IAB Flashcards
1
Q
360 video ads
A
immersive or spherical videos where a view in every direction is recorded at the same time
2
Q
ABS (acronym)
A
adaptive birate streaming
3
Q
ABS
A
a technical process that adjusts the quality of a video based on changing network conditions, video buffer status, and CPU utilization to ensure the best possible viewer experience
4
Q
ACR (acronym)
A
automated content recognition
5
Q
ACR
A
an opt-in identification technology embedded in a device that allows content to be recognized by video, audio or watermark cues and matched back to a database for verification that a consumer has seen the ad
6
Q
Addressability
A
ability to target a message to a device, browser, segment, and/or individual
7
Q
Addressable TV
A
technology that lets you show different ads to different audience segments watching the same TV program on IPTV and set top boxes
8
Q
Advanced TV
A
any television content that has evolved beyond traditional, linear television delivery models, including interactive TV, connected TV, smart TV, linear addressable and VOD addressable
9
Q
Ad network
A
A company that provides both an outsourced sales channel for publishers and an aggregated inventory source for buyers; will often layer in technologies to enhance media buys, such as targeting capabilities, creative generation and optimization
10
Q
Ad operations
A
teams input, serve, target, optimize, manage, and report on the performance and traffic of online ads
11
Q
Ad pod
A
a group of ads expected to play back-to-back in one commercial ad break
12
Q
Ad server
A
Technology used by buyers and sellers to run, optimize, track and report on digital ad campaigns
13
Q
Advertainment
A
media that combines various forms of entertainment with elements of advertising to promote products or brands
14
Q
Age gate
A
an age verification system
15
Q
AR (acronym)
A
augmented reality
16
Q
AR
A
an experience that utilizes a camera to change or enhance something in the user’s real world
17
Q
ATD (acronym)
A
agency trading desk
18
Q
ATD
A
Centralized management platform, specializing in programmatic media management, owned at the holding company level, and used by sister agencies to provide some/all of their programmatic media inventory
19
Q
ATF (acronym)
A
above the fold
20
Q
ATF
A
printed in the top half of the front page of a broadsheet newspaper and so visible when the paper is folded, positioned in the upper half of a web page and so visible without scrolling
21
Q
Audience Segment
A
a group of persons (site visitors, app users, etc.) who have been identified (anonymously) as sharing a range of attributes (demographic, technological, behavioral and more)
22
Q
Automated guaranteed
A
A type of programmatic advertising that refers to the automated direct sale of reserved ad inventory between a buyer and seller
23
Q
Autoplay video ad
A
initiates play without user interaction/an explicit action to start the video
24
Q
Available bit rate
A
the instantaneous delivery rate of data from the source server to destination device through one or many digital networks
25
AVOC (acronym)
audible and viewable on complete
26
AVOC
the percentage of measurable impressions that were audible and viewable when the video reached completion
27
AVOD (acronym)
ad-based video on demand
28
AVOD
a streaming video service that offers consumers access to a catalogue of on-demand content and contains advertisements
29
Beacon
also known as a pixel, a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third-party ad server to track activity
30
Behavioral targeting
using previous online user activity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match advertising creative to users (uses anonymous, non-PII data)
31
Bounce rate (equation)
(Bounce ÷ Total Sent) x 100
32
Branded video content
video content that is supported by a brand and is nonpromotional in nature
33
BT (acronym)
behavioral targetting
34
BT
technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information
35
BTF (acronym)
below the fold
36
C3
commercial ratings plus three days
37
C7
commercial ratings plus seven days
38
CDN (acronym)
content distribution network
39
CDN
a service that hosts online assets and provides content management via servers located around the globe to reduce the latency of downloads to users
40
CMS (acronym)
content management system
41
Competitive separation
length of time between commercials for the same product category or number of ads for a specific product category appearing on a specific web page
42
Consumption targeting
Targeting users based on media consumption habits, trying to reach sports lovers by delivering ads to the sports section of a news site
43
Content management systems
a software application that can be used to manage the creation and modification of digital content
44
Contextual targeting
Targeting based on the site or platform content, using content as a proxy for the type of audience you are trying to reach
45
Conversions
Number of desired actions (e.g., purchase or registration) on landing page
46
Cookies
store a unique identifier, and may contain information like what ads were recently seen (for frequency capping), when the cookie was created (to discover short duration identities)
47
CPA (acronym)
cost per action
48
