📺 CTV & Video Advertising Terms
CTV (Connected TV)
Internet‑connected TVs or devices (e.g. Roku, Apple TV, smart TVs). Ads served on apps or streaming platforms, typically with scheduled or on‑demand content.
OTT (Over‑the‑Top)
Video content delivered over the internet without a traditional cable or broadcast provider. All CTV is OTT, but not all OTT is CTV.
FAST (Free Ad‑Supported Streaming TV)
Linear TV-like programming delivered for free, financed by advertising. Examples include Pluto TV.
AVOD (Ad‑Supported Video on Demand)
On‑demand video content monetized through ads—free or lower‑cost compared to subscription services.
⚙️ Programmatic & Ad Buying Infrastructure
DSP (Demand‑Side Platform)
Software that enables advertisers to buy and optimize digital video inventory automatically.
SSP (Supply‑Side Platform)
Technology that publishers use to offer video ad inventory programmatically to buyers (like DSPs). These platforms aggregate and sell supply.
Ad Exchange
A digital marketplace where multiple SSPs and DSPs transact in real-time, often via real-time bidding (RTB).
RTB (Real‑Time Bidding)
A process that matches advertisers to ad impressions via instantaneous auctions.
Deal ID
A unique identifier for private or preferred programmatic ad deals, used in PMPs and guaranteed agreements.
Dayparting
A targeting strategy that schedules ads for specific times of day or days of the week.
Yield Management
Adjusting pricing, bidding, and frequency to maximize ad revenue based on supply/demand dynamics.
🎯 Addressability & Targeting
Addressable TV
Allows advertisers to deliver customized ads to specific households or viewers within a stream, increasing targeting precision.
Frequency Capping
Limits how many times a single viewer sees the same ad, reducing audience fatigue.
📊 Metrics & Performance
CPM (Cost Per Mille)
Cost per thousand impressions; a baseline pricing model for digital and CTV ads.
CPV (Cost Per View)
A pricing model where advertisers pay each time a video ad is viewed or completed.
VCR (Video Completion Rate)
Percentage of ads that play to completion; typically very high in CTV (90%+).
Viewability / AVOC (Audible & Visible on Complete)
Measures if an ad was both seen and heard by a viewer—key for guaranteeing performance.
🏙️ OOH & Video Out-of-Home
DOOH (Digital Out-of-Home)
Digital screens in public venues—such as retail displays, gyms, or bars—that allow remote content updates and targeted playback.
Place-Based Media
Addressable DOOH screens in captive environments like gyms or retail spaces where viewers engage for extended periods.
Eyeball CPM (Emerging term)
Eyeball CPM values campaigns based on estimated actual viewers (“eyeballs”) rather than just impressions—ideal for venue-based video screens.
🧩 Data & Identity
DMP / CDP (Data Management / Customer Data Platform)
Platforms for collecting and unifying first- and third-party audience data to inform real-time targeting.
Clean Room / DCR (Data Clean Room)
Secure environments for merging sensitive audience data while upholding privacy standards—common for first-party identity matching.
Cross‑Device Targeting / Attribution
Tracking and targeting the same user across multiple devices, ensuring consistent frequency capping and attribution.
✅ Additional CTV Advertising Mechanics
Ad Pod
A set of back-to-back ads within a single break (pre-, mid-, or post-roll) replicating traditional TV ad pods.
Adaptive Bitrate Streaming (ABS)
Automatically adjusts video quality based on user bandwidth to ensure smooth streaming
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