A Brief Guide to Understanding the Advanced TV Ecosystem
Household-level targeting of advertising on TV.
ADVANCED TARGETING DATA
A data set used to make ad decisions beyond traditional age and gender info; may include the use of 1st, 2nd, and 3rd party audience data for buying and targeting.
The practice of allowing multiple buyers to value and bid on a single ad opportunity leveraging 1st, 2nd or 3rd party data within a pre-fulfillment window.
AUTOMATIC CONTENT RECOGNITION (ACR)
Identification technology used to recog- nize content played on a media device or present in a media file. Devices containing ACR support enable users to quickly obtain additional information about the content they have just experienced without any user- based input or search efforts.
A program that is transmitted one-to-ma- ny over airwaves for public reception by anyone with a receiver tuned to the right signal channel. Because it uses the public airwaves, it is subject to regulation by the FCC; signal can be allowed to be retrans- mitted by the owner through other means beyond the airwaves, like a cable
or satellite system.
CONNECTED TV / SMART TV / HYBRID TV
A television set or set-top box with inte- grated Internet connectivity and features that can receive video programming through an open IP method outside of the traditional cable methods. Examples include Roku, Apple TV, Chromecast, and Samsung SmartTV.
DEAL ID / AD ID
A parameter passed between a bid re- quest and bid response to enable one-to- one programmatic buying.
FULL EPISODE PLAYER
An app or other software that delivers online content to a desktop or laptop in typical episodic TV-length format.
The practice of reaching a geographical- ly-defined universe through cable zones, creative versioning (AdTag/AdCopy), or household aggregation.
GUARANTEED BUY / PROGRAMMATIC DIRECT / PROGRAMMATIC GUARANTEE
The direct sale of reserved ad inventory between a buyer and seller, with auto- mation replacing the manual insertion order (IO) process; allows the publisher to regulate the price of inventory to buyers and gives buyers the ability to buy more premium inventory on a direct basis from the publisher.
Digital distribution of television content via the Internet, as opposed to dedicated terrestrial television, cable television, and satellite television.
Content delivered live over the Internet which requires a form of source media (e.g. a video camera, an audio interface, screen capture software), an encoder to digitize the content, a media publisher, and a content delivery network to distrib- ute and deliver the content.
LONG FORM VIDEO
Video content that adheres to traditional episodic lengths of 30 minutes or longer.
The process of changing the current inventory mix to improve a certain metric that improves the campaign’s overall potential to meet its desired objective or outcome.
Content delivered over the internet, outside of a managed network.
REAL-TIME BIDDING (RTB)
Like the stock market for advertising inventory. Multiple buyers make real-time offers for inventory on a per-impression basis, creating a marketplace for advertis- ers to bring their own audience/customer data to TV advertising.
SHORT FORM VIDEO
Video content with a length less than that of traditional episodic TV programs.
Any internet-enabled device capable of receiving and displaying IP-distributed long form content in its native resolution.
Identifying optimal audience concentra- tion of a media plan and making buying decisions based on that plan.
Programming feed that is packaged, created, and distributed through various delivery means to various devices.
May include a TV set, a mobile device, PC, or tablet.
VIDEO ON DEMAND (VOD)
A system that allow users to watch video content when they choose to, rather than having to watch at a specific broadcast time.
SUBSCRIPTION VIDEO ON-DEMAND (SVOD)
A subscription-based VOD service that charges users a monthly fee to access programing. Examples include Netfix, Hulu Plus, Amazon Video, and HBO.
AD-SUPPORTED VIDEO ON DEMAND (ASVOD)
VOD that is supported by advertisers rather than subscription or other fees. YouTube is one example.
1ST PARTY DATA
Data collected and owned by the party who collected it about a consumer or household. This data is proprietary and not available in the marketplace due to limits on its use.
2ND PARTY DATA
Data collected and owned by the publish- er, made available to the buyer at the time of purchase.
3RD PARTY DATA
Data collected by data brokers who license it to advertisers or publishers.
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GLOSSARY OF TERMS
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