CPA (equation)
cost ÷ actions
49
CPC (acronym)
cost per click
50
CPC (equation)
cost ÷ clicks
51
CPCV (acronym)
cost per completed view
52
CPCV
the price an advertiser pays every time a video ad runs through to completion
53
CPCV (equation)
Cost ÷ Completed Views
54
CPD (acronym)
cost per download
55
CPD (equation)
Cost ÷ Downloads
56
CPE (acronym)
cost per engagement
57
CPE (equation)
Cost ÷ Engagement Cost
58
CPM (acronym)
cost per thousand
59
CPM (equation)
(Cost ÷ Imps) x 1000
60
CPO (acronym)
cost per order
61
CPO (equation)
Cost ÷ Orders
62
CPP (acronym)
cost per point
63
CPP (equation)
cost of a campaign divided by each full percentage rating point of a targeted demographic that the campaign successfully reaches
64
CPS (acronym)
cost per sale
65
CPS (equation)
cost ÷ sales
66
CPV (acronym)
cost per view
67
CPV
A pricing model where the advertiser only pays for a video start
68
CPVI (acronym)
cost per viewable impression (or VCPM/VCPV)
69
CPVI
A pricing model where the advertiser only pays for video ad impressions that are considered viewable based upon MRC and IAB viewability guidelines
70
Creative optimization
Technology that enables marketers and agencies to manage and control creative assets, and integrates with the ad server to automatically serve up the best-performing creative for each impression
71
Creative boutiques
create the actual ads that will appear for a campaign
72
Cross-screen measurement
tracking and measurement of video metrics across Mobile/Tablet/Out-of-Home/Television/Advanced TV/Desktop
73
CR (acronym)
conversion rate
74
CR (equation)
(Conversions ÷ Total Opens) x 100
75
CTC (acronym)
click to continue
76
CTR (acronym)
click-through rate
77
CTR (equation)
(Clicks ÷ Imps) x 100
78
CTV (acronym)
click to view
79
CTV (acronym)
connected TV
80
CTV
a television set that is connected to the Internet
81
Custom units
paid ads intended to integrate into the content of web pages that do not fall into other native ad categories
82
DAI (acronym)
dynamic ad insertion
83
DAI
technology that allows advertisers to swap out ad creatives in video on demand content
84
Data-driven linear TV
the ability to use different data sets including demographics, interests, and viewing behavior to optimize a linear TV schedule that uses specific networks and dayparts to better reach an advertiser’s audience
85
Data provider
companies who collect digital information about users from various sources, such as websites, apps, or plugins. Audience data is next distributed via DSPs to advertisers across the world
86
Data supplier
Independent (and therefore referred to as “third party”) companies that provide cookie pools, audience profiles and other technology to allow brands to target desired audiences; used by brands, agencies, and inventory providers
87
Demographic targeting
Targeting based on demographic audience criteria such as age, gender, marital status, household income, parental status, etc
88
Digital audio advertising
appear in content for partially or entirely ad-support online radio stations, online versions of terrestrial radio stations, on-demand streaming services and music or spoken-word audio content delivered within a site or app
89
Digital content aggregators
do not create the content that they display on their website, they use technology to pull in or buy content
90
Digital content distributors
publishers, they organize and disseminate content
91
Digital content syndicators
push out content, have a team that creates content but they do not own the sites that release the content
92
Display banners
graphical advertising messages, generally set in a box at the top, bottom or side of page content
93
DMA (acronym)
designated market area
94
DMA
a region where the population can receive the same (or similar) television and radio station offerings, most commonly referring to Nielsen DMAs, which are geographic regions standardized and measured by Nielsen
95
DMP (acronym)
data management platform
96
DMP
centralized computing systems for collecting, integrating and managing large sets of audience data from many different sources
97
DOOH (acronym)
digital out of home
98
DOOH
also referred to as Out-of-Home (OOH) or outdoor media, this is advertising that reaches consumers while they are outside the home, typically via digital signage
99
DR (acronym)
direct response
100
DR
campaigns that tend to have an aggressive call to action for the end user to do something
101
DSP (acronym)
demand side platform
102
DSP
A programmatic tech platform used by media buyers that provides centralized and aggregated inventory from multiple sources including publishers, ad networks, and exchanges
103
Dynamic creative
video ad creative customized in advance and/or able to transform itself upon delivery to target relevant audience segments
104
Earned media
customers become the ad channel
105
eCPM (acronym)
effective Cost Per Thousand
106
eCPM (equation)
total cost ÷ total impressions x 1000
107
Encoded bit rate
the number of bits (or amount of data) per second that has been used to store a media signal
108
Encoding
the change from one physical format to another, i.e., the change from film to digital format, or change from analog to video
109
ER (acronym)
engagement rate
110
ER (equation)
