Private Marketplace (PMP)

Higher value ad groups grouped by publisher or SSP and not available in an open auction. Only selected advertisers can bid on these placements.

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More terms of Advertising

Second Price Auction OTT/CTV

Bidding model where the winner of the tender for ad impression pays one cent more than the second highest bidder.

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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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Programmatic Direct OTT/CTV

A transaction between a publisher and an advertiser that takes place through a programmatic ad buying system. The inventory is sold and guaranteed directly.

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Third-Party Data OTT/CTV

Aggregated data from platforms and data providers used to enrich programmatic campaigns.

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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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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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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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SSP OTT/CTV

Stands for Platform for the supply-side or Platform for the sell side. Technological platforms that allow OTT providers to manage their inventory of advertising space, incorporate advertisements and receive revenue.

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