# Glossary

## MadConnect Glossary

A comprehensive reference of key terms and concepts used throughout the MadConnect platform.

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#### 1. **Platform**

A system that MadConnect connects to. Platforms can serve as data sources, destinations, or both (e.g., Snowflake, Meta Ads, Google Ads).

#### 2. **Connector**

A prebuilt integration module that knows how to authenticate with a platform, enforce schemas, and execute data transfers.

#### 3. **Connection**

A configured data pipeline pairing a source connector and destination connector with associated mapping, logic, and credentials.

#### 4. **Audience Activation**

The process of sending hashed user identifiers (like UID2s or emails) to platforms for building advertising audiences.

#### 5. **Conversion Syncing**

Sending post-conversion event data (e.g., purchases, leads) back to platforms for attribution and campaign optimization.

#### 6. **Reporting Connector**

A type of connector that pulls campaign metrics (like impressions, clicks, conversions) from an advertising platform.

#### 7. **Standard Schema**

A predefined set of fields and data formats required by a destination platform. MadConnect provides standard schemas per use case.

#### 8. **Schema Mapping**

The process of aligning your internal data structure to MadConnect’s standard schema format.

#### 9. **Transfer**

An individual data job that moves records from source to destination within a connection.

#### 10. **Activation**

The point at which a connection is verified, schema is validated, and it's eligible for transfer execution.

#### 11. **Segment ID**

An identifier assigned to an audience within a destination platform (e.g., Meta, Google). Used to determine where the audience data should be delivered.

#### 12. **Lifespan (TTL)**

The amount of time a platform retains a given record (usually in days). Often configurable within MadConnect’s connector settings.

#### 13. **UID2**

A user identity framework developed by The Trade Desk. MadConnect supports sending UID2s to eligible destinations.

#### 14. **OAuth 2.0**

An authentication protocol used by many platforms. MadConnect supports OAuth where available for secure integration.

#### 15. **REST API**

The interface used to programmatically access MadConnect’s capabilities, including connector creation, transfers, and log retrieval.

#### 16. **Native Deployment**

When MadConnect is installed directly into a client’s cloud environment (e.g., Snowflake Native App), ensuring no data leaves the network.

#### 17. **API-Based Deployment**

Using MadConnect solely via API from outside the cloud environment. Ideal for automated workflows or system-to-system orchestration.

#### 18. **Secure Transfer**

All data moved through MadConnect is encrypted in transit via HTTPS and never stored long-term.

#### 19. **Data Minimization**

MadConnect processes only what’s required for each transfer and does not persist data post-delivery.

#### 20. **Prerequisites**

Platform- or destination-specific requirements that must be in place before activation (e.g., API credentials, Segment ID, permissions).

#### 21. **Collation**

The step in MadConnect's backend where ingested data is organized and optionally enriched before delivery.

#### 22. **Mapper**

The internal logic that transforms input data to match the schema and format expected by the destination.

#### 23. **Credential Management**

The system used to store and apply platform credentials (OAuth tokens, API keys), secured with services like AWS Secret Manager.

#### 24. **Initiate Transfer**

The action that kicks off a scheduled or manual job, moving a specific dataset from the source to the destination.

#### 25. **Reports Tab**

The monitoring interface in the UI where users can view job statuses, failures, and payload history.

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This glossary will continue to evolve as new features, use cases, and platform integrations are added to MadConnect.


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