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Advertising Terminology: A Primer for the Uninitiated or Confused

May 16th, 2016   ||    by Callie Wheeler

Advertising terminology seems to grow tenfold every few years, with new platforms and variations of standbys popping up constantly. It can be a lot to keep up with, but being in the know will save you time and confusion down the road.

This list is a quick rundown of some of the most commonly used new terms in digital advertising, TV advertising, and even where the jargon overlaps.

Digital Terms

Demand-Side Platform (DSP) A DSP is a system that makes it easy for advertisers to purchase inventory from multiple ad exchanges, as it acts as a single source for bidding and buying.

Pixel: A pixel is a 1×1 pixel-sized transparent image that can be used to track users, register conversions, and more. They work by signaling that a page has been accessed or an ad seen. Other names for these types of pixels are tags or beacons.

Retargeting: Retargeting is the process of serving online ads to users who have previously visited your website.

TV Terms

OTT: OTT stands for over-the-top content, a term that describes the delivery of television content over the Internet, without a cable subscription.

SVOD: SVOD stands for subscription video on demand, or services that provide content by charging a monthly subscription.

ASVOD: ASVOD stands for ad-supported video on demand, or services that provide content by supporting advertisements with their streaming content.

Crossover Terms

Programmatic Buying: Programmatic buying is automating parts of the sales process that are cumbersome today, using data to optimize pricing and facilitating avails in seconds.

Audience Targeting: Audience targeting is the practice of defining the group you’d like to deliver your ads to, then selecting the correct inventory with which to target them. Audience targeting is increasingly possible, thanks to programmatic buying and more data than ever on viewers and users.

RTB: RTB stands for real-time bidding, a purchase process where buyers bid on inventory on an impression-by-impression basis.

Geographic Targeting: Geographic targeting, sometimes called “geotargeting,” is the practice of serving advertisements based on geographic location. This can be combined with other information, like demographics or user data, for a total audience-targeting approach.

Today’s advertisers have more tools at their disposal than ever, meaning there’s even more to keep up with. By understanding your options and how other advertisers are refining their advertising strategies, you can make the most of your budget and resources. For further advertising terminology reading, check out IAB’s glossary for digital terms and DataXU’s glossary for TV terms.

Interested in using some of these tools to your advantage? Call Videa today to learn how.

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