, subcontractor, or other similar person or entity that uses Throtle Data for Advertising Services on behalf of a Customer of Data Client. Advertiser and Data Client may be one and the same.

API: API stands for Application Programming Interface. It is a set of programming code that defines the functions, procedures, and protocols that allow applications to transmit data and interact with other applications, services, and operating systems.

Attribution: A term used in advertising and marketing which refers to the process of linking (attributing) advertising or marketing tactic to a user action, such as purchasing a product.

All advertising and marketing tactics involve creating touchpoints for consumers to engage with a brand, for example, by watching an ad, seeing a social media post, or reading a blog. Attribution analysis includes reviewing the consumer journey and looking at the various touchpoints the consumer encountered before taking the desired final step. This allows advertising or marketing teams to assess the value of their tactics in generating sales/conversions to make informed decisions about future campaigns to better optimize their marketing to what offers the best return on investment (ROI).

There are a variety of attribution models, from simple single-factor models (such as first-touch and last-touch attribution) to complex multi-source models that account for every touchpoint in the consumer’s journey (such as linear, time decay, and full path). As today’s consumers typically encounter multiple touchpoints, multi-source attribution is commonly carried out using advanced analytics platforms. These platforms aggregate data from across multiple channels and give a ‘weight’ to each touchpoint, assigning a level of credit to each based on how big a role it played in converting the user.

Audience Data: A data element or elements related to identity data that relates to the habits, preferences, location, or characteristics of the individual that is the subject of the Identity Data, and that is not used alone to identify the unique device, user, network or application.

Clean Room: A secure way to link anonymous marketing and advertising data from lots of companies. Sharing data in this way enables you to increase the value of the information you already own. You can also use clean room providers to host a data collaboration.

Closed Loop: Closed-loop marketing is a form of marketing analysis that relies on data and insights to improve ROI, similar to data-driven marketing. The “closed-loop” part of the name describes how sales and marketing teams work together to report on leads in an endless feedback loop. This repeating dialogue helps teams get a greater understanding of how marketing activities across every channel impact sales outcomes.

Connectivity: Connectivity is the ability to reach your targets versus simply identifying them, thinking beyond match rates but also understanding who can actually be reached across platforms and devices

Cookie: Small text files or markers sent from a website itself or a third party and stored on the website visitor’s browser. First-party cookies are created by the website being visited and enable the host site to collect and remember information such as settings, shopping activity, and online behaviors. First-party cookies can be used for customization and to improve the visitor's experience. Third-party cookies are created by a party other than the website the user is visiting (for example, advertising providers and data aggregators), and they are used to gather and store information for purposes including tracking and online advertising.

Cross Channel: A combination of various marketing channels to create a more cohesive customer journey for your target audience. Channels should work together to create a connected message that leads from one to the other.

Cross Device: The measurable scenario in which users move through and convert along the conversion funnel, via two or more devices.

CTV: Advertising refers to video ads that are delivered via a streaming service during a viewer's movie, TV show, or other video content and viewed on an actual TV set. This viewing could be either directly on a smart TV or via a connected device like a Roku or Fire stick. Connected devices and OTT devices are synonymous.

Customer: Any individual client or business partner of either Party (as applicable).

Customer Data Platform (CDP):  A system that combines data from multiple tools to create a single centralized customer database containing data on all touch points and interactions with your product or service. CPDs are not the same as data management platforms (DMPs) or customer relationship management systems (CRMs). DMPs are typically only used in advertising, and CRMs organize customer-facing interactions.

Data Activation: The utilization of data for business purposes, often to execute marketing plans and outbound communications to audiences.

Data Fee: A payment by Data Client for the use of Throtle Data or the execution of any Throtle services.

Data Hygiene: The process by which a data set is cleaned to remove errors and improve accuracy.

Data Management Platform (DMP): Collects, organizes, and activates first-, second-, and third-party audience data from various online, offline, and mobile sources. It then uses that data to build detailed customer profiles that drive targeted advertising and personalization initiatives (Oracle).

