Glossary of Terms

= the average number of times households or individuals viewed an advertisement during a specific time period.
= the individual occurrences of advertising content being displayed, no matter if it was viewed or not.
= the total number of different individuals or households exposed, at least once, to an advertisement during a given period.
= an advertising metric that quantifies how much of an ad is actually seen. For video ads, there are a range of industry standards with minimums as low as 2 seconds. At Cross Screen Media, we use a minimum of 5 seconds before we consider an ad watched.
= aka Carriage Fees. the fees paid to networks (ESPN, etc.) by pay-TV providers (Comcast, etc.) for the right to carry their channel.
= someone in the market to purchase a car.

= the targeting of a group of people, or audience, based on their affinity or likeness to perform a particular behavior (e.g., purchase a sedan, apply for an insurance quote, etc.). Behavioral targeting is more accurate than untargeted advertising but less accurate than first-party targeting methods.  Broadcast TV = television that is delivered over the air via terrestrial antenna systems.
= television that is delivered locally via coaxial cable or fiber optic transmission.
= a subscriber canceling their subscription.
= CAGR. Average annual growth rate over a period of time (years, etc.)
= any television connected directly to the Internet for video streaming. We use CTV and streaming TV interchangeably throughout this book.
= Linear TV + Streaming TV

= finding out the actual reach, frequency, and outcomes of an advertising campaign. Cross screen measurement is increasingly critical as advertisers place ads across linear TV, CTV, and digital video.
= Also called Activation. A method that marketing agencies apply after a media planner completes their research and builds a campaign strategy. Media buyers use this strategy to find and bid on ad inventory across multiple ad channels.
= a bundle of TV networks (cable TV, etc.) purchased as a subscription.
= the percentage of individuals or households that were exposed. It is calculated by dividing the number of individuals reached by the number of individuals in the total audience.
= an online service where subscribers can watch TV shows and movies over the Internet (Netflix, Hulu, etc.)
= the “target audience” exposure to advertising messages. One TRP is equivalent to the number of views where, on average, 1% of your target audience has seen an ad 1 time.
= TV Operating System.

= Linear TV advertising + Streaming TV advertising.
= the "cost per thousand" ad impressions. It is an industry-standard measure for selling ads. The calculation for CPM is as follows: CPM = (Total Cost ÷ Impressions) x 1000
= a system where advertisers buying digital advertising inventory can activate and manage campaigns across hundreds of publishers aggregated into a single interface. DSPs also allow advertisers to adjust campaigns mid-flight instead of having to wait until the campaign has concluded.
= any ad delivered on a digital device including mobile phones, tablets, desktop computers and connected televisions (CTV).
= the effective cost per thousand impressions. For digital ads, this means on-targeted, viewable, five-second views. The calculation for eCPM is as follows: eCPM = CPM ÷ Viewability % ÷ On Target %
= the “total audience” exposure to advertising messages. One GRP is equivalent to the number of views where, on average, 1% of your total (not target) audience has seen an ad 1 time.
= the traditional television system in which a viewer watches a scheduled TV program when it's broadcasted and on its original channel.