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that moves marketing.

Turkey's national database where businesses store and manage consumer consents for commercial electronic messages such as SMS, email, and calls.

Comparing two versions of content to determine the most effective one.

An open standard that lets AI agents built by different vendors discover each other, delegate tasks, and coordinate work across company boundaries.

An open standard that lets an AI agent complete a purchase on a buyer's behalf while the merchant stays the system of record for payment and tax.

The advertising opportunities a retailer has available to sell (e.g. homepage banners, sponsored products, email placements, offsite audiences).

The number of ads shown within a given shopper experience. Example: Too much ad load can hurt conversion.

The technology process that delivers an ad to the shopper at the right time/place.

A specific location where an ad can appear. Examples:

AI systems, such as voice assistants and chatbot companions, that are engaging and personalized enough to create compulsive user attachment.

A verb, popularized mainly by millennials, describing the act of doing routine responsible tasks associated with being a grown-up.

The brand paying to run campaigns.

A metric that measures the ad spend generated by advertising in relation to the overall sales value, calculated by dividing ad spend by sales value, expressed as a percentage.

A content practice that gets AI answer engines such as ChatGPT Search, Google AI Overviews, and Gemini to cite or summarize a page directly, rather than only rank it in a link l…

An AI learning agent assigned to one user that learns from every interaction and continuously builds a personalized model of that person.

A measurement approach that tracks the cumulative depth and duration of user engagement with a brand or content, not just single impressions or clicks.

A false impression that an AI system feels genuine empathy, when it is only simulating human-like emotional responses.

The set of principles and practices concerned with developing and using artificial intelligence in a safe, fair, and accountable way.

A Google Ads Search campaign feature that combines broad-match query matching, AI-generated headline and description customization, and Final URL Expansion.

A person who coordinates multiple AI tools with clear instructions to run complex workflows, rather than using one AI tool alone.

The degree to which a marketing organization has the skills, data, processes, and leadership support needed to adopt AI tools effectively.

Low-quality content made in bulk with generative AI, published to fill feeds and collect views or ad money rather than to inform or entertain.

The tendency of AI systems, especially large language models, to give overly agreeable answers that flatter the user rather than tell the truth.

The practice of exaggerating or falsely claiming a product's or company's use of artificial intelligence to appear more innovative than it actually is.

A product that packages an existing large language model, accessed via API, behind a simple interface to deliver a specific, ready-to-use experience.

A consumer segment that has grown up with AI-driven experiences and relies heavily on AI assistants and recommendations in daily decisions.

A machine-learning approach that tailors content, product recommendations, or messaging to individual users at scale.

A shorthand with two competing meanings: Google's AI Overviews summary block in search results, or AI Optimization, structuring content for both readers and AI platforms.

A think tank focused on advancing the responsible use of AI in marketing.

Automated auction bidding where ad tech adjusts bids in real time based on shopper signals, real-time inventory availability, conversion likelihood, or target ROAS.

The observation that people tend to overestimate the short-term impact of a new technology and underestimate its long-term impact.

The practice of fixing a clear, consistent perception of what a brand is worth or stands for in customers' minds over time.

Non-PII data relevant to privacy-safe audience and insight use

An open protocol that gives an AI agent a cryptographically signed permission slip from a human before it can spend money on that person's behalf.

A content consumption trend where old shows, concerts, or ads are rediscovered and mass-consumed as entertainment on today's digital platforms.

The methodology and ruleset used to determine which marketing touchpoints drove a conversion or purchase.

The defined timeframe (e.g., 7-day click, 14-day click, 1-day view) during which an ad interaction is eligible to receive credit for a resulting sale.

Using audience data to target campaigns.

Using retailer audiences used beyond owned properties (typically offsite).

A collaboration model where AI speeds up human marketers' work and data analysis while humans keep judgment, creativity, and final decisions.

The practical line, in a given task or purchase journey, between what a brand lets AI agents handle on their own and what it keeps in human hands.

