Xapads Blogblog

Video Advertising Glossary

Video Ad industry is growing very rapidly. This growth brings new terminologies with it & keeping up with terminology surrounding Video advertising is no easy task. We’ve shortlisted some of the commonly used terminologies. This glossary will help you stay in-the-know. Don’t forget to Bookmark this link.

ad completion 

an ad completion event occurs when a video ad plays through to the end.

ad fraud 

it is when ads are not served to human but just in a way to drive “views” and revenue.

ad network

a company that connects websites with advertising to sell, then aggregates that inventory for advertisers to buy, usually via programmatic exchanges.


means how you target a message. the targets are a device, browser, segment, or an individual. these segments can also be divided by their demographic and/or geographic factors.

addressable TV

is a revolutionary technology which allows you to showcase your advertisements to your targeted audience segment. these audience segments are usually divided by their behavior, demographic, age and various geographic factors.

ad pod

an ad pod is a group of ads which play back-to-back in one commercial break. an ad pod can be of different lengths and can be inserted pre, mid, or post content.


a video ad which has a story to communicate a particular message for the brand is called advertainment. it is usually entertainment advertising and last for more than a minute.

autoplay video ad

an ad linked with video content which automatically starts playing without user initiation.

adaptive bitrate streaming

adaptive bitrate streaming (abs) is a performance management technique for streaming multimedia over computer networks.

agency trading desk

it a real time bidding platform from where agencies can create media plans, execute them and monitior it.

audience extension 

it attempts to expand the target audience size while ensuring relevancy and maximizing engagement.


the amount of data per second that has been used to store a media signal.

brand lift

the increase in the message recall between respondents who did not view the ad and those who did.


a computer program that works automatically, especially one that searches for and finds information on the internet. it works on internet typically at a much higher rate than would be possible for a human alone.

connected tV (CTV)

any tv which can be connected to the internet and access content beyond what is available via a cable provider is a connected tv.

content distribution network

 a large distributed system of servers deployed in multiple data centers across the internet to reduce the latency of downloads to users.

cost per acquisition

 when the advertiser only pays when a visitor takes some specific defined action in-response to an advertisment.

cost per completed view

when advertiser only pays for ads that finished.

cost per point

cost per point is the cost of reaching to 1% of population of the targeted segment.

cost per viewable impression

 when you pay only for ad impressions measured as viewable.  an ad is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

cost perview

 a pricing model where the advertiser only pays for a video start.


a method of distribution especially for live or on-demand online content which features similar content the viewer might be interested in.

cross-screen measurement

this helps in tracking and measuring video metrics across digital mediums.


technology or media that applies across multiple formats and across multiple devices.

deal id

a unique piece of code assigned to an automated ad buy, used to match buyers and sellers individually, based on a variety of criteria negotiated beforehand.

digital out-of-home advertising

it refers to “out-of-home” advertising which is about ads that are marketed to consumers when they are “on the go”, such as in transit, in commercial locations, or in waiting areas.

demand-side platform

a software used to purchase advertising in an automated fashion, allowing advertisers to buy impressions across a range of publisher sites through ad exchanges. tubemogul is a demand-side platform.

dynamic creative

video ad creatives are customized in real-time in accordance to the viewer. these advertisements personalize the content and put different creative elements based on the user and his environment.

encoding/ transcoding/ renditions

encoding means the change from film to digital format, or change from analog to video. where as transcoding refers to the creation of compressing a video file from a source file and the resulting compressed versions of the same creative is known as renditions.

first look

 media seller gives certain buyers first priority in access to ad inventory.

first-party data

data directly collected by a brand – typically through e-commerce sites and company websites .


number of times an ad is delivered to the same browser in a single session or time period.

gross rating point

 the term used to measure advertising impact

in-stream video ad

in-stream video ads play according to consumer. these ads can only be played inside short or long-form videos.  they play in three ways:

pre-roll ads cannot be stopped from being played.

mid roll is when the advertisement plays in the middle of the video content.

post roll are played after the content ends.

interactive video

a digital video creative which makes a user participate thought intergarated elements, like calls-to-actions, forms, polls/surveys, etc. these videos make the audience engage in the story.

interstitial video

video ads which appear between two pages also known as transition ads. they are more common in mobiles.


actual placement of an advertisement – digital or otherwise – as recorded by the ad server.


the time taken in transferiing the video content from the server to the service.

long-form video

video content which has a story with a proper beginning and a conclusion. such videos usually last over 10 minutes example movies. it also contains a few ad breaks mid-roll.

mid roll

form of online video ad placement where the ad is played during a break in the middle of the content video.