(Engagement ÷ Imps) x 100
111
Exchange
A sales channel between pubs, buyers and networks, aggregating inventory via an online interface that facilitates automated auction-based buying/selling via Real Time Bidding (RTB), a.k.a. the Open Exchange
112
FEP (acronym)
full episode player
113
First party data
collects information from or about users and is the owner or controller of the website or service with which the user interacts directly (Website analytics data, CRM (Customer Relationship Management) data, email data, previous campaign data, inbound or onsite search data, brand surveys, user interest data, and brand app data)
114
Full service agencies
Large size agencies that deal with all types of advertising
115
Geofencing
The use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area
116
Go-to-market strategy
the plan of an organization, utilizing their inside and outside resources, to deliver their unique value proposition to customers and achieve competitive advantage
117
GRP (acronym)
gross rating point
118
GRP
used to measure the size of an audience reached by a specific media vehicle or schedule
119
GRP (equation)
Reach x Frequency
120
Hashed emails
a way of encrypting an email address to use this information to target the subscriber in other spaces they’ve logged in with that address, such as social media and display
121
HTML (acronym)
hypertext markup language
122
HTTPS (acronym)
hypertext transfer protocol secure
123
IAB (acronym)
interactive advertising bureau
124
IFA
The Guidelines for Identifier for Advertising (IFA) on OTT platforms are recommendations on how to maintain a high-quality advertising experience within over-the-top television (OTT) environments
125
IFA (acronym)
identifier for advertising
126
Impressions
Number of times an ad was served /displayed
127
In-ad with native elements
native-like elements within IAB standard ad display ad units
128
In-feed units
(type of native ad) text and/or graphical “headlines” sold within content of other sites
129
In-stream video ad
Played before, during or after the streaming video content that the consumer has requested (Pre-roll, Mid-roll, Post-roll)
130
Interaction level
How deep the user goes within the site (clicks twice, expands, rolls over, etc.)
131
Interaction time
How long a user interacts with the ad
132
Interactive agencies
agencies that specialize in digital advertising
133
Interactive video
digital video creative that can take user input to perform some enhanced actions through elements integrated above and beyond the standard video playback controls
134
Internal flexibility
flexibility within a defined scope – how requirements are to be met
135
Interstitial video ad
video ads that occur between two content pages (less disruptive to consumer)
136
IO (acronym)
insertion order
137
IOT (acronym)
internet of things
138
IOT
the extended network digital devices such as wearables (i.e an Apple Watch, a Fitbit, a Google Glass device, etc.) or home appliances or in-car screens or systems where advertising can appear
139
IP (acronym)
internet protocol
140
IP
the basis for addressing and routing packets across a network of networks
141
IP targeting
Targeting users based at a specific household or business location, based on IP address
142
ISP (acronym)
internet service provider
143
ISP targeting
Targeting based on Internet Service Provider
144
KPI (acronym)
key performance indicator
145
Keyword targeting
Targeting ad delivery based on site keywords
146
Latency
the time it takes for a data packet to move across a network connection or the delay between request and display of content and an ad
147
LDA (acronym)
legal drinking age
148
LEAN (acronym)
Light, Encrypted, Ad choice supported, Non-invasive ads
149
Live streaming video
Video content streamed digitally in real time as the event or program takes place
150
Longtail
used to describe a portion of a statistical graph depicting the far end of a demand curve, a class of websites that each individually garner very little traffic (yet, when aggregated via networks and exchanges, offers tremendous scale)
151
Long-form video
Video content that always has a content arc with a beginning, middle, and end and that typically lasts longer than 8 minutes. If the content is ad supported, it typically contains breaks (mid-roll)
152
Look-alike targeting
An advertising technique which consists of reaching out an audience similar to an advertiser’s customers
153
Malware
the collective name for a number of malicious software variants, including viruses, ransomware and spyware
154
Managed tag
one way to get an early look at publishers’ inventory at a fixed cost
155
Marketing reporting & analytics
Third-party systems that marketers use to pull-in and analyze data from multiple sources, allowing them to understand advertising spend, engagement performance, and connection to sales
156
MCM (acronym)
multi-channel network
157
MCM
a standalone entity that leverages digital video platforms to enable content producers to program, promote, monetize, and distribute their content as well as offer technical assistance in exchange for a percentage of the ad revenue earned
158
Measurement providers
Companies that provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI
159
Media attribution
