AI A/B Testing
Method for comparing versions of ads, pages, prompts, emails, interfaces, or business flows using AI to analyze results and speed up decisions.
Business use: Optimization of campaigns, landing pages, funnels, pricing, sales messaging, and conversion.
AGI — Artificial General Intelligence
General artificial intelligence. Concept of an AI capable of performing multiple cognitive tasks with flexibility similar to or greater than a human's.
Business use: Not to be confused with current models: GPT, Claude, Gemini, Grok, and Llama remain trained systems limited by architecture, data, tools, context, and usage policies.
AI Agent
An AI system that can receive a goal, interpret context, plan steps, use tools, and execute actions.
Business use: An agent that analyzes leads, queries the CRM, drafts follow-ups, schedules meetings, and updates sales stages.
Agentic AI
Approach where AI doesn't just respond but acts through planning, tools, memory, validation, and autonomous or semi-autonomous execution.
Business use: Sales, support, financial analysis, operations, documentation, project management, and software development.
AI Act
European artificial intelligence regulation based on risk classification. It covers prohibited systems, high-risk systems, transparency, general-purpose models, and governance.
Business use: Relevant for companies that develop, integrate, or sell AI to European users or under European jurisdiction.
AI Alignment
Process of adjusting an AI system so its responses and actions are useful, safe, legal, and consistent with human or business objectives.
Business use: Corporate assistants, agents with tools, public chatbots, and systems with reputational impact.
AI-first
Operating model where AI is built into the core architecture of the business rather than added as an accessory.
Business use: Automate processes, create digital assets, reduce manual operations, and scale services without proportionally increasing headcount.
AI Governance
System of policies, controls, roles, audits, and metrics for using AI safely, traceably, and accountably.
Business use: Model inventory, permissions, privacy, evaluation, security, monitoring, documentation, and risk management.
AI Literacy
An organization's ability to understand, use, evaluate, and control AI systems.
Business use: Team training, internal adoption, error reduction, regulatory compliance, and higher ROI.
AI Safety
Discipline focused on reducing technical, social, operational, and security risks arising from the use of AI.
Business use: Jailbreaks, prompt injection, bias, hallucinations, data leaks, malicious use, and unauthorized actions.
Algorithm
A set of instructions that solves a task. In AI, algorithms enable classification, prediction, recommendation, generation, or automated decision-making.
Business use: The computational foundation of every enterprise AI system.
Hallucination
A false or unverifiable response generated by an AI model with an appearance of confidence.
Business use: Mitigation: RAG, citations, validators, tools connected to real data, human review, and confidence thresholds.
Predictive Analytics
Use of models to estimate future events from historical data.
Business use: Sales, demand, churn, fraud, credit risk, inventory, and advertising performance.
AI API
Interface that connects AI models with software, websites, apps, CRMs, databases, automations, and agents.
Business use: Integrating OpenAI, Claude, Gemini, DeepSeek, Qwen, Mistral, or Cohere into an enterprise system.
Self-supervised Learning
Method where the model learns patterns from unlabeled data by creating its own training signals.
Business use: Fundamental to training large language models.
Unsupervised Learning
Training with data that has no explicit labels.
Business use: Customer segmentation, document clustering, anomaly detection, and exploratory analysis.
Reinforcement Learning
Method where a system learns through rewards or penalties.
Business use: Agents, robotics, games, optimization, navigation, and training of advanced models.
Supervised Learning
Training with labeled examples.
Business use: Classifying tickets as sales, support, complaints, or billing.
Architecture that revolutionized language processing and underpins many modern LLMs. Its key element is the attention mechanism.
Business use: Technical foundation of GPT, Claude, Gemini, Llama, Qwen, and most modern models.
ASR — Automatic Speech Recognition
Automatic speech recognition. Converts spoken audio into text.
Business use: Models: Whisper, Voxtral, ElevenLabs Speech-to-Text, Google Speech, Azure Speech.
Intelligent Automation
Combination of AI, APIs, rules, agents, RPA, CRM, and workflows to reduce manual work.
Business use: Capturing a lead, classifying it, responding, scheduling, logging it in the CRM, and automatically following up.
Knowledge Base
Structured repository of business information: FAQs, manuals, contracts, processes, policies, technical documentation, or sales data.
Business use: Internal chatbots, RAG, support, onboarding, sales, and training.
Benchmark
Comparative test to measure model performance in reasoning, coding, math, vision, safety, speed, or comprehension.
Business use: Risk: a model can win public benchmarks and still fail on real business use cases.
Bias — Algorithmic Bias
A model's tendency to produce unfair, partial, or unbalanced results.
Business use: Affects hiring, credit, advertising, healthcare, insurance, and automated customer service.
Big Data
Large, varied, and fast-moving volumes of data that require specialized infrastructure.
Business use: AI turns big data into predictions, automations, and actionable decisions.
Black Box
A system whose internal process is not easily interpretable.
Business use: Makes auditing, explainability, compliance, and trust more difficult.
Hybrid Search
Combination of traditional keyword search and semantic search via embeddings.
Business use: Enterprise RAG, ecommerce, documentation, support, and knowledge bases.
Semantic Search
Search based on meaning, not just literal matching.
Business use: Finding 'return policy' even if the document says 'refund conditions.'
BYOM — Bring Your Own Model
Strategy where a company uses its own model or a selected model within a platform.
Business use: Cost control, privacy, governance, and reduced dependence on a single provider.
Chain of Thought
Technique where the model solves tasks through step-by-step reasoning.
Business use: Useful for improving complex analysis; final products usually show only a summary, criteria, and result.
AI Chatbot
Conversational system that answers questions or guides processes using AI.
Business use: A chatbot responds; an AI agent can also act.
ChatGPT
OpenAI's product for using GPT models in conversation, analysis, coding, documents, vision, voice, image, and automation. OpenAI documents GPT-5.5 as its flagship model for reasoning and code.
Business use: Freemium access, paid plans, and API. Corporate assistants, document analysis, proposal generation, code, and automation.
Claude
Anthropic's family of models focused on reasoning, writing, document analysis, code, vision, and agents. Includes the Opus, Sonnet, and Haiku models.
Business use: Freemium access, paid plans, API, and cloud partners. Legal analysis, long documents, code, and enterprise agents.
CLIP
Model that connects text and images in a shared semantic space.
Business use: Visual search, classification, multimodal generation, recommenders, and computer vision.
Cohere Command
Cohere's family of models focused on enterprise use, RAG, search, embeddings, reranking, and multilingual language. Accessed via an enterprise API.
Business use: Enterprise RAG, corporate search, embeddings, and reranking in AI pipelines.
Computer Use
A model's ability to operate digital interfaces: navigating, clicking, reading screens, filling out forms, or executing workflows.