A trend term describing the spread of self-operating, minimally supervised systems, such as vehicles and software agents, across many industries at once.

Agent Experience is the discipline of designing a brand's site, docs, product feeds, pricing and schema so AI agents, not only human users, can discover, read and act on them ac…

The core algorithm used to train neural networks by calculating how much each connection contributed to an error and adjusting it accordingly.

A research study that quantifies the direct impact of branding on business performance and customer acquisition.

The expected sales volume that would happen naturally without any paid advertising intervention; foundational for calculating true incrementality.

Analysis of what shoppers buy together.

Systems analyzing business data for better decisions.

An index that evaluates the business performance of SMARTIES award-winning campaigns.

A newer generation of identity verification using more advanced biometric signals, such as behavioral patterns, alongside older methods like fingerprint or face scans.

Conversion-focused content (offers, discounts, demos).

Rate at which visitors leave the site without interaction.

The perceived mental decline caused by consuming excessive amounts of low-quality, trivial online content, especially short-form social media video.

Incremental uplift for a brand beyond the advertised SKU.

Survey- or test-vs-control-based measurement assessing upper-funnel impact (brand awareness, brand favorability, purchase intent) driven by retail campaigns.

Paired with display campaigns, brand pages offer an exclusive area to drive engagement and promote branded content. The brand page builder makes the process of activating simple.

Using AI to measure and predict the depth of a consumer's ongoing emotional and behavioral connection to a brand, beyond repeat purchases.

A leadership stance that deliberately challenges established norms and accepts calculated risk to create differentiated, breakthrough marketing or business outcomes.

The primary purchase call-to-action area on a product page.

The practice of employees using their own, personally chosen AI tools at work without waiting for employer-provided or approved solutions.

A TikTok content community where mostly Gen Z users share job search advice, interview tips, and workplace stories.

A TikTok community and hashtag built around home coffee-making content, recipes, and product recommendations, especially popular with Gen Z.

Cost of gaining a new customer.

A C-suite executive responsible for an organization's AI roadmap, guardrails, cross-functional AI teams, and measurement of AI-driven outcomes.

A collaborative initiative exploring the role of AI in personalizing marketing and customer interactions.

A server-to-server method for sending conversion event data directly from an advertiser's server to ad platforms, bypassing browser pixels and cookies.

A platform where organizations buy and sell tradable credits that represent a reduction or removal of a set amount of carbon emissions.

A brand securing exclusive advertising presence within a category.

A platform that collects and unifies customer data from multiple sources to create customer profiles and usable audience segments.

Content a brand commissions from a social media creator, blending the creator's voice with brand messaging while the brand owns and controls it.

A C-suite role that owns growth across the funnel, acquisition, conversion, and retention, by combining marketing, product, and data functions.

A person who actively drives and supports the adoption of a new process, structure, or way of working inside an organization.

The ratio of clicks to impressions delivered.

Measurement connecting ad exposure (both online and in-store) directly to verified, deterministic transaction data (a major retail media differentiator) via loyalty cards, CRM r…

An advertising network run by a company with first-party shopper or transaction data, such as a retailer or marketplace, that sells ad space to brands; the term extends the reta…

An unequal ability to control, understand, or benefit from AI systems, which leaves some people directing AI and others dependent on it.

A strategy of using a physical action or external tool, instead of pure mental effort, to reduce a task's mental demand.

Commerce media is the monetisation of advertising across commerce ecosystems by using transaction, behavioural, and intent data from platforms where consumers shop or transact t…

Any shopper behaviour indicating intent.

Offsite television streaming ad units targeted and measured using deterministic 1st-party retailer shopping data and closed-loop attribution.

A research method that studies consumers by directly observing their real behavior in natural settings rather than relying only on surveys or self-reported answers.

The continuous development of new content formats, distribution methods, or storytelling approaches to keep a brand's communication relevant as media habits evolve.

Commerce conducted through conversational AI tools like chatbots and voice assistants instead of traditional click-based shopping.

The percentage of ad clicks or visits that result in an order.