Technology that helps buyers see a holistic picture of all systems involved in influencing a desired outcome by a consumer (e.g. a conversion)
160
Media buying agencies
responsible for the media buys placed for advertising campaigns
161
Media management system
tools media buyers use to manage complex campaigns and brand assets, such as images and data
162
Media math
series of media-based calculations used to project out media impression-based investment measurements, including GRPs, CPAs, and TRPs
163
Midroll
a linear video spot that appears in the middle of the video content
164
MMM (acronym)
mixed media modeling
165
MMM
an analytical approach that uses historic information, such as syndicated point-of-sale data and companies’ internal data, to quantify the sales impact of various marketing activities
166
MRAID (acronym)
rich media player ad interface definition
167
MRAID
a protocol used for ad servers, ad units, and mobile devices that enables communication between an ad and a mobile application in order to execute interactions such as geolocation, ad resizing, and accelerometer functions among others
168
MSA (acronym)
master service agreement
169
MSA
a contracted document which outlines the agreed upon terms between a buyer and seller which is used as a baseline to govern future transactions
170
MSO (acronym)
multiple service operator
171
MSO
any cable network operator with more than one cable tv system
172
MVPD (acronym)
multi-channel video programming distributor
173
MVPD
a service provider that delivers video programming services, usually for a subscription fee (pay television)
174
Native advertising
paid ads that attempt to be so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong
175
Native advertising (examples)
in-feed units, paid search units, recommendation widgets, promoted listings, in-ad with native elements and custom ad units
176
NHT (acronym)
non-human traffic
177
NHT
bots
178
O&O (acronym)
owned and operated
179
On target percentage
percentage of the total campaign delivery that is within the advertiser’s campaign-defined goals
180
OOH (acronym)
out of home
181
OOH
advertising that reaches consumers while they are outside the home, typically via digital signage
182
OPA (acronym)
online privacy alliance
183
OPA
a group of corporations and associations who have come together to introduce and promote business-wide actions that create an environment of trust and foster the protection of individuals’ privacy online
184
Open auction
a programmatic marketplace where real time bidding (RTB) occurs, and any advertiser or publisher can participate
185
Open rate (equation)
[Opens ÷ (Total Sent – Bounced)] x 100
186
Opt-in value-exchange ads
premium ads that offer consumers something in exchange for providing their time and attention
187
Opt-out rate (equation)
Opt-outs ÷ (Total Sent – Bounced) x 100
188
Order management system
a computer software system used in a number of industries for order entry and processing
189
OTT (acronym)
over the top
190
OTT
a device that can connect to a TV (or functionality within the TV itself) to facilitate the delivery of Internet-based video content (i.e., streaming boxes, media streaming devices, Smart TV’s and gaming consoles)
191
OTT streaming video
content streamed over the internet to a connected device (primarily connected TV) without the need for set top boxes or converters
192
Out-stream video ad
video advertising that takes place outside of In-Stream Video content
193
Overlay
a media element or ad unit that ‘floats’ above other content briefly when initiated
194
OVP (acronym)
online video platform
195
Owned media
any corporate content/asset that belongs to your brand that you create and have control over
196
Pacing
the rate at which a digital ad campaign uses up its pre-set number of impressions (for a fixed/reserved campaign) or budget (for an auction-based/unreserved campaign)
197
Packaging strategy
redesigning packaging for marketing purposes and determining the resources and systems that are used to meet long-term objectives
198
Paid media
any media that is paid for to drive traffic to owned media properties
199
Paid search units
(type of native ad) text advertising deeply integrated into search results pages
200
PII (acronym)
personally identifiable information
201
PII
User data that can be used to contact the user directly includes postal address and email address
202
Pixels
used to collect data for web site and ad delivery analytics, and also specific events such as a registration or conversion
203
PMP (acronym)
private marketplace
204
PMP
a programmatic marketplace where real time bidding (RTB) occurs, yet only select advertisers are allowed to bid on a vendor’s inventory
205
Polite file load
withholding a portion of the total ad creative file size (besides any initial file load size) from loading on a page until publisher content has loaded
206
POP (acronym)
point of purchase
207
POP
the moment when a consumer is about to buy something; often times advertisers will place an ad or a special offer to increase the pending purchase
208
Postroll
a linear video spot that appears after the video content completes
209
PPC (acronym)
pay per click
210
PPC
an advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message through to their website
