2024 Connected TV Advertising Glossary A-Z

 

Our 2024 glossary covers a wide range of new terms and concepts essential for professionals in the connected TV advertising, streaming TV, and programmatic advertising industries.

1. Connected TV (CTV)

A television set that is connected to the internet, allowing viewers to stream content from various apps and services.

2. Over-the-Top (OTT)

Content provided via internet streaming services rather than through traditional cable or satellite television providers.

3. Addressable TV

A form of television advertising that allows advertisers to show different ads to different households watching the same program.

4. Advanced TV

A broad term that includes addressable TV, connected TV, OTT, and other forms of digital television delivery.

5. Linear TV

Traditional broadcast television programming where content is scheduled and viewers watch at set times.

6. Video On Demand (VOD)

A service that allows users to select and watch video content when they choose, rather than at a scheduled broadcast time.

7. Ad-Supported Video on Demand (AVOD)

A VOD service where content is available for free, but is supported by ads.

8. Subscription Video on Demand (SVOD

A VOD service that requires users to pay a subscription fee to access content.

9. Hybrid TV

Television that combines traditional broadcast TV with internet connectivity, allowing for a mix of linear and on-demand viewing.

10. Streaming

The transmission of audio or video content over the internet to a device in real-time, without requiring the entire file to be downloaded first.

11. Live Streaming

Streaming media that is broadcast live over the internet, as it happens.

12. Smart TV

A television set that is integrated with internet and interactive web features, allowing for streaming apps and online content.

13. Streaming Platform

 A digital service or website that offers streaming content to users, such as Netflix, Hulu, or Amazon Prime Video.

14. User Interface (UI)

The visual part of a streaming platform or app that users interact with to navigate and select content.

15. Application Programming Interface (API)

 A set of tools and protocols that allow different software applications to communicate with each other.

16. Programmatic Advertising

The automated buying and selling of online advertising space, often using artificial intelligence and real-time bidding.

17. Real-Time Bidding (RTB)

A method of buying and selling online ad impressions through real-time auctions that occur in the time it takes a webpage to load.

18. Demand-Side Platform (DSP

 A system that allows advertisers to buy digital ad inventory across multiple exchanges from one interface.

19. Supply-Side Platform (SSP)

 A platform that enables publishers to sell their digital ad inventory programmatically.

20. Ad Exchange

A digital marketplace where advertisers and publishers buy and sell ad space in real-time.

21. Header Bidding

An advanced programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before requesting bids from their ad servers.

22. Private Marketplace (PMP)

 A programmatic marketplace where deals are made directly between publishers and advertisers, often offering premium inventory.

23. Programmatic Direct

A type of programmatic advertising where ad space is bought directly from the publisher at a fixed price, bypassing auctions.

24. Audience Segmentation

The process of dividing a broad consumer or business market into sub-groups based on shared characteristics.

25. First-Party Data

Data collected directly by a company from its customers, such as website activity, purchase history, and subscription information.

26. Third-Party Data

 Data collected by an entity that does not have a direct relationship with the users the data is collected from, often aggregated from various sources.

27. Contextual Targeting

 A method of targeting ads based on the content of a webpage, ensuring that the ad is relevant to the page's content.

28. Behavioral Targeting

 A method of targeting ads based on users' past behavior, such as browsing history and previous interactions with ads.

29. Viewability

A measure of whether an ad had the opportunity to be seen by a user, typically defined by the Media Rating Council (MRC) as 50% of the ad being in view for at least one second.

30. Click-Through Rate (CTR)

 A metric that measures the number of clicks an ad receives divided by the number of times it is shown (impressions).

31. Conversion Rate

The percentage of users who complete a desired action, such as making a purchase, after clicking on an ad.

32. Cross-Device Tracking

 Technology that enables tracking a user across multiple devices, such as smartphones, tablets, and connected TVs, to provide a unified view of user behavior.

33. Attribution

The process of determining which touchpoints in a consumer's journey contributed to a conversion.

34. Data Management Platform (DMP)

 A software platform used for collecting and managing data, primarily for digital marketing purposes.

35. Customer Data Platform (CDP)

A type of software that collects and organizes customer data from various sources into a unified customer database.

36. Omnichannel Marketing

 An approach that provides customers with a seamless experience across all channels and touchpoints, whether online or offline.

37. Second-Party Data

 Data that is shared directly between two entities, often through partnerships, where one company’s first-party data is used by another company.

38. Dynamic Ad Insertion (DAI)

 A technology that allows for the real-time insertion of ads into a streaming content stream.

39. Frequency Capping

 A technique used to limit the number of times a specific user sees an ad within a given time period.

40. Lookalike Modeling

A process of identifying and targeting new users who resemble an advertiser’s existing customers based on various data points.

41. Cost Per Mille (CPM)

A pricing model where advertisers pay a cost per thousand impressions of their ad.

42. Cross-Device Attribution

The process of attributing credit for a conversion across multiple devices used by the same user.

43. Ad Tech

 The umbrella term for software and tools used in digital advertising, including DSPs, SSPs, ad exchanges, and more.

44. Header Tag

 A piece of code placed in the header of a webpage to facilitate header bidding.

45. OpenRTB

 An open protocol for real-time bidding in online advertising.

46. Waterfalling

 A traditional method of selling ad inventory where ad requests are passed from one ad network to another in a sequential manner.

