PAIR stands for Publisher Advertiser Identity Reconciliation and refers to the data tech solution, available via Google’s…Continue readingPAIR

Audience Addressability

The notion of addressable audience refers to the estimated total number of the brand’s target customers, potentially…Continue readingAudience Addressability

Second-Party Data

In brief, second-party data is essentially customer data, directly purchased from the initial data collector, which is…Continue readingSecond-Party Data