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Stitching the ads within the content prior to delivery in one single stream. This eliminates buffering and, as with DAI, allows for dynamic changes.

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.

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.

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.

An ad slot is an individual ad that plays within an ad pod. There can be multiple ad slots in each ad pod.

Ad pods are groups of ads played back-to-back, like a commercial break on TV.

CTV video ad spending committed in advance.

Programmatic TV is an automated approach to buying and delivering an auction-based broadcast TV advertising through a technology platform. Programmatic TV ads are served to the whole audience watching that TV programme at that specific time. This contrasts with Addressable TV, which serves targeted ads to individual users, on a one-to-one device-level basis, using real-time data.

Free Ad-supported Streaming TV (FAST) Services & Channels FAST channels allow viewers to stream live TV content without paying for a subscription. FAST channels stream ‘linear’ content since it is watched on a pre-determined schedule. An example of these channels include Rakuten TV, Samsung TV or Pluto TV, which stream a combination of TV and digital video programming that customers would usually have to pay to watch on TV.

Content that can be streamed in real-time over the internet.

Transactional VOD (TVOD) is a video content service where viewers 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.

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.

Broadcaster VOD (BVOD) is an on-demand video content service delivered by a traditional TV broadcaster, which is typically funded by advertising, and is therefore free to the user.

Subscription VOD (SVOD) is a subset of Video On Demand that requires users to pay a subscription fee to access the content. Subscription services may also include ads or ad-supported tiers. Those with ad-supported tiers are often referred to as Hybrid VOD.

A service that allows viewers to watch video content wherever and whenever they choose, rather than at the scheduled broadcast time.

Linear TV is scheduled programming that is broadcast at a pre-determined time in a one-to-many way, as opposed to on demand viewing (one-to-one). It is often ad supported with scheduled ad breaks. Linear TV can be delivered through FTA antenna, cable, satellite or streaming. This is not FAST.

Hybrid Broadcast Broadband TV (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 (broadband internet delivered) TV services all in one place, including advertising. This standard is integrated into most European TV sets.

Internet Protocol Television (IPTV) is the delivery of television content over Internet Protocol (IP) networks, rather than through traditional terrestrial, satellite, or cable TV formats. Typically delivered via a closed, proprietary, and optimised network, IPTV enables viewers to stream live or on-demand content through a connected device, offering enhanced control and flexibility over how and when programming is accessed.

Addressable TV is the ability to serve personalised ads to different target groups and audience segments watching the same linear TV content. Addressable advertising combines the reach and power of traditional TV with the possibility to be precise with data-driven targeting such as socio-demographic profile, viewing behaviour, interests, and location. Three types of technologies are used for the delivery of Addressable TV: HbbTV, IPTV, and OTT.

Advanced TV is an umbrella term referring to any TV content that has evolved beyond traditional 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 that can be accessed from multiple devices including CT, mobile, tablet and desktop.