An overview of definitions from the TV ecosystem.

 The aim of this glossary is to provide you with an extensive overview of frequently used international terminology in our TV ecosystem – offering a clear explanation for each of them – and making it easier for you to understand, sell and buy television advertising.

Read the full report The Global TV Group's TV glossary.

Ad Exchange The ad exchange is the digital marketplace that connects the ‘buy’ and ‘sell’ sides of advertising and media owners; utilised for digital video and programmatic buying of TV. Ad Serving The technology and service that places (serves) ads on websites/applications and collects/ reports performance data. Ad Tag An ad tag is a snippet of code on a website that communicates with ad servers to make the correct digital ad appear on a web page or in an app. Ad Tracking Ad tracking refers to a method for recording campaign delivery metrics between ad servers. Ad Trafficking The process for setting up ads in the ad server so that when an ad request is made to the ad server, the ad is delivered to the publisher. Addressable TV Technology that lets you show different ads to different audience segments watching the same TV program. Those segments could be defined by behavioural, demographic, and geographic factors from first or third party data sets. Advanced Advertising Solutions The growing number of connected screens is a key enabler of changing audience behaviour. This creates an environment where the scale of TV can be delivered programmatically with greater specificity through dynamic data collection, segmentation and targeting. Advertiser-Funded Video On Demand (AVOD) Any type of VOD service that is free to the user and funded by the inclusion of advertising in between programs, movies or clips. This includes services provided by broadcasters and other providers focusing on TV content as well as those where the content is more heavily skewed to user-generated content (UGC) such as YouTube. Agency Trading Desk (ATD) An ATD lives within an agency and helps manage programmatic media buying through a bidding system known as a demand side Platform (DSP). ATDs are set up for the benefit of an agency and its clients to drive efficiency and performance in the media buying process. They allow media buying in an automated and often data-driven fashion. Audience / Thousands (000s) The average number of people (or homes) in a target market that were watching a specific advertising campaign, program or time slot, expressed in absolute figures for that demographic or audience segment. (e.g. 150,000 car buying intenders were watching a commercial break). Audience Segments Refers to the grouping or segmenting of audiences beyond standard demographics such as age, gender and income. For example, audiences can be segmented by: • Location (e.g. postcode, proximity to a store) • Behaviour (e.g. fashionista) • Attitude (e.g. early technology adopter) • Intention (e.g. travel intender) • Ownership (e.g. dog owner) • Lifestyle (e.g. gym junkie)  Audience Targeting A form of campaign targeting that aims to reach a specific audience, based on their demographic, interests, life stage, behaviour, or most likely a combination of these. Audience Trading The buying and selling of TV advertising inventory based on demographics or audience segments. Dynamic trading and programmatic trading are two audience-based trading models. Audience-Based Metric There are four common measures used to quantify audiences: • Audience/Projections/Thousands • TARP (Target Audience Rating Point)Ratings/ GRP/TVR • Reach/Cumulative Reach • Frequency Autoplay Video A video ad or video content that initiates to “play” without user interaction or without an explicit action to start the video (essentially automatically starting without a “play” button being clicked by the user). Behavioural Targeting The practice of using individuals’ online usage for targeting. Time spent, search terms, articles read, and sites visited are just some of the online activity that can be tracked from past online activities. Brand Safety Brand safety is the importance of placing advertising and brand promotion in environments that do not damage the brand through perceived association with inappropriate content. This is measured as ‘Brand Safe %’ or the percentage of impressions that were displayed in brand safe environments. Technology can be used to block ads appearing on web pages where its appearance might negatively impact the advertiser’s brand. Consideration needs to be given to a brand’s exposure in an environment that may damage the brand. For example, the brand ad could appear next to or within an unsafe environment such as religious extremism or pornography. This is an important consideration when advertising on online-only video platforms such as YouTube. TV environments are tightly controlled and considered more brand safe. Brand safety has ramifications for the audience’s level of trust in the platform. An environment that is not brand safe is less trusted, as are the advertising messages that the platform carries. Broadcaster Video On Demand (BVOD) TV watched online is BVOD. It can be watched either live (via live streaming) or on-demand and is available via set-top box, personal computer, mobile device or connected TV. BVOD content is professionally produced, broadcast-quality and includes TV shows and movies, archived shows and BVOD exclusives and originals. Sometimes referred to as catch-Up TV. Used in a small number of markets. Completion Rate Represents the percentage of views of an ad during which the ad was watched to completion. This is calculated by the number of ad impressions delivered to completion divided by total impressions. Connected TV Set A TV set that is connected to the internet, allowing viewers to not only watch broadcast TV live but also to watch VOD, play games, access social media and other services. Also known as smart TV. Contextual Targeting Placing ads within a highly relevant context (that is, environment) for the advertised brand, allowing the ad to be seen in a place where consumers would expect to see the ad or the product or service being advertised. For example, allergy products may choose to contextually target the ‘pollen count’ section of the weather broadcast. Cookies A small text file (up to 4KB) created by a website that is stored in the user’s computer either temporarily for that session only or permanently on the hard disk (persistent cookie). Cookies provide a way for