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Important CTV Related Definitions

Before getting too far into things, a quick primer in CTV acronyms and terms is essential.


Connected TV (CTV)

CTV Device

  1. Any television device connected to the internet.
  2. 2. A synonym for OTT Device when that device is connected to a television for viewing.

CTV App: see OTT service.

CTV Advertising: Commercials served over the internet to CTVs.

Addressable TV: CTV advertising strategy that emphasizes audience segmentation for relevant messaging.

Over-the-top (OTT)

OTT Device: Any device used to access streaming media over the internet.

OTT Service: An application used to access streaming content.

OTT Content: Streaming programming, live or on-demand, accessed through an OTT Service. OTT Media. Advanced TV.

OTT Advertising: Commercials served over the internet to any device accessing OTT Content.

Inventory / Buying

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. 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.


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


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.


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.


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.

Identity Resolution / Addressability

Personally Identifiable Information (PII): Data that, on its own or with other data, may be used to identify a person. Name, address, and phone number (NAP) are prime examples of PII.

Cross-Device Graph: A relational database that can associate devices with people or households. This can be accomplished by using a common key, say the same person authenticates to the same service on multiple devices (logged into Facebook on phone and laptop) or by using deep learning to analyze all data signals and project likelihood that devices are associated at a particular level (person or household). The common key usage is called deterministic while the deep learning approach is called probabilistic. If a cross-device graph also includes PII, it can be referred to as an identity graph.

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Stats & Trends

30 Need-to-Know CTV Stats and Facts

Whether you’re an experienced media buyer or just stepping into the world of digital marketing, staying updated is paramount in the constantly shifting realm of TV advertising. Over the past four years, Connected TV (CTV) viewership has skyrocketed; establishing itself as a central focus for advertisers aiming to make a substantial impact in their media strategies.

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