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IAB Set > IAB > Flashcards

IAB Flashcards

1
Q

360 video ads

A

immersive or spherical videos where a view in every direction is recorded at the same time

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2
Q

ABS (acronym)

A

adaptive birate streaming

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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

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4
Q

ACR (acronym)

A

automated content recognition

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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

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6
Q

Addressability

A

ability to target a message to a device, browser, segment, and/or individual

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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

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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

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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

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10
Q

Ad operations

A

teams input, serve, target, optimize, manage, and report on the performance and traffic of online ads

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11
Q

Ad pod

A

a group of ads expected to play back-to-back in one commercial ad break

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12
Q

Ad server

A

Technology used by buyers and sellers to run, optimize, track and report on digital ad campaigns

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13
Q

Advertainment

A

media that combines various forms of entertainment with elements of advertising to promote products or brands

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14
Q

Age gate

A

an age verification system

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15
Q

AR (acronym)

A

augmented reality

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16
Q

AR

A

an experience that utilizes a camera to change or enhance something in the user’s real world

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17
Q

ATD (acronym)

A

agency trading desk

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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

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19
Q

ATF (acronym)

A

above the fold

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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

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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)

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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

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23
Q

Autoplay video ad

A

initiates play without user interaction/an explicit action to start the video

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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

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25
Q

AVOC (acronym)

A

audible and viewable on complete

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26
Q

AVOC

A

the percentage of measurable impressions that were audible and viewable when the video reached completion

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27
Q

AVOD (acronym)

A

ad-based video on demand

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28
Q

AVOD

A

a streaming video service that offers consumers access to a catalogue of on-demand content and contains advertisements

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29
Q

Beacon

A

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

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30
Q

Behavioral targeting

A

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)

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31
Q

Bounce rate (equation)

A

(Bounce ÷ Total Sent) x 100

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32
Q

Branded video content

A

video content that is supported by a brand and is nonpromotional in nature

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33
Q

BT (acronym)

A

behavioral targetting

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34
Q

BT

A

technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information

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35
Q

BTF (acronym)

A

below the fold

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36
Q

C3

A

commercial ratings plus three days

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37
Q

C7

A

commercial ratings plus seven days

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38
Q

CDN (acronym)

A

content distribution network

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39
Q

CDN

A

a service that hosts online assets and provides content management via servers located around the globe to reduce the latency of downloads to users

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40
Q

CMS (acronym)

A

content management system

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41
Q

Competitive separation

A

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

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42
Q

Consumption targeting

A

Targeting users based on media consumption habits, trying to reach sports lovers by delivering ads to the sports section of a news site

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43
Q

Content management systems

A

a software application that can be used to manage the creation and modification of digital content

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44
Q

Contextual targeting

A

Targeting based on the site or platform content, using content as a proxy for the type of audience you are trying to reach

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45
Q

Conversions

A

Number of desired actions (e.g., purchase or registration) on landing page

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46
Q

Cookies

A

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)

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47
Q

CPA (acronym)

A

cost per action

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48
Q

CPA (equation)

A

cost ÷ actions

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49
Q

CPC (acronym)

A

cost per click

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50
Q

CPC (equation)

A

cost ÷ clicks

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51
Q

CPCV (acronym)

A

cost per completed view

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52
Q

CPCV

A

the price an advertiser pays every time a video ad runs through to completion

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53
Q

CPCV (equation)

A

Cost ÷ Completed Views

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54
Q

CPD (acronym)

A

cost per download

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55
Q

CPD (equation)

A

Cost ÷ Downloads

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56
Q

CPE (acronym)

A

cost per engagement

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57
Q

CPE (equation)

A

Cost ÷ Engagement Cost

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58
Q

CPM (acronym)

A

cost per thousand

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59
Q

CPM (equation)

A

(Cost ÷ Imps) x 1000

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60
Q

CPO (acronym)

A

cost per order

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61
Q

CPO (equation)

A

Cost ÷ Orders

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62
Q

CPP (acronym)

A

cost per point

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63
Q

CPP (equation)

A

cost of a campaign divided by each full percentage rating point of a targeted demographic that the campaign successfully reaches

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64
Q

CPS (acronym)

A

cost per sale

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65
Q

CPS (equation)

A

cost ÷ sales

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66
Q

CPV (acronym)

A

cost per view

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67
Q

CPV

A

A pricing model where the advertiser only pays for a video start

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68
Q

CPVI (acronym)

