--- title: "What the words mean: questions | AdBuyMCP" description: "The AdBuyMCP glossary defines 81 UK media buying and B2B awareness terms, from the 95-5 rule to the difference between reach and frequency." url: "https://adbuymcp.com/faq/what-the-words-mean" --- [Home](https://adbuymcp.com/) / [Questions](https://adbuymcp.com/faq) / Definitions Reference # These answers cover what the words mean. The glossary defines 81 terms from UK media buying and B2B awareness in plain English. Read on for what the 95-5 rule says, how attribution differs from incrementality, what the consent-chained label asserts and how reach differs from frequency. - **questions in this group**: 4 - **pages the answers come from**: 1 - **questions in the whole index**: 180 [Get my plan and price](https://adbuymcp.com/start) [Book a 30-minute call with the founder](https://adbuymcp.com/contact#book) Free, with no card. We read your homepage, draft who buys from you and show your monthly price before you join the waitlist. Nothing is bought until you've approved the plan and the ads. Elsewhere in the questions [All 180 questions](https://adbuymcp.com/faq) [Using the guides](https://adbuymcp.com/faq/using-the-guides) [Awareness guides](https://adbuymcp.com/faq/reaching-b2b-buyers-early) [Buying guides](https://adbuymcp.com/faq/buying-the-awkward-channels) [Method guides](https://adbuymcp.com/faq/measuring-and-operating) [Procedures](https://adbuymcp.com/faq/doing-it-step-by-step) Go deeper [See all 81 terms](https://adbuymcp.com/glossary) 4 Questions ## Glossary [Read the page these answers come from](https://adbuymcp.com/glossary) ### What is the 95-5 rule in B2B marketing? Professor John Dawes of the Ehrenberg-Bass Institute estimates that something like 5% of business buyers are in the market in a given quarter, a rule of thumb that varies by category. So at any one time most of the companies that could buy from you are not looking, and they will buy later, often from vendors they already know. ### What is the difference between attribution and incrementality? Attribution assigns credit for an outcome to the touchpoints that preceded it, according to a rule you chose. Incrementality asks whether the outcome would have happened anyway, by comparing an exposed group with a comparable unexposed one. Attribution is a description of a conversion path; incrementality is a causal claim. Almost every reported media result is the first presented as though it were the second. ### What does consent-chained actually mean? That the data provider asserts a consent chain exists back to the individual. Nobody downstream has necessarily verified every link in it. AdBuyMCP records the assertion in the plan's lawful-basis manifest along with the condition that comes with it: the supply chain must be framework-validated and the vendor attestation verified on connection. That is a condition you still owe. ### What is the difference between reach and frequency? Reach counts the distinct people or households who saw a campaign at least once. Frequency is how many times, on average, each of them saw it in a period, so impressions are reach times frequency. An AdBuyMCP awareness plan is sold by frequency, 3, 5 or 12 times a week, and states it as planned: each channel reports delivery in its own unit, and no UK service de-duplicates reach or frequency across sellers. [See all 81 terms](https://adbuymcp.com/glossary) If an answer here raises a question about your own market, bring your numbers and ask. [Book a 30-minute call with the founder](https://adbuymcp.com/contact#book) The rest of the questions ## Questions are grouped by subject Each question sits in one of 21 groups, and the index lists all 180. - [Using the guides 4](https://adbuymcp.com/faq/using-the-guides) - [Reaching B2B buyers early 4](https://adbuymcp.com/faq/reaching-b2b-buyers-early) - [Buying the awkward channels 20](https://adbuymcp.com/faq/buying-the-awkward-channels) - [Measurement and operations 21](https://adbuymcp.com/faq/measuring-and-operating) - [How-to procedures 11](https://adbuymcp.com/faq/doing-it-step-by-step) [See all 180 questions in the index](https://adbuymcp.com/faq) [Measurement and operations](https://adbuymcp.com/faq/measuring-and-operating) [How-to procedures](https://adbuymcp.com/faq/doing-it-step-by-step) Your plan and price ## See what your market costs at 3, 5 or 12 times a week Give us your company website or work email. We draft who buys from you, you confirm your market and pick 3, 5 or 12 times a week, and you see one all-in monthly price across out-of-home, streaming TV, podcasts and ChatGPT ads. Talk your market and your plan through with James Rooney, who built AdBuyMCP and wrote its code. [Get my plan and price](https://adbuymcp.com/start) [Book a 30-minute call with the founder](https://adbuymcp.com/faq/what-the-words-mean#book) Free to price, with no card. Media is bought only after your plan, ads and start date are confirmed with you. [See how the price is worked out](https://adbuymcp.com/pricing) Pick a slot ยท cal.com/adbuymcp/discovery Live calendar Calendar not loading? [Open it on cal.com](https://cal.com/adbuymcp/discovery) or email [hello@adbuymcp.com](mailto:hello@adbuymcp.com).