This glossary lists acronyms, terms, vocabulary, and jargon that appear in or are directly relevant to the chapters of this book. It is not a comprehensive dictionary of online advertising terminology.

algorithm A set of computer instructions to take inputs, perform calculations on those inputs, and then create the desired output. For example, there are several algorithms that can sort a list of numbers from smallest to largest. The credit scoring algorithms used by lenders take inputs about an individual’s credit history and determine a score. Search engines use algorithms to determine the best web pages to display in the search results and to determine which keywords best describe the content and meaning of a page.
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