Data
Permissioned data
Audience data that people have consented to share, sourced through verified partners, as opposed to a cheap broker file resold without clear consent. It's higher quality, more accurate, and safer to activate.
Data partner network
The set of vetted data providers sO2 activates against to build and match audiences. sO2 doesn't resell a single broker list. It works across a permissioned, identity-resolved network for better match rates.
First-party data
Information a business collects directly from its own customers: CRM records, site visitors, purchase history. It's the most valuable data a brand owns, and sO2 can activate it alongside the broader identity graph.
Identity
Identity graph
A connected map of the signals that belong to the same real person (email, device, household) so a brand can recognize and reach that person consistently across channels instead of treating every touchpoint as a stranger.
Identity resolution
The process of matching scattered, anonymous signals back to a single known person. It's what lets the same individual be reached on email, streaming TV, and social without buying three separate, disconnected audiences.
Channels
OTT / CTV
Over-the-top and connected TV, premium streaming-TV inventory delivered over the internet (Hulu, Roku, smart TVs) rather than traditional cable. It lets you serve TV-quality ads to a specific, matched audience.
Data-driven email
Permissioned email sent to an identity-resolved audience rather than a rented blast list. sO2 backs it with a 15% open-rate guarantee on permissioned sends.
Programmatic advertising
Buying digital ad inventory through automated, real-time auctions instead of manual negotiations. It's how display, video, and OTT inventory is purchased at scale across thousands of sites and apps.
Media
CPM
Cost per mille, the price to deliver one thousand ad impressions. It's the standard way media is priced. sO2's rate card runs from $25 CPM for data-driven email up to $95 CPM for fully custom audiences.
IO (Insertion Order)
The written agreement that kicks off a media buy: audience, channels, budget, flight dates, and terms. sO2's standard minimum is a $15,000 IO with net-30 terms.
Tools
DSP (Demand-Side Platform)
Software that buys programmatic ad inventory across many channels from one place. The Trade Desk, StackAdapt, and Basis are examples. sO2's Atlas adds operators, access to a permissioned data partner network, and email on top of DSP-style buying.
White-label media
Media services an agency can resell to its own clients under its own brand. sO2 offers white-label buying so partner agencies can deliver email, OTT, and social without building the engine themselves.
Measurement
Closed-loop reporting
Connecting ad exposure all the way through to a measurable outcome (opens, clicks, visits, or sales) so you can see what the spend actually did, rather than stopping at impressions.
Suppression & frequency caps
Controls that stop the wrong people from being targeted (suppression) and limit how many times one person sees an ad (frequency capping). They reduce waste and keep campaigns from fatiguing an audience.
Postal ROI tracking
Tying digital ad exposure to in-store or address-level outcomes, useful for retail and franchise brands that need to prove a campaign drove real, local foot traffic and revenue.
sO2
Atlas
The platform sO2 built to run modern paid media: planning, pacing, audience build, and cross-channel reporting in one cockpit. It's available for agencies, single-location businesses (Atlas Local), and franchise systems (Atlas Franchise).
Now that the terms make sense, see how it works.
Compare sO2 to the alternatives, or talk through your goals with a senior strategist.