The automated process platforms use to determine which ads are shown, where they appear, and how much advertisers pay. Ad auctions typically evaluate bid, relevance, quality, audience signals, and expected performance.

An online, auction-based platform that acts as a marketplace for buying and selling advertising inventory across a range of ad networks. Ad exchanges connect publishers, advertisers, and demand-side platforms, with prices set by bidding rather than traditional negotiation.

A decline in campaign performance that happens when an audience sees the same ad too often. Managing ad fatigue is important in CTV, paid social, display, and omnichannel media planning to protect engagement, efficiency, and brand perception.

Length of time that an advertising campaign is aired

Refers to the number and type of advertisements or ad spaces that a publisher or station has available to sell

Companies connect advertisers with publishers by matching a supply of advertising inventory with the demand for ad placement. These help advertisers efficiently connect to a wider audience while continuing to reach their targeted demographic. Campaigns run by ad networks vary in size, but usually span a certain category of websites, rather than being specific to a site

Designing ads and their delivery to reach specific audiences through behaviors and locations, among other qualifiers. Advertisers often make use of data management platforms, or DMPs, for this purpose

A broad term that refers to any digital tool, software or service used in the delivery and control of digital advertising. It is commonly used to refer to tools that are used to direct digital advertisements toward a specific demographic

A service or system that verifies whether a campaign has been carried out as the advertisers intended by ensuring that ads are appearing on the correct websites and are reaching the intended audience

The practice of structuring content so it can be surfaced as a clear answer in search features, voice assistants, and AI-powered answer experiences. AEO helps brands make their expertise easier for search engines and answer engines to understand, extract, and present.

Any broadcast tv station associated with a “network” such as ABC, NBC, CBS, Fox, CW, etc.

The discovery and communication of meaningful patterns in data. When referred to in the context of marketing, it’s looking at the data of one’s initiatives (website visitor reports, social, PPC, etc.), analyzing the trends, and developing actionable insights to make better-informed marketing decisions

Refers to the process of quantifying each ad impression by measuring its outcome in terms of consumer action, such as a purchase decision or conversion. Attribution data is highly useful for advertisers as it allows them to compare the impact of different marketing channels and plan future campaigns to be increasingly cost-effective

The method used to assign credit to marketing touchpoints that influence a conversion. Attribution modeling helps marketers understand how TV, CTV, paid search, paid social, display, and other channels contribute to leads, purchases, revenue, and ROAS.

A strategy that uses one channel, data source, or platform to expand reach to similar or related audiences across other media. Audience extension can help brands scale campaigns from digital into TV, CTV, streaming, and omnichannel media.

The process of grouping consumers by behaviors, demographics, purchase intent, media habits, first-party data, or other signals so campaigns can reach the right audiences across TV, CTV, digital, and omnichannel media.

The use of data, audience insights, behaviors, demographics, purchase intent, location, or first-party customer signals to reach the most relevant consumers across TV, CTV, streaming, search, social, display, and other media channels.

A media buying approach that prioritizes reaching defined audiences instead of relying only on broad demographics, networks, or programs. Audience-based buying can improve relevance and efficiency across TV, CTV, streaming, and omnichannel media.

Using technology to program and monitor advertising decisions via data and patterns

The average revenue generated per purchase or order. AOV is an important performance marketing metric because it helps brands evaluate customer value, media efficiency, ROAS, and how much they can afford to spend to acquire a customer.

A streaming video model where viewers can watch content for free or at a lower cost in exchange for seeing ads. AVOD inventory is often used in CTV and streaming TV campaigns to reach audiences in ad-supported video environments.