The advertising cost incurred to drive one conversion/action.

The cost an advertiser pays each time a user clicks on an ad.

The cost to purchase 1,000 ad impressions.

The cost paid per individual sales order generated.

Cost of acquiring a new lead.

Cost paid per view in video ads.

Rate of conversion from ads or campaigns.

Using AI to score and predict creative asset performance before campaign launch rather than after.

The experience of feeling isolated or emotionally disconnected despite being constantly surrounded by people and digital connections.

Calls directing users to specific actions (e.g., "Buy Now", "Register").

Measures the traffic driven by social media content to websites or landing pages.

Overall interaction experience between customer and brand.

Score indicating website strength in search engines.

Content sharing that happens through private channels like messaging apps and email, which standard web analytics cannot attribute to its true source.

Privacy-safe environment for combining advertiser and retailer datasets.

A think tank dedicated to using data and AI to improve customer experiences and marketing efficiency.

Linking consumer records across channels using verified, unique identifiers such as their purchasing habits (e.g., hashed email address, phone number, loyalty ID, CRM record) ra…

Travel experiences designed around unplugging from phones and the internet, offered by hotels and resorts as a wellness feature.

The degree to which an organization can effectively use digital technologies and processes to create value and respond to change.

Digitized video screens, interactive endcaps, and display panels located within physical retail aisles and checkouts.

Improving discoverability + conversion.

A virtual, continuously updated model of a real physical object, process, or system, used to simulate and predict its behavior.

The gap between curated, filtered, or manipulated media content and actual reality, especially as shaped by social media and retouched marketing imagery.

An EU regulation that limits the economic power of designated gatekeeper platforms, such as restricting self-preferencing and cross-service data combination.

The habit of continuously scrolling through distressing or negative news and social media content, even when it causes anxiety.

An EU regulation setting mandatory rules for online platforms on content moderation, ad transparency, and targeted-advertising disclosure.

Platform for buying digital ad inventory.

Business model selling directly to consumers without intermediaries.

Ad technology that dynamically creates personalized ad variants at serving time by pulling in real-time retail signals such as stock level, localized pricing, and shopper affini…

E-E-A-T is Google's content quality framework, used in its Search Quality Rater Guidelines, that now also functions as a de facto AI-citation quality signal.

A discounted price or special offer given to customers who buy or register before a set deadline, used to drive early demand.

Content that blends education and entertainment, designed to teach while also engaging and amusing the audience.

A philosophical and social movement that uses evidence and reasoning to determine the most effective ways to help others and allocate resources.

The actual monetization yield earned per 1,000 delivered impressions.

Organic content such as LinkedIn posts and short-form video that a company's own employees create, rather than its marketing team or paid influencers.

Brand that sells products within the retailer.

Measures post likes, comments, shares, and saves.

A management approach that spreads data modeling and simulation practices across every company function, beyond specialized technical or analytics teams.

Interaction rate per 1,000 impressions.

An umbrella term covering virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies.

A brand strategy in which a fashion company acts like an entertainment business, building fandom through content, music, live experiences and licensing instead of relying on ad …

A future-focused alternative to feedback that offers constructive suggestions for what to do better next time instead of critiquing what already happened.

The percentage of available advertising inventory successfully sold and rendered.

Data collected directly by the retailer.

The anxiety that individuals or organizations feel about falling behind if they do not quickly adopt artificial intelligence tools.

A marketing or advertising technology stack assembled from many separately bought tools that were bolted together over time and do not work as one system.

A neuroscience-based study analyzing how consumers react to advertising within the first second of exposure.

Advertising that emphasizes playfulness, humor, and entertainment value as its primary way of engaging an audience, rather than direct persuasion.

Web analytics service by Google.

Google’s advanced analytics platform for tracking user interactions.

The practice of structuring and optimizing brand content so that generative AI tools and chatbots cite, reference, or recommend it in their answers.

The distinct values, media habits, and expectations of Generation Z consumers that marketers must understand to engage them effectively.