Business use: Automating software with no available API.
Computer Vision
Area of AI that interprets images, video, documents, scenes, objects, and visual patterns.
Business use: OCR, quality inspection, retail, security, healthcare, logistics, and visual analysis.
Context Window
Maximum amount of information a model can process in a single interaction.
Business use: The larger it is, the better the model can analyze long documents, codebases, or extended conversations.
AI Copilot
Assistant integrated into a work tool.
Business use: GitHub Copilot, Microsoft Copilot, internal copilots for sales, support, or analysis.
Cost per Token
Billing model based on units of processed text.
Business use: Calculating the profitability of chatbots, agents, automations, document analysis, and mass content generation.
Custom GPT
A GPT customized with specific instructions, knowledge, actions, and style.
Business use: Sales assistant, internal advisor, proposal generator, campaign analyst, or corporate tutor.
DALL·E / GPT Image
OpenAI models for generating and editing images from text or visual references.
Business use: Marketing, branding, visual assets, prototypes, ecommerce, and creative work.
Data Drift
Change in real-world data compared to the data a model was trained or validated on.
Business use: Risk: declining accuracy in sales, fraud detection, demand forecasting, campaigns, or scoring.
Data Labeling
Process of tagging data with categories or correct answers.
Business use: Supervised training, classification, evaluation, and fine-tuning.
Dataset
A collection of data used to train, evaluate, or fine-tune a model.
Business use: Quality, traceability, and permissions matter more than volume.
Deep Learning
Learning based on neural networks with multiple layers.
Business use: Language, vision, audio, recommenders, prediction, and multimedia generation.
Deep Research
A capability or product designed to research multiple sources, synthesize findings, and produce complex reports.
Business use: Competitive intelligence, market research, due diligence, technical analysis, and executive reports.
Deepfake
Synthetic content that mimics real people, voices, faces, or situations.
Business use: Risk: fraud, impersonation, disinformation, reputation, and compliance.
DeepSeek
A family of models known for reasoning, coding, efficiency, and open-weight availability in some versions. Maintains API documentation compatible with agent tools and coding assistants.
Business use: Web access, API, and open models depending on version. Coding, reasoning, and agents.
Diffusion Model
A generative model that creates images, video, or audio by refining noise into a coherent output.
Business use: Stable Diffusion, FLUX, and various modern visual models.
Distillation
Technique for transferring the capabilities of a large model into a smaller one.
Business use: Reducing cost, latency, and memory usage.
Document AI
AI applied to documents: PDFs, contracts, invoices, forms, tables, scans, reports, and files.
Business use: Data extraction, document classification, contract validation, and back-office automation.
DPO — Direct Preference Optimization
A model fine-tuning technique that uses preferences to improve behavior without always relying on classic RLHF.
Business use: Alignment, style, safety, and usefulness.
Edge AI
AI run on local devices or close to the user.
Business use: Low latency, privacy, reduced cloud dependence, and on-device operation.
ElevenLabs
An AI platform for voice generation, cloning, dubbing, and transformation.
Business use: Podcasting, voice assistants, dubbing, automated customer service, narration, and multilingual content.
Embeddings
Numerical representations (vectors) of text, images, audio, or data that capture their semantic meaning.
Business use: Semantic search, RAG, clustering, classification, recommenders, and agent memory.
Encoder / Decoder
Components used in neural architectures. The encoder interprets the input; the decoder generates the output.
Business use: Translation, summarization, generation, audio, vision, and multimodal models.
Ensemble
Combination of several models to improve robustness or accuracy.
Business use: Scoring, fraud detection, prediction, classification, and risk analysis.
ERNIE
Baidu's family of models with language and multimodal capabilities.
Business use: Chinese ecosystem, enterprise applications, search, and generation.
Evals — Evaluations
Tests designed to measure whether an AI system meets quality criteria: accuracy, safety, cost, latency, usefulness, robustness, and compliance.
Business use: Validate agents and chatbots before production.
Explainable AI — XAI
A set of techniques for understanding why a model produces a given output or decision.
Business use: Banking, healthcare, insurance, legal, human resources, and regulated systems.
Feature Engineering
Creating useful variables from raw data.
Business use: Turning purchase history into recency, frequency, average value, and repurchase probability.
Federated Learning
Distributed training where data stays on local devices or servers.
Business use: Privacy, compliance, and reduced data exposure.
Few-shot Learning
A technique where a few examples are given to the model to guide format, criteria, or style.
Business use: Classification, extraction, copywriting, support, documentation, and repeatable automation.
Fine-tuning
Additional adjustment of a model using specific data.
Business use: Brand style, technical domain, specialized classification, support, legal, healthcare, or sales.
Firefly
Adobe's family of generative models for image, design, video, and creative assets.
Business use: Corporate design, marketing, visual editing, and creative production.
FLUX
Black Forest Labs' family of visual models.
Business use: Image generation and editing, design, branding, concept art, and visual production.
Foundation Model
A large model trained on broad data and adaptable to multiple tasks.
Business use: GPT, Claude, Gemini, Llama, Qwen, Mistral, DeepSeek, Gemma, Granite.
A model's ability to call functions, APIs, or external tools during a conversation.
Business use: Connecting AI to CRMs, databases, calendars, email, n8n, Make, or internal systems.
GAN — Generative Adversarial Network
A generative architecture in which one network generates and another discriminates.
Business use: Synthetic images, super-resolution, and visual generation before diffusion models became dominant.
Gemma
Google's family of open models based on Gemini research. Available under Google's terms.
Business use: On-device or controlled-environment deployments, edge AI, and privacy.
Gemini
Google DeepMind's family of models for text, vision, audio, video, code, and agents. Includes Gemini, Veo, Imagen, Lyria, and experimental models.
Business use: Freemium access, API, Google AI Studio, Vertex AI, and the Google ecosystem. Multimodality and agents.
Generative AI
AI capable of creating new content: text, image, audio, video, code, synthetic data, or documents.
Business use: Marketing, sales, education, development, design, support, and automation.
GLM
Zhipu AI's family of models.
Business use: Language, reasoning, code, agents, and the Chinese/open-source ecosystem, depending on version.
AI Governance
A set of practices for controlling how AI is designed, deployed, used, and audited within an organization.
Business use: System owners, permitted data, approved models, risks, metrics, and traceability.
Granite
IBM's family of models focused on enterprise, governance, RAG, code, and documentation. Granite 4.0 are open models under Apache 2.0 focused on efficiency, security, governance, and transparency.
Business use: Open-source / enterprise access. Regulated use cases and corporate RAG.
Grok
xAI's family of models for conversation, reasoning, code, image, video, and voice.
Business use: Access via app, X, API, and paid plans depending on availability. Conversation and integration with the X ecosystem.
GPT
OpenAI's family of generative models.
