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Video Ad Measurement and Video Technology Terms

In a faced-paced industry such as online video, keeping track of the new tech terms can prove to be a rather challenging task. To help you out, we’ve gathered a wide variety of video tech terms that are utilized every day, as well as an assortment of words and terms for video ad measurement. Without further ado, here’s a video technology glossary of terms that will help you understand what are the most important components for digital videos and your video ad inventory. The list includes words, terms, in addition to various useful abbreviations.

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AAC – Advanced Audio Coding. This is a digital audio compression standard, that allows for top sound quality at relatively low bit rates.

AVCHD – Advanced Video Coding High Definition is a format that utilizes MPEG-4 AVC/H.264 compression, which was initially created for consumer HD camcorders. AVCHD is used for media players on computers, and it can be burned onto DVD recordable media and played back on Blu-ray (1920×1080).

ADIQ – Our own adblock recovery solution that helps you regain lost inventory from adblocking software.

ADS.TXT – Text file publishers and distributors use to declare who is authorized to sell their inventory.

AD EXCHANGE – online marketplaces that help publishers make their inventory programmatically available to buyers (look for programmatic advertising below).

AD TAG URL MACROS – Macros are special strings in a creative’s code snippet that DFP later replaces with another value based on a creative’s settings. BridTV has supports following macros listed here.

AD TAG WATERFALLING – Many advertising tags do not have a 100% fill rate. In order to maximize revenue player will use multiple ad tags until an ad response is returned.

AMP – Google’s Accelerated Mobile Pages (AMP) is a new specification for publishers to serve consumers fast loading pages on the mobile web by controlling the way page elements load.

ASPECT RATIO – The relationship between the width and the height of your video dimensions expressed as a ratio (4:3, 16:9 and 1.85:1).

BITRATE – Represents the number of bits per second that can be processed. For instance, audio and highly compressed video runs in the Kilobits per second range. Other video compressed via various codecs can play at Megabits per second rates, often due to higher quality content which is played. New codecs, like, say, H.264, efficient and way more advanced and operate at lower bits rates.

BANDWIDTH – Bandwidth is the speed and amount of data that may be transferred in a given period of time. Higher bit rates will stream or playback higher quality media. Bandwidth relies highly on CPU speed, and the Internet connection.

CACHE – Memory that improves media playback performance by allocating space to RAM or HDD.

CBR (Constant Bit Rate) – Represents recording preference content is recorded at the same bit rate from beginning to end regardless of its quality.

CODEC (Compression-Decompression) – Standing for highly specialized algorithms that analyze content of the media via different rules to remove or exclude redundant information in the video or audio material. This significantly decreases the size for storage, transmission and playback efficiency.

CONTAINER – Also, called a wrapper or envelope, a container is a type of file, which contains various CODECs, depending on the design of the container. Here are some examples of containers for multimedia files: AVI, FLV, MKV, MP4, QuickTime, RM and WMV.

CONVERTER – Converters are software programs utilized for altering media from one format to another, so it can be used on numerous devices.

DSP (demand-side platforms) – Platform that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

ENCODE – Similar to compression. It’s basically turns one media format into another and involves changing the original content from a NLE (Non-Linear Editing system) to a new format that’s smaller in size so it saves space. To encode or encoding may is also called Transcoding.

FACEBOOK INSTANT ARTICLES – Is a mobile publishing format from Facebook that enables publishers to distribute articles to the Facebook app 10 times faster than the standard mobile web.

H.264 – H.264 is a particular codec that’s part of the MPEG-4 standard for HD video. It’s widely used to allow the delivering of extremely high-quality videos at relatively low bit rates. It’s perfect for Internet content and for use on mobile devices.

HTML5 (Hypertext Markup Language, version 5) – rising in its popularity, the language, which allows the provision for embedding video and audio directly in HTML5. With HTML5, video and audio is delivered more efficiently through web browsers.

HLS (HTTP Live Streaming) – An HTTP-based media streaming communications protocol created by Apple Inc. It allows the video player to automatically adjust the quality of a video depending on changing network conditions.

MPEG-Dash (Dynamic Adaptive Streaming over HTTP (DASH)) – is an adaptive bitrate streaming technique that enables high quality streaming of media content over the Internet delivered from conventional HTTP web servers.

MPEG-2 (Moving Pictures Experts Group – 2). Another popular encoding format for both standard definition and high definition.

MP4 (MPEG-4 Part 14) – This is a digital multimedia container format most commonly used to store video and audio.

LIVE IMAGE – Short 5-second preview of your video that is shown once you move mouse cursor over video player.

