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.

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Second-Party Data OTT/CTV

Company-specific data that is purchased directly or through the synchronization of two DMPs.

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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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Addressable Advertising OTT/CTV

TV advertising model that allows, through the same content, to personalize the impact on households thanks to the execution of different advertising campaigns depending on the profile of each household.

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SSAI Infiltration OTT/CTV

Ad fraud scheme in which a malicious party forges IP addresses to impersonate real users, thereby attracting the expenditure of server-based ad placements.

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Multiscreen OTT/CTV

OTT operator service where the user can view digital content on one or more connected devices posses the installed software.

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Open Auction OTT/CTV

Open auction where a publisher facilitates access to his inventory to all bidders connected through the SSP. The highest bidder wins the impression.

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