AdBuyMCP's own vocabulary
What is an exposure ledger?
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what it means here
Here is what the term means for a UK buyer
The definition above holds anywhere. Buying media in the UK adds the detail below, including where AdBuyMCP does something different.
The mechanism behind cross-channel frequency deduplication and sequential journeys, and multi-key by design because advertising identifiers are a declining asset: the spine loses precision one step at a time as the finer keys go. The ledger itself never performs an identity join; that happens only in the key-translation service, where the 90-day retention rule is enforced. The ledger is built, and today it is fed only by labelled sample data. A live report proves aggregate delivery, and household exposure needs a key with consent behind it, so AdBuyMCP deliberately does not create identities from a report.
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related terms
These terms sit next to this one
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Deduplication
Removing the double-counting that occurs when the same person is reached by more than one channel or placement in a campaign, so that combined reach reflects distinct people rather than the sum of each channel's separate count.
Frequency capping
Limiting how many times one person or household sees the same advert within a given period, to control wear-out and wasted impressions. It is set per campaign, per channel or, rarely, across channels, and that granularity is what decides whether the cap means anything.
Identity resolution
The process of deciding that two different identifiers refer to the same person or household, so that behaviour seen under one can be joined to the other.
Mobile advertising ID (MAID)
A resettable identifier assigned by a mobile operating system to a device, used to recognise the same device across apps for advertising. Apple's IDFA and Google's advertising ID are the two that matter.
Household graph
A dataset linking devices, identifiers and addresses believed to belong to the same household, allowing a television, a laptop and a phone in one home to be recognised as one buying unit.
same group
These terms are also in AdBuyMCP's own vocabulary
These are the terms AdBuyMCP either coined or uses more strictly than the category does.