Glossary

Learn what a consent management platform (CMP) is, see the consent management platform definition, and understand how CMPs support GDPR and CCPA compliance.

Learn what Effective Cost Per Mille (eCPM) means, how it relates to cost per mille advertising, and use the cost per mille formula to calculate revenue.

Learn what view-through rate (VTR) means in video ads, how to calculate it with the view-through rate formula, and why VTR matters for campaign success.

Learn what cost per view (CPV) means in advertising, how to use the cost per view formula, and why CPV is key for measuring video campaign efficiency.

Learn what cost per lead (CPL) means, how to calculate it with the cost per lead formula, and use a CPL calculator to measure campaign efficiency.

Ghost ads let marketers measure campaign impact without disrupting delivery. Learn how they work, what they measure, and why they’re key for incrementality.

Learn how holdout groups help measure true campaign impact. Understand their role in A/B testing, incrementality studies, and performance evaluation.

Data clean rooms let marketers analyze shared data without exposing PII. Learn how they support privacy-safe measurement, attribution, and audience targeting.

Marketing forecasting uses data and trends to predict campaign outcomes. Learn how it helps teams plan strategy, budget, and performance with greater accuracy.