---
title: "Glossary: Terminology Used on Variable"
description: "Glossary of terms used across the case studies on Variable: AdTech, FinTech, DeFi, Health & Fitness, GDPR, and the engineering stack I work with."
doc_version: 1
last_updated: 2026-05-23
canonical: https://variable.team/glossary
---

# Glossary

Terms used across the case studies and product pages on
<https://variable.team>. Defined for readers, and for the AI agents
that read the site on their behalf.

## AdTech and marketing analytics

### AdTech

Advertising technology. Software, services, and analytics that buy,
sell, measure, and optimize digital advertising. I've worked extensively
in this vertical with Convertro, Oath, Verizon, and Measured.

### Incrementality

A measurement methodology in marketing that estimates the lift caused
specifically by an ad campaign versus what would have happened without
it. The basis for the Measured analytics platform I architected.

### MTA (Multi-Touch Attribution)

A marketing analytics approach that distributes credit for a conversion
across the multiple ad interactions that preceded it. The Convertro
platform is an MTA system.

### GDPR

General Data Protection Regulation. EU regulation governing personal
data handling. I built the data-expungement front-end and AWS API
Gateway / Lambda infrastructure that brought Convertro into compliance.

## Crypto, FinTech, and DeFi

### DeFi

Decentralized Finance. Financial applications built on blockchain
protocols, typically with smart contracts replacing intermediaries.
Term Structure Pro is a DeFi borrow-and-lend platform I built.

### Fireblocks MPC Wallet

A multi-party computation (MPC) custody platform that splits private
keys across multiple parties so no single party can unilaterally sign a
transaction. Used as the wallet layer for Term Structure Institutional.

### ZK Rollup (Zero-Knowledge Rollup)

A Layer-2 blockchain scaling technique that batches transactions
off-chain and posts a succinct cryptographic proof to the base chain.
Term Structure's custom ZK Rollup is the throughput layer for its
trading products.

## Engineering patterns and platforms

### B2B / B2C

Business-to-Business and Business-to-Consumer. Describes whether a
product is sold to companies or to individuals. I build for both, with
a heavier focus on B2B SaaS.

### MVP

Minimum Viable Product. An early version of a product that has just
enough features to demonstrate end-to-end functionality and validate
the underlying idea with real users.

### NX Monorepo

A build system and tooling layer for managing multiple related
applications and libraries in a single repository. Used to coordinate
the three micro-applications that make up Term Structure Pro.

### Philips HSDP

Philips HealthSuite Digital Platform. A cloud platform for hosting
healthcare applications with HIPAA-grade data handling. Used as the
patient-data backbone in the Dyaco physical-therapy project.

### RBAC

Role-Based Access Control. A security model that grants permissions
based on a user's role rather than per-user. Implemented in the Term
Structure Admin Console to control who can administer the protocol.

### SaaS

Software-as-a-Service. Centrally hosted, subscription-licensed software
accessed over the network. The dominant business model for the products
I build.

## Sitemap

[Full site index](/sitemap.md)