A

cost per viewable impression (or VCPM/VCPV)

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69
Q

CPVI

A

A pricing model where the advertiser only pays for video ad impressions that are considered viewable based upon MRC and IAB viewability guidelines

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70
Q

Creative optimization

A

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

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71
Q

Creative boutiques

A

create the actual ads that will appear for a campaign

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72
Q

Cross-screen measurement

A

tracking and measurement of video metrics across Mobile/Tablet/Out-of-Home/Television/Advanced TV/Desktop

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73
Q

CR (acronym)

A

conversion rate

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74
Q

CR (equation)

A

(Conversions ÷ Total Opens) x 100

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75
Q

CTC (acronym)

A

click to continue

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76
Q

CTR (acronym)

A

click-through rate

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77
Q

CTR (equation)

A

(Clicks ÷ Imps) x 100

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78
Q

CTV (acronym)

A

click to view

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79
Q

CTV (acronym)

A

connected TV

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80
Q

CTV

A

a television set that is connected to the Internet

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81
Q

Custom units

A

paid ads intended to integrate into the content of web pages that do not fall into other native ad categories

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82
Q

DAI (acronym)

A

dynamic ad insertion

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83
Q

DAI

A

technology that allows advertisers to swap out ad creatives in video on demand content

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84
Q

Data-driven linear TV

A

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

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85
Q

Data provider

A

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

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86
Q

Data supplier

A

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

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87
Q

Demographic targeting

A

Targeting based on demographic audience criteria such as age, gender, marital status, household income, parental status, etc

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88
Q

Digital audio advertising

A

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

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89
Q

Digital content aggregators

A

do not create the content that they display on their website, they use technology to pull in or buy content

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90
Q

Digital content distributors

A

publishers, they organize and disseminate content

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91
Q

Digital content syndicators

A

push out content, have a team that creates content but they do not own the sites that release the content

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92
Q

Display banners

A

graphical advertising messages, generally set in a box at the top, bottom or side of page content

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93
Q

DMA (acronym)

A

designated market area

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94
Q

DMA

A

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

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95
Q

DMP (acronym)

A

data management platform

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96
Q

DMP

A

centralized computing systems for collecting, integrating and managing large sets of audience data from many different sources

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97
Q

DOOH (acronym)

A

digital out of home

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98
Q

DOOH

A

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

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99
Q

DR (acronym)

A

direct response

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100
Q

DR

A

campaigns that tend to have an aggressive call to action for the end user to do something

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101
Q

DSP (acronym)

A

demand side platform

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102
Q

DSP

A

A programmatic tech platform used by media buyers that provides centralized and aggregated inventory from multiple sources including publishers, ad networks, and exchanges

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103
Q

Dynamic creative

A

video ad creative customized in advance and/or able to transform itself upon delivery to target relevant audience segments

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104
Q

Earned media

A

customers become the ad channel

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105
Q

eCPM (acronym)

A

effective Cost Per Thousand

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106
Q

eCPM (equation)

A

total cost ÷ total impressions x 1000

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107
Q

Encoded bit rate

A

the number of bits (or amount of data) per second that has been used to store a media signal

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108
Q

Encoding

A

the change from one physical format to another, i.e., the change from film to digital format, or change from analog to video

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109
Q

ER (acronym)

A

engagement rate

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110
Q

ER (equation)

A

(Engagement ÷ Imps) x 100

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111
Q

Exchange

A

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

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112
Q

FEP (acronym)

A

full episode player

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113
Q

First party data

A

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)

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114
Q

Full service agencies

A

Large size agencies that deal with all types of advertising

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115
Q

Geofencing

A

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

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116
Q

Go-to-market strategy

A

the plan of an organization, utilizing their inside and outside resources, to deliver their unique value proposition to customers and achieve competitive advantage

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117
Q

GRP (acronym)

A

gross rating point

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118
Q

GRP

A

used to measure the size of an audience reached by a specific media vehicle or schedule

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119
Q

GRP (equation)

A

Reach x Frequency

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120
Q

Hashed emails

A

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

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121
Q

HTML (acronym)

A

hypertext markup language

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122
Q

HTTPS (acronym)

A

hypertext transfer protocol secure

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123
Q

IAB (acronym)

A

interactive advertising bureau

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124
Q

IFA

A

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

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125
Q

IFA (acronym)

A

identifier for advertising

126
Q

Impressions

A

Number of times an ad was served /displayed

127
Q

In-ad with native elements

A

native-like elements within IAB standard ad display ad units

128
Q

In-feed units

A

(type of native ad) text and/or graphical “headlines” sold within content of other sites

129
Q

In-stream video ad

A

Played before, during or after the streaming video content that the consumer has requested (Pre-roll, Mid-roll, Post-roll)

130
Q

Interaction level

A

How deep the user goes within the site (clicks twice, expands, rolls over, etc.)

