A comprehensive reference of key terms and concepts used throughout the MadConnect platform.
A system that MadConnect connects to. Platforms can serve as data sources, destinations, or both (e.g., Snowflake, Meta Ads, Google Ads).
A prebuilt integration module that knows how to authenticate with a platform, enforce schemas, and execute data transfers.
A configured data pipeline pairing a source connector and destination connector with associated mapping, logic, and credentials.
The process of sending hashed user identifiers (like UID2s or emails) to platforms for building advertising audiences.
Sending post-conversion event data (e.g., purchases, leads) back to platforms for attribution and campaign optimization.
A type of connector that pulls campaign metrics (like impressions, clicks, conversions) from an advertising platform.
A predefined set of fields and data formats required by a destination platform. MadConnect provides standard schemas per use case.
The process of aligning your internal data structure to MadConnect’s standard schema format.
An individual data job that moves records from source to destination within a connection.
The point at which a connection is verified, schema is validated, and it's eligible for transfer execution.
An identifier assigned to an audience within a destination platform (e.g., Meta, Google). Used to determine where the audience data should be delivered.
The amount of time a platform retains a given record (usually in days). Often configurable within MadConnect’s connector settings.
A user identity framework developed by The Trade Desk. MadConnect supports sending UID2s to eligible destinations.
An authentication protocol used by many platforms. MadConnect supports OAuth where available for secure integration.
The interface used to programmatically access MadConnect’s capabilities, including connector creation, transfers, and log retrieval.
When MadConnect is installed directly into a client’s cloud environment (e.g., Snowflake Native App), ensuring no data leaves the network.
Using MadConnect solely via API from outside the cloud environment. Ideal for automated workflows or system-to-system orchestration.
All data moved through MadConnect is encrypted in transit via HTTPS and never stored long-term.
MadConnect processes only what’s required for each transfer and does not persist data post-delivery.
Platform- or destination-specific requirements that must be in place before activation (e.g., API credentials, Segment ID, permissions).
The step in MadConnect's backend where ingested data is organized and optionally enriched before delivery.
The internal logic that transforms input data to match the schema and format expected by the destination.
The system used to store and apply platform credentials (OAuth tokens, API keys), secured with services like AWS Secret Manager.
The action that kicks off a scheduled or manual job, moving a specific dataset from the source to the destination.
The monitoring interface in the UI where users can view job statuses, failures, and payload history.
This glossary will continue to evolve as new features, use cases, and platform integrations are added to MadConnect.
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