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Addressable TV

Addressable TV advertising is the ability to target individually selected households with specific advertisements. This is delivered via set-top boxes from select cable and satellite companies.

Advanced TV

Advanced TV is TV advertising that is sold on an impression basis. It is executed using software automation and advanced audience data to create value for both the buy- and sell-sides of the transaction. Advanced TV encompasses a variety of TV advertising flavors, including Programmatic Linear TV, Addressable TV, and Connected TV.

Ad-supported streaming video on demand (ASVOD)

ASVOD is similar to SVOD (Subscription Video on Demand), but is configured to allow ad-supported streaming.

Automatic content recognition (ACR)

Automatic content recognition (ACR) is an identification technology that recognizes content that is played on a media device or is present in a media file. This can be used to identify both the programming and advertising that a viewer consumes.


Broadcast addressable TV

One-to-one household targeting of advertising on TV across all TV screens (i.e. Linear TV, VOD and SVOD).

Broadcast TV

Broadcast TV refers to programming that is transmitted one-to-many over airwaves for public reception. The broadcast is accessible by anyone with a receiver tuned to the right signal channel.


Cable Replacement Service

A cable replacement service is any premium video source that a TV viewer feels would be an adequate substitute to their traditional cable offering.


The process of planning, creating, buying and tracking an advertising project from start to finish.

Connected TV

Connected TV refers to television content that a viewer accesses via a streaming internet connection. Content is available through applications, which are accessed directly on Smart TVs or through external over-the-top (OTT) devices connected to a TV, like Apple TV and Roku.

Cost-Per-Acquisition (CPA)

Cost-Per-Acquisition (CPA) refers to the average cost of acquiring leads or customers. CPA is calculated by dividing the cost of advertising by the number of leads or customers for a given period of time.

Cost-Per-Point (CPP)

In television advertising, cost-per-point (CPP) evaluates media efficiency by calculating the cost to achieve one Gross Ratings Point. The calculation is Media Cost divided by Gross Rating Point (GRP).

Cost-Per-Thousand (CPM)

Cost-per-thousand (CPM) evaluates media efficiency by calculating the cost to achieve one thousand impressions on a particular campaign. The calculation for a CPM is (Total Cost of Campaign divided by Total Number of Impressions served) multiplied by 1,000.

Coverage Area

A coverage area is an area where a TV provider’s services are available and could be viewed. This is generally a percentage calculated per program based on the estimate of TV households that could view a TV program.

Coverage Area Rating

Coverage Area Rating is a broadcasting network’s estimation of the number of people within a coverage area, who could be viewing a program. This percentage evaluates audience size compared to total homes that have access to a program.


Day Part

Day Parts are groupings of hours within the day which have similar viewership based on audience composition.

Demo Rating

Demographic, or ‘Demo’, ratings are estimated percentages of a targeted demographic audience that was reached by a campaign, relative to the entire targeted demographic audience.


The population size and characteristics of a group or audience (age, sex, income, education, size of household, ownership of home).

Designated Market Area (DMA)

Designated Market Area (DMA) is a United States geographic area defined by Nielsen Media Research. There are 210 designated DMAs.

Direct Response TV

Direct Response TV refers to advertisers and their campaigns that have the singular goal of driving a specific action, usually sales. This type of advertising is usually punctuated with a call to action such as “call this number” or “visit our website”.

Direct to Home (DTH)

Direct to Home (DTH) TV is technology that enables a viewer to watch satellite television via a household dish antenna or set-top box.



Frequency is the number of times a viewer is exposed to an advertisement during a specified time period.

Full episode player (FEP)

Full Episode Player (FEP) refers to digital advertising placements that run within TV shows or movies that are played in their entirety. This is typically long-form content.


Gross Rating Point (GRP)

Gross Rating Point (GRP) is a common, traditional TV metric that evaluates advertising impact. It is calculated as a percentage of the total market reached within a specified demographic, multiplied by the exposure frequency.

Guaranteed buy

A guaranteed buy, also known as “programmatic direct” or “programmatic guaranteed”, is the direct sale of reserved ad inventory between a buyer and seller, with automation replacing the manual insertion order (IO) process.

*This definition is specific to programmatic and what dataxu does. It does not represent the overall definition of this phrase.



An individual or group of individuals occupying a single housing unit; typically is used to reference homes that are able to be reached through television advertising whether it is through traditional linear, programmatic linear, addressable or connected TV.

Household Data

Household data is data collected from non-personal devices that are shared within households, such as a television set. Household data has broad scale but less precision at an individual consumer level, given the shared nature of the targeted devices in question. Traditionally, this is a common way television advertising has been bought–with an entire household in mind.



