Glossary

Domain terms used across strategy, product, and ops. Add entries as ambiguity surfaces — don't wait for someone to ask twice.

Data & audiences

MAID — Mobile Advertising ID. Generic term covering GAID (Google Android) and IDFA (Apple iOS). Anonymous, resettable identifier tied to a device. Our entire audience graph is MAID-indexed. We do not process names, emails, phone numbers, or other PII.

GAID — Google Advertising ID. Android's MAID. Lowercase hex-style UUID.

IDFA — Identifier for Advertisers. Apple's MAID. Uppercase 8-4-4-4-12 UUID format.

Segment — A named audience of MAIDs meeting specific criteria (e.g., "Auto Intenders — APAC"). We ship ~300 branded segments at launch.

Branded segment — Segment defined and named by Husky, visible to buyers under our brand. Contrast with unbranded / white-label.

Lifetime days — How long a signal contributes to segment membership. Transparently disclosed per segment; buyers use this to reason about recency decay.

Vertical — Industry category for a segment (Auto, Finance, Travel, Retail, Tech, etc.). Our segment library spans ~15 verticals.

Sub-vertical — Finer-grain category under a vertical (e.g., "Finance → Credit Cards").

Reach / scale — Unique MAIDs in a segment or reachable by it. Reported per market and total APAC.

Refresh cadence — How often segments rebuild from fresh signals. Currently monthly; under review.

Standards & compliance

IAB — Interactive Advertising Bureau; IAB Tech Lab sets technical standards for the programmatic ad ecosystem.

IAB Taxonomy 1.1 — IAB Tech Lab's audience classification taxonomy. All Husky segments map to one or more IAB 1.1 categories.

IAB Data Transparency Standard 1.2 — Disclosure framework for audience data providers: source, collection method, processing steps, refresh cadence. We disclose per segment.

DPA — Data Processing Addendum. Contract attachment specifying how a data processor (us) handles personal data on behalf of a controller (buyer). Standard procurement document.

DSR — Data Subject Rights request. Generic term for user-initiated requests: access, deletion, correction, etc.

PII — Personally Identifiable Information. Names, emails, government IDs, precise geo-location tied to identity. We don't process PII.

Data lineage — Chain of custody for data: where it came from, what processing it underwent, where it flows to. Increasingly required in procurement reviews.

Regulatory regimes we support

GDPR — EU General Data Protection Regulation. The template for most global privacy law.

CCPA / CPRA — California Consumer Privacy Act / California Privacy Rights Act. US state law governing sale of personal data. "Do Not Sell" is CCPA terminology.

PDPA-SG — Personal Data Protection Act (Singapore, 2012). Our HQ jurisdiction.

PDPA-TH — Personal Data Protection Act (Thailand, B.E. 2562 / 2019).

DPDP — Digital Personal Data Protection Act (India, 2023).

Privacy Act AU — Australian Privacy Act, governed via Australian Privacy Principles (APPs).

GTM & sales

GTM — Go-To-Market. How we get a product in front of buyers and close deals.

ICP — Ideal Customer Profile. The buyer segment we're best positioned to serve.

ABM — Account-Based Marketing. Targeted motion against a named list of accounts.

Marketplace — Aggregator platform where buyers discover and license data. Current distribution: Eyeota (part of Dun & Bradstreet Audience Solutions). Expansion targets: AWS Data Exchange, Snowflake Marketplace.

DSP — Demand-Side Platform. Programmatic ad buying platform (e.g., DV360, The Trade Desk).

DMP — Data Management Platform. Audience assembly / segmentation tool (e.g., Lotame, Adobe Audience Manager).

CDP — Customer Data Platform. First-party customer data unifier (e.g., Segment, mParticle).

MQL / SQL — Marketing-Qualified Lead / Sales-Qualified Lead. Funnel stage labels.

NRR — Net Revenue Retention. Measure of how existing customers expand/churn over time.

Internal

NB Media — Global Next Buzz Media Ltd. Parent company of Husky Data.

Husky Technology Pte Ltd — Singapore legal entity. Headquarters.

Husky Data Science Company Limited — Hong Kong legal entity.

APAC — Asia-Pacific. Our geographic focus. We cover 14 markets within APAC.

14 markets — Our APAC coverage footprint. Exact country list available internally (confirm with CEO before external use).

Infrastructure

CF / Cloudflare — Our CDN, DNS, hosting, Zero Trust access provider. See ADR-0003.

CF Pages — Cloudflare Pages. Hosts huskydata.io and wiki.huskydata.io.

CF Access — Cloudflare Zero Trust Access. Gates private subdomains (wiki.huskydata.io).

Zeabur — PaaS hosting our n8n instance at n8n.huskydata.io. See ADR-0002.

n8n — Self-hosted workflow automation. Handles form submissions, Telegram notifications, DSR triage.