211
Price floor
the minimum bid required for an ad impression in an auction-based media market
212
Programmatic
media or ad buying that uses technology to automate and optimize, in real time, the ad buying process, serves targeted and relevant experiences to consumers across channels
213
Promoted listings
(type of native ad) a suggestion list of (paid) products or services, integrated into recommendation engines to be helpful to targeted users
214
Quartiles
percentage of video ad viewed continuously at a normal speed
215
Real-time guaranteed
Buyers can see how many eligible impressions are available by syncing up their DMP or DSP to that of their prospective publisher partner, avoiding unexpected costs
216
Recommendation widgets
(type of native ad) a suggestion list of (paid) headlines well integrated into pages and helpful to targeted users
217
Remarketing
serving targeted ads to people who have already visited or taken action on your website
218
Remnant
advertising space or time slots that a media company has been unable to sell
219
Research providers
Third-party resource used by buyers and sellers in the media planning stage to understand consumer behavior and industry benchmarks
220
Responsive design
a web design technology based in HTML5 coding that enables a web page to respond to the user's digital environment based on screen size, platform and device orientation
221
Response rate (equation)
Responses ÷ (Total Sent – Bounced) x 100
222
Retargeting
Advertising technique in which online advertising is targeted to consumers based on their previous Internet actions
223
Revenue management
the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management
224
RFI (acronym)
request for information
225
RFP (acronym)
request for proposal
226
Rich media
interactive, complex banner ads that can include advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content such as games, picture galleries, expandable panels, and so on
227
ROAS (acronym)
return on ad spend
228
ROAS (equation)
Rev ÷ Cost
229
ROI (acronym)
return on investment
230
ROI (equation)
(Rev - Cost) ÷ Cost
231
RON (acronym)
run of network
232
RON
an ad placed to run on all sites within a given network of sites at the ad networks own discretion, according to available inventory
233
ROS (acronym)
run of site
234
ROS
an ad placed to rotate on all non-featured ad spaces across an entire site
235
RPD (acronym)
return path data
236
RPD
TV tuning data that comes from set-top boxes in cable and satellite subscribers’ homes
237
RPM (acronym)
revenue per thousand
238
RPM (equation)
(Revenue ÷ Imps) x 1000
239
RSS (acronym)
real simple syndication
240
RTB (acronym)
real time bidding
241
RTB
way of transacting media that allows an individual ad impression to be put up for bid in real time
242
Search advertising
appear as text ads on search engine results pages, the brand or website pays a fee to the search engine if the user clicks on the search ad
243
Second party data
a first party that sells or shares data to a non-affiliated website or service (a 3rd party)
244
SEM (acronym)
search engine marketing
245
SEM
the practice of providing search advertising solutions to maximize SEO
246
SEO (acronym)
search engine optimization
247
SEO
the process of improving the volume and quality of traffic to a website from search engines via natural (organic or algorithmic) search results
248
Shared Media
the combination of Earned Media with either Paid or Owned Media
249
Short-form video
Video content that has a duration of less than 8 minutes
250
Site measurement & analytics
Third-party resource used by publishers to determine how to better develop and optimize content to grow and ensure greater engagement with their audiences
251
Site server
Ad serving that is executed by the original inventory source, and usually includes functionality to manage inventory availability
252
Skippable video ad
Video ads that allow viewers to skip after a predetermined number of seconds
253
SLA (acronym)
service level agreement
254
SOV (acronym)
share of voice
255
SOV
the process of improving the volume and quality of traffic to a website from search engines via natural (organic or algorithmic) search results
256
Sponsored content
material in an online publication which resembles the publication's editorial content but is paid for by an advertiser for promotion
257
SSAI (acronym)
server side ad insertion
258
SSAI
the process of stitching video content and ads together on the server side level rather than on the browser level, allows for smoother ad user experiences and for publishers to mitigate ad blocking
259
SSP (acronym)
sell-side platform/supply side platform
260
SSP
a technology platform that provides outsourced media selling and ad network management services for publishers
261
Standard banners
display banners with a simple image or animation, and a single click-through action
262
STB (acronym)
set top box
263
STB
a device electronic device that connects to a tv providing connectivity to the internet, game systems, or cable systems
264
Sticky video ad