Business use: Text, code, reasoning, vision, voice, image, agents, analysis, and automation.
gpt-oss
OpenAI's family of open-weight models.
Business use: Local or private deployments, research, reasoning, and controlled applications.
Guardrails
Controls that limit what an AI system can do or respond.
Business use: Filters, rules, validators, permissions, risk classification, and blocking of sensitive actions.
Grounding
The process of connecting AI responses to real, verifiable sources.
Business use: Reducing hallucinations in chatbots, RAG, and enterprise agents.
Hallucination
When an AI model generates false or fabricated information presented as fact.
Business use: Controls: RAG, validation, citations, information retrieval, external tools, and human review.
Hyperparameter
An external configuration setting that affects training or generation.
Business use: Temperature, top-p, learning rate, number of epochs, batch size.
Human-in-the-loop — HITL
A design in which a person reviews or approves AI actions.
Business use: Legal, medicine, finance, recruiting, sensitive care, and high-impact systems.
Conversational AI
Systems that interact through natural language.
Business use: ChatGPT, Claude, Gemini, Grok, chatbots, voice assistants, and copilots.
Generative AI
AI that creates new content from instructions or data.
Business use: Text, images, videos, voices, code, campaigns, documents, and prototypes.
Multimodal AI
AI that processes or generates multiple types of information: text, image, audio, video, documents, and screens.
Business use: Brings AI closer to a company's real day-to-day work.
Predictive AI
AI focused on anticipating outcomes.
Business use: Sales, demand, churn, risk, inventory, pricing, and campaigns.
Responsible AI
Use of AI with security, transparency, privacy, fairness, human oversight, and accountability.
Business use: Related frameworks: NIST AI RMF, OECD, the EU AI Act, and internal governance policies.
Ideogram
An image-generation model/platform known for its ability to render text within images.
Business use: Design, ads, posters, branding, and visual content.
Imagen
Google's family of image-generation models, listed among Gemini API's generative media models.
Business use: Google ecosystem / API access. Corporate imagery and marketing.
Inference
The process where an already-trained model generates a response or prediction.
Business use: When a user queries a chatbot or an agent classifies a lead.
Instruction Tuning
Adjusting models to follow human instructions in a useful and consistent way.
Business use: Assistants, agents, copilots, chatbots, and enterprise models.
Intent Detection
Automatically identifying what the user is trying to achieve.
Business use: Support, sales, chatbots, smart forms, and ticket routing.
Jailbreak
An attempt to evade a model's restrictions, policies, or safety instructions.
Business use: Risk: data exposure, unauthorized responses, or system abuse.
JSON Mode / Structured Outputs
The ability to generate structured output in JSON, tables, or defined schemas.
Business use: Integration with APIs, CRMs, databases, and automations.
Kimi
Moonshot AI's family of models.
Business use: Reasoning, long context, code, agents, and open/API alternatives depending on version.
Kling
A generative video platform and model family.
Business use: Videos for social media, storytelling, advertising, audiovisual content, and creative prototyping.
Knowledge Graph
A structure that represents entities and their relationships.
Business use: Connected customers, products, documents, projects, roles, permissions, and processes.
Latency
The time an AI system takes to respond.
Business use: User experience, cost, real-time voice viability, and productivity.
LLM — Large Language Model
A large language model trained to understand and generate text, code, and reasoning.
Business use: GPT, Claude, Gemini, Llama, Mistral, Qwen, DeepSeek, Grok, Command.
Llama
Meta's family of open-weight models. Includes Llama 4 Scout, Maverick, Prompt Guard, and Llama Guard, distributed on Hugging Face.
Business use: Open-weight access under Meta's license. Private deployments and enterprise fine-tuning.
LoRA — Low-Rank Adaptation
An efficient fine-tuning technique that modifies a small portion of the model.
Business use: Cost-effective customization of open-weight models.
Lyria
Google's family of models for music generation.
Business use: Generative music, audiovisual content, creative production, and sound experimentation.
Machine Learning
A branch of AI in which systems learn patterns from data.
Business use: Supervised learning, unsupervised learning, deep learning, generative models, and reinforcement learning.
MCP — Model Context Protocol
A protocol for connecting models to external tools, data, and systems.
Business use: Agents that access files, databases, browsers, repositories, CRMs, and enterprise apps.
AI Memory
A system's ability to retain relevant information across interactions.
Business use: Temporary, persistent, vector-based, user-level, and task-level memory.
Midjourney
An image-generation platform used in art, design, advertising, and visual creativity.
Business use: Proprietary / paid access. Concept art and premium visual branding.
Mistral
A French company with open and proprietary models for language, code, voice, OCR, and agents.
Business use: API access, Le Chat, open models, and enterprise solutions. European privacy and local deployments.
Model Card
A document describing a model's capabilities, limitations, risks, data, evaluations, and recommended use.
Business use: Governance, auditing, and technical selection.
Model Collapse
Degradation of models repeatedly trained on AI-generated synthetic data.
Business use: Risk: loss of diversity, accumulated errors, and lower quality.
MoE — Mixture of Experts
An architecture in which different internal experts within the model activate depending on the task.
Business use: Large models with more efficient inference.
Multimodal RAG
RAG that retrieves information not only from text but also from images, tables, PDFs, audio, video, or screenshots.
Business use: Advanced document analysis, technical support, legal, healthcare, education, and visual documentation.
Nemotron
NVIDIA's family of models for agents, RAG, security, voice, multimodality, and reasoning. Open, efficient models for agentic AI.
Business use: Access via open models, NIM, and the NVIDIA ecosystem. Enterprise agents and RAG.
Neural Network
A computational model made up of layers of nodes that learn patterns.
Business use: Classification, prediction, vision, language, audio, and generation.
NLG — Natural Language Generation
Automatic generation of natural language.
Business use: Emails, reports, support, proposals, SEO content, and documentation.
NLP — Natural Language Processing
Processing of natural language.
Business use: Analyzing, translating, summarizing, classifying, extracting, and generating text.
NLU — Natural Language Understanding
Understanding of natural language.
Business use: Detecting intent, extracting entities, understanding questions, and classifying messages.
NPU — Neural Processing Unit
Chip optimized to run AI tasks on devices.
Business use: Mobile phones, computers, edge AI and local processing.
OCR — Optical Character Recognition
Optical character recognition. Converts images or scanned documents into text.
Business use: Invoices, contracts, forms, PDFs, physical files and document automation.
Ollama
Tool for running open-weight models locally.
Business use: Testing Llama, Gemma, Mistral, DeepSeek, Qwen, Phi, Granite and other models without always depending on the cloud.
On-device AI
AI run directly on the user's device.
Business use: Privacy, low latency, lower cloud costs and local operation.
Open Model
Model publicly available under some open or accessible license.
