First-Party Data

Data obtained in digital sites and / or CRM of our property. They are considered of higher quality since the holder has the makeup of how the different audience segments have been created.

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More terms of Advertising

VTR OTT/CTV

Stands for View-Through Rate, i.e. the percentage of people who see a complete video or beyond a previously determined point. It is a metric that determines performance in digital video advertising campaigns.

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Device spoofing OTT/CTV

An ad fraud scheme in which a party maliciously impersonates another device. An example would be device emulators making ad requests.

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DAI (Dynamic Ad Insertion) OTT/CTV

Ability to exchange an ad in a linear television program for an online spot. This solution works on video on demand services.

Advertising

Tech Tax OTT/CTV

Term used to define the costs applied for the use of technological solutions of the programmatic ecosystem. Among these fees are those applied for using SSP, Ad Exchange, DSP, DMP and the agencies' trading desks.

Advertising

Ad Server OTT/CTV

Technology that allows advertising to be served on digital media, facilitating the segmentation of campaigns. The system keeps statistics of the results generated by the actions as well, favouring their analysis and optimization. There are two main types of Ad servers: Support, in charge of serving the campaigns in the publisher, prioritizing them according to the publisher's business priorities. Agency, which facilitates the monitoring of the campaigns served by the publishers' Ad servers, making it possible to break up data, and measures the effects of the campaigns on the digital properties of the advertisers.

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Pre-Bid Targeting OTT/CTV

Data processing that allows advertisers to segment visible, fraud-proof, brand-safe, or context-relevant inventory and bid only for inventory that meets predefined requirements.

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Automated Guaranteed OTT/CTV

Automated advertising transaction in the private market where an advertiser buys placements at a fixed price for a limited period of time. It is the variant most similar to purchasing traditional non-programmatic media.

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First Price Auction OTT/CTV

Programmatic auction in which the winner pays the price offered for the impression in the bid.

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