Data Modeling: The use of statistical, algorithmic, or other data processing or analytical techniques to analyze and identify the relationships among Audience Data, or Audience Data and other data, to create new Audience Data or other Datasets for the purposes of targeting advertising within any advertising channel including mobile, online, offline, or email.

Data Onboarding: The process by which data is transferred to an activation partner for marketing purposes; for example, transfer of an audience list to a DSP for programmatic targeting.

Data Privacy: Includes (to the extent applicable based on the relevant context and data attributes): all laws, rules, regulations, regulatory guidance and self-regulatory guidelines (including without limitation mobile and social media platform rules and policies governing the onward transfer of Personal Information) applicable to the collection and delivery of each element of Throtle Data, including without limitation any requirements relating to notice, opt-out, and in the case of location, direct marketing, or other information requiring opt-in consent, any express, affirmative or other required consent, and any documentation requirements. 

Data Synchronization: The process by which data is consolidated across multiple sources to gain consistency across the larger data set.  

Dataset: A collection of related sets of information that is composed of separate data elements and is subject to manipulation as a unit, including any such information accessed or delivered via an application programming interface (API) or cloud hosted services infrastructure (SFTP or S3). 

Deterministic: See Identity Resolution.  

Device ID: A unique identifier that is assigned to each mobile phone, tablet, or other device in the world.  

DSP or demand-side platform: A programmatic advertising platform that allows advertisers and media buying agencies to bid automatically on display, video, mobile and search ad inventory from a wide range of publishers. A demand-side platform can automate the decision-making process on how much to bid for an ad in real-time. DSPs make the ad-buying process significantly faster, cheaper and more efficient. The key feature of demand-side platforms is that instead of buying inventory on publisher sites directly, what you buy is the ability to reach specific audience segments based on the DSP targeting capabilities, across a range of publisher sites. Demand-side platforms are an evolution of ad networks, which have been incorporating capabilities like real-time bidding into their offering as well. 

Enterprise Identity: Every company needs to own its enterprise identity strategy and determine its own rules. This includes how to map different data points back to an individual or a household and how customer data matches are defined across all touchpoints.

First Party Data: Information that a company collects about its audience, customers, or visitors via its own sources, both online and offline. This information is owned by the company and, although often limited, is usually its most useful, accurate, and cost-effective data. Various points of customer engagement can be used to collect the data, including mailing list sign-ups, web analytics, loyalty card schemes, and online or in-store purchases. 

Hashing: A process by which one uses a cryptographic function that changes an email address to a random code which can be used as an anonymous customer identifier. This code is privacy-safe and cannot be traced back to the customer's email address. Throtle supports both upper- and lower-case versions: SHA256, sha256, SHA1, sha1, MD5, md5. 

HCP: Refers to a licensed medical doctor, licensed medical professional, medical institution, medical facility, hospital, or clinic whose core endeavor is to provide medical services to patients and is legally licensed for such activities. It also relates to any person that is a doctor, a member of medical, dental, pharmacy, nursing professions or any other person who may prescribe, purchase, supply, recommend or administer a medicinal product. 

HEM or hashed email: A cryptographic function that changes an email address to a random code which can be used as an anonymous customer identifier. This code is privacy-safe and cannot be traced back to the customer's email address. Throtle supports both upper- and lower-case versions: SHA256, sha256, SHA1, sha1, MD5, md5. 

Identity: The process of compiling data on individuals’ both in offline and online settings. Such data may then be used to locate individuals for outreach.  

Identity Data: A data element comprised of a unique user, network, or application-based identifier, such as a phone number, email address, name and postal address, social handle or ID, Mobile Ad ID, or IP address. 

Identity Graph (ID Graph): An integrated system of data that facilitates the process of identity resolution. An ID Graph provides a comprehensive profile of individuals that may be used for segmentation, personalization and other marketing purposes. 

Identity Mapping: The relationship and connection between two or more Identity Data elements, such as a Mobile Advertising ID and an email address, that is established, created, developed and/or using Throtle’s proprietary processes. 

