Ad-Tech Glossary
Intent Data
Intent data is behavioral evidence, searches, page visits, repeat browsing, that someone is actively moving toward a purchase, and it's what lets advertisers target the moment instead of just the demographic.
first-party data
Ad-Tech Glossary
Seller-Defined Audiences (SDA)
Seller-Defined Audiences is an IAB standard letting publishers attach standardized audience segment IDs to a bid request, built from their own first-party data.
Ad-Tech Glossary
Custom Audience
A custom audience is a targetable group an advertiser builds from their own data, such as an uploaded customer list, pixel-tracked site visitors, or app users, rather than relying on the platform's built-in interest categories.
Ad-Tech Glossary
Lookalike Audience
A lookalike audience is a group of new users an ad platform builds by finding people who share characteristics with an existing customer or converter list, used to prospect for similar buyers at scale.