These definitions provide a comprehensive understanding of various terms related to advertising, retail, and marketing. Here's a summary of each term:

• Agency: A company that specializes in planning, buying, and placing advertising for clients across various media channels.
• Brand: A company that manufactures and sells products to other businesses or consumers.
• Brand Safe Environment: A media platform free from content that could harm a brand's reputation.
• Click-Through Rate (CTR): The ratio of clicks to impressions in an advertising campaign.
• Click: A response event where a viewer clicks on an ad to be redirected to a website.
• Cost per Click (CPC): The price paid for each click in an ad unit.
• Cost per Mille (CPM): The price paid for every 1,000 impressions of an ad unit.
• Demand-Side Platform (DSP): Advertising technology that allows advertisers to buy ad inventory from multiple sources in real-time.
• End Cap: A promotional display at the end of an aisle in a store.
• End Date: The ending date of a campaign.
• Endemic Brand: A brand relevant to a specific category of products or services sold in retail.
• Gross Merchandise Value (GMV): The total value of goods sold over a reporting period.
• Impression: The event when an ad renders on a page, irrespective of whether it's viewed.
• In-Store: Retail advertising displayed within physical stores.
• Joint Business Plan (JBP): A strategic agreement between a retailer and supplier to achieve shared business objectives.
• Native Ad: Advertising designed to blend with the content of a platform.
• Off-Site: Retail advertising displayed on media properties not owned by the retailer.
• On-Site: Retail advertising displayed on a retailer's owned digital properties.
• Personalization: Tailoring communication, products, or experiences to individual customer preferences.
• Placement: Specifications of an ad unit within a campaign.
• Programmatic Advertising: Automated ad buying using algorithms.
• Retail Media Platform (RMP): Advertising technology allowing retailers to sell ad space.
• Retail Media Value (RMV): The revenue generated by a retailer through the sale of advertising products and services.
• Retailer: A business selling products or services to consumers.
• Return on Advertising Spend (ROAS): Total sales divided by total gross spend.
• Sales: The total quantity of items sold.
• Shelf Wobbler: A physical promotional display attached to a store shelf to attract shoppers' attention.
• Spend: The total gross amount spent on a campaign.
• Start Date: The starting date of a campaign.
• Stock-Keeping Unit (SKU): A code used by retailers to identify and track inventory.
• Supplier Rebate: An agreement to return a portion of the purchase price to the buyer after a sale.
• Supply-Side Platform (SSP): Advertising technology allowing media owners to sell ad inventory.
• Trade Spend: Budget allocated by a supplier for programs promoting product sales to retailers.
• Walled Garden: A closed ecosystem controlled by a single company or organization.

Understanding these terms is crucial for navigating the complexities of advertising and retail industries effectively.