Just when you think you’ve come to understand all the necessary office, or home office, terms like “bandwidth”, “out-of-pocket”, “harmonize”, etc  (that we’ve all heard one too many times?), it seems like a whole batch of new, fuzzy, industry terms you have to try and get your head around comes out of nowhere.

Some of these you may be using already like a pro, and some you may never, but we’re giving you the 411 on a few of the ABCs you’ll want to know ASAP.


Pre-bid is data received from publishers that is used to determine the audience and content to target.


This is the latitude and longitude data that allows marketers and brands to reach a very specific geographic target. For instance, a restaurant may only want to target a specific radius where customers would be most likely to visit.


OLV is an acronym for online video. It is usually referred to as pre-roll advertising as it usually plays before videos online.

Hashed email

Hashed emails are the richest and most valuable bits of data a marketer could want – that email address is maybe the most valuable tool for brands and marketers looking to target based on user behavior. Those encrypted emails in your database allow you to target those users all over the internet in various channels.


Exhaust data is just what you might think – post-campaign data left behind by users’ interactions with a specific website. For instance, a reservation site will presumably have captured key demographic information that can be used for audience building and predictive analytics.


MAIDS are Mobile Advertising Identifiers that let you know who is using the device so you can target it – similar in concept to a cookie but with more precision which allows for greater personalization.

1st party data

The most valuable data in many ways, 1st party data is the information you collect directly from a customer’s interactions with your CRM data.

2nd party data

2nd party data is someone else’s first party data that you have mutually agreed to share. Exhaust data falls under the category of 2nd party data.

3rd party data

This is the data you buy based on desired preferences, audiences and demographics. It provides a good learning opportunity if you’re trying to either grow or refine an audience.

Identity Resolution

Identity resolution allows marketers to leverage 1st, 2nd and 3rd party data to create a complete, unique online and offline profile of customers and prospects. This allows for far more effective targeting across all devices, channels and touchpoints.


IP stands for Internet Protocol. IP addresses allow for targeting and retargeting once you have that unique IP address used by a service provider to deliver internet to either a person or a household.

Machine Learning 

Machine learning enables more precise predictive analytics and better campaign success by learning, amending and optimizing messages that will better resonate based on prior interactions and behaviors. AI, or artificial intelligence, is a term often associated with machine learning, but the main difference being that AI is trying to simulate human behaviors.


As opposed to linear TV – the way most marketers have been doing it since the 50’s – CTV or Connected TV is OTT on the television screen and is a subset of OTT (Over the Top). OTT more specifically relates to Hulu, Netflix, Apple TV and literally any of the new streaming services fall under this umbrella. CTV and OTT allows advertisers to leverage the kind of tools and analytics usually reserved for digital ads in the TV environment.


Let’s circle back.



At Stirista, Identity is our Identity, and we have a simple mission: help marketers generate revenue with our identity-level data. As marketers ourselves, we know that one-size-fits-all solutions and decayed data don’t work, so we built our modular and real-time OMNA Identity Graph from the ground up to arm you with marketing data that actually works.