131
Q

Interaction time

A

How long a user interacts with the ad

132
Q

Interactive agencies

A

agencies that specialize in digital advertising

133
Q

Interactive video

A

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
Q

Internal flexibility

A

flexibility within a defined scope – how requirements are to be met

135
Q

Interstitial video ad

A

video ads that occur between two content pages (less disruptive to consumer)

136
Q

IO (acronym)

A

insertion order

137
Q

IOT (acronym)

A

internet of things

138
Q

IOT

A

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
Q

IP (acronym)

A

internet protocol

140
Q

IP

A

the basis for addressing and routing packets across a network of networks

141
Q

IP targeting

A

Targeting users based at a specific household or business location, based on IP address

142
Q

ISP (acronym)

A

internet service provider

143
Q

ISP targeting

A

Targeting based on Internet Service Provider

144
Q

KPI (acronym)

A

key performance indicator

145
Q

Keyword targeting

A

Targeting ad delivery based on site keywords

146
Q

Latency

A

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
Q

LDA (acronym)

A

legal drinking age

148
Q

LEAN (acronym)

A

Light, Encrypted, Ad choice supported, Non-invasive ads

149
Q

Live streaming video

A

Video content streamed digitally in real time as the event or program takes place

150
Q

Longtail

A

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
Q

Long-form video

A

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
Q

Look-alike targeting

A

An advertising technique which consists of reaching out an audience similar to an advertiser’s customers

153
Q

Malware

A

the collective name for a number of malicious software variants, including viruses, ransomware and spyware

154
Q

Managed tag

A

one way to get an early look at publishers’ inventory at a fixed cost

155
Q

Marketing reporting & analytics

A

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
Q

MCM (acronym)

A

multi-channel network

157
Q

MCM

A

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
Q

Measurement providers

A

Companies that provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI

159
Q

Media attribution

A

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
Q

Media buying agencies

A

responsible for the media buys placed for advertising campaigns

161
Q

Media management system

A

tools media buyers use to manage complex campaigns and brand assets, such as images and data

162
Q

Media math

A

series of media-based calculations used to project out media impression-based investment measurements, including GRPs, CPAs, and TRPs

163
Q

Midroll

A

a linear video spot that appears in the middle of the video content

164
Q

MMM (acronym)

A

mixed media modeling

165
Q

MMM

A

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
Q

MRAID (acronym)

A

rich media player ad interface definition

167
Q

MRAID

A

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
Q

MSA (acronym)

A

master service agreement

169
Q

MSA

A

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
Q

MSO (acronym)

A

multiple service operator

171
Q

MSO

A

any cable network operator with more than one cable tv system

172
Q

MVPD (acronym)

A

multi-channel video programming distributor

173
Q

MVPD

A

a service provider that delivers video programming services, usually for a subscription fee (pay television)

174
Q

Native advertising

A

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
Q

Native advertising (examples)

A

in-feed units, paid search units, recommendation widgets, promoted listings, in-ad with native elements and custom ad units

176
Q

NHT (acronym)

A

non-human traffic

177
Q

NHT

A

bots

178
Q

O&O (acronym)

A

owned and operated

179
Q

On target percentage

A

percentage of the total campaign delivery that is within the advertiser’s campaign-defined goals

180
Q

OOH (acronym)

A

out of home

181
Q

OOH

A

advertising that reaches consumers while they are outside the home, typically via digital signage

182
Q

OPA (acronym)

A

online privacy alliance

183
Q

OPA

A

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
Q

Open auction

A

a programmatic marketplace where real time bidding (RTB) occurs, and any advertiser or publisher can participate

185
Q

Open rate (equation)

A

[Opens ÷ (Total Sent – Bounced)] x 100

186
Q

Opt-in value-exchange ads

A

premium ads that offer consumers something in exchange for providing their time and attention

187
Q

Opt-out rate (equation)

A

Opt-outs ÷ (Total Sent – Bounced) x 100

188
Q

Order management system

A

a computer software system used in a number of industries for order entry and processing

