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 […]

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 […]

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 […]

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 […]

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 […]

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, […]