Business use: 'Open' does not always mean free commercial use. Always check the license.
Open-weight Model
Model whose weights are available for download or deployment.
Business use: Llama, Gemma, Qwen, DeepSeek R1, Phi, Granite, Nemotron, Mistral open models, gpt-oss.
Agent Orchestration
Coordination of multiple agents, models, tools and rules within a system.
Business use: Research agent + writer agent + verifier agent + executor agent.
Perplexity Sonar
Family of Perplexity models/API focused on search, reasoning and answers with information retrieval.
Business use: Research, sourced answers, web analysis and deep research.
Phi
Microsoft's family of small models. Microsoft presents them as open, efficient models for generation, reasoning, code, multimodality and edge AI.
Business use: Access via open models, Azure, Hugging Face, Foundry. Edge AI and constrained devices.
Pika
AI video generation platform.
Business use: Short clips, social content, motion, ads and audiovisual storytelling.
Prompt
Instruction sent to an AI model. Professional structure: role, context, objective, constraints, output format, quality criteria and examples.
Business use: Automation, sales, analysis, content, code, agents and multimedia generation.
Prompt Caching
Technique for reusing repeated parts of the prompt to reduce cost or latency.
Business use: Agents, chatbots and systems with long instructions.
Prompt Engineering
Strategic design of instructions to obtain useful, consistent and safe responses.
Business use: Automation, sales, analysis, content, code, agents and multimedia generation.
Prompt Injection
Attack where a user or document attempts to manipulate the model's instructions.
Business use: Control: sanitization, instruction separation, permissions, validators and guardrails.
Prompt Routing
Technique for sending each task to the most suitable model based on cost, quality, speed or specialty.
Business use: Save costs by using small models for simple tasks and frontier models for critical tasks.
Qwen
Alibaba's family of models for language, code, reasoning, agents and multimodality. Maintains official repositories and documentation for open-weight/API models.
Business use: Access via open-weight, API, Alibaba Cloud, Hugging Face. Multilingual and agents.
Quantization
Technique for reducing a model's size and memory usage.
Business use: Running models on laptops, small servers, edge devices or lower-capacity GPUs.
RAG — Retrieval-Augmented Generation
Architecture that combines a generative model with retrieval of external information.
Business use: Chatbots with documents, legal assistants, technical support, knowledge bases, intranets and CRM. It is the foundation of ChatRAG.
Reasoning Model
Model optimized to solve complex tasks through analysis, planning and verification.
Business use: Advanced GPT, Claude Opus/Sonnet, Gemini Pro, DeepSeek R1, Qwen reasoning, Perplexity Sonar Reasoning.
Red Teaming
Adversarial testing to find vulnerabilities, biases, jailbreaks or risks.
Business use: Before launching public chatbots, agents with tools or enterprise systems.
Re-ranking
Reordering retrieved results to improve relevance.
Business use: RAG, semantic search, ecommerce, documentation and support.
Retrieval
Retrieving information from documents, databases, APIs or vectors.
Business use: Feeding responses with verifiable, up-to-date context.
RLHF — Reinforcement Learning from Human Feedback
Technique that uses human feedback to improve a model's usefulness, safety and alignment.
Business use: Modern commercial models (GPT, Claude, Gemini) use variants of RLHF.
AI ROI
Return on investment of an AI implementation.
Business use: Hours saved, cost reduction, higher conversion, leads generated, margin, retention and operational speed.
Runway Gen-4
Runway's family of models for video and image generation.
Business use: Advertising video, storytelling, consistent visuals, audiovisual prototypes and creative production.
Safety Layer
Module that validates an AI system's inputs, outputs, permissions and actions.
Business use: Agents connected to data, tools or critical actions.
Sandbox
Isolated environment for testing code, models, agents or automations without affecting production.
Business use: QA, security, tool testing and technical validation.
Semantic Search
Search by meaning.
Business use: Documentation, ecommerce, CRM, support, legal, human resources and knowledge bases.
Sentiment Analysis
Automatic classification of the emotional tone or opinion in text.
Business use: Reputation, surveys, social listening, support and customer experience.
SLM — Small Language Model
Small, efficient language model.
Business use: Phi, small Gemma, Ministral, small Qwen, small Granite. Edge AI, privacy, low cost and low latency.
Sora
OpenAI's model for video and audio generation.
Business use: Audiovisual production, storytelling, advertising, scene prototyping and creative content.
Speech-to-text
Conversion of speech to text.
Business use: Meetings, calls, voice notes, subtitles, call centers and sales analysis.
Stable Diffusion
Family of generative image models from Stability AI and its associated ecosystem.
Business use: Visual generation, editing, fine-tuning, custom models and local deployment.
Structured Outputs
Controlled outputs in specific formats such as JSON, tables, schemas or fixed fields.
Business use: Automation, validation, APIs, CRMs and databases.
Synthetic Data
Artificially generated data for training, testing or simulation.
Business use: Privacy, testing, dataset balancing and scenario simulation.
Temperature
Parameter that controls a model's randomness. Low: more consistency. High: more creativity and variation.
Business use: Adjust based on the use case: extractive data → low; creativity/copywriting → high.
Text-to-image
Generating images from text.
Business use: GPT Image, DALL·E, Midjourney, Imagen, Firefly, FLUX, Stable Diffusion, Ideogram.
Text-to-speech — TTS
Conversion of text to speech.
Business use: ElevenLabs, OpenAI TTS, Google, Azure, Amazon Polly, Voxtral, Grok Voice.
Token
Basic unit that a model processes.
Business use: Costs, context limits, speed and inference.
Tokenization
Process of splitting text into tokens.
Business use: Affects cost, comprehension, context and performance.
A model's ability to use search engines, APIs, databases, calculators, browsers or internal systems.
Business use: Functional AI agents in enterprise environments.
Base architecture behind many modern AI models.
Business use: LLMs, translation, summarization, code, vision, audio and multimodality.
UI Agent
Agent capable of operating graphical interfaces.
Business use: Automating software without an API, filling out forms, reading screens and executing repetitive tasks.
Unstructured Data
Information that is not organized into clean tables.
Business use: PDFs, emails, audio, images, chats, contracts, notes and scanned documents.
Vector Database
Database optimized for storing embeddings and searching by similarity.
Business use: RAG, agent memory, semantic search and recommenders.
Veo
Google's family of models for video generation. Listed among the generative media models in the Gemini API.
Business use: Access via the Google ecosystem/API. Corporate and advertising video.
Vision-Language Model — VLM
Model that understands images and text together.
Business use: Analysis of screenshots, documents, products, dashboards, medical images, inventory and video.
Voice AI
AI applied to voice.
Business use: Transcription, synthesis, dubbing, cloning, call analysis and voice agents.