An informal micro-generation label for people born around the cusp of Generation Z and Generation Alpha, blending traits of both cohorts.

The practice of shaping content so AI answer engines such as ChatGPT and Perplexity cite or recommend it, instead of ranking it as a plain search link.

A machine-optimized communication protocol allowing AI systems to exchange data through audio signals incomprehensible to humans.

TikTok Shop's automated advertising campaign type that controls bidding, targeting, and creative distribution across the whole platform in a single campaign.

A browser-level signal that automatically tells websites not to sell or share a visitor's personal information for targeted advertising.

When an AI system, especially a language model, confidently generates false or fabricated information that is not grounded in its training data or reality.

Human in the Loop is an operating principle where a trained person reviews or approves higher-risk AI agent actions, such as sends, payments, deletions or published content, bef…

Internal promotions run by the retailer.

A model of work in which organizations source labor on demand from a global pool of independent, digitally connected workers rather than fixed employees.

A marketing approach that designs strategy, products, and messaging around genuine human needs and experience rather than around channels, technology, or internal processes first.

The practice of making AI-assisted work look fully human-made, through handcrafted styling, named creators or behind-the-scenes stories, while hiding how much AI actually did.

A new class of modular, configurable SaaS tools that integrate with AI agents to reduce IT dependency and enable rapid experimentation.

A unified database combining fragmented consumer identifiers (loyalty card numbers, app IDs, hashed emails, cookie data, mobile device IDs) into single distinct shopper profiles.

A narrative technique that places the audience inside the story using technologies like VR, AR, or 360-degree video rather than having them observe from outside.

Retail media within physical stores.

A brand strategy that creates a sense of exclusive, insider access while still keeping the experience open to a broad and diverse audience.

A performance metric isolating purely incremental sales driven per dollar of ad spend, calculated by subtracting organic baseline sales via test-vs-control experiments.

The net-new sales and revenue generated strictly as a causal result of ad exposure that would not have occurred organically.

An excessive, fast-spreading flow of information, including misinformation and rumors, that makes a crisis harder to manage.

A packaged piece of knowledge, such as an online course, ebook, or template, sold or reused repeatedly instead of being created fresh each time.

In natural language processing, a label that identifies the goal behind a user's message, such as a chatbot request to check an order or ask for a refund.

Revenue efficiency of available ad inventory.

A media shorthand for the feared large-scale displacement of jobs by AI and automation.

An internet slang blend of Joe and over, originally mocking Joe Biden's political prospects, now used broadly to declare that anything is definitively finished.

"Joy of Missing Out," the contentment that comes from opting out of social obligations or constant online activity, in contrast to FOMO.

An adult consumer who buys toys, games, or collectibles for personal enjoyment rather than for a child, driven by nostalgia and hobbyist interest.

Influential individuals whose opinions affect consumer decisions.

An influencer with recognized authority in a category, such as beauty, tech, or lifestyle, distinguished from a KOC, an everyday user whose reviews read as authentic.

A measurable value that shows how well a campaign, channel, or business is progressing toward a defined objective.

Core campaign metric attached to advertising delivery.

The commerce and sales measures used alongside traditional media KPIs

Credits the final interaction before purchase.

A well-paid, low-stress job with strong work-life balance, popularized on TikTok as a rejection of hustle culture rather than literal laziness.

A leadership approach that applies the scientific method, forming hypotheses, testing them, and using evidence, to organizational and marketing decisions.

A professional who designs learning or experience environments rather than simply transmitting information.

The active, creative practice of reframing a setback or hardship into an opportunity, rather than passively staying positive.

A brand's visibility and favorability within responses generated by large language models like ChatGPT and Claude.

The discipline of building brand authority and structured content so large language models recognize a brand and surface it in conversational answers.

llms.txt is a proposed plain-text file, similar in spirit to robots.txt or an XML sitemap, meant to help large language models find and prioritize a site's most important content.

Shopper data from loyalty programmes.

Total revenue value of a customer to a brand.

