General Terms
Programmatic Advertising or, simply, Programmatic: 1. A blanket term describing the method of using software to automate bidding when transacting ads over the internet. 2. A synonym for display and non-CTV video advertising
Real-time bidding (RTB): A system for auctioning ad inventory over the internet that permits data to be exchanged and a transaction to be made in the time between when an ad is requested from the OTT Device and the time the content loads.
Content
Full-episode Player (FEP): Any media player or spot featuring full episodes of premium half-hour or hour-long content with commercial breaks.
Video On Demand (VOD)
- SVOD: Subscription-based
- AVOD: Ad-supported
- TVOD: Pay-per-view
Deals
Direct Insertion Order (Direct IO): A contract between a supplier (usually a publisher) and an advertiser to run ads on their properties during a specified timeframe.
Programmatic Guaranteed Deal (PG): A contract between a supplier and an advertiser to provide defined impressions on their properties for a specified campaign. Sometimes this involves preferential treatment in private RTB auctions or access to a more exclusive private auction.
Private Marketplace Deal (PMP): A contract between a supplier and a buyer to gain access to a private auction for some programmatic advertising.
Suppliers
Owned and Operated Apps (O&O): TV Networks that have developed their own OTT Service are said to have O&O apps.
Multichannel Video Programming Distributor (MVPD): A service that packages together content from multiple networks. Cable, Satellite, and broadband TV services are traditional MVPDs.
Virtual MVPD (vMVPD): A distribution service that activates over the internet. vMVPDs are also referred to as Skinny Bundles.
Supply-Side Platform (SSP): A software service that publishers can partner with to make their inventory available for programmatic advertising. SSPs play a critical role in the programmatic infrastructure by communicating with DSPs and Ad Exchanges and providing data back to publishers.
Buyers
Demand-Side Platform (DSP): A software service that advertisers can partner with to buy programmatic advertising. DSPs play a critical role in the programmatic infrastructure by communicating with SSPs and Ad Exchanges and providing data back to advertisers.