Voxtral
Mistral's family of voice models.
Business use: Transcription, voice, spoken agents and multilingual applications.
Vibe Coding
Practice of building software through natural-language instructions, letting models generate or edit code.
Business use: Speeds up prototypes, but requires technical review, security, testing and architecture control.
Watermarking
Visible or invisible marking used to identify AI-generated content.
Business use: Traceability, brand protection, authenticity and compliance.
Whisper
OpenAI's model for multilingual speech recognition, released as open source.
Business use: Access via open source/local use. Multilingual transcription and subtitling.
Workflow Automation
Automation of processes using tools such as n8n, Make, Zapier, APIs, agents and internal systems.
Business use: Sales, support, marketing, reporting, onboarding, CRM and back-office.
xAI
Company that created Grok.
Business use: Conversational, reasoning, image, video, voice models and analysis connected to the X ecosystem.
XAI — Explainable Artificial Intelligence
Explainable AI.
Business use: Auditing, transparency, trust, compliance and regulated systems.
Zero-shot Learning
A model's ability to perform a task without specific examples.
Business use: Classifying a complaint without having received prior examples.
Zero Trust for AI
Approach in which no user, model, document, plugin, agent or tool is trusted by default.
Business use: Least privilege, validation, auditing, granular permissions, logs and human review.
Preferred Deal
Programmatic buying model in which the inventory price and usage window are agreed upon in advance, with no minimum volume commitment and preferential access for the buyer.
Business use: Secures relevant inventory at an agreed price before the open auction; useful when a brand wants priority without the commitment of a guaranteed deal.
Ad Exchange
Technology platform where publishers make their inventory available to multiple buyers (advertisers, agencies, trading desks) in real time.
Business use: It is the marketplace where supply and demand meet programmatically; understanding its dynamics enables buying audiences at scale and filtering out low-quality inventory.
Ad Network
A network or group of sites that centralize available advertising inventory for sale through a single platform.
Business use: Makes it easier to buy inventory across many sites in a single operation; key for expanding coverage with management efficiency.
Ad Request
A request for an ad made by the user's browser to an ad server, which may or may not be fulfilled.
Business use: Understanding the ad request flow helps diagnose impression loss and delivery problems in a campaign.
Ad Server
A platform that hosts creatives, delivers impressions, measures interactions, monitors campaigns, and optimizes ad delivery.
Business use: Centralizes advertising audit and measurement; it is the foundation for attributing results with certainty and optimizing across creatives and placements.
A company responsible for executing the centralized planning and purchasing of advertising space, negotiating and optimizing investment to improve cost-effectiveness.
Business use: Professionalizes media buying; its value lies in the continuous optimization of rates, planning, and campaign results.
Digital Agency
A company that offers creative, strategic, technical, and operational development of business objectives on digital platforms to connect brands and users.
Business use: Integrates creative work, content, analytics, and media in a single operation; ideal when the business needs end-to-end digital execution.
Agency Trading Desk (ATD)
A service unit within an agency that manages and centralizes technologies such as DSPs, DMPs, and Ad Exchanges for programmatic audience buying.
Business use: Concentrates the agency's programmatic operations; enables optimizing multiple clients' campaigns with shared technology and data.
Reach
The number or percentage of unique, non-duplicated users exposed to a campaign or who visited a site within a given period.
Business use: Sizes the true breadth of the audience; combined with frequency, it prevents oversaturating a few users or failing to reach enough of them.
Advertiser
An individual or organization that purchases advertising space to promote its products and services, either directly or through an intermediary.
Business use: The source of the investment; aligning its business objectives with measurable metrics is the starting point of every profitable campaign.
Video Ad
An audiovisual message with advertising content played on digital media, for commercial purposes and in multiple distribution formats.
Business use: A high-impact format for branding and consideration; measured by actual viewing, it connects attention with results.
Linear Video Ad
A video ad that pauses the content the user is consuming to play before, during, or after it (relative to the video's timeline).
Business use: The digital equivalent of a TV spot; useful for memorable brand messages within premium video content.
Non-linear Ad
A pop-up ad (graphic or text) displayed alongside video content, appearing within the player without interrupting it.
Business use: Builds presence without cutting into the experience; complements linear formats to reinforce the message with less friction.
Paid Search Ad
Advertising that appears in search engine results based on selected keywords, typically sold on a cost-per-click auction basis.
Business use: Captures high-intent demand at the exact moment of search; the foundation of SEM and of the channels with the best measurable return.
Banner
A graphic advertisement displayed on a website or digital platform, served directly or via an ad server tag, in standard or rich media format.
Business use: Reinforces brand recall; when integrated with measurement and remarketing, it converts impressions into attributable traffic and conversions.
Click
The action of activating a link embedded in a banner, ad, or content, and the unit of measure for those activations performed by users.
Business use: A direct signal of interest; reported alongside impressions and cleaned of non-human traffic, it measures the true relevance of each creative.
Programmatic Buying
The automation of digital ad space purchasing in real time through technology and audience insight, via auction, fixed price, or direct negotiation.
Business use: Enables buying audiences, not sites, at scale; well governed with brand safety, it optimizes cost and reach without manual site-by-site negotiation.
Branded Content
Non-advertising content sponsored by a brand, present within the material without being a traditional ad.
Business use: Builds affinity and authority better than an intrusive ad; ideal for educating the market about complex solutions.
Content
Text, images, audio, or video that users are exposed to on digital platforms, whether for informational or entertainment purposes, professionally produced or user-generated.
Business use: The asset that attracts and retains audiences; operated as a system (not standalone pieces), it becomes a channel of demand and authority.
Conversion
A specific action taken by the user on an ad piece or the site, predefined by the advertiser (view-through or click-through).
Business use: Properly defining and measuring conversions is the first step of any measurable digital system; without this, optimization is just opinion.
Cookie
A string of text from a website that is stored on the user's device via the browser and records information about their activity on the Internet.
Business use: Supports personalization and measurement, but its decline is forcing a redesign of tracking toward first-party data and explicit consent.
Effective Cost Per Click (eCPC)
A calculation of a campaign's effectiveness by dividing total cost by the number of clicks received, used when buying was based on CPM or CPA.
Business use: Allows comparing the real cost per click across different buying models; key for evaluating the efficiency of campaigns not bought by click.
Effective Cost Per Mille (eCPM)
A calculation of effectiveness by dividing total cost by the thousands of impressions served, used when buying was based on CPC or CPA.
Business use: Normalizes the cost of visibility across campaigns with different buying models; useful for comparing media efficiency.
Cost Per Action (CPA)
A sales model based on specific actions (conversions) taken by the user, regardless of impressions or clicks received.
Business use: Aligns spend directly with business results; the most demanding and profitable model when conversion tracking is properly instrumented.
