Glossary

Audience. A saved list of real people, from a search, an upload, the site tag or an Outcome. Search and sizing

Audience group. One of the mutually exclusive groups found inside an audience by what most separates them. Audience groups

Audience-group code. The code an export writes into each group’s ad links, so an arrival can be tied to its group. It never identifies a person. Delivery

Buying window. A recent, still-warm episode of research that expires on its own. Signals and intent topics

Came through. Arrived on the client’s site through an ad link. How a result is counted

Campaign. One flight of audiences, groups and creative, optionally driving one Outcome. Campaigns and packages

Collection profile. The per-client setting that decides what the site tag stores. First-party data and the site tag

Did it from our ads. Browsers that came through and then completed the Outcome within the window. The one number an Outcome leads with. How a result is counted

Did it on their site. Completed the Outcome on the client’s site, whatever brought them there.

Durable person ID. The permanent Moonbrush ID every person carries. Identity resolution

Event. One person’s presence against one topic on one day. Signals and intent topics

Framing. What is offered, the action and the objective, fixed on one audience group run. Audience groups

Habit. Repeated behavior over weeks, read relative to the population. Signals and intent topics

Held-back group. People set aside from every export. Optional. Held-back groups

Held-out test set. People kept out of a model’s training, used to grade it. Different from a held-back group. Evaluation and release

Inquiry. A submission the client’s form system visibly accepted. How a result is counted

Intent topic. A subject people research, read with recency and strength. Signals and intent topics

Lens. A group of related score columns used to read an audience.

Match rate. The share of a client file matched to people, shown before the paid build. Matching

Model. A versioned, dated estimate from 0 to 1 over the population. How models work

Model card. The page every model carries, stating what it means and does not mean. How models work

Outcome. The result a client wants and the rule for counting it. Outcomes and reports

Outcome model. A model that learns from one client’s campaign inquiries and suggests that client’s next audience. Being built. Outcome models

Package. The ZIP a campaign downloads as. Delivery

Pick. The band of people at or above a model’s measured cut. Reading a score

Response. What happened among the people a campaign reached. Never called lift. Held-back groups

Row key. The export-scoped key on each row of a package. Never Moonbrush’s internal person ID. Package and file formats

Segment. An in-or-out rule with no score, such as an age band or a state.

Sharpness. How distinct an audience group is: Sharp, Clear, Soft or Mixed. Audience groups

Signal. A named, defined input in the registry. Signals and intent topics

Source ad. A client ad in the library, matched to the groups it fits. Creative plan

Suppression. Keeping people out of every list: opt-outs, Global Privacy Control, and client do-not-contact lists. What leaves the platform

Universe. The population a search or Outcome draws from. Search and sizing