189
Q

OTT (acronym)

A

over the top

190
Q

OTT

A

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
Q

OTT streaming video

A

content streamed over the internet to a connected device (primarily connected TV) without the need for set top boxes or converters

192
Q

Out-stream video ad

A

video advertising that takes place outside of In-Stream Video content

193
Q

Overlay

A

a media element or ad unit that ‘floats’ above other content briefly when initiated

194
Q

OVP (acronym)

A

online video platform

195
Q

Owned media

A

any corporate content/asset that belongs to your brand that you create and have control over

196
Q

Pacing

A

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
Q

Packaging strategy

A

redesigning packaging for marketing purposes and determining the resources and systems that are used to meet long-term objectives

198
Q

Paid media

A

any media that is paid for to drive traffic to owned media properties

199
Q

Paid search units

A

(type of native ad) text advertising deeply integrated into search results pages

200
Q

PII (acronym)

A

personally identifiable information

201
Q

PII

A

User data that can be used to contact the user directly includes postal address and email address

202
Q

Pixels

A

used to collect data for web site and ad delivery analytics, and also specific events such as a registration or conversion

203
Q

PMP (acronym)

A

private marketplace

204
Q

PMP

A

a programmatic marketplace where real time bidding (RTB) occurs, yet only select advertisers are allowed to bid on a vendor’s inventory

205
Q

Polite file load

A

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
Q

POP (acronym)

A

point of purchase

207
Q

POP

A

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
Q

Postroll

A

a linear video spot that appears after the video content completes

209
Q

PPC (acronym)

A

pay per click

210
Q

PPC

A

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
Q

Price floor

A

the minimum bid required for an ad impression in an auction-based media market

212
Q

Programmatic

A

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
Q

Promoted listings

A

(type of native ad) a suggestion list of (paid) products or services, integrated into recommendation engines to be helpful to targeted users

214
Q

Quartiles

A

percentage of video ad viewed continuously at a normal speed

215
Q

Real-time guaranteed

A

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
Q

Recommendation widgets

A

(type of native ad) a suggestion list of (paid) headlines well integrated into pages and helpful to targeted users

217
Q

Remarketing

A

serving targeted ads to people who have already visited or taken action on your website

218
Q

Remnant

A

advertising space or time slots that a media company has been unable to sell

219
Q

Research providers

A

Third-party resource used by buyers and sellers in the media planning stage to understand consumer behavior and industry benchmarks

220
Q

Responsive design

A

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
Q

Response rate (equation)

A

Responses ÷ (Total Sent – Bounced) x 100

222
Q

Retargeting

A

Advertising technique in which online advertising is targeted to consumers based on their previous Internet actions

223
Q

Revenue management

A

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
Q

RFI (acronym)

A

request for information

225
Q

RFP (acronym)

A

request for proposal

226
Q

Rich media

A

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
Q

ROAS (acronym)

A

return on ad spend

228
Q

ROAS (equation)

A

Rev ÷ Cost

229
Q

ROI (acronym)

A

return on investment

230
Q

ROI (equation)

A

(Rev - Cost) ÷ Cost

231
Q

RON (acronym)

A

run of network

232
Q

RON

A

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
Q

ROS (acronym)

A

run of site

234
Q

ROS

A

an ad placed to rotate on all non-featured ad spaces across an entire site

235
Q

RPD (acronym)

A

return path data

236
Q

RPD

A

TV tuning data that comes from set-top boxes in cable and satellite subscribers’ homes

237
Q

RPM (acronym)

A

revenue per thousand

238
Q

RPM (equation)

A

(Revenue ÷ Imps) x 1000

239
Q

RSS (acronym)

A

real simple syndication

240
Q

RTB (acronym)

A

real time bidding

241
Q

RTB

A

way of transacting media that allows an individual ad impression to be put up for bid in real time

242
Q

Search advertising

A

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
Q

Second party data

A

a first party that sells or shares data to a non-affiliated website or service (a 3rd party)

244
Q

SEM (acronym)

A

search engine marketing

245
Q

SEM

A

the practice of providing search advertising solutions to maximize SEO

246
Q

SEO (acronym)

A

search engine optimization

247
Q

SEO

A

the process of improving the volume and quality of traffic to a website from search engines via natural (organic or algorithmic) search results

