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Ad Pod

An ad pod is a group of advertisements that are shown in sequence within a single commercial break, similar to how traditional TV operates. This format allows publishers to load multiple ads from one ad request, creating a streamlined viewing experience that mimics linear TV.

Addressable TV

Addressable TV is a method of advertising where ads are targeted to specific households based on demographics, behavior, or geographic location during live TV broadcasts. This targeted approach is typically managed by cable operators and allows for more personalized advertising.

Advanced TV

Advanced TV encompasses various forms of digital and enhanced television services, including streaming platforms and addressable TV. It represents a broad spectrum of options that allow advertisers to reach viewers through connected TVs (CTV), over-the-top (OTT) devices, and other digital means.

Advertising-Supported Video On-Demand (AVOD)

AVOD refers to a streaming service model where users can access on-demand content for free but are shown pre-roll, mid-roll, or post-roll advertisements. This model allows content providers to offer free streaming while generating revenue through ads.

Automated Content Recognition (ACR)

ACR technology identifies what content is being played on a connected TV device. By recognizing content at the screen level, ACR enables the device or its manufacturer to gather data on content consumption, which can be used to enhance ad targeting and effectiveness measures.

Broadcast TV

Broadcast TV refers to traditional television content transmitted over airwaves, which viewers can access for free without needing a cable subscription. It relies on over-the-air antenna reception.

Cable TV

Cable TV is a television service where content is delivered to subscribers through coaxial or fiber-optic cables. Unlike broadcast TV, it typically requires a paid subscription and offers a wider range of channels and content.

Connected TV (CTV)

Connected TV involves televisions that connect to the internet to stream video content. This connection can be built into the TV itself (Smart TVs) or through external devices such as streaming boxes, dongles, or game consoles.

Cord Cutters

Cord cutters are individuals who cancel their traditional cable or satellite TV subscriptions in favor of alternative internet-based streaming services.

Cord Nevers

Cord nevers are people who have never subscribed to traditional cable or satellite TV services and instead prefer using online streaming services exclusively.

Cord Shavers

Cord shavers are those who reduce their cable subscriptions — not completely cutting off but scaling back their service packages — in response to the availability of internet-based media.

CTV Device

A CTV device is any device that enables a traditional TV to connect to the internet, thereby supporting the streaming of video content without the necessity for a cable subscription.

Free Ad-Supported Television (FAST)

FAST is a streaming model that offers viewers free access to linear and on-demand programming supported by advertisements, integrating elements of traditional and new-age broadcasting.

Full-Episode Player (FEP)

An FEP is a platform that streams full-length TV episodes, typically ranging from 30 to 60 minutes, complete with commercial breaks. It can be accessed across various devices, including mobile apps and web browsers.

Gross Rating Point (GRP)

A GRP is a standard measure in advertising that quantifies the exposure of an ad campaign. It represents one percent of the targeted audience reached by a single advertisement.

Multichannel Video Programming Distributor (MVPD)

An MVPD is a service provider that delivers multiple channels of video content, such as cable or satellite TV, often for a subscription fee. Virtual MVPDs (vMVPDs) like YouTube TV and Sling offer similar services through online streaming.

Incremental Reach

Incremental reach is a campaign metric that aims to capture additional viewers who are not regular watchers of linear TV, focusing ad spend on those who are less exposed to traditional TV advertising.

Linear TV

Linear TV refers to the traditional format of watching television, where viewers tune into scheduled programs at specific times on specific channels, typically accessed via cable or satellite.


Livestreaming is the real-time broadcasting of video content over the internet, allowing viewers to watch events, shows, or other content as it happens.

On-Target Percentage (OTP)

OTP measures how effectively an advertising campaign reaches its intended demographic, calculated as the percentage of ad impressions that hit the target audience.

Over-The-Top (OTT)

OTT refers to media services that deliver TV and film content via the internet, bypassing traditional distribution. Viewers can access this content on various devices, including smartphones, tablets, and Smart TVs.

Reach (TV-specific)

In TV advertising, reach denotes the number of distinct viewers who see an advertisement at least once during a campaign, often expressed as a percentage of the target demographic.