Cost Per Acquisition (CPA)
A variant of cost per action based on an acquisition goal, used to measure the effectiveness of a measurable sales effort.
Business use: The metric that connects marketing with the business; cross-referenced with LTV, it defines how much can rationally be invested to acquire a customer.
Cost Per Click (CPC/PPC)
A sales model based on the amount paid for each click received on an ad piece, fixed or dynamic depending on the platform.
Business use: Aligns spend with user interest; by controlling CPC and traffic quality, acquisition cost is managed directly.
Cost Per Mille (CPM)
A sales model based on the cost per thousand impressions served, widely used in display campaigns.
Business use: Allows comparing the cost of visibility across media; in branding, an efficient CPM with good viewability takes priority over the click.
Cost Per Lead (CPL)
A subset of CPA aimed at building a database of prospects (leads).
Business use: A key metric in B2B and services; cross-referenced with the close rate, it reveals the true cost of customer acquisition.
Cost Per Registration (CPR)
A subset of CPA aimed at collecting registrations in a prospect database.
Business use: Measures the efficiency of database-building campaigns; useful for later nurturing through automation and email.
Cost Per View (CPV)
A video buying model with cost based on a predetermined percentage of content viewed, agreed upon between buyer and provider.
Business use: Allows paying for actual attention to the video; useful for managing the efficiency of brand video investment.
Cross-domain Iframe
Web technology that embeds a portion of one page within another via a call to a different domain.
Business use: Enables integrating external content or third-party advertising; understanding its behavior is key for measurement and security.
A platform that collects, integrates, and organizes large amounts of audience data from any source to create profiles and target them accordingly.
Business use: Turns scattered data into actionable audiences and look-alikes; the foundation of personalization and efficient programmatic buying.
An automated commercial management platform that enables the centralized purchase of impressions across multiple Ad Exchanges via RTB and data.
Business use: Concentrates buying and optimization operations on the demand side; connected to a DMP, it focuses spend on the highest-value audiences.
Digital Video Multiple Ad Playlist (VMAP)
An XML protocol that communicates with the video player to signal to the VAST or VPAID, specifying the structure of ad breaks (cuts, quantity, and type of ads).
Business use: An IAB standard that orders the insertion of multiple ads in video; relevant for monetizing audiovisual content in a structured way.
Unique Devices
A count of non-duplicated devices used within a period to access web content, regardless of the browsers used on each one.
Business use: Sizes real audience by hardware; key in a multiscreen world where a single user has several devices.
Domain
The unique name or number that identifies a website, made up of a name and one or more extensions (generic or geographic).
Business use: Its proper configuration is the foundation of site and email availability; errors here affect the entire digital operation.
Ad Space
A space on a digital platform designated to display advertising, with a unique identifier and measured in pixels.
Business use: Understanding the quality and visibility of each ad space allows prioritizing premium placements and improving investment efficiency.
Browser Viewport
The part of the page located in the browser's active, visible tab, which the user can see at a glance.
Business use: The basis on which real ad visibility is measured; key for not paying for impressions that never had a chance to be seen.
Viewer
An individual exposed to content or advertising in online video.
Business use: Measuring the viewer's actual exposure refines audiovisual investment and comparability with traditional media.
Audience Extension
A process in which an advertiser or media outlet shares its audience with another to increase and enrich its reach, usually via a private deal.
Business use: Expands reach by reusing valuable audiences; useful for retargeting and for scaling campaigns without losing relevance.
First-Party Data
A client's or brand's own audience information, coming from CRM, user data, or cross-platform sources (mobile web/apps).
Business use: The most valuable and defensible data asset in a cookieless world; structuring it enables proprietary personalization and AI.
Frequency
The average number of times a user performs an action (a visit or exposure to a piece) within a period: total impressions divided by unique users.
Business use: Controls saturation and waste; finding the optimal frequency maximizes recall without fatiguing the audience.
Ad Impression
Each instance of an ad displayed to the user on a device following a request from the browser or platform.
Business use: The base unit of reach; without controlled viewability and frequency, many impressions may not represent real value.
Served Impression / Loaded Ad
An ad impression or display when it is loaded into the browser, without necessarily implying an opportunity to be seen.
Business use: Distinguishing served from viewable impressions avoids paying for ads that were loaded but never actually shown to the user.
Viewable Ad Impression
A served ad that meets exposure conditions (at least 50% of pixels visible for a minimum time: 1s for display, 2s for video).
Business use: The quality standard that protects investment; requiring viewability directly improves CPM efficiency.
Fraudulent Impression
Served or viewable impressions attributed to people but generated by bots or human intervention intended to manipulate measurement and inflate counts.
Business use: Identifying and excluding it protects the budget; anti-fraud verification is essential in programmatic buying.
Invalid Impression
An impression that does not meet the quality or integrity criteria agreed upon with the advertiser (non-human traffic, fraud, etc.) and is excluded from the count.
Business use: Filtering it out ensures the report reflects real exposure; a basic hygiene criterion in advertising measurement.
Valid Impression
A verified impression that meets the agreed-upon quality or integrity criteria, with confirmed human traffic.
Business use: The foundation of a reliable count; all metrics and fair billing are built on valid impressions.
In-Banner Video Ad
A video ad that plays within the space of a standard banner, with interaction limited to starting or replaying playback.
Business use: Combines display reach with video impact; useful for adding an audiovisual format without dedicated video inventory.
In-Page Video Ad
A video ad inserted into a webpage that plays when the user scrolls through the content.
Business use: Leverages content consumption to introduce contextual video; better received when relevant to the article.
In-Stream Video Ad
A video ad inserted into the player that appears before, during, or at the end of the video stream.
Business use: Captures an audience already engaged with the content; the format with the highest attention for brand messages.
In-Text Video Ad
A video ad that appears and plays when the user interacts with the site's text (click or cursor), acting as contextual advertising.
Business use: Triggers video based on reader interest; useful for contextual impact without traditional video inventory.
Inventory
The availability of advertising space on a site or network of sites, which varies dynamically based on audience visits.
Business use: Understanding premium versus remnant inventory allows for better negotiation and prioritizing higher-quality placements.
HTML (Hypertext Markup Language)
The base language for creating websites, aligned with the W3C standard, which determines what information is retrieved and how it is displayed in the browser.
Business use: The foundation of any web presence; its correct structure impacts speed, accessibility, and search rankings.
Frequency Cap
The maximum number of times the same ad or creative is shown to a unique user within a given period.
Business use: Protects the brand and prevents ad fatigue; adjusting the optimal cap reduces wasted investment.
The specific address of a webpage that distinguishes its location within a domain and assigns a unique address to each resource.
Business use: A clean URL architecture improves SEO, measurement, and user experience; a technical detail with direct impact on visibility.
