Here is a list of commonly used terms to help you navigate the world of TV advertising.
Campaign Set-up
Audiences: A group, in this case households, that are grouped together by a common factor, for example, demographics, location, interests or intent.
Budget: The total amount of money allocated to a campaign for purchasing advertising inventory and media delivery.
Clean Room: A privacy-safe environment where multiple parties can analyze and match data sets without sharing or exposing underlying customer-level data.
Creative: The video advertisement shown to an audience during a campaign.
CTV: A television connected to the internet that streams video content, allowing advertisers to deliver targeted ads within premium streaming environments.
Data Export: The ability to download campaign reporting data for analysis, sharing, or integration with other systems.
Daypart: A specific time of day when your ad is scheduled to run.
Demographics: Audience characteristics, such as age, gender, income, or household composition, used for targeting and reporting.
DMA: The designated market area where ads were delivered.
Flight Dates: The start and end dates during which a campaign is scheduled to run and deliver impressions.
Inventory: The available advertising opportunities or ad placements that can be purchased and served across media properties.
Line Item: A single set of delivery instructions within a campaign (including budget, targeting, flight dates and creative) that controls how a specific portion of your ads is served. A campaign can contain multiple line items, each managed and measured separately.
Offline Sales: Purchases that occur in physical stores or other offline channels and can be used to measure how advertising influences sales performance.
Pixel: A small piece of tracking code used to measure ad delivery, audience behavior, conversions, and campaign performance.
Publisher: The media publisher where ads were delivered.
Retargeting: A targeting strategy that serves ads to audiences who have previously interacted with a brand, website, or advertisement.
Measurement & Reporting
Attribution: The process of measuring and assigning credit to advertising exposures that contributed to a desired outcome, such as a visit, lead, or sale.
Clicks: Total number of ad clicks, as reported by the Ad Server. (Note, this metric is different than click-through conversions, which are measured by the web pixel and referrer/session logic)
Completed Views: Total number of video impressions that played to completion.
Control Group: A comparable audience or households that were intentionally not exposed to the advertising campaign.
Conversion Rate: The percentage of exposed households or viewers that completed a desired action, such as a purchase, website visit, registration, or store visit, after seeing an advertisement.
Conversion: A desired action completed by a viewer or household after ad exposure, such as a purchase, website visit, registration, app download, or store visit.
CPM: Cost Per Thousand Impressions.
eCPM (Effective Cost Per Mille): The effective cost to deliver 1,000 ad impressions, calculated using total spend and total impressions delivered.
Exposure Group: The audience or households that were served and had the opportunity to view an advertising campaign.
FEP (First Exposure Percentage): The percentage of a campaign's audience reached for the first time during a specific reporting period.
Frequency: The average number of times a unique household was exposed to an ad. Formula: Total Impressions / Unique Reach.
Impressions: The number of times an ad was shown to viewers.
Incrementality: The measurable impact directly caused by an advertising campaign beyond what would have happened naturally without ad exposure.
Optimization: The process of adjusting campaign settings, targeting, or delivery to improve performance and achieve campaign goals more efficiently.
Pace: The rate at which a campaign is delivering impressions relative to its planned goal and flight dates.
Reach: The total number of unique households exposed to an ad.
Spend: The total media cost associated with delivered impressions in the selected view (aggregated across all impressions).
Treatment Group: The group of households that were exposed to the advertising campaign. Also referred to as the Exposed Group. Compare with Control Group.
VCR (Video Completion Rate): The percentage of video impressions that were watched to completion. Formula: (Completed Views / Video Starts) x 100.