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Handbook

A practical glossary explaining digital video advertising acronyms and technical terms. Arranged in alphabetical order for your convenience.

1st party cookie: Code placed in a browser by a site you visit.
3rd party cookie: Cookies set by a web site other than viewing currently.
Attribution: Identifying which advertisement triggered a conversion.
Audience Data: Indexed data used for targeting ad campaigns.
Beacon: Web tracking technique.
Blacklist: A list of websites that a buyer does not want to feature on.
Brand safety: Defending against ad fraud or inappropriate alignments by detection and filters.
Safeguarding the brand image.
Conversion: When a user signs up makes a purchase or performs other desired action in response to an ad.

Cookie: A browser-specific anonymous identifier, used for storing information about a specific user web
behaviour and attributes.

CPC (Cost-per-Click)
CPA (Cost-per-Acquisition)
CPP (Cost-per-Point)
CPR (Cost-per-Rating)
CPRP (Cost-per-Rating-Point)
CPM (Cost-per-Mille (1000)
CPV (Cost-per-View)
CTA (Call-to-Action)
CTR (Click-Through-Rate/Ratio)

Dayparting: Promoting an ad at a particular time/s of the day.
Direct buy: Ad inventory inventory-secured and directly with a publisher.
DMP (Data Management Platform) A system for gathering, storing and managing audience data.
DSP (Demand Side Platform) The technology used to buy digital ads in real-time through programmatic buying.
eCPA (Effective Cost per Acquisition)
eCPM Calculates comparable costs by product in a like-for-like formula (CPC x CTR x 1000 = eCPM)

Frequency: How many times a user is presented the same ad impression.
Frequency capping: Limiting the maximum number of ad impressions served to an individual user.
For example, no more than 3 times per 24h.
Funnel: The path a user takes before completing a goal.
GRP (Gross Rating Point)
IAB (Interactive Advertising Bureau)
Impression: A single instance of an ad served to a user on a web page.
In-flight: The period of time a video campaign is online.
Initiated view: When a user makes an active choice to watch, ‘Click to Play’.
Insertion Order: A contractual agreement to be signed prior to the campaign.
In-stream: Ads served within other video content.
Landing page: The web page to which a user is directed when clicking
an embedded Call-to-Action button in a video.
Look-alike modelling: A technique where high-value audiences are used as a seed within an algorithm
to create other prospective audiences likely to behave in the same manner, based on similar attributes.

Native: Content which is served as a natural feature on a web page, that don’t obviously look like an ad.
OBA (Online Behavioral Advertising) Using Audience and Cookie based data to target campaigns.
Optimization: To filter and adjust the results of a campaign, using algorithms.
Organic: Natural happenstance growth without any promotion.
Out-Stream: User-initiated video format served out of the traditional video stream.
Paid placement: Paid for ad inventory on a specific website.
Pixel: A way to tracking user data such as; behaviour, a visit to a web page. Also used to track ad impressions.
Placements: The web pages that the video content features on.
Platform: The hosting mechanism for content and RTB.
PPC (Pay-per-Click)
Pre-roll: A skippable or non-skippable video served ahead of another video.
Programmatic: The technology used to implement automated rules to efficiently target the most valuable
customers and prospects with personalized ads using anonymous data.

Reach: The number of users that can be reached by online advertising by impressions and/or by views.
Re-targeting: A programmatic technique targeting users who have performed an action in the past, and are
therefore likely to perform the same or a similar action in the future.
Retention: A way of measuring how long a user watched the video content. For example; 5%, 30% or 100%.
RTB (Real Time Bidding) An ad exchange mechanism where impressions or inventory are bought at the same
time as a user visits a site.
SEM (Search Engine Marketing)
Seeded: When a video is actively promoted, not organic.
SEO (Search Engine Optimization)
SMO (Social Media Optimization)
SSP (Supply-Side Platform) Used by publishers to sell ad inventory programmatically.
Tag: A digital placeholder, to track behaviour.
Unique impressions: How often impressions are presented to the same individual.
View through conversion: What happens when a user sees an ad, and then later completes a conversion on that site.
Viewability: Measurement of how much of the ad is actually seen on screen by the user and for how long.
Viral: Self-replicating content appealing to individuals with large social networks, meaning a high probability
of a video spreading in a short period of time.
White label: A way to mask a 3rd party supplier.
Whitelist: To specify particular websites for a campaign.

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