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AdTech Glossary
An ongoing list of terms we’re often asked to define.
By Eric Thompson

June 28, 2018

3 min read
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AdTech Glossary

We add 10 terms to this AdTech Glossary each week. This glossary is specifically tailored to the media teams that work with us. Their questions determine what gets added each week.

Addressable TV

Where you buy TV audiences, not content. It provides the ability to show specific ads to unique households — so, the ad you see is different than the ad your neighbor sees during the same program.


Advanced TV

Advanced TV is an umbrella term that refers the next era of TV. IAB currently defines it as TV content not delivered in traditional linear formats like broadcast, satellite and cable.

There are three categories under Advanced TV:

  1. Programmatic Linear – linear TV formats with programmatic advertising implemented.
  2. Addressable TV – where you buy audiences, not content. So, both you and your neighbor could be watching the same basic cable show but receive different ads.
  3. Connected TV – Connected TVs stream TV content through an internet connection via an over-the-top (OTT) device (i.e. Roku, Apple TV, gaming consoles and Smart TVs).


Connected TV

A Connected TV (CTV) streams programming to a television using an internet connection via an over-the-top (OTT) device (i.e. Roku, Apple TV, gaming consoles and Smart TVs). Reporting with CTV ads includes standard conversion tracking as well as cross-screen, cross-device measurement with fully integrated retargeting capabilities.



A conversion is when a user does what your ad is trying to get them to do.



Cost-per-engagement is where advertisers pay only when users engage with their ads. So, you don’t pay for impression, you pay for user interaction.



Cost-per-mille (a.k.a cost-per-thousand) is where advertisers pay for how many impressions their ad receives.


Frequency Cap

Frequency capping restricts the number of times a user is exposed to your ad.



Over-the-top (OTT) devices deliver TV content via the internet without the need for users to subscribe to a traditional TV service. The content goes “over the top” of cable boxes. Clever, right?


Programmatic Linear TV

Where programmatic ads run on live TV through linear methodology. It’s the reach of traditional TV with personalization opportunities of programmatic advertising.



UTM stands for Urchin Traffic Monitor (kinda weird, we know). UTM codes are code snippets you can attach to URLs to track the performance of a campaign.

Once implemented, you get a ton of info like:

  • Where your traffic comes from
  • What content leads the traffic to you
  • What medium the traffic comes from (search, social media, etc.)
  • Which campaign the traffic is associated with
  • What keywords drive traffic

A URL with a UTM looks like:

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