Growing
Analytics
Marketing Mix Modeling
Marketing mix modeling (MMM) is a statistical method that uses historical sales and marketing data to estimate how much each marketing activity contributed to sales.
Directory
Technologies
Plain-English explanations of the technologies behind the stack, with the latest developments.
Growing
AI
Model Context Protocol (MCP)
The Model Context Protocol (MCP) is an open standard for connecting AI applications to external systems, such as data sources, tools and workflows, so assistants can read information…
Mainstream
Advertising
Native and Content-Discovery Advertising
Native and content-discovery advertising places paid recommendations styled to match the content around them, for example "you may also like" units under news articles.
Mainstream
Customer Experience
Personalization
Personalization is tailoring a service, message or experience to a specific person, using what is known about them such as past behavior, location or stated preferences.
Mainstream
Advertising
Programmatic Advertising
Programmatic advertising is the automated buying and selling of advertising, usually through software auctions that decide, impression by impression, which ad appears.
Growing
Advertising
Retail Media
Retail media is advertising sold by retailers on their own sites, apps and stores, targeted with the retailer's own shopper data.
Mainstream
AI
Retrieval-augmented generation (RAG)
Retrieval-augmented generation is a technique that lets a large language model pull in information from external documents before answering, so its reply draws on more than its training…
Growing
Data
Reverse ETL
Reverse ETL is the process of copying customer data out of a data warehouse and into the operational tools marketers use, such as email, advertising and CRM systems.
Growing
Analytics
Server-side tagging
Server-side tagging is a way to run measurement and marketing tags on a server you control, so data is sent to a server container first and then on…
Emerging
AI
Web Bot Auth
Web Bot Auth is an authentication method that uses cryptographic signatures in HTTP messages so a website can verify that a request comes from a particular automated bot…