Identity Resolution: The process of identifying individuals across platforms, channels and devices and relating them to additional data for marketing purposes. There are two approaches to Identity Resolution: probabilistic and deterministic. Probabilistic involves using modeling, householding or other business intelligence and assumptions to create profiles for individuals. This approach results in identification at a certain confidence level. Deterministic involves using first party and other types of data that can be addressed to the individual at a 100% confidence level, resulting in a precise match to the selected person.  

Identity Stitching: Identity stitching involves the connection of separate data sets to create a unique profile on each individual consumers or HCPs.  

Identity Synchronization: Identity synchronization is the process by which data is harmonized across disparate data sources. When changes are made to a data point, those charges are communicated across the sources to ensure all data are the same.  

Integration: Integration in relation to identity solutions indicates a relationship between two parties that offers a streamlined, coordinated service. Examples may include relationships between audience data companies, Throtle’s identity solutions, activation partners, and measurement firms.  

Log/Exposure Files: Log files that come from a platform/destination. Typically, these are Impression, Click and or Video event logs. We match the platforms device IDs within those log files to our graph to provide an insight into the identity component to the exposure reporting. We typically deliver them back to the client for analysis. This is a much more involved process and requires a live campaign to generate exposure files. 

Match Back Files: Where we provide a client their original data file (or specific fields of their file, like their ID with a 1/0 (Y/N indication) of where we were able to match to our Graph. Typically, this is the initial free match test offered. This shows the effectiveness of our graph against their data but won't show onboarding scale. 

Match Key: A pair of data values comprised of an association between two different Identity Data elements, such as a hashed email address and a Mobile Advertising ID. 

Match Test: The process by which a client’s target list is processed through a vendor’s internal data systems to identity overlap. The match test results will identify how many individuals are available for outreach in future programs. Additional information is provided, such as bad records, adjusted records, etc. 

Mobile Advertising ID (MAID): A data element comprised of a unique device-based identifier, including, but not limited to, mobile device identifiers (such as Android ID), advertising identifiers (such as Android Advertising ID or IDFA), and other similar device-based identifiers. 

Modeled Audience Data: Any audience data that is used in the process of Data Modeling or that is the subject of any Data Modeling activities.  

MVPD: A multichannel video programming distributor. They provide multiple broadcast TV channels on cable or satellite TV, and typically work on a subscription-based business model but can also offer video-on-demand options. Unlike OTT content, MVPD services are viewed only on television sets. OTT content can be viewed on multiple devices like laptop, tablet, mobile, television etc. 

NPI or National Provider Identifier Standard: A Health Insurance Portability and Accountability Act (HIPAA) Administrative Simplification Standard. The NPI is a unique identification number for covered health care providers. Covered health care providers and all health plans and health care clearinghouses must use the NPIs in the administrative and financial transactions adopted under HIPAA. The NPI is a 10-position, intelligence-free numeric identifier (10-digit number). This means that the numbers do not carry other information about healthcare providers, such as the state in which they live or their medical specialty. The NPI must be used in lieu of legacy provider identifiers in the HIPAA standards transactions. Two categories of health care providers exist for NPI enumeration purposes: Entity Type 1 (Individual) and Entity Type 2 (Organization).  The difference between a group NPI and an individual NPI? An individual NPI (Type 1 NPI) is assigned to individual clinicians while a group NPI (Type 2 NPI) is assigned to organizations. It is often called a group NPI or billing NPI. 

Offline Attribution: Efforts to measure campaigns across channels (digital, mobile, OOH, television, video, print, etc.) to offline locations, such as stores, locations, etc.  

Omnichannel: Marketing efforts that integrates varieties of different channels, platforms, and devices with the customer experience at the center of the strategy.  

Onboarding: The process of transferring offline data to an online environment for marketing needs. Data onboarding is mainly used to connect offline customer records with online users by matching identifying information gathered from offline datasets to target the same customers in an online audience. The onboarding process involves ingesting, anonymizing, matching and distributing a customer's data. Offline data used in onboarding efforts include information such as customer names, email addresses, physical addresses and phone numbers as well as CRM and sales transaction data. 