248
Q

Shared Media

A

the combination of Earned Media with either Paid or Owned Media

249
Q

Short-form video

A

Video content that has a duration of less than 8 minutes

250
Q

Site measurement & analytics

A

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
Q

Site server

A

Ad serving that is executed by the original inventory source, and usually includes functionality to manage inventory availability

252
Q

Skippable video ad

A

Video ads that allow viewers to skip after a predetermined number of seconds

253
Q

SLA (acronym)

A

service level agreement

254
Q

SOV (acronym)

A

share of voice

255
Q

SOV

A

the process of improving the volume and quality of traffic to a website from search engines via natural (organic or algorithmic) search results

256
Q

Sponsored content

A

material in an online publication which resembles the publication’s editorial content but is paid for by an advertiser for promotion

257
Q

SSAI (acronym)

A

server side ad insertion

258
Q

SSAI

A

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
Q

SSP (acronym)

A

sell-side platform/supply side platform

260
Q

SSP

A

a technology platform that provides outsourced media selling and ad network management services for publishers

261
Q

Standard banners

A

display banners with a simple image or animation, and a single click-through action

262
Q

STB (acronym)

A

set top box

263
Q

STB

A

a device electronic device that connects to a tv providing connectivity to the internet, game systems, or cable systems

264
Q

Sticky video ad

A

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
Q

Streaming

A

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
Q

SVOD (acronym)

A

subscription video on-demand

267
Q

SVOD

A

a streaming service that consumers subscribe to for a fee and can access a catalogue of on-demand content

268
Q

T&C (acronym)

A

terms and conditions

269
Q

TAG (acronym)

A

Trustworthy Accountability Group

270
Q

TAG

A

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
Q

Tags

A

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
Q

Tag management

A

A technology service that interacts with an ad server to help buyers and sellers consolidate tags to ensure faster delivery

273
Q

Third party data

A

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
Q

Transcoding

A

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
Q

TRP (acronym)

A

target rating point

276
Q

TRP (equation)

A

Reach among target audience (%) x Average frequency

277
Q

TRP

A

metric used to measure the size of the specific target audience reached by a specific media vehicle, within the larger audience population

278
Q

TVE (acronym)

A

TV everywhere

279
Q

TVE

A

an online business model in which television broadcasters, particularly cable networks, allow their customers to access live and/or on-demand video content

280
Q

UGC (acronym)

A

user generated content

281
Q

Universe

A

total population of audience being measured

282
Q

Unique open rate (equation)

A

(Unique Opens ÷ Total Imps) x 100

283
Q

URL (acronym)

A

universal resource locator

284
Q

VAST (acronym)

A

video ad serving template

285
Q

VAST

A

a framework for serving ads to a video player, expected player behavior for executing ads that are supplied using VAST

286
Q

VCPM (acronym)

A

viewable cost per thousand

287
Q

VCPM (equation)

A

Total Spend / ((Total impressions * % in-view) / 1000)

288
Q

VCR (acronym)

A

video ad completion rate

289
Q

Verification tools

A

independent companies that offer advertisers the ability to ensure that their ads are appearing in the correct environment

290
Q

Verification & privacy

A

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
Q

Vertical visual ads

A

“Vertical Video” is displayed in portrait mode, mostly displayed on mobile devices

292
Q

Video aspect ratio

A

size, two main ones are widescreen (16:9) and standard (4:3)

293
Q

Video level data

A

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
Q

Viewability rate

A

the percentage of video ad impressions that were deemed viewable as per the video viewability definition of the measurement vendor

295
Q

Viewable video impression

A

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
Q

VMAP (acronym)

A

video mobile ad player

297
Q

VMAP

A

allows the definition of the number of ad pods and how long each should be for the full piece of content

298
Q

VMVPD (acronym)

A

virtual mvpd

299
Q

VMVPD

A

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
Q

VOD (acronym)

A

video on demand

301
Q

VOD

A

video content that is controlled, enabled, and consumed whenever a viewer wants

302
Q

VPAID (acronym)

A

video player ad interface definition

303
Q

VPAID

A

the protocol between the ad and the video player required to enable ad interactivity and other advanced video advertising functionality

304
Q

VR (acronym)

A

virtual reality

305
Q

WAP (acronym)

A

wireless application protocol

306
Q

WAP

A

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
Q

Waterfall

A

the order of priority in which advertisers have the opportunity to buy inventory

308
Q

Wearables

A

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
Q

Whitelist

A

a list of website domains that the advertiser is willing to serve its ads on

310
Q

Widget

A

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

IAB Set (1 decks)

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