Glossary Terms Category: C

Carbon Negative

Carbon negative  is when the amount of CO₂ emissions removed from the atmosphere are greater than the amount of CO₂ emissions released into the atmosphere. Carbon negative has a positive impact on the climate.

Carbon Neutral

Carbon Neutral refers to the removal of carbon from the atmosphere. It is often used interchangeably with Net Zero which addresses the removal of all greenhouse gasses (GHGs) – such as carbon dioxide (CO2), methane or sulfur dioxide – across the entire supply chain. Both approaches rely on finding ways to reduce emissions. This balancing …

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Carbon Offsetting

Carbon offset programs are used by individuals and businesses to neutralize their carbon emissions. The carbon offset projects offered by these programs are intended to provide real reductions in greenhouse gas emissions. Carbon offset programs allow individuals or companies to invest in carbon offset projects, locally or internationally, as a way of balancing their carbon …

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Stands for California Consumer Privacy Act. Passed by California, the regulation went into effect in January 2020. It allows readers to know what personal data is collected and opt out of the sale of their data. Publishers have been using CMP for manage consent from their readers.


A combination of a human brain and a computer intelligence is known as a centaur. Adding human intelligence to AI-enabled technology has many benefits in the programmatic ad space. Our Smart Path Optimization Technology (SPOT) has predictive analytics built-in and learns over time. SPOT doesn’t replace human insight, it automates optimizations at every level and …

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Click Through Rate (CTR)

Expressed as a percentage of total impressions, this statistic shows how often people who are served an ad end up clicking on it.

CMP (Consent Management Platform)

A consent management platform (CMP) is a tool that helps website and app publishers obtain and manage consent from users for the use of cookies and other tracking technologies used in identity and behavioral targeting. These platforms allow users to control their data privacy preferences and give website operators a way to obtain and record …

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Contextual Targeting

As 3rd party cookies become a thing of the past, contextual targeting is making a comeback. Contextual targeting is not 3rd party cookie dependent, the view is essentially anonymous and the targeting is based on the content of the web page and site. AI is advancing the effectiveness of contextual targeting by going beyond keywords …

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When launching a campaign, advertisers select a specific action or set of actions they want audiences to take. Each time a member of the audience takes this action, it is counted as a conversion. Conversions include actions such as signing up for a newsletter, or making a purchase on a website.

Conversion Tracking

Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.