KPI stands for key performance indicators. KPI is a set of quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their strategic and operational goals.


Linear TV

Linear TV refers to traditional television viewing. In order to watch a show, the viewer must tune in to a specific channel at an appointed time. Viewers access linear TV via subscription to cable or satellite services, or through over-the-air broadcasts.

Long-form ad content

Long-form ad content refers to a television ad that is two minutes or longer in length.


Multichannel Video Programming Distributor (MVPD)

Multichannel video programming distributors (MVPDs) are service providers that deliver video content to a consumer on their television, either through satellite, cable, or linear broadcast – examples include Dish and Comcast.



An organization that supplies TV programming to a group or chain of TV stations or providers.

Nielsen Ratings

Ratings completed by Nielsen Media Research and are the traditional audience measurement system for Linear TV. Based on viewer surveys, Nielsen determines the audience size and demographics (age/gender) of Linear television programming in the United States.

Non-Guaranteed Buy

A non-guaranteed buy, also known as “unreserved”, is the purchase of inventory sold on an impression basis through open or private exchanges via real-time bidding. In this environment, an auction occurs between several advertisers that bid for each individual impression in real-time, therefore, the inventory is “non-guaranteed” and the highest bidder will win the impression.

*This definition is specific to programmatic and what dataxu does. It does not represent the overall definition of this phrase.


Opportunity-to-See (OTS)

Content transported from a video provider to a connected device over the Internet outside the closed networks of telecom and cable providers.


Over-the-top (OTT) refers to film or video content that is delivered to a connected device over the internet, outside of the closed networks of telecom and cable providers.



Penetration is the number of households in a geographic or demographic group that are able to be reached. This figure is expressed as a percentage.


A people-meter is an audience measurement device that collects information on who is viewing what programming on cable television and when they are viewing it.

Programmatic Linear TV

Programmatic Linear TV is TV advertising that is purchased through an automated platform and delivered via set-top boxes. Targeting and reporting are based on traditional TV metrics (daypart, network, GRP).



The percentage of the potential broadcast audience that is tuned to a particular station, network, or program at a particular time.


Reach is the number of households or viewers exposed to an advertisement, during a specified time period.

Run of Schedule

Run of schedule is a term that refers to when a TV network has the ability to air an ad at any time during their scheduled programming, based on their own discretion.


Share of Voice

A measurement of an advertiser’s presence within an advertising medium compared to its competitors within a specified time period. This figure is expressed as a percentage.

Skinny bundle

TV packages that are generally less expensive than most, but with a limited set of channels; usually packed by theme (i.e.: lifestyle, sports, etc.). Can be sourced from an OTT service, cable company or satellite TV company.


Streaming is a method of receiving TV or video content on a connected device in real-time. Streaming requires connection to the internet for the entirety of the program, as opposed to downloading the content all at once to be played at the viewer’s leisure.

Streaming Device

A streaming device is any internet-enabled device capable of receiving and displaying IP-distributed long-form content in its native resolution.


Every year, Nielsen Media Research collects “diaries” from audiences which track what is watched on each TV set and by whom across the country during the months of February, May, July, and November — a period of time also known as “sweeps”.

Subscription video on demand

Subscription video on demand (SVOD) services use a subscription business model, where subscribers are charged a monthly fee to access programming. These services include solutions like Netflix, Hulu Plus, Amazon Video and HBO.


Targeting Rating Point (TRP)

Target Rating Point (TRP) is a common, traditional TV metric that evaluates advertising impact, similar to a Gross Rating Points (GRP). A TRP is calculated as a percentage of a target market reached within a specified demographic, multiplied by the exposure frequency.

Television Viewer Rating (TVR)

Television Viewer Rating (TVR) is an estimate of audience size watching the TV programming relative to the number of reachable households or individuals or universe. This figure is expressed as a percentage.



Refers to the total number of households or individuals that are potentially reachable.


The Upfronts is a series of TV conferences held annually, attended by TV network executives and advertisers, where linear TV commercials are bought and sold in person, for the upcoming year.


Video on demand (VOD)

Video On Demand (VOD) is a feature that enables users to browse, select and view video content whenever they want, regardless of original schedule.

Virtual Multichannel Video Programming Distributor (vMVPD)

Virtual MVPDs are online video distributors that provide access to the same television content as a traditional MVPD, but through internet-enabled OTT devices and other digital means. vMVPDs include Sling TV, Hulu, and PlayStation Vue.