CTV & Linear Definitions

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CTV - Definitions

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Automatic Content Recognition

Automatic Content Recognition:Technology that gathers data from a user of an internet-enabled TV, or Smart TV, to identify and gather TV viewership data.


Ad-Supported Video on Demand

Ad-Supported Video On Demand: A streaming video service that offers consumers access to a free catalogue of on-demand content and contains advertisements. Examples: Tubi, Crackle


Cost Per Acquisition

Cost Per Acquisition: Cost of acquiring a non-paying user (not a customer).


Cost Per Click

Cost Per Click: How much an advertiser pays for each click


Cost Per Completed View

Cost Per Completed View: Price paid by an advertiser to the publisher once a video is viewed all the way through.


Cost Per View

Cost Per Thousand: Cost per thousand calculated as:  media cost/impressions (000).


Cost Per View

Cost Per View: Bidding method where you pay each time a video is played


Click Through Rate

Click Through Rate: People who click on an add


Connected TV

Connected TV: Refers to the physical device that delivers the video content. Connected devices and OTT devices are synonymous

Examples:  include: smart television sets with built-in internet connectivity, televisions hooked up to gaming consoles, and OTT-enabled devices plugged into a TV


Dynamic Ad Insertion

Dynamic Ad Insertion: Technology that allows advertisers to seamlessly insert or swap out ads in content. Dynamic ad placement allows for multiple ads to be rotated through one or more spaces. The ad placement may be affected by audience data.



Publishers keep control of inventory and present what they want to sell


Demand Side Platform

Demand Side Platform: A technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges and ad networks, often using real time bidding. DSPs allow advertisers to buy impressions across a range of publisher sites and could be targeted to specific audience segments.


Effective Cost Per Thousand

Effective Cost Per Mile: Measuring advertising revenue generated across various marketing channels. 


Free Ad-Supported Streaming TV

Free Ad-Supported Streaming TV: Services where users watch ads rather than requiring a paid subscription. Some services are both AVOD and FAST.

Examples:  Xumo, Tubi, Pluto TV


Full-Episode Player

Full-Episode Player: High-quality produced TV content delivered through a streaming device. It is typically 30-60 minutes with commercial breaks.



Frequency is calculated by dividing the total number of impressions by the number of unique persons or households who saw your ad.


Original Equipment Manufacturer

Original Equipment Manufacturer: The rebranding of equipment and selling it. The term initially referred to the company that made the products (the “original” manufacturer), but eventually became widely used to refer to the organization that buys the products and resells them.

Examples: Vizio, Samsung, LG, Sony


Online Video

Online Video: These are the video ads that you see when you visit your favorite news or entertainment site.



Over-The-Top: The umbrella term that covers the delivery of video content via the internet with any device.

Examples:  Amazon Fire TV, Apple TV, Roku and Google Chromecast


Programmatic Guaranteed

Programmatic Guaranteed: The buyer agrees to buy a fixed number of impressions, and the publisher agrees to deliver the exact amount of impressions for a guaranteed price. Both the buyer and the seller (publisher) bring a guarantee to the table.

Examples:  Disney+, Peacock, Paramount+, among others


Private Marketplace

Private Marketplace: An exclusive, invitation-only exchange where premium publishers make their inventory and audiences available to a select group of buyers, programmatically


Programmatic TV

There are many definitions for programmatic TV in the industry; however, the most common is the automation of purchasing audience-based TV advertising through a software platform.



Streaming providers who offer an on-demand online entertainment source for TV shows, movies, and other streaming media (ie. streaming audio ads), and create their own original content.

Examples: Hulu, Peacock, Disney+, Netflix, Paramount+, Tubi



Reach is the number of unique individuals or households that are exposed to your advertisement


Real Time Bidding

Real Time Bidding: Way of transacting media that allows an individual ad impression to be put for bid in real time. This is done through a programmatic auction. RTB allows for the ability to serve ads to consumers based on their demographic, psychographic, or behavioral attributes.


Supply-Side Platforms

Supply-Side Platforms: A software service that publishers can partner with to make their inventory available for programmatic advertising. SSPs play a critical role in the programmatic infrastructure by communicating with DSPs and Ad Exchanges and providing data back to publishers.


Subscription Video On Demand

Subscription Video on Demand: A streaming service that consumers subscribe to for a fee, to access a catalogue of on-demand content.

Examples: Netflix, Peacock, Paramount+, Amazon Prime, Hulu (premier subscription)


User Generated Content

User Generated Content: A form of content that’s created by real people to promote your brand. This includes written ratings and reviews, photos, videos, and even audio that your brand’s customers, followers, ambassadors, or even employees create and share across social and other digital platforms.

Examples:  YouTube


Viewable Cost Per Mile

Viewable Cost Per Thousand: An advertising metric that measures how frequently an ad is seen by users, as opposed to the number of times it’s placed by the seller.


Viewer Completion Rate

Viewer Completion Rate: An engagement metric that lets advertisers know if they’re reaching their audience


Virtual Multichannel Video Programming Distributors

Virtual Multichannel Video Programming Distributors: A pay TV provider delivering broadcast and cable programs via the internet.

Examples: YouTube TV, Sling, Hulu Live, DirecTV Stream


Video On Demand

Video on Demand: Distributors make network programming available that can be accessed by viewers on their own schedules and watched on a TV via their pay-TV provider’s set-top box.


View Through Rate

View Through Rate: Percent of people who saw an ad to completion.

Linear Definitions

Linear - Definitions

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Audience Deficiency Units

Audience Deficiency Units: Units of inventory available to advertisers for inventory purchased that under-delivered


Addressable TV

Addressable TV: Targeted advertising within broadcaster content.


Cost Per Point

Cost Per Point: A way to measure how well, for the price, your ads reach your desired audience.  Unit cost divided by rating. 


Gross Rating Point

Gross Rating Point: GRPs measure the total of all rating points during an advertising campaign without regard for multiple exposures. GRPs equal Reach x Frequency.


Linear TV

A traditional system in which a viewer watches a scheduled TV program at the time it’s broadcast on its original channel.


Multiple-System Operator

Multiple-System Operator: An operator of multiple cable or direct broadcast satellite television


Multiple Video Program Distribution

Multiple Video Program Distributors: A service provider delivering TV programming services to the consumer, often charging a subscription fee.

Examples: Charter, Comcast, Verizon Fios


Run of Network

Run of Network: Ads booked w/ advertising network that can run anywhere within that network


Run of Schedule

Run of Schedule: TV Network can run ad at any time



Set-Top-Box: A hardware device that allows a digital signal from a broadcaster to be received, decoded, and displayed on a television (your cable box)