the website to recognise you and keep track of your preferences. Cookies do not work within app environments. Cost per Completed View (CPCV) The price an advertiser pays every time an online video ad runs through to completion. cost per completed view (CPCV) can be used as a measurement of inventory efficiency, or as a currency for trading video. For example, rather than paying for all impressions, some of which may have been stopped part-way, an advertiser only pays an agreed fee for ads that are viewed to completion (CPCV = cost/completed views). This is relevant for online-only video platforms such as Facebook, but not for TV where all ads run to completion regardless of whether they are shown online or broadcast. Cost per GRP/ TVR The cost of reaching a single GRP (gross ratings point) or TVR (TV ratings point). This refers to one per cent of a demographic/audience segment viewing a program at the time. Cost per GRP is expressed as the currency (dollar/ euro) cost of advertising within a program divided by the number of GRPs it will (or does) achieve. For example, if the Nightly News Bulletin costs $4,000 for a 30 second spot and achieves 8 GRPs against the specified target audience, then the Cost Per GRP is: $500. Cost per Thousand (CPM) Cost per thousand (CPM - derived from the French coût par mille) is the cost an advertiser pays to deliver 1,000 ad impressions. CPM = total cost/impressions x 1000. CPM is calculated by dividing the cost of an advertising placement by the number of people or impressions it delivers (expressed in thousands). For example, if the Nightly News Bulletin costs $4,000 for a 30 second spot and achieves an audience of 500,000 then the cost per thousand (CPM) is $8. Custom Audience A Custom Audience is created from a larger customer list and can be based on behavioural, location or demographic data depending on the response required. A custom audience can be created using a DMP for any programmatically bought campaign and then ads can be targeted to that audience. Data Information about consumers that includes, but is not limited to, buying behaviour, personal interests or psychographics. Data can be owned by an advertiser or sourced from external providers. “Declared data” is information about gender, address, age and is provided with consent directly by individuals while “observed data” is gathered by cookies that track preference and interests across the internet. Data Management Platform (DMP) A piece of technology that collects, organises and stores information about individuals’ behaviour (such as their TV viewing and shopping habits) and creates user profiles that are useful for marketers and publishers who want to target those individuals with advertising. Data, Segments and Targeting All marketing wisdom points to the fact that broad reach is critical to business growth. Digital data collection increasingly allows advertisers to complement mass reach with more targeted campaigns that have the express objective of converting a specific target to purchase. The types of data collected within the digital ecosystem enable bespoke segmentation to create a “custom audience” and programmatic buying can then ensure the delivery of advertising to the target segment, in real time. De-duplication The method by which one calculates the number of unique viewers who are exposed to an advertising campaign, program or time slot. This is done by removing from an estimated audience size any individual who may have seen the same piece of content through more than one medium, thus preventing them from being counted more than once. For example, if Steve watched the same show on his TV, on his PC and his smartphone, it would be counted as three views. A “de-duplicated” audience measurement would report Steve as a single viewer. Notice the difference between VIEWS and VIEWERS. Demand Side Platform (DSP) A technology platform that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface. Demographic A basic description of individuals or households using classifications such as age, sex, occupation group, education level, household size, grocery shopper and number of children. Dynamic Ad Insertion (DAI) The ability to place a particular advertisement within a video stream to target an individual depending on its audience segment requirements. DAI is often a component of addressable advertising. Dynamic Trading The use of automated trading to deliver an agreed number of people within an age and sex demographic. This is achieved by frequent rescheduling of advertising based on current and expected audience delivery across specific day parts (rather than specific programs). First Party Data First party data is company-owned data about consumers that is collected by companies through their interactions with consumers. First party data can include data from behaviour, actions or interests demonstrated across website(s); data collated through CRM; subscription data; or cross-platform data from mobile web or apps. Frequency The number of times an individual is exposed to an advertising campaign or program. For digital video, frequency is usually managed through the implementation of a frequency cap (see definition below) when planning media, as higher frequency levels usually come at the expense of reach. This is reported as average frequency and calculated as total number of impressions/reach = average frequency. Frequency Capping Restricting (capping) the number of times (frequency) a specific consumer is shown a particular advertisement. GRP / T VR Gross Ratings Point (GRP) or TVR (TV Ratings point). The proportion of an advertiser’s target audience that is exposed to a campaign or program, expressed as a percentage of the relevant universe estimate for that target audience. It is typically used for TV advertising that is bought against a specific demographic or audience segment. For example, if 720,000 women aged 25-39 were exposed to an advertising campaign from the total universe of 4,800,000 people then the campaign delivers a GRP/TVR of 15 as 720,000/4,800,000 = 0.15. Independent Trading Desk The equivalent of an agency trading desk but operating independently of an agency group. It is a third party company that licenses and supports DSP technology to act as a trading desk for advertisers and agencies. IP Address A unique series of letters, numbers and periods that represent the unique numeric address for each internet-connected device. [Page 10] Location Targeting Targeting relevant messages based on a user’s location, driven largely by mobile location services. Long-form Video Long-form video is generally regarded as single content pieces lasting more than 20 minutes, usually professionally produced TV shows, movies, series and documentary-type videos. If the content is ad-supported, it typically contains breaks for advertising. Look-alike Targeting Allows advertisers to find people who are similar to their customers or prospects by building a look-alike audience. Mid-Form Video Mid-form video is generally regarded as single content pieces where the length of the content has a duration of less than 10 minutes. Shortform video tends to include video clips, music videos, and made-for-web content. Native Advertising The use of paid ads that match the look, feel and function of the media format in which they appear. Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don’t really look like ads at all. The word “native” refers to the content’s coherence with other non-advertising content on the platform. Also known as native content. Native advertising on TV could entail for example advertiser-funded programming (AFP) and product placement (PP). Open Exchange or Open Market Place A biddable open market system in which any seller can make digital inventory available for purchase by any buyer. Supply and demand determine the price at which the inventory is traded. A seller of inventory can set the terms around which they make inventory available into the open exchange, including setting floor prices, establishing blacklists etc. An open market place can also be used to make thirdparty data sets available for advertisers to purchase. Over the Top (OTT) Devices Peripheral devices that connect to the TV set and enable it to be used as a connected TV; allowing users to access AVOD, SVOD and other services, or to “cast” content to the television. Examples include Roku, Firestick, Apple TV, Chromecast, and gaming consoles Product Placement When an advertiser pays for their brand to be shown or used within the content of a program. There are strict rules governing how product placements can appear. Programmatic Trading The use of automated buying and selling with pre-defined buying and selling parameters to deliver an agreed number of people within an audience segment. Programmatic trading requires technology and data to enable frequent re-planning of advertising based on current and expected audience delivery across specific day parts. Reach / Cumulative Reach Reach refers to the total number of different people or households or devices who were exposed to a program, or an advertisement, during a given period. Reach % = reach/ universe estimate. Real Time Bidding (RTB) A type of programmatic buying by which multiple parties (advertisers) submit bids on inventory in a real time, instantaneous auction that occurs via a supply side platform (SSP) (see definition below) during the time it takes the web page to load. Real time bidding is the primary programmatic transaction type that occurs with open exchange trading. Second Party Data Second Party Data is basically first party data that advertisers have purchased directly from the source. Set-Top Box (STB) A set-top box is a peripheral device that connects to a TV set and enables it to receive and decode digital television (DTV) broadcasts. DTV set-top boxes are sometimes called receivers. A set-top box is necessary for TV viewers who wish to use their analog TV sets to receive digital broadcasts. STBs are often provided by cable, satellite or IPTV operators, and many also connect to the internet. This technology is now often built into digital TV sets. Short-form Video Short-form Video is generally only a few minutes long and may include news updates, ‘how to’ videos or funny clips. Consideration should be given to the brand safety of user-generated short form video. If the content is ad-supported, it typically contains pre-roll advertising which may be skippable or non-skippable. Streaming The delivery of video or audio content over the internet, stored in bits which enables it to be played in real time and without viewers having to wait for all the data to download. Subscription Video On Demand (SVOD) A type of VOD service where you have to pay a regular subscription to watch content. Most SVOD services don’t offer advertising. Netflix and Amazon Prime Video are examples of SVOD Supply Side Platform (SSP) SSP is the technology that enables the selling of digital ad impressions in automated transactions. Publishers (i.e. inventory supply side) can sell and manage display, video or native ad inventory on desktop, mobile and connected TV through SSPs. Third Party Data Information about consumer behaviour that is collected and aggregated by third party providers, such as Experian, Quantium or Acxiom, that is available to any party to buy. Time-shifted/Catch-up/Playback TV Linear TV recorded on a personal video recorder (PVR), VCR or other form of timeshifting technology and watched after the live broadcast. Video content that is controlled, enabled and consumed whenever a viewer wants after its official release date or original on-air date and time. Catch-up TV content can be accessed on set-top boxes, connected TVs, mobile web, mobile apps, and video streaming services. If it is advertiser-funded then it is also referred to as AVOD Unique Viewer A term used to describe a single de-duplicated profile of an individual’s viewing consumption across both linear/broadcast TV and/or VOD. Universe Estimate(s) The estimated total population available to target against within a nominated audience segment (demographic, region). User Generated Content (UGC) Video content produced by individuals, often amateurs, and made publicly available. There is little to no means of policing the safety of this content as it can be posted by anyone and viewed virtually immediately. Video On Demand ( VOD) A facility offered by online video providers or broadcasters where households or individuals can access a movie, program or clip that can be watched at any time on any device. Viewability / Viewable Impressions A measure of how many pixels of a video advertisement can be seen, how much of the screen it takes up and for how long it is seen. Viewability is an advertising metric that aims to track only impressions that can be seen.

ABOUT THE GLOBAL TV GROUP

 The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the strength, effectiveness and popularity of TV, regardless of the device or platform it is watched on.