mobile pre-roll

video ads with standard functionality, such as click throughs, running on smartphone or tablet devices. can be in-stream or in-app.

multi-channel network

it allows content makers to program, promote, monetize, and distribute their content on digital video platforms. it also provided them technical assistance in exchange for a small percentage of the ad revenue earned.

multi-channel video programming distributor

also called mvpd, it is the service provider which delivers video programming services for a subscription fee. this includes cable, satellite, and telecommunication service provider.

native advertising

a paid ad experience which looks like it’s a part of the webpage. these ads aspire to be a part of the page in terms of design and a viewer feels that it belongs to that page.

open exchange

a marketplace for aggregated inventory from multiple partners where buyers can bid either manually or programmatically to purchase impressions.

out-stream video ad

this video advertising takes place outside the in-stream video content. in an out-stream video ad a new video unit autoplays whenever the user navigates within an article in the website. this even works if the website doesn’t have its own video content.

there are 4 out-stream video ads:

  1. in-banner video:here a video exists within a banner advertisement. the banner space plays the video and this format relies on display ad inventory.
  2. in-article video: this is a video ad which loads and plays between paragraphs of the editorial content.
  3. native video ad: a native video ad is an independent user-initiated video ad on video platforms eg youtube. consumers can choose to see the native video ad as compared to pre-roll video ads which play automatically.
  4. in-feed video: this promoted video is a part of the website but it includes a headline, description of the ad.

over the top device

a device that can be connected to a tv ti show internet-based video content

over the top video

the video content played from connected device like netflick, amazon prime etc over the internet outside the closed networks of cable providers and d2h.

on target percentage

 a benchmark for digital marketers to measure the campaign effectiveness in reaching intended audiences.

pre-roll ad

a video advertisement that appears directly preceding an online video. common formats include :15, :30 and :60 lengths.

programmatic direct

an ad buy done directly between a publisher and advertiser through automated programmatic ad-buying systems.

real-time bidding (rTB)

the buying and selling of online ad impressions through real-time auctions that happen within milliseconds.

run-of-network (RON)

the scheduling of internet advertising whereby an ad network positions ads across the sites.

run-of-site (ROS)

the scheduling of internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.

second-party data

when a company makes its first-party data directly available to another company, which then uses it to sell ads.

sell-through rate

the percentage of ad inventory sold.


 percentage of video ad viewed continuously at a normal speed.

server side ad insertion

 the process of combining  video content and ads together on the server side level. video content and video ads come from different  places  but are combined on the fly when people start watching videos.


the content sent in compressed form over the internet and displayed by the viewer in real time.

short-form video

a video which is less than 10 minutes in duration.

target rating point

 the percentage of an target audience that sees the commercials, advertisements, or campaign.

video ad serving template (VAST)

a framework for serving ads to a video player which also describes expected player behavior for executing ads that are supplied using it.

video multiple ad playlist

an xml template that video content owners and ad networks can use to schedule multiple ad insertions from a single tag.  vmap offers content owners additional control over the placement and timing of ads, especially when they lack control or ownership of the player.

video ad completion

when a video ad starts and plays through its entire duration to completion.

video ad completion rate

the percentage of all video ads that play through their entire duration to completion.

video player-ad interface definition (VPAID)

 a common interface between video players and ad units, enabling a rich interactive in-stream ad experience.

viewable video impression

  a desktop video ad or mobile video ad that meets thr particular criteria of  desktop and  mobile.

vertical video ads

vertical video ads are displayed in portrait mode but it can also be shot in portrait/landscape mode. these types of video ads are mostly displayed in mobile devices as they have the optimal aspect ratio to fill the whole screen.

video aspect ratio

videos are in many aspect ratios. there are two main ones: widescreen (16:9) and standard (4:3). the aspect ratio describes the width and height of the video. the preferred aspect ratio for hd screens is 16:9. for vertical videos on most phones the aspect ratio is 9:16.

video on demand

video content has a unique aspect, it is controlled solely by the user. whenever he wants to consume, the video is available. this content is found on most video streaming devices like set top boxes, mobile web, and mobile apps.


the sequins or priority  in which advertisers have the opportunity to buy inventory.


the percentage of clicks vs. impressions on an ad within a specific page. also called “ad click rate.”

360 video ads

360-degree videos are user centered advertisement. these are much like virtual reality and put the user in the center of the video. they require a special camera to shoot. these advertisements are shot from every direction and the user can control how they want to view these advertisements. they require vr headset, keyboard/mouse/touch controls or motion sensors to control the viewing orientation.