Programmatic Advertising

Third-Party Data OTT/CTV

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

Real Time Bidding (RTB) OTT/CTV

Real-time offer consisting of an offer request and a response to it. The offer request is triggered when a user visits a page. The request data (user location, browser history, website, device) is offered for sale through an SSP and an Ad Exchange. A DSP connected to this Ad Exchange responds to this offer with price and creative data (response to offer). The highest bid for the placement wins and the ad is served. All of this happens automatically and in milliseconds.

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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.

Advertising

CPM OTT/CTV

Stands for cost per thousand impressions. The cost that an advertiser must pay for 1000 ads to be served.

Advertising

User OTT/CTV

Anonymous or registered subscriber who accesses the content through a browser or software program by assigning a personal identifier that is registered in the operator's internal statistics system.

Advertising

Private Marketplace (PMP) OTT/CTV

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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First Price Auction OTT/CTV

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

Advertising

ARPU OTT/CTV

Stands for Average Revenue Per User. This metric indicates how much the viewer spends on the services of an operator during a given period, thus making it easier to analyze and plan the profitability of an IPTV / OTT service.

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