Marketing & Advertising Glossary

TCF 2.0 is the EU/UK standard for managing user consent and data transparency in digital advertising, requiring publishers and advertisers to disclose data prac

TF-IDF is a mathematical formula that measures word importance in content, helping optimise copy for search relevance and readability across UK digital campaign

TV attribution measures which TV campaigns or channels drove conversions, sales, or desired actions. It bridges offline TV viewing with online customer behaviou

TV Cost Per Thousand (CPM) measures the cost of reaching 1,000 viewers on television, helping agencies compare efficiency across channels and campaigns.

Reach measures how many people see your TV ad; frequency measures how often they see it. Both are essential metrics for planning effective broadcast campaigns.

A short commercial advertisement broadcast on television, typically ranging from 10 to 60 seconds, designed to reach viewers during scheduled programming.

The actual number of TVRs (Television Ratings) delivered by a media plan compared to the target agreed with a client.

A metric measuring TV ad impressions against a specific target audience, expressed as a percentage of that population reached per broadcast spot.

An automated Google Ads bidding strategy that optimises for conversions by automatically adjusting bids to reach a target cost per acquisition you specify.

An automated Google Ads bidding strategy that adjusts bids to maximise return on ad spend (ROAS) based on conversion value.

Technical SEO optimises website infrastructure and backend elements to help search engines crawl, index, and rank your content effectively.

A Television Rating Point (TVR) measures the percentage of a target audience watching a specific TV channel at a given time, expressed as a single percentage po

Temperature controls randomness in AI model outputs, affecting creativity and consistency in generated text and predictions.

Cookies placed by third-party domains to track user behaviour across multiple websites. Increasingly restricted by browsers and regulators.

Strategic content that establishes a brand or individual as an authoritative expert in their industry, building trust and credibility with target audiences.

Throughput measures how much data or how many requests an AI system can process within a given time period, typically per second.

A comprehensive plan for using TikTok's advertising platform to reach and engage target audiences, combining creative content, audience targeting, and performan

Time to First Byte (TTFB) measures the time between requesting a webpage and receiving the first data from the server. It's a critical metric for website perfor

A brand's distinctive personality and communication style across all messaging, defining how it speaks to audiences through word choice, attitude and emotion.

The consistent personality and style of language used across all brand communications. It shapes how your audience perceives your company's character and values

Establishing your website as a trusted expert across interconnected topics within a specific niche, signalling authority to search engines and users alike.

A visual diagram that organises related blog topics hierarchically, helping content teams plan interconnected articles and improve SEO through internal linking

Total Hours is the cumulative amount of airtime a radio station broadcasts annually, used to calculate advertising rates and audience reach in media planning.

Advertising placed in industry-specific publications targeting professionals within particular sectors. A targeted channel for B2B marketing and lead generation

Advertising displays positioned in train stations to reach commuters and travellers. High-traffic format offering consistent daily exposure to engaged audiences

The historical information used to teach AI models how to recognize patterns and make predictions for advertising and marketing decisions.

Transfer learning applies knowledge from pre-trained AI models to new advertising tasks, reducing training time and improving performance with limited data.

A neural network architecture that uses attention mechanisms to process data sequentially, powering modern AI systems like ChatGPT and predictive advertising tools.

Advertising placed on or within public transport vehicles and stations, reaching commuters during their daily journeys across the UK.

A broadcast compliance document confirming an advertisement has been transmitted on TV at the scheduled time and date, serving as proof of delivery for media bu