Here is a list of commonly used terms to help you navigate the world of TV advertising.

Audiences: A group, in this case households, that are grouped together by a common factor, for example, demographics, location, interests or intent.

Budget: The total amount of money allocated to a campaign for purchasing advertising inventory and media delivery.

Clean Room: A privacy-safe environment where multiple parties can analyze and match data sets without sharing or exposing underlying customer-level data.

Creative: The video advertisement shown to an audience during a campaign.

CTV: A television connected to the internet that streams video content, allowing advertisers to deliver targeted ads within premium streaming environments.

Data Export: The ability to download campaign reporting data for analysis, sharing, or integration with other systems.

Daypart: A specific time of day when your ad is scheduled to run.

Demographics: Audience characteristics, such as age, gender, income, or household composition, used for targeting and reporting.

DMA: The designated market area where ads were delivered.

Flight Dates: The start and end dates during which a campaign is scheduled to run and deliver impressions.

Inventory: The available advertising opportunities or ad placements that can be purchased and served across media properties.

Line Item: A single set of delivery instructions within a campaign (including budget, targeting, flight dates and creative) that controls how a specific portion of your ads is served. A campaign can contain multiple line items, each managed and measured separately.

Offline Sales: Purchases that occur in physical stores or other offline channels and can be used to measure how advertising influences sales performance.

Pixel: A small piece of tracking code used to measure ad delivery, audience behavior, conversions, and campaign performance.

Publisher: The media publisher where ads were delivered.

Retargeting: A targeting strategy that serves ads to audiences who have previously interacted with a brand, website, or advertisement.

Attribution: The process of measuring and assigning credit to advertising exposures that contributed to a desired outcome, such as a visit, lead, or sale.

Clicks: Total number of ad clicks, as reported by the Ad Server. (Note, this metric is different than click-through conversions, which are measured by the web pixel and referrer/session logic)

Completed Views: Total number of video impressions that played to completion.

Control Group: A comparable audience or households that were intentionally not exposed to the advertising campaign.

Conversion Rate: The percentage of exposed households or viewers that completed a desired action, such as a purchase, website visit, registration, or store visit, after seeing an advertisement.

Conversion: A desired action completed by a viewer or household after ad exposure, such as a purchase, website visit, registration, app download, or store visit.

CPM: Cost Per Thousand Impressions.

eCPM (Effective Cost Per Mille): The effective cost to deliver 1,000 ad impressions, calculated using total spend and total impressions delivered.

Exposure Group: The audience or households that were served and had the opportunity to view an advertising campaign.

FEP (First Exposure Percentage): The percentage of a campaign's audience reached for the first time during a specific reporting period.

Frequency: The average number of times a unique household was exposed to an ad. Formula: Total Impressions / Unique Reach.

Impressions: The number of times an ad was shown to viewers.

Incrementality: The measurable impact directly caused by an advertising campaign beyond what would have happened naturally without ad exposure.

Optimization: The process of adjusting campaign settings, targeting, or delivery to improve performance and achieve campaign goals more efficiently.

Pace: The rate at which a campaign is delivering impressions relative to its planned goal and flight dates.

Reach: The total number of unique households exposed to an ad.

Spend: The total media cost associated with delivered impressions in the selected view (aggregated across all impressions).

Treatment Group: The group of households that were exposed to the advertising campaign. Also referred to as the Exposed Group. Compare with Control Group.

VCR (Video Completion Rate): The percentage of video impressions that were watched to completion. Formula: (Completed Views / Video Starts) x 100.