Iframe
An HTML element that embeds independent web elements within a main document; short for inline frame.
Business use: Allows integrating third-party content or advertising with access control; its use impacts measurement and security.
Publisher
A media outlet, individual, or organization that generates, prepares, and adapts content for distribution on sites or other platforms, seeking to monetize its ad space.
Business use: The owner of the audience and inventory; partnering with or buying well from premium publishers protects quality and brand safety.
Meshing
The simultaneous use of multiple devices by the same individual to consume content related to one another (convergent consumption).
Business use: Understanding meshing enables designing coherent multiscreen experiences that reinforce the message on each device.
Microsite
A temporary website made up of a limited group of pages (text, images, video, animations), usually with a set lifespan.
Business use: An agile asset for campaigns or launches with a single conversion focus; measured and retired according to objectives.
Mid-roll
A video ad that plays during the video content, common in longer videos.
Business use: Leverages an audience already engaged with the content; tends to have a good completion rate when the content is relevant.
Multi-screen
An individual's interaction with multiple devices simultaneously or continuously, including the concept of the second screen.
Business use: Multi-screen behavior requires designing experiences and measurement that follow the user across devices.
Browser
Software used by a user to navigate the Internet, interpret information, and enable the display and interaction with files and content.
Business use: The site must look and function well across different browsers and versions; compatibility protects conversion and experience.
Unique browsers
Count of unique, non-duplicated cookies during the measurement period, after adjustment for cookie deletion (Site Centric methodology).
Business use: Approximates reach based on browsers, not people; important to interpret the metric correctly when comparing sources.
Opportunity to See (OTS)
The likelihood that an ad has of being seen by a user on their screen, meeting the rules defined by the MRC.
Business use: Connects ad delivery with actual visibility; a key criterion for evaluating media quality.
Search Engine Optimization (SEO)
The set of actions taken on a site to achieve a better position in organic (non-paid) search engine results.
Business use: Builds qualified long-term traffic with decreasing marginal cost; reduces dependence on paid media.
Out-Stream Video
A video ad that appears independently, outside a video player, playing based on the percentage of the ad's surface visible on screen.
Business use: Opens up video inventory beyond audiovisual content; useful for scaling the video format on editorial sites.
Web page
A document identified by a URL that displays text, images, and multimedia, accessible via a browser and linkable to other pages.
Business use: It is the minimum unit of web presence; its structure and speed determine experience, SEO, and conversion.
Landing page
An individual web page a user arrives at after clicking a link or ad, whether promotional or content-based.
Business use: Separating landing pages by campaign and audience improves relevance and lowers cost per lead compared with sending all traffic to the homepage.
Page view
The display of a complete page requested by the user through their browser; it refers to the entire page, not to an element or ad.
Business use: A content-consumption metric; combined with time on page, it shows which topics build audience and authority.
Keyword
Words or phrases that link users' search terms to an SEO and SEM strategy.
Business use: Keyword research reveals real demand and the customer's own language; it guides both content and ad spend.
Post-roll
A video ad that plays after the video content has finished.
Business use: Takes advantage of the content's closing moment to reinforce the brand or invite an action; useful for retention and sequencing.
Pre-roll
A video ad that plays before the video content begins, with the option to skip depending on the platform.
Business use: Captures attention at the moment of highest consumption intent; ideal for brief, memorable brand messages.
Private Marketplace (PMP)
Negotiation through a DSP to gain advantages on inventory: exclusivity, premium inventory, fixed CPM, and greater transparency than the open auction.
Business use: Combines automation with quality and brand safety; ideal when the brand requires controlled, premium environments.
Programmatic Guaranteed
A programmatic buying scheme that sells premium inventory at a fixed cost, guaranteeing the number of impressions.
Business use: Secures premium placements with the operational efficiency of programmatic buying; useful for high-profile brand campaigns.
Email advertising (Email marketing)
Internet advertising that displays personalized messages or ads through email, subject to data protection regulations.
Business use: It is the channel with the highest ROI and full audience ownership; automated by funnel stage, it nurtures and converts with no cost per impression.
Search Engine Marketing (SEM)
A paid advertising strategy that displays ads related to the keywords users use in their searches, sold on a CPC basis through auction.
Business use: Captures existing demand with high intent; complements SEO while it matures and allows for immediate scaling.
Classifieds advertising
Internet advertising on sites dedicated to running ads, free or paid, personal or business, grouped into directories.
Business use: A high-intent channel in verticals like real estate, autos, or jobs; efficient when the user is already searching for the product.
Display advertising
Internet advertising with graphic ads (static, animated, or interactive) in image, video, or text formats on sites, apps, and other media.
Business use: Feeds the top of the funnel; connected to remarketing and CRM, it turns impressions into capturable, measurable demand.
Mobile advertising
Advertising that appears on mobile devices (smartphones and tablets), defined by device type rather than by the site or app.
Business use: Reaches users where they spend the most time; requires mobile-first creatives and landing pages to avoid losing conversion.
Internet advertising / Digital advertising
A paid, mass communication effort in digital media, independent of device: display, search, social media, classifieds, and email.
Business use: Leverages interactivity to segment and measure; well orchestrated, it turns investment into trackable demand by channel.
Advertising that displays ads on social media sites, platforms, or apps, using or not using information from user profiles.
Business use: Combines reach with fine-grained interest targeting; connected to CRM and landing pages, it becomes a measurable acquisition channel.
Video advertising
Internet advertising tied to the playback of an ad in video format (pre-roll/mid-roll/post-roll, out-stream, in-stream).
Business use: The format with the greatest brand impact; measured by actual viewership, it connects audiovisual attention with results.
Site network (Ad network)
A network that centralizes and facilitates the purchase of multiple ad placements from various providers through a single point of contact.
Business use: Improves coverage and buying efficiency; provides segmentation, optimization, and simplified budget management.
Complete View
The full playback of a video, a metric that helps evaluate effectiveness together with quartile reporting.
Business use: Indicates genuine audiovisual attention; key to evaluating the efficiency of video investment beyond mere impressions.
Video Player
A program that plays video content, embedded in executable code to connect with the video server.
Business use: The technical piece that enables video formats and measurement; its choice impacts experience and monetization.
A technique that targets ads to users identified as having previously interacted (visit, email, click, video, impression).
Business use: Recovers warm opportunities at low cost; segmented by funnel stage, it is among the channels with the best return in a digital operation.
An advertising format on any digital platform that allows interactivity within the creative and encourages user participation (sound, video, animation).
Business use: Raises engagement compared with static display; used wisely, it increases interaction without sacrificing performance.
Second-Party Data
Target audience information obtained through a media outlet, advertiser, or third-party digital property via a prior agreement.
Business use: Allows expanding owned audiences with data from a trusted partner; a quality alternative to third-party data.
