Glossary
Alpha generation marketing
Alpha generation marketing is marketing aimed at the 2010–2024 cohort, usually mediated through parents and platforms.
What is different
Discovery happens through peers and creators inside game platforms rather than through placements. Peer adoption predicts uptake better than spend.
Compliance load is heavy when the audience is under 13, and the most common failure is third-party SDKs collecting data the brand did not know about.
More terms
Generating many pages from a structured dataset or template.
A feed ordered by predicted engagement rather than chronology.
Total enrolment at a level of education, regardless of age, as a…
The idea that screen time harms mainly by replacing sleep, movement and…
A payment made inside an app or game after installation.
A demographic structure where a large share of the population is young.