Opt-outs: Data subjects, as identified by Identity Data, that should no longer be used for marketing, advertising, or any other use, as solely defined by Throtle.  

OTT (over-the-top): The umbrella term that covers the delivery of video content via the internet with any device. OTT content can be viewed on multiple devices like laptop, tablet, mobile, television etc. 

Personally identifiable information (PII): Any information that can denote the identity of an individual whether through direct or indirect means. Examples may include name, address, social security number, email address, and more.  

Pixel: A digital advertising, pixels, also known as marketing pixels, tracking pixels and web beacons are snippets of code (HTML or JavaScript) or invisible images (measuring 1×1 pixel) that are placed on web pages (usually in the header or footer), and are used to gather information about website visitors and track activity. When a user visits a web page, a pixel loads and sends information to a third-party server. The information collected via a pixel enables advertisers to enhance targeting, increase online conversions, measure campaign performance, track conversions, and build audiences based on behavior. For example, advertisers can show users ads that are more likely to be of interest to them based on their recent online behavior by inserting ‘retargeting’ pixels on their pages or they can track the source of conversions and measure a campaign’s performance by adding a ‘conversion’ pixel on order confirmation pages. 

Planning Files: Flagged files where we return the client data file or ID back to them with flags (1/0) of specific destinations where we can onboard a record too. This provides some sense of onboarding scale. We should only flag for direct integrations. 

PLD: Physician Level Data as it relates to NPI targeting and media exposure files. 

Probabilistic: See Identity Resolution.  

Programmatic: Programmatic utilizes automated systems, platforms, and processes to deliver advertising to audiences in less than a second. Advertisers can set parameters around campaigns that limit budget and delivery of their ads across web, apps, social media and more.  

Publisher Network: A group of digital property owners who sell advertising to the traffic that visits their site or platform.  

Retargeting: Retargeting is a tactic used in online advertising where a user is tagged when visiting a particular web site. Once tagged, the advertiser can then target that user through programmatic advertising (See Programmatic) to display ads to them. Example: A person searches on an airline site for tickets to NYC. That person then receives advertisements online for the airline with offers on NYC plane tickets.  

Second Party Data: Data that is collected first-hand by another business entity that is then used for data-driven marketing purposes, such as programmatic advertising, market segmentation, database enrichment and more.

Segmentation: Segmentation is the process by which target audiences are divided into smaller groups based on selected criteria. Example may include neurologists who have diagnosed a condition within the past 90 days, patients who are interested in learning more about healthy living, or hospital administrators who have searched for patient resources. Segmentation may include quantitative and/or qualitative data to define the audience groups.  

Social Determinants of Health (SDOH): Conditions in the environments where people are born, live, learn, work, play, worship, and age that affect a wide range of health, functioning, and quality-of-life outcomes and risks. 

Third-party Data: Data that is aggregated and packaged by a third party and sold to companies. The third party has no direct relationship with the data subject and is not the original collector; it collates data from various sources including via third-party cookies. This data is collated and can be sold on a centralized system such as a data management platform (DMP), where the data is categorized based on key characteristics for example, demographics, interests or behavior allowing the companies that purchase the data to target specific segments. 

Throtle Data: The Datasets provided by Throtle to Data Client, including Match Keys, Mobile Advertising IDs, Audience Data, Modeled Matched Data, Modeled Audience Data and Identity Data, including data that is collected or owned by Data Client or is licensed to Data Client by a Third-Party Data Provider. 

TID (Throtle ID): The unique identifier that each individual is assigned within the Throtle identity graphs. The Throtle ID is also used to streamline identity activities, such as onboarding and measurement.  

Tokens or Tokenization: Tokenization is the process by which information is replaced with a randomized value that does not divulge the original information. Tokenization is often used for sensitive data, such as email address, credit card numbers, or other PII (See Personally Identifiable Information or PII). Various methods to “tokenize” data exist as well as many companies that offer a tokenization service.