video ads that are anchored to the bottom or top of the screen and follow the user as they scroll (ad height MUST be less than 25% of the screen height, ad MUST have a clear boundary to separate it from the content, cover the full width of the screen edge to edge and have a ‘close button’ above top right corner of the ad)
265
Streaming
1) Technology that permits continuous audio and video delivered to a device from a remote website 2) An Internet data transfer technique that allows the user to see and hear audio and video files
266
SVOD (acronym)
subscription video on-demand
267
SVOD
a streaming service that consumers subscribe to for a fee and can access a catalogue of on-demand content
268
T&C (acronym)
terms and conditions
269
TAG (acronym)
Trustworthy Accountability Group
270
TAG
anti-fraud Trustworthy Accountability Group, registration determines that a company is a legitimate player and not a fraudulent entity such as a malware distributor or bot net disseminator
271
Tags
software code that an advertiser provides to a publisher or ad network that calls the advertiser’s ad server for the purposes of displaying an advertisement
272
Tag management
A technology service that interacts with an ad server to help buyers and sellers consolidate tags to ensure faster delivery
273
Third party data
any information collected by an entity that does not have a direct relationship with the user the data is being collected on (often times, third party data is generated on a variety of websites and platforms and is then aggregated together by a third-party data provider such as a DMP, Cookies, “Device IDs” and IP addresses and beacons)
274
Transcoding
the creation of a file from one of a similar format, i.e., compressing a video file (e.g., mp4) at different bitrates from a source file (e.g., MOV)
275
TRP (acronym)
target rating point
276
TRP (equation)
Reach among target audience (%) x Average frequency
277
TRP
metric used to measure the size of the specific target audience reached by a specific media vehicle, within the larger audience population
278
TVE (acronym)
TV everywhere
279
TVE
an online business model in which television broadcasters, particularly cable networks, allow their customers to access live and/or on-demand video content
280
UGC (acronym)
user generated content
281
Universe
total population of audience being measured
282
Unique open rate (equation)
(Unique Opens ÷ Total Imps) x 100
283
URL (acronym)
universal resource locator
284
VAST (acronym)
video ad serving template
285
VAST
a framework for serving ads to a video player, expected player behavior for executing ads that are supplied using VAST
286
VCPM (acronym)
viewable cost per thousand
287
VCPM (equation)
Total Spend / ((Total impressions * % in-view) / 1000)
288
VCR (acronym)
video ad completion rate
289
Verification tools
independent companies that offer advertisers the ability to ensure that their ads are appearing in the correct environment
290
Verification & privacy
Third-party companies that give buyers the ability to monitor their live campaigns in real time to ensure impressions are appearing against desired content, protecting the buyer from wasting dollars on fraudulent impressions or objectionable ad placements
291
Vertical visual ads
“Vertical Video” is displayed in portrait mode, mostly displayed on mobile devices
292
Video aspect ratio
size, two main ones are widescreen (16:9) and standard (4:3)
293
Video level data
Information about a video comprised by analysis of available metadata, which is used to help users search for videos and help marketers with content targeting efforts
294
Viewability rate
the percentage of video ad impressions that were deemed viewable as per the video viewability definition of the measurement vendor
295
Viewable video impression
a desktop or mobile video ad in which 50% of the ad's pixels are on in an in-focus broswer tab for 2 seconds
296
VMAP (acronym)
video mobile ad player
297
VMAP
allows the definition of the number of ad pods and how long each should be for the full piece of content
298
VMVPD (acronym)
virtual mvpd
299
VMVPD
new form of digital-only cable alternative which provides access to on-demand and live content delivered over the internet without the traditional network infrastructure
300
VOD (acronym)
video on demand
301
VOD
video content that is controlled, enabled, and consumed whenever a viewer wants
302
VPAID (acronym)
video player ad interface definition
303
VPAID
the protocol between the ad and the video player required to enable ad interactivity and other advanced video advertising functionality
304
VR (acronym)
virtual reality
305
WAP (acronym)
wireless application protocol
306
WAP
a specification for a set of communication protocols to standardize the way that wireless devices, such as cellular mobile telephones, PDAs and others access and browse internet-based content
307
Waterfall
the order of priority in which advertisers have the opportunity to buy inventory
308
Wearables
devices, such as the apple watch or Fitbit, that are physically worn on a consumer and can connect to the internet or communicate with a computer or smartphone
309
Whitelist
a list of website domains that the advertiser is willing to serve its ads on
310
Widget
a small application designed to reside on a pc desktop or within a web-based portal or social network site offering useful or entertaining functionality to the end user