An initiative to increase the adoption of MMA’s marketing tools and best practices among members.

Retail media campaigns executed by the network/provider.

An AI safety vulnerability in which attackers use long prompts filled with many example dialogues to trick a large language model into bypassing its safety guardrails.

Platform where multiple sellers transact.

A framework for marketing strategies that integrate mobile, analytics, real-time decision-making, and social media.

A think tank dedicated to improving marketing attribution and proving marketing’s impact on business growth.

An assessment system that measures individual team members’ marketing capabilities.

An open standard that lets AI models and agents connect to external tools, data sources, and platforms through one consistent interface.

A marketing technique that uses popular internet memes and humor to promote a brand and connect with online audiences.

How products are presented/sorted/promoted.

A cultural sensibility positioned between modernism's sincerity and postmodernism's irony, now applied in marketing to describe brand tones that mix earnestness with self-aware …

Economic activity, buying, selling, and earning, that takes place inside persistent virtual worlds and platforms.

A serialized short-video format, filmed vertically for mobile viewing, that tells a story across brief cliffhanger episodes typically one to three minutes long.

Brief, intent-driven moments when a person reaches for a device to know, go, do, or buy something, coined by Google in 2015.

Consideration-stage activity.

A networking and knowledge-sharing group for senior marketing leaders.

A targeting framework that focuses marketing investments on consumer segments most likely to respond to advertising.

A statistical measurement method that correlates aggregate spend by channel with aggregate business outcomes using regression, without cookies or user-level tracking.

Content aimed at increasing interest of potential customers.

A think tank focused on analyzing and optimizing marketing organization structures.

A business idiom meaning to make a noticeable, measurable, and usually positive impact toward a goal.

A potential customer ready for sales engagement.

A diagnostic tool that evaluates an organization’s marketing capabilities and their alignment with business strategy.

A design and technology approach that delivers a consistent brand experience across many devices, senses, and interaction modes, such as touch, voice, and gesture.

Ad matching surrounding experience - less disruptive than banners.

The ability of marketing organizations to adapt quickly and effectively as audiences move between media channels and consumption habits change.

Using AI and neural networks to create emotionally resonant narratives tailored to trigger specific audience responses.

A newer wave of neuromarketing that combines traditional biometric and neuroscience methods with AI-driven analysis of consumer behavior.

Customers who have not purchased the brand before - key acquisition metric.

The practice of injecting a brand's message or perspective into a breaking news story to gain attention and media coverage.

A free tool that lets artists subtly alter their digital images so that AI models trained on them produce corrupted or incorrect results, discouraging unauthorized use in AI tra…

Advertiser not selling directly in retailer ecosystem.

An internet label warning that content, usually sexual, violent, or explicit, is inappropriate to view in a workplace or public setting.

Retail audience targeting beyond retailer-owned properties.

Attribution methodology linking digital ad exposures (onsite or offsite) to in-store physical till transactions via unified loyalty cards or digital payments.

Integrated digital + in-store retail media.

Display ads available across Retailer digital properties, for brands to showcase their message

Advertising on retailer-owned digital properties.

Process of managing a brand's online reputation.

Advertising inventory located within properties directly owned and controlled by retailers, i.e web, app, stores, CRM.

In retail media, the online and screen-based channels where ads run, such as retailer websites, apps, emails, and in-store digital screens, as opposed to printed or physical media.

Shorthand in AI safety discussions for a person's estimated probability that advanced AI causes human extinction or civilizational collapse.

Product-specific page.

Digital media planned and optimised towards measurable actions such as clicks, leads, conversions or sales.

The reduction or elimination of employee perks, like free meals or commuting benefits, as companies cut costs during an economic downturn.

A leadership mindset that keeps belief and solution-focused energy alive through challenges, which strengthens team performance.

Physical and digital advertising units situated at checkout points, including customer-facing payment terminals, digital screen carousels, and printed/digital receipt ads.

Measurement after a click.

Measurement after exposure without click.

Using AI to estimate how marketing copy will perform for specific audience segments before launch.

