CTV Advertising Terms
CTV Advertising Terms
CTV, PMP, & SSP
CTV advertising involves private marketplace (PMP) deals, which allow marketers to access inventory from three main sources:
- Content Owners: By using specific CTV apps or networks, such as A+E Networks, Bloomberg Media, Discovery Networks, Fox Network, Newsy, or Scripps Networks, Marketers can target inventory to ensure that their ads align with the content.
- Premium Distributors: DIRECTV, Roku, Samba TV, and Sling TV are some examples of distributors that offer marketers a wide range of TV content from multiple networks.
- CTV Supply-Side Platforms: Several supply-side platforms (SSPs) and traditional cable companies, such as Adap.TV, Beachfront, Brightroll, Freewheel, Rubicon Project, and SpotX, are expanding to offer access to CTV inventory. They aggregate CTV deals for marketers to simplify the process.
Related Terms
PMP: Private Marketplace
PMP: Private Marketplace refers to a digital advertising marketplace that allows a limited number of advertisers to buy ad inventory from selected publishers in an invitation-only auction, with premium targeting capabilities and more control over ad placements.
CTV: Connected TV
CTV: Connected TV is a television or device that is connected to the internet that allows viewers to stream content from various online platforms, rather than rely on traditional broadcast or cable TV channels.
SSP: Supply-Side Platforms
SSP: Supply-Side Platforms are technology platforms used by publishers to manage their advertising inventory and sell it programmatically through real-time auctions to demand-side platforms (DSPs) and advertisers.
DSP: Demand-Side Platforms
DSP: Demand-Side Platforms are technology platforms used by advertisers and agencies to programmatically buy digital advertising inventory from multiple sources. These platforms include ad exchanges, ad networks, and SSPs. DSPs provide advanced user targeting and real-time bidding (RTB). These capabilities help advertisers optimize their ad campaigns and reach their target audiences more efficiently.
RTB: Real-time Bidding
RTB: Real-time Bidding is used in programmatic advertising where ad impressions are bought and sold in real-time auctions. Advertisers use DSPs (Demand-Side Platforms) to bid on individual ad impressions using audience data and targeting parameters, with the highest bidder winning the auction and having their ad displayed to the user. With RTB, advertisers are able to target specific audiences and only pay for impressions that meet their criteria.
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