IAB Europe launches TCF 2.2
CMPs and Vendors have until the end of September to implement the new policies and specifications, which aid compliance with the ePrivacy Directive and...
Learn morePosted on: Friday 26 August 2022 | IAB UK
Working in partnership with our connected TV (CTV) members and IAB Europe, we’ve developed a set of shared definitions for the CTV sector
One of the fundamental steps a maturing channel needs to take is to establish a shared understanding of key terms, in order to ensure that everyone across the supply chain is speaking the same language. We have developed the below definitions in partnership with our CTV members and IAB Europe, with the aim that they are used across markets.
Over-the-top media service encompasses all linear TV or video-on-demand (VOD), including advertising supported video-on-demand (AVOD), broadcaster video-on-demand (BVOD), and streaming content providers (such as Netflix, Amazon Prime, PlutoTV, etc.). These content providers distribute directly to viewers via the internet - bypassing the cable, broadcast or satellite platforms. OTT includes all devices (mobile, desktop, consoles) and environments (apps, web) and is not exclusive to connected TV (CTV).
CTV is a subset of OTT. A large TV screen that is connected to the internet, either directly (like a Smart TV) or through a gaming console or streaming device (e.g. Apple TV, Roku etc.). Video content is delivered to a TV screen, via the internet. A media buy of CTV inventory can generally be assumed to be running in a large screen format.
An umbrella term referring to any TV content that has evolved beyond traditional, linear TV delivery methods. Advanced TV describes new digital advertising capabilities and impression-based delivery applied to premium video content. Advanced TV generally encompasses OTT/CTV, VOD and addressable / data-driven linear TV.
ATV is the ability to serve different ads to different target groups and audience segments watching the same linear TV content. This helps deliver more relevant ad content to each viewer. Addressable advertising combines the reach and power of linear TV with the possibility to be precise with data-driven targeting such as demographic profile, viewing behaviour, interests, and location. Three types of technologies are used for the delivery of ATV: HbbTV, IPTV, and OTT.
A subset of CTV, Internet Protocol television is the delivery of TV content over Internet Protocol (IP) networks (i.e. a closed, proprietary and optimised network). In contrast to delivery through traditional terrestrial, satellite and cable TV formats, IPTV offers the ability to stream live or on-demand content via a connected device.
HbbTV is an international consortium and standard aimed at combining the broadcast and broadband delivery of interactive entertainment services to consumers. In practical terms, this means that you can get both standard broadcast FTA (free-to-air) TV and IPTV (internet delivered) TV services all in one place. This standard is integrated into all European TV sets.
Interactive services include for instance call-to-action or gaming functionalities, or enable addressability through overlay or interactive banners on the TV set.
The traditional system in which a viewer watches a scheduled TV programme when it's broadcast and on its original channel.
A service that allows viewers to watch video content wherever and whenever they choose, rather than at the scheduled broadcast time.
A video content service for which the user pays a subscription in order to access content e.g. Netflix, Amazon Prime, Britbox etc.
A video content service delivered by a broadcaster, which is typically funded by advertising, and is therefore free to the user.
A video content service that is funded by advertising. This includes video services that are free to the user and hybrid solutions, which offer a subscription fee as well as showing ads. Broadcaster VOD services (e.g. ITV Hub) that are funded by advertising are included in this, but also YouTube, PlutoTV, etc. By using ad revenue, publishers can give viewers access to content for free or at a reduced rate.
A video content service where customers pay for each piece of video on demand content. For example, a customer would pay a fee for each movie or TV show that they watch. TVOD services, like Apple’s iTunes, enable one-off purchases and often time-limited access.
Content that can be streamed in real-time over the internet.
Sometimes called FAST channels, these allow viewers to stream live TV without paying for a subscription.
An automated approach to buying and delivering audience-based TV advertising through a software platform.
CTV video ad spending committed in advance.
Ad pods are groups of ads played back-to-back, like a commercial break on TV.
An ad slot is an individual ad that plays within an ad pod. There can be multiple ad slots in each ad pod.
Ad pod bidding is a way of auctioning inventory that allows publishers to expose an entire ad pod in a bid request. As a result, marketers get more transparency, and also reduce QPS. They can bid on one or multiple ad slots within each pod. For publishers, this helps maximise revenue and fill rate. Publishers can accept different ad slot sizes to maximise the full ad pod.
Campaign optimisation technology that allows advertisers to dynamically change ads within VOD content, i.e. swap the ad creative shown, making it possible to target specific viewers rather than serving the same ad to each viewer. Can sometimes be referred to as SSAI, or server-side ad insertion.
The use of technology (watermarking of fingerprinting) to identify a piece of content (audio or video for instance). Watermarking adds an imperceptible and unalterable piece of code to uniquely identify a piece of content. Fingerprinting uses a reference database to match and identify a piece of audio or video content. ACR allows the integration of contextual ads.
Stitching the ads within the content prior to delivery in one single stream. This eliminates buffering and, as with DAI, allows for dynamic changes.
CMPs and Vendors have until the end of September to implement the new policies and specifications, which aid compliance with the ePrivacy Directive and...
Learn moreIAB Europe confirms that the Belgian Data Protection Authority (APD) has voluntarily suspended the six-month implementation period for IAB Europe’s...
Learn moreIAB Europe has lodged a formal request with the Belgian Market Court for interim measures in its case with the Belgian Data Protection Authority (APD)...
Learn moreAdvertising spend on connected TV (CTV) and gaming is predicted to double by 2026, hitting a combined £4.15bn, according to new report IAB Compass
Learn moreDiscover why digital advertising is effective for reaching your customers and building brands.