47. Yield Management

The process of maximizing revenue from ad inventory by optimising the price and allocation of ad space.

48. Inventory

The ad space available for sale on a publisher’s website or app.

49. Fill Rate

 The percentage of ad requests that are filled with ads.

50. Ad Impression

 A metric that counts how many times an ad is fetched and potentially viewed by users.

51. Ad Network

A company that connects advertisers to websites that want to host advertisements.

52. Ad Server

A technology platform that serves and tracks ads across various websites and apps.

53. View-Through Rate (VTR)

A metric that measures the number of completed views of a video ad.

54. Post-Impression Activity

Actions taken by a user after viewing an ad, such as visiting a website or making a purchase.

55. Retargeting

A form of online advertising that targets users who have previously visited a website or shown interest in a product.

56. Creative

The design and content of an advertisement.

57. Native Advertising

A type of advertising that matches the form and function of the platform on which it appears.

58. Interstitial Ad

A full-screen ad that appears between content pages or during natural breaks in the user experience.

59. Skippable Ad

A video ad format that allows viewers to skip the ad after a few seconds.

60. Non-Skippable Ad

A video ad format that must be watched before the desired content can be viewed.

61. Overlay Ad

 An ad that appears over the content being viewed, typically in a transparent layer.

62. Companion Ad

 A display ad that accompanies a video ad, providing additional branding or information.

63. In-Stream Ad

 A video ad that plays before, during, or after streaming video content.

64. Out-Stream Ad

 A video ad that appears outside of video content, such as in an article or blog post.

65. In-App Advertising

The practice of displaying ads within mobile apps.

66. Ad Fraud

 Any deliberate activity that prevents the proper delivery of ads to the intended audience, such as click fraud or impression fraud.

67. Brand Safety

 Measures taken to ensure that an ad does not appear in a context that could harm the advertiser's brand.

68. Geotargeting

Delivering ads to users based on their geographic location.

69. Dayparting

Scheduling ads to appear at specific times of the day.

70. Ad Blocking

The use of software to prevent ads from being displayed on a website.

71. Engagement Rate

 A metric that measures the level of interaction users have with an ad, such as clicks, likes, shares, or comments.

72. Interactive Ad

 An ad that encourages user interaction, such as clicking, swiping, or playing a game.

73. Rich Media

Ads that include advanced features like video, audio, or other elements that encourage viewers to interact with the content.

74. Click-to-Play

 A video ad format that requires the user to click a play button to start the video.

75. Auto-Play

 A video ad format that automatically plays when the ad is in view.

76. Ad Load

The amount of advertising content presented to users in a given period.

77. Brand Lift

An increase in user perception, brand awareness, or other brand metrics resulting from an ad campaign.

78. Programmatic Guaranteed

 A programmatic deal where the buyer and seller agree on a fixed number of impressions at a set price.

79. Cost Per Acquisition (CPA)

 A pricing model where advertisers pay for a specific action taken by a user, such as a purchase or sign-up.

80. Cost Per Click (CPC)

 A pricing model where advertisers pay each time a user clicks on their ad.

81. Cost Per View (CPV)

 A pricing model where advertisers pay for each completed view of their video ad.

82. Cross-Screen Advertising

Coordinated ad campaigns that run across multiple devices, such as TVs, computers, and mobile devices.

83. Second Screen

A secondary device, such as a smartphone or tablet, used while watching TV to enhance the viewing experience.

84. Unified ID

A common identifier used across various platforms and devices to provide a consistent view of the user.

85. Audience Extension

A tactic that allows advertisers to extend their reach beyond their original target audience.

86. Data Onboarding

The process of bringing offline customer data online to be used for digital marketing.

87. Data Clean Room

A secure environment where multiple parties can analyze and match data without sharing raw data with each other.

88. Identity Resolution

The process of connecting multiple identifiers across devices and touchpoints to build a cohesive, omnichannel view of the consumer.

89. Free Ad Supported Streaming (FAST)

FAST is a free, ad-supported streaming service characterised by a viewing schedule, which offers a wide range of TV channels and content.

90. Tag Management System (TMS)

 A platform that helps manage and deploy marketing tags on a website or app without needing to modify the code directly.

91. Multiscreen Campaign

 An advertising campaign designed to reach users across multiple screens, such as TVs, computers, tablets, and smartphones.

92. Interactive TV (iTV)

 A type of television service that allows viewers to interact with the content they are watching.

93. Ad Tech Stack

The combination of technologies and platforms used by an advertiser or publisher to manage and deliver digital advertising.

94. Engagement-Based Pricing

A pricing model where advertisers pay based on user engagement metrics, such as clicks or interactions, rather than impressions.

95. Sequential Messaging

A strategy that delivers a series of messages to users in a specific order to guide them through the conversion funnel.

96. Behavioral Analytics

The practice of analyzing user behavior to understand how they interact with digital content and ads.

97. Advanced Attribution

Techniques that go beyond basic last-click attribution to provide a more comprehensive view of how different touchpoints contribute to conversions.

98. Customer Journey Mapping

The process of visualizing the path a customer takes from initial awareness to conversion and beyond.

99. Cross-Device Retargeting

The practice of targeting ads to users across different devices based on their previous interactions.

100. Full-Funnel Advertising

 A marketing strategy that targets users at every stage of the conversion funnel, from awareness to purchase.