MadConnect: Technical Guide
  • Platform Overview
  • Why MadConnect?
  • How does MadConnect Work?
  • Features
  • Architecture
  • Deployment Scenarios: MadConnect
    • Self-service Web Platform
      • Dashboard
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    • Embedded API: Powered by MadConnect
    • White Labeling
  • Connectors
    • Available Connectors
  • Use Cases
  • Security
  • Cloud Platforms
  • Glossary
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Glossary

MadConnect uses terms, abbreviations and acronyms that are standard to Software-as-a-Service and the advertising industry. However, some terms maybe differ based on the context in which the term is used.

Here is a list of terms, abbreviations and acronyms:

  • Platform: A Platform is a source or destination system for data transfer. Platforms are generally AdTech, MarTech and other data platforms including customer data platform (CDPs), clean rooms, demand-side platform (DSPs), data and identity platforms, ad servers and others.

    • Source: The platform from which data originates. The platform may send data in the form of API calls or large batch files.

    • Destination: The platform that ingests data. The ingestion mechanism may take the form of an API call or a batch file.

  • Connection: A connection is a link between two connectors, facilitating the flow of data from a Source to Destination.

  • Connector: A connector is an adapter that plugs into the platform. It can either be a source or a destination connector. Depending on the use case, a platform may support more than one type of connector. For example, Audience, Events.

  • Brand: A brand is the customer to whom either the data belongs to or is acquiring the data.

  • Agency: Agencies are intermediaries between brands and the data they own; or stewards that offer audience curation, activation, and ongoing analysis and measurement services.

  • Normalization: MadConnect normalizes the data from source to the format acceptable by the destination. Only those source keys or columns supported by the destination are mapped and sent to the destination.

  • Data Formats: The format of the data that is being passed through MadConnect. It can be of the following two formats:

    • JSON, in case of API payloads.

    • CSV, for large batch transfers.

  • Customer Data Platform (CDP): A CDP is a centralized system that unifies and organizes customer data from various sources, creating a comprehensive customer profile. Examples of a CDP are Action IQ, Tealium, and Salesforce. CDPs enable organizations to enhance customer experiences, personalize marketing efforts, and drive more effective engagement strategies across multiple channels.

  • Data Management Platform (DMP): A DMP is a centralized system that collects, organizes, and activates audience data for targeted advertising. Examples of a DMP include Adobe Audience Manager, Krux (now Salesforce DMP), and Lotame. DMPs facilitate precise audience targeting and optimization in digital advertising campaigns.

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