Fidelity score
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
AdBuyMCP's own term. Scores run from 85 on connected TV down to 40 on cinema, and both appear in the same size type, because a page that shows only its best number has explained nothing about its method. Grades run person, household, content, geo-cohort and venue, each one step further from the individual. Four of the seven channels carry a fixed constant — audio 65, addressable TV 55, DOOH 50, cinema 40 — because those vocabularies cannot express more however good the brief. Three vary across three discrete values: CTV 85, 65 or 60; search 82, 68 or 45; social 62, 48 or 38. Naming a city the UK geography table cannot map costs 15 points on every channel, and the rationale names the city.
Goes deeper: Every score, and why
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Audience segment
A named group of people a seller will let you target, defined by some combination of demographics, behaviour, stated interest or inferred intent, and identified in a buying system by a specific identifier.
Persona compiler
The deterministic stage that turns one described audience into each channel's native targeting specification — segment identifiers, attribute combinations, show allowlists, venue packs, keyword seeds — together with a fidelity score and a lawful-basis manifest.
Contextual targeting
Targeting based on the content an advert appears beside rather than on data about the person seeing it — a show, a genre, a page subject, a venue type. Requires no personal data about the audience.
More on adbuymcp's own vocabulary
Six terms we either invented or use more strictly than the category does. Defined here so nobody has to guess.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through