Acronyms
Advertising Exchange
Attention, Interest, Desire, Action
Application Programming Interface
Above the Line
Advertising Video on Demand
Customer Acquisition Cost
Content Management System
Cost Per Acquisition/Action
Cost Per Click/Conversion
Cost Per Completed View
Cost Per Engagement
Cost Per Lead
Cost Per Mille
Cost Per View
Conversion Rate
Customer relationship management
Conversion Rate Optimisation
Call to Action
Click Through Rate
Customer Experience
DoubleClick Bid Manager
Doubleclick for Advertisers
Doubleclick for Publishers
Direct Message
Data Management Platform
Demand Side Platform
Effective Cost Per Mille
Effective Cost Per View
Engagement Rate
Google+
Google Analytics
Gross Rating Point
Key Performance Indicator
Life Time Value
Online Video
Over the Top
Programmatic Television
Quality Score
Return on Investment
Run of Network
Run of Site
Retweet
Real Time Bidding
SnapChat
Search Engine Results Page
Social Media Marketing
Share of Voice
Supply Side Platform
Subscription Video on Demand
Transactional Video on Demand
Television Rating Point
User Generated Content
Unique Visit/View
Video Ad Serving Template
Viewable Cost Per Mille
Video on Demand
Video Player Ad-Serving Interface Definition
Video Search Engine Optimisation
View Through Rate
YouTube
ADEx
AIDA
API
ATL
AVOD
CAC
CMS
CPA
CPC
CPCV
CPE
CPL
CPM
CPV
CR
CRM
CRO
CTA
CTR
CX
DBM
DFA
DFP
DM
DMP
DSP
eCPM
eCPV
ER
FB
G+
GA
GRP
IG
KPI
LTV
OLV
OTT
PTV
QS
ROI
RON
ROS
RT
RTB
SC
SERP
SMM
SOV
SSP
sVOD
tVOD
TVR
TW
UGC
UV
VAST
vCPM
VOD
VPAID
vSEO
VTR
YT
The link between an SSP and DSP (explained below).
The standard user Journey.
Used to draw data and functionality from platforms.
Scroll to the top of this page, everything you can see is above the line.
Ad supported video on demand platform. YouTube is an AVOD platform.
The cost of acquiring a customer.
A platform for managing any content. YouTube is technically a CMS.
The average cost attributed to the action defined as the KPI. (Total cost / by number of actions)
The average cost attributed to each clicks or conversions. (Total budget / by total number of clicks)
The average cost attributed to each completed view of a video. (Total budget / by completed video views)
The average cost attributed to any engagement with the ad/post. (Total budget / by engagements)
The average cost attributed to each lead generated by the ad. (Total budget / by total number of leads)
Price paid for each 1000 impressions of an ad. The standard pricing model for programmatic and network VOD
Price paid for each individual video view. The standard pricing model for social video campaigns.
The rate at which your audience converts. (Total number of conversions / by total number of views/impressions (depending on your buying method))
Strategy for managing all your company's relationships and interactions with your customers and potential customers.
Strategy for optimising the number of people converting.
The messaging used to encourage your audience to do your bidding.
The rate at which your audience clicks your ad. (Total number of clicks / by total number of views/impressions (depending on your buying method))
Google's DSP
Google's campaign tracking platform. DFA is not a DSP as you cannot buy advertising through it only track your campaigns.
Google's SSP
A peer to peer message usually on a social platform
A platform for managing, segmenting and, using your data sets
A platform that enables advertisers to buy ad space across multiple sites.
Used to work out the cost per thousand impressions when buying on another model.
Used to work out the cost per view when buying on another model.
The rate at which users engaged with the ad (Total engagements / by total views/impressions)
The largest social network popular with narcissists
Google's social network popular with photographers
Google's analytics platform used to track user behaviour on websites
Used to measure the reach and frequency of a TV ad campaign. (Total reach X average frequency)
Owned by Facebook Social network specialising in photo and video posts
The predefined metric or metrics used to measure campaign effectiveness
The average amount of income a brand can associate to each customer over the time they are a customer.
Videos that users watch on the internet
The delivery of film and TV content on the internet which doesn't require a subscription to a traditional TV network like Sky. Netflix and Hulu are OTT whereas ITVHub is not.
The buying of linear TV advertising programmatically
The score given to your ad based on relevancy and engagement
The amount of income that can be associated to specific marketing spend. Usually based on every £1 of media spend
Targeting term used to indicate that your ad will be run across the networks entire portfolio of sites
Targeting term used to indicate that your ad will be run across the websites entire portfolio of pages
Twitter term meaning someone has shared your "tweet" to their followers
Buying term where advertisers can bid for ad space in a online auction in real time. This happens using DSP's, Ad Exchanges and, SSP's
Peer to Peer messaging platform specialising in photo and video posts
The name given to the page of listed search results
Advertising on social media platforms
Percentage of total conversation owned by the brand
Platform for publishers to make their ad space available to advertisers in an auction
Online video platform monetised through subscriptions. Netflix is an SVOD platform
Online video platform monetised through a pay per view model. YouTube and Amazon have TVOD alongside their AVOD/SVOD respectively
The same as GRP
Micro blogging site popular with industry professionals
Content produced and uploaded by persons not associated with any brand
Amount of individuals that have seen a video/visited a website
A universal XML schema for serving ads to digital video players.
Cost per 1000 views that are 50% visible to a user for 2 seconds
Any video on the internet accessible to users to watch at their convenience
Allows a rich interactive user experience with in stream video ads.
Method of increasing the position videos appear in SERPs
The rate at which users watch a video upon being served with it. On YouTube's TrueView this is the rate of which users watch 5 seconds or more.
Video on demand platform specialising in UGC content.