Captures viewership information from anything that hits the glass regardless of its source (over the air, set top box, VOD, video games, streaming).
Advertising-Based Video on Demand (e.g., Hulu, Peacock); these services are ad-supported and are available at a lower cost for consumers.
Broadcast Video on Demand (e.g., NBC); these services are typically included in a cable subscription fee.
A device that connects to or embedded in a TV to support video content streaming. CTVs include PlayStation, Xbox, Roku, Amazon Fire TV, Apple TV, smart TVs, and more.
Demand-side platform is a technology that allows an advertiser to buy CTV advertising with the help of automation.
These services are ad-supported and are typically free of charge to consumers. These may also occasionally be categorized as AVOD and include PlutoTV, The Roku Channel, etc).
The bootable software in smart TVs that makes it possible for a user to access and control advanced features and connected devices. Captures data regarding which OTT services are being used by the end user, but generally does not have visibility into the content within the apps or apps and content viewed through other devices plugged into the TV (eg, cable box, streaming box, etc).
Anyone who is a smart TV manufacturer.
An “over-the-top” media service is any online content provider that offers streaming media as a standalone product. The term is commonly applied to video-on-demand platforms, but also refers to audio streaming, messaging services, or internet-based voice calling solutions.
CTV is a digital medium which means that they can serve as an advertising platform. This new medium has surfaced companies who can sell, buy, and measure advertising. (e.g., Freewheel, Magnite/spotX, Roku/OneView, The Trade Desk, Yahoo/Verizon CTV, etc.)
The publishers of CTV content: CTV Channels, Virtual MVPDs, and Web/Mobile Publishers.
Sell-side platform is a technology that enables CTV media owners to manage their advertising inventory, fill it with ads, and receive revenue.
Subscription Video on Demand (e.g., Netflix); these services charge a monthly subscription fee.
STB data connects to a physical address and household, which provides a "truth set" for TV viewership. Complete visibility into linear and VOD viewership is available, but doesn’t capture OTA and streaming viewership. Data is generally delayed by several days and all cable operators are all regional.
an online provider of entertainment (music, movies, etc.) that delivers content via an Internet connection to a subscriber’s TV, computer, or mobile device. Popular streaming services include Netflix, Hulu, Amazon Prime Video, Peacock, Disney+, Apple TV+, and Roku Channel.
A closed ecosystem in which all operations are controlled by the ecosystem operator (think Google and Facebook). As the walls around their inventory and data continue to rise, advertisers are forced to buy, execute, and measure campaigns across