Adtech Glossary - M

Machine Learning is a field of study and an application of artificial intelligence that concentrates on designing algorithms and models that enable computers to learn and make forecasts or decisions without being explicitly programmed. ML algorithms analyze and interpret patterns in data, learn from them, and apply that knowledge to make informed predictions or take […]

Macros refer to algorithms of actions that track URLs or ad tags to collect and pass dynamic information about an ad impression, click, or conversion. Macros often capture data like timestamps, user agent information, referring URLs, creative IDs, and more. They allow advertisers, publishers, and ad networks to gather valuable data about how ads perform […]

MadTech refers to the intersection of marketing and advertising with technology, encompassing the various technological tools and platforms used in the advertising and marketing industry. MadTech encompasses various technologies and practices to optimize and streamline marketing and advertising activities. These technologies include data management platforms (DMPs), demand-side platforms (DSPs), supply-side platforms (SSPs), customer relationship management […]

Malvertising, a combination of “malicious software” and “advertising,” is an advertising method that utilizes abusive online ads to disseminate malware and compromise systems.

Managed placement targeting is a functionality that provides advertisers with increased authority over the placement of their advertisements. This feature allows advertisers to choose particular websites and applications on which they want their ads to be displayed. This targeting approach affords advertisers more significant influence on the exposure of their ads, ensuring that their content […]

The manual bidding strategy is a method where advertisers have the flexibility to establish their maximum cost-per-click (CPC) for their advertisements. In this approach, advertisers need to thoughtfully assess the significance of each keyword or phrase and determine the bid amount accordingly. Typically, advertisers depend on their experience, analysis, and intuition based on past keyword […]

Manual media buying is a process that involves advertisers directly acquiring ad space from publishers, bypassing the use of AdTech platforms such as ad servers, DSPs, and SSPs. This method harkens back to the early days of online advertising. Although many significant publishers and advertisers continue to engage in direct transactions through their sales teams, […]

Marketing attribution is an effective method for comprehensively measuring digital channels and evaluating the influence of each touchpoint in the customer journey. It involves assigning a value to each point that contributed to a specific outcome, providing insights into the impact of various elements on overall success.

Marketing automation is a practice that involves utilizing software to automate various marketing processes, including customer segmentation, customer data integration, and campaign management. The chief aim of marketing automation is to enhance operational efficiency, streamline tasks, and expedite revenue growth by automating, managing, and measuring marketing workflows.

A marketing funnel is a conceptual model used in marketing. Its primary purpose is to visually map out the entire customer journey, starting when a potential customer becomes familiar with a product or service and culminating in their final purchase decision. This step-by-step model empowers businesses to analyze and optimize their marketing efforts at each […]

Marketing mix modeling is an analytical instrument aiding marketers in assessing the effectiveness of their marketing initiatives and assigning sales outcomes to specific elements within the marketing mix. This tool reveals areas of success and identifies those requiring improvement, facilitating a thorough examination and validation of marketing expenditures. Additionally, it constructs a predictive model for […]

Marketologhost is the ghost of a marketer who died trying to achieve unrealistic KPIs. But unachieved goals keep him in this world and do not let him rest in peace.

MarTech refers to applying various technologies, tools, and platforms to support and enhance marketing efforts and activities. MarTech encompasses multiple digital marketing technologies and solutions that help marketers analyze, automate, execute, and manage their marketing strategies and campaigns. These technologies can include customer relationship management (CRM) systems, marketing automation software, content management systems (CMS), social […]

Match types refer to a method for establishing the correlation between keywords employed in a PPC ad campaign and the search queries responsible for initiating the display of ads. There are four primary match types: phrase match, exact match, broad match modifier, and broad match. Its distinct set of criteria determines the degree of similarity […]

A matching pattern is a composition of tag event labels extracted from the advertiser’s dataset, interconnected using “and” or “or” logical operators. These patterns are designated to event groups, serving delivery, modeling, and reporting purposes.

Media agencies are specialized companies in the field of advertising, serving as valuable resources for brands in planning, purchasing, and assessing advertising campaigns across diverse marketing channels. Their position allows them to offer comprehensive, cross-industry expertise, guiding marketers on effectively portraying their brand and optimizing the allocation of marketing budgets to reach consumers efficiently.

Media buying is a fundamental aspect of advertising that involves the process of purchasing advertising space, inventory, or placements from various media outlets, platforms, or publishers. It is a strategic activity in which advertisers or media agencies negotiate and acquire ad placements to reach their target audience effectively. Media buying can encompass various channels, both […]

MFA stands for Made For Advertising. This term refers to content that has been designed and produced specifically for digital advertising purposes. It implies that particular content is tailored to meet the objectives of the advertising campaigns such as promoting a product, increasing sales, or awareness, along with engaging the targeted audience. Examples of MFA […]

A mid-roll ad is an online video advertisement strategically placed within the midst of a video content piece, be it on a website, streaming platform, or social media site. These ads play a crucial role in video monetization strategies, enabling content publishers to earn revenue by showcasing ads to their audience while watching the video. […]

Mobile ads are tailor-made and optimized for display on mobile devices like smartphones and tablets. They come in different formats: banners, interstitials, native ads, and videos. These ads play a vital role in mobile marketing, helping businesses and advertisers promote their products or services to users. At the same time, they use mobile apps, browse […]

Mobile first design is an approach that involves crafting digital ads and marketing campaigns with a primary focus on mobile devices like smartphones and tablets. This practice recognizes mobile gadgets have become the dominant means of accessing the internet and consuming digital content. The goal of mobile first design is to make ads that are […]

Mobile game ads display advertisements within mobile games to reach and engage millions of users who play games on their smartphones and tablets. The effectiveness of mobile game ads relies on factors such as ad placement, relevance to the target audience, and the seamless integration of ads without disrupting the gameplay experience. Mobile game ads […]

A monthly unique visitor is an individual who accesses a website at least once during a specific month. Tracking software for monitoring website traffic can differentiate between a visitor who frequents the site and a unique visitor who returns consistently. Even if visitors make multiple visits within a month, they contribute to a single count […]

MRAID is a standardized set of specifications developed by the Interactive Advertising Bureau (IAB) to provide a common framework for rich media ads on mobile devices. MRAID aims to ensure that rich media ads run consistently across different mobile platforms, operating systems, and ad-serving environments. MRAID defines a set of APIs that enable rich media […]

MRC is a non-profit industry association that establishes and enforces measurement standards and best practices in media audience measurement, including digital advertising. The MRC’s primary goal is to ensure that media measurement methodologies are transparent, reliable, and adhere to industry-accepted standards. The MRC works with various stakeholders, including advertisers, agencies, media companies, and technology providers, […]

A multi-size ad unit, also known as a multi-size ad placement, refers to a designated space on a publisher’s website, app, or other channel designed to display ads. Unlike traditional ad units, this versatile location accommodates a range of ad creative dimensions or sizes. The flexibility in specifications allows bid requests to seek diverse ad […]

Multi-touch attribution is a sophisticated marketing measurement approach considering every touchpoint along the customer journey. This method allocates specific credit to each channel, giving marketers a comprehensive view of each touchpoint’s impact on driving conversions. Consider a scenario where a consumer is contemplating the purchase of a new pair of shoes. Following research, they encounter […]

Multichannel denotes a marketing strategy encompassing various channels or platforms for audience outreach and engagement. The objective is to craft a unified and integrated user experience across diverse touchpoints, including websites, email, mobile apps, social media, and other digital platforms. In the realm of multichannel advertising, there is an acknowledgment that consumers engage with brands […]