Behavioral targeting
Audience segmentation based on identifying user behavior according to their browsing patterns.
Business use: Reaches the audience most relevant to the strategy; improves spend efficiency by reducing wasted impressions.
Ad server
A technology tool that stores, delivers, measures, and monitors ads across various digital platforms, used to audit campaigns.
Business use: Gives advertisers certainty about their investment; centralizes measurement, targeted delivery, and separation of content and advertising.
Digital Video Server (DVS)
A platform that receives requests from other technology entities and responds with a video (ad or content), applying targeting and measurement criteria.
Business use: Enables targeted, measurable video delivery; the technical backbone of audiovisual strategies at scale.
Shifting
The sequential use of multiple devices by the same individual to consume related content (moving between screens).
Business use: Understanding shifting allows for designing conversion journeys that continue seamlessly across devices.
Website
A space on the Internet identified under a domain and made up of a group of hierarchically organized web pages, hosted on at least one server.
Business use: It is the foundation of digital presence and the business asset where capture, conversion, and measurement happen; it must operate as a system, not a showcase.
Sourced Video
Video content generated by a third party to be displayed on other properties (a brand's paid or earned media).
Business use: Expands the video library without producing everything in-house; requires clearly agreeing on the legal scope of distribution.
Stacking
The simultaneous use of multiple devices by the same individual to consume unrelated content (simultaneous, unrelated consumption).
Business use: Indicates divided attention; relevant for understanding when a second device competes rather than complements the message.
Open Auction
A model in which the media outlet allows buyers to access its inventory via Ad Exchanges, purchasing impressions one by one.
Business use: Maximum scale and reach, less quality control; best combined with brand safety and first-party data for efficiency.
Real-Time Bidding (RTB)
A method for buying and selling online ad space in real time, where impressions are auctioned and the highest bid wins, in under 100 milliseconds.
Business use: Pays a fair price for each impression based on its value; the key is the quality of the data feeding the bid.
Private Auction
A model in which the media outlet allows a limited group of buyers to access its inventory via Ad Exchanges, under defined rules.
Business use: Combines programmatic efficiency with control over who buys; protects quality and allows premium inventory to be monetized.
An automated commercial management platform that allows media outlets to manage their inventory and maximize the revenue from their ad space.
Business use: Maximizes the yield of a media outlet's inventory; relevant for content businesses that monetize their own audience.
Click-Through Rate (CTR)
A percentage rate obtained by dividing the number of clicks received by the impressions served (clicks ÷ impressions × 100).
Business use: A quick indicator of creative relevance; a low CTR signals a messaging or targeting problem before even looking at conversion.
Conversion rate
The percentage obtained by dividing conversions (completed actions or goals) by the total number of visits or clicks.
Business use: Improving the conversion rate multiplies results without increasing traffic; it is usually the cheapest lever for growth.
Video Completion Rate (VCR)
The ratio between the number of completed plays (100%) and the number of initiated plays.
Business use: Measures how much of the video is actually consumed; key to evaluating content quality and the efficiency of video investment.
Interaction rate
The percentage obtained by dividing the interactions received on a rich media creative (in-unit clicks, mouseovers) by the impressions served.
Business use: Measures real engagement with interactive formats; guides which creatives drive participation beyond the click.
View-Through Rate (VTR)
The ratio between the number of plays reaching a defined quartile and the number of initiated plays; a qualitative performance metric.
Business use: Reveals at what point viewers abandon the video; a direct input for optimizing content length and hook.
Third-Party Data
Audience information obtained from an external data provider, collected from various sources by specialized companies.
Business use: Complements first-party data to extend reach, but its value and legality are declining; strategy should shift toward first-party data.
Unique user / Unique visitor (UU)
The number of unique, non-duplicated users or browsers that visited a site, app, or platform and were exposed to content or ads.
Business use: Distinguishes real reach from visit volume; key for sizing audience without overestimating traffic.
User
A person with Internet access who browses and uses it; depending on the methodology, it can be measured as a person or as a browser.
Business use: It is the center of measurement and personalization; understanding how it is counted avoids comparing apples to oranges across sources.
Internal users
Any user who belongs to or works for an organization and browses or engages with a company's own platform; their actions are considered test traffic.
Business use: Excluding them from metrics avoids inflating impressions, clicks, and conversions with internal traffic; basic data hygiene.
Video Ad Serving Template (VAST)
A standard IAB XML protocol that communicates between the video player and the Ad Server, exchanging playback, characteristics, and basic metrics.
Business use: Standardizes the delivery and measurement of video ads across platforms; the technical foundation of programmatic video advertising.
Video on Demand (VOD)
A video distribution model offered on demand, where the user decides when to start playback (streaming, web, apps, OTT).
Business use: Opens up premium, segmentable video inventory; relevant for brands seeking audiovisual impact with digital targeting.
User-Generated Content (UGC)
Video generated by a user, commonly without professional equipment, distributed through social media or video platforms.
Business use: Generates authentic social proof at low cost; encouraging and curating it feeds both social channels and on-site conversion.
News video
Video generated by media outlets for informational purposes.
Business use: Builds authority and recurring consumption; a content asset that sustains audience and monetization opportunities.
Video Player Ad-Serving Interface Definition (VPAID)
A standard IAB XML protocol that communicates between the player and the Ad Server with broader reach than VAST, enabling interactive elements and interaction metrics.
Business use: Enables interactive video advertising and advanced measurement; useful for high-engagement formats.
Syndicated video
Licensed professional content, approved for distribution by a third party who may modify and monetize it according to the agreement.
Business use: Scales content distribution across multiple platforms; a model for amplifying reach without producing everything in-house.
Viral video
An online video shared person to person organically (unpaid) that reaches great popularity.
Business use: Multiplies reach at no media cost when it connects; unpredictable, but a powerful brand asset when it happens.
Visit / Session
The number of times a user accesses a site (via browser or app) within a period; a session is considered ended after 30 minutes of inactivity.
Business use: A unit of behavioral analysis; understanding sessions by source reveals which channels bring visitors who truly explore.
Organic / unpaid video view
A video playback started by intentional action with at least 50% of pixels visible and a minimum duration of 2 seconds, not paid for.
Business use: Measures earned video consumption; a signal of content relevance and its potential for organic distribution.
Paid / advertising video view
The playback of a video ad for commercial purposes, started automatically or intentionally, according to the publisher's and client's minimum visibility and time thresholds.
Business use: Measures real attention to paid video; the basis for evaluating the efficiency of audiovisual investment.
Video view
The playback of a video, whether automatic or user-initiated, with a minimum duration of 2 consecutive seconds and 50% of the player's pixels visible.
Business use: Standardizes what counts as a view; key for comparing video campaigns using consistent quality criteria.
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