Using AI to identify high-potential future loyal customers and proactively engage them before loyalty solidifies.

A media-buying model where an agency purchases ad inventory as the buyer of record and resells it to clients, often at an undisclosed markup.

A model-based approach that estimates whether behaviors relate to the same or likely audiences without relying solely on personal identifiable information.

A study connecting marketing investments to financial growth by demonstrating measurable returns.

A computing approach that uses quantum mechanical states (qubits) instead of ordinary bits to perform certain calculations far faster than classical computers.

A blend of "queen" and "teenager" used for confident, stylish, middle-aged and older women who embrace their age rather than hide it.

Shopper intent inferred from search terms.

Two distinct workplace trends: quick quitting means leaving a job within roughly a year, while quiet quitting means staying in a role but doing only the minimum required.

A workplace approach in which employees make small, deliberate changes within their own control to find more meaning and satisfaction at work, rather than making a big change li…

An AI architecture in which a model retrieves relevant information from a knowledge base or the live web before generating its response.

A research group developing ethical and practical AI applications for marketing.

Number of unique shoppers exposed.

Technology, such as soil sensors and data platforms, used to support farming practices that restore soil health and biodiversity rather than depleting them.

Advertising monetisation using retailer assets + shopper data.

Organised retail advertising business.

A technological solution or software system that facilitates the management, execution, and analysis of advertising campaigns" within retail networks.

The gross revenue generated for every dollar spent on media (includes both incremental and non-incremental organic sales).

Commercial model where provider takes % of media revenue.

Measures audience overlap across platforms.

A buying pattern where consumers research products online, then complete the purchase in a physical store.

A study measuring the financial impact of omnichannel customer experiences.

Instant marketing responding to current events.

Projected performance based on current pace.

An initiative to develop brand-safe advertising practices and reduce digital advertising risks.

Mental and emotional exhaustion from prolonged, often mindless scrolling through social media feeds.

First-party data shared directly and securely between two mutually agreeing parties (e.g., a CPG brand sharing CRM lists directly with a retailer inside a clean room) without go…

A blend of "senior" and "teenager" describing older adults, generally past traditional retirement age, who stay active, curious, and open to new trends.

Advertisers/agencies launch campaigns themselves

The percentage of physical inventory sold relative to the amount received from suppliers over a set period.

Advertising through paid search results.

Techniques to improve visibility in organic search results.

Page shown by a search engine in response to a query.

The percentage of total search queries a specific brand captures within a category taxonomy over a selected timeframe.

Brand visibility versus competitors.

Product visibility position.

Brand activity influencing purchase decisions.

Consumers aged 50 and above who form a fast-growing, financially powerful, and digitally active market segment.

In-store shopping carts outfitted with barcode scanners, weight sensors, and digital interactive screens that deliver contextual ads and wayfinding based on physical aisle locat…

Connected sensors, data systems, and networks used to manage city services like traffic, utilities, and public safety more efficiently.

A global award program recognizing marketing innovation and business impact in mobile and digital marketing.

An AI-powered mentor tool from MMA Global (Marketing + Media Alliance) that helps marketers choose categories and prepare stronger entries for the SMARTIES Awards.

Techniques to enhance visibility and interaction on social media.

A research initiative that measures the effectiveness of advertising across multiple media channels.

A marketing acronym for Social, Local, and Mobile, describing strategies that combine these three elements to reach consumers.

Share of Model is an AI visibility metric that measures how often a brand is mentioned or cited by one or more LLMs as a share of total category brand mentions.

An informal, unpolished idea thrown out during brainstorming, offered for discussion rather than as a finished proposal.

A brand character introduced by Best Buy in 2024, a holographic spokesperson named Gram used across its advertising in the AI era.

Brand-led search/display units.

Audience- and product-targeted display units that appear throughout product detail pages, browse paths, and offsite networks to drive consideration or retargeting.

Auction-based product-listing ads that brands bid on to secure native ad placements in premium, top-row locations showcasing their products on the ecommerce site.

Auction-based keyword-targeted ads that brands bid on to secure native placements against relevant search queries on the ecommerce site.

Lead evaluated by sales team ready for direct engagement.

Platform for publishers to manage and sell ad inventory.

A marketing approach that uses narrative techniques, rather than direct pitches, to sell products or services by building emotional connection.

The deliberate use of narrative structure, combined with data and technology, to communicate a brand's purpose or strategy in a way that is memorable and persuasive.

The state in which an organization's complexity grows faster than its coordination, so activity rises while impact falls.

A multi-skilled marketer who uses AI to unify strategy, content, media planning, and analytics into one workflow.

Technologies, such as recycled materials, digital sampling, and supply chain tracking, aimed at reducing fashion's environmental impact.

The persuasive impact of AI-generated or AI-managed digital personas, virtual influencers, and algorithmically optimized content on consumer behavior.

Trust signals (reviews, testimonials, faces, voices) that are artificially generated by AI rather than coming from real people or experiences.

Trusted Agent Protocol is an open specification, co-developed by Visa and Cloudflare, that attaches cryptographically signed identity headers to AI agent web requests so a merch…

Selecting audience criteria.

Response time to customer queries.

IAB Europe's updated consent-signaling standard that makes proof of vendor disclosure a mandatory, technical part of the consent string.

The feeling of embarrassment or judgment an employee experiences when they have a technical problem at work, such as a video call glitch.

The impatience, excitement, or anxiety people feel while waiting for a reply to a digital message.

A consumer cohort defined not by age but by having its preferences and decisions actively guided by AI recommendation systems.

A transitional phase in which the potential of a new technology, such as AI, is widely recognized but not yet fully understood or put to productive use.

The current era of technological change in which digital, physical, and biological systems are merging through AI, robotics, and connected devices.

Data collected by a party with no direct relationship to the shopper, typically aggregated across unrelated websites/apps and licensed via a data broker or exchange. Not the pre…

Content aimed at awareness for new customers.

Retailer-brand promotional collaboration.

The long-term business return, in loyalty, wallet share, and lifetime value, that comes from a brand deliberately building consumer trust.

The disruption of a traditional service industry by digital platforms that connect customers and providers directly, bypassing established intermediaries.

An open-source standard that gives AI agents and merchant stores a shared language so shoppers can add items to cart from within Search, Gemini, YouTube, or Gmail.

Content created by users (comments, posts, videos).

Reviews created by users that build trust in brands.

Stories created by users enhancing brand authenticity.

An open-source, privacy-first identity framework that turns first-party data such as an email into a hashed identifier for targeted advertising without third-party cookies.

Distinct individuals exposed.

Driving shoppers to higher-value products.

Overall experience of a user with a product or service.

A marketing workflow in which a marketer describes the desired outcome, tone and audience in plain language, and AI tools handle the execution: copy, landing pages, ad variants …

Conversion after seeing (but not clicking) an ad.

A metric tracking whether an ad unit was visibly rendered on a screen according to industry standards (whether an ad was actually visible). (e.g., MRC/IAB standard: at least 50%…

Whether an ad was actually visible.

Users who convert later after viewing ads without immediate clicking.

A leadership style that values openness about uncertainty, mistakes, and personal limitations as a way to build trust and stronger teams.

Closed ecosystem with proprietary data.

A mobile-native, vertically scrolled digital comic format, originating in South Korea, published in short serialized episodes.

An approach where AI capabilities are integrated into a single end-to-end workflow instead of being used as separate, manually connected point tools.

AI-generated work output that looks polished and professional but is incomplete, irrelevant, or lacks real value, and creates hidden extra work for others.

Structured product catalogue feed used in ad systems.

Optimising revenue from inventory.

Data intentionally shared by consumers.

The exhaustion and burnout caused by spending long periods on video calls, first widely reported during the COVID-19 pandemic.

The act of an uninvited person disrupting a video call, often by displaying offensive images or language, by exploiting weak meeting security.