📖 Need help understanding key terms?
This glossary defines essential terms in data management, identity resolution, and programmatic advertising to help you navigate the Loop platform. Whether you're new to the industry or need a quick refresher, this guide will clarify key concepts.
💡 Tip: If you're looking for a specific term, use Ctrl + F (Windows) / Cmd + F (Mac) to search for it quickly!
A
Ad exchange – A digital marketplace where advertisers and publishers buy and sell ad inventory in real time through automated bidding.
API (Application Programming Interface) – A set of rules and protocols that allows different software applications to communicate and share data efficiently.
Apple IDFA (Identifier for Advertisers) – A unique identifier assigned by Apple to a user’s device for tracking and ad targeting, which users can reset or disable.
Audience – A group of users segmented based on shared characteristics or behaviors for targeted advertising.
C
Campaign – A structured digital advertising effort focused on reaching specific audiences with defined objectives, creatives, and budgets.
Cookie – A small piece of data stored on a user’s browser that tracks their activity across websites.
CoreID – An identity graph built by Epsilon US that accurately identifies a person based on PII, device interactions, and other signals.
Cross-device – The ability to track and target users across multiple devices, such as mobile phones, desktops, and tablets.
CRM (Customer Relationship Management) – A system or software that stores and manages customer data, often used for marketing and sales.
D
DMP (Data Management Platform) – A platform used to collect, organize, and activate audience data for digital advertising.
DSP (Demand-Side Platform) – A system that allows advertisers to buy digital ad inventory in real time through programmatic auctions.
F
First-party data – Data collected directly from users by a company through its own website, app, or CRM.
G
GDPR (General Data Protection Regulation) – A European Union regulation that governs how businesses collect, store, and process personal data to protect user privacy.
Google Ad ID (GAID) – A unique identifier assigned by Google to Android devices for ad tracking and targeting.
Google Tag Manager (GTM) – A tag management system that allows users to deploy and manage marketing tags (such as analytics or advertising pixels) without modifying website code.
I
Identity graph – A database that connects multiple identifiers (cookies, device IDs, emails, etc.) to create a unified user profile across different platforms and devices.
L
Latency – The delay between a user action (e.g., clicking an ad) and the response from a system or platform, which can impact ad delivery and performance.
LinkID – A probabilistic identity graph built by Epsilon LATAM based on advanced machine learning models to associate user identities across different sources.
Lookalike – A modeling technique that identifies new users who share similar attributes and behaviors with an existing audience, improving campaign reach and effectiveness.
M
MAID (Mobile Advertising ID) – A unique, user-resettable ID assigned to a mobile device for tracking and advertising purposes.
Match-rate – The percentage of records from one data source that successfully match records in another dataset.
Mix and Match – A feature that allows advertisers to combine multiple audience segments and data sources to refine targeting strategies.
P
PII (Personally Identifiable Information) – Any data that can identify an individual, including name, email, phone number, and National ID number.
Programmatic media – Automated buying and selling of digital advertising through real-time bidding and machine learning.
S
SDK (Software Development Kit) – A collection of tools and libraries used to integrate software functionalities, such as data collection for mobile apps.
Seat – A unique identifier within an advertising platform that represents a specific buyer or advertiser.
Segment – A subset of an audience grouped based on specific attributes for more precise targeting.
Smart Deals – A programmatic advertising feature that allows buyers to negotiate preferred inventory access with publishers while maintaining automation.
Source – A data entry point where audience information is collected (e.g., website, CRM, ad platform).
SSP (Supply-Side Platform) – A system used by publishers to sell their ad inventory programmatically.
T
Tag – A piece of code placed on a website to collect user data and track interactions for analytics or advertising.
Tag Manager – A tool that enables users to manage and deploy multiple tracking tags without editing website code directly.
Taxonomy – A structured classification system used to organize audience data into predefined categories for better segmentation and targeting.
Third-party data – Data collected by external providers and sold to advertisers for audience enrichment.