Explaining notice of interest
A notice of interest is a court filing in which a party, often a state regulator, flags its stake in a bankruptcy case and reserves rights without objecting.
Decoded
Reference articles that each go deep on a single ad tech term. Every entry in the Explaining series opens with a plain-language definition, then covers the mechanics, origins, key dates, limitations, and commonly confused adjacent terms - grounded in PPC Land coverage, platform documentation, and industry standards from bodies like the IAB.
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Explaining Target CPA
Target CPA is a Google Ads bid strategy that sets a bid in every auction to win conversions at an average cost per acquisition. How it works, and its disputes.
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Explaining shared budget
A shared budget is one average daily budget that several Google Ads campaigns draw on, so money one campaign leaves unspent can flow to another that needs it.
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Explaining portfolio bid strategy
A portfolio bid strategy is one automated bid strategy shared by several campaigns, pooling data toward a single CPA, ROAS or click goal. How it works, and why.
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Explaining Google Display Network
The Google Display Network is the set of more than 2 million websites, apps and videos outside search where Google Ads places display ads via AdSense and AdMob.
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Explaining Search Ads 360
Search Ads 360 is Google's enterprise tool for managing paid search across Google Ads, Microsoft Advertising and other engines, with shared bids and reporting.
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Explaining creative agent
A creative agent is AI software that builds, adapts, previews or serves ad creative on request, a role formalised in the Ad Context Protocol since late 2025.
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Explaining preferred programmatic partner
Preferred programmatic partner: the ad tech firm, usually an SSP, that a media owner or agency names as its main programmatic route, often without exclusivity.
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Explaining multi-touch attribution
Multi-touch attribution splits credit for a sale or lead across every ad a person saw or clicked on the way, rather than handing all of it to the last click.
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Explaining walled garden
A walled garden is a closed ad platform, such as Google, Meta or Amazon, that keeps its users' data, its inventory and its measurement inside its own systems.
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Explaining short-form video
Short-form video is brief, usually vertical video served in swipeable feeds such as TikTok, Reels, Shorts and Spotlight, now a core ad format for advertisers.
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Explaining AI influencer
An AI influencer is a computer-generated persona that posts, gathers followers and endorses brands on social media like a human creator, yet no person exists.