OUTSTREAM AD UNIT – Shows video ads outside of a video player, between paragraphs of text, typically set on auto-play and without sound. BridTV outstream ad unit can be In-content, In-slide and In-video.

PLAYLIST – It denotes a list of media clips, which the user may playback in preferred order.

DYNAMIC PLAYLIST – Playlists which are automatically updated either by the latest videos on site, latest videos by tag or the latest videos in channel.

REAL-TIME VIDEO ANALYTICS – Overview of your bandwidth consumption, ad request, ad impressions and video display data in real-time via BridTV dashboard.

PROGRAMMATIC ADVERTISING – The automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding.

RESPONSIVE SIZING – Ensuring that elements within your page adapt to different screen sizes.

STREAMING – Continuous transmission of content, which can be paused or rewound – in basics, it’s very similar to a live broadcast.

VIDEO PLAYER SKIN – Skin allows you to match the visuals of your site with your video player.

VAST (Video Ad Serving Template) – Provides a generic framework for embedding in-stream video ads and it standardizes the communication between video players and video ad server. It is a scripts that gives instructions to the video player on how to handle an ad.

VAST AD TAG – It tells the server what type of ad to be displayed based on targeting criteria.

VAST INSPECTOR TOOL – Tool designed to give you quick response is VAST ad tag you are using supported by BridTV video player.

VPAID (Video Player-Ad Interface Definition) – Developed by IAB for interactions between ad units and video player focused on enabling rich interactive in-stream ad experience.

VIDEO AD FORMATS – Available video ad formats are:
– Linear ads (Pre-Roll; Mid-Roll; Post-Roll)
– Non-Linear ads (Overlays)
– Companion ads (displayed outside from the video player but are served through the same ad tag)

VIDEO AD IMPRESSION – A video ad impressions is the moment when users start playing a video ad on their screens. For video ads, impressions and views may be used interchangeably.

VIEWABLE VIDEO AD IMPRESSION – A viewable video ad impression is when at least 50% of the video ad’s pixels are in view and at least 2 continuous seconds of the video ad is played (via MRC and IAB guidelines).

YOUTUBE SYNDICATION – Allowing your settings and content in BridTV to be pushed to YouTube.

QUARTILES – Metric that denotes how much of the video ad was watched continuously at normal speed. It can be as follows:
– quartile=25%
– second quartile=50%
– third quartile=75%
– fourth quartile=100% (completion).

AD FREQUENCY – This value determines after how many videos an ad will be called.

AD LATENCY – Ad serving latency is a latent time which can be eventually perceived by a visitor before an ad appears and which is usually caused by the use of one or several redirects from the ad servers managing the campaigns.

AD OFFSET – Delays the initial display of an ad by 0, 1, 2 … video calls.

FILL RATE – Represents the number of video ad opportunities successfully filled divided by the total number of ad opportunities.

VCR (Video Ad Completion Rate) – Stands for the percentage of all video ads that were played to completion. Can also be referred to as VTR (View Through Rate).

CPM (Cost Per Thousand Impressions) – This actually signifies the amount that an advertiser pays every 1,000 times their in-stream video ad is shown. It is called CPI (Cost Per Impression) or CPV (Cost Per View).

VCPM (Cost Per 1,000 Viewable Impressions) – It’s the same as CPM, although only if the impressions are considered viewable (according to MRC and IAB viewability guidelines). May also be referred to as CPVI (Cost Per Viewable Impression) or VCPV (Viewable Cost Per View).

CPCV (Cost Per Completed View) – What an advertiser pays each time their video ad is played fully (in other words, it’s 100% completed).

CPA (Cost Per Acquisition/Action) – What an advertiser pays each time a visitor specifically interacts with the video ad (i.e. clicks on a CTA, makes a purchase, engages with the overlay unit, and so on)

CPP (Cost Per Point) – What an advertiser pays for every rating point of a targeted audience demographic that a video ad campaign successfully reaches.

TRP (Target Rating Point) – Represents the percentage of an advertiser’s target audience that a video ad or campaign reaches.

GRP (Gross Rating Point) – Denotes the number of times a video ad is served, multiplied by the percentage of the target audience it reaches every time. It’s employed when estimate advertising strength of different media vehicles.

OTP (On Target Percentage) – The OTP is how much of the video ad campaign’s defined goals were reached.

TRANSCODE – Transcode is utilized interchangeably with encode and conversion. It basically changes the media format to another media format, it also denotes compression that reduces  to the final product into a smaller delivery package.

VBR (Variable Bit Rate) – It compress and encode video source material based on the algorithms’ ability to detect changes in the amount of data most appropriate for a particular scene. When video is concerned, the VBR saves space by using less bits for simple content, and more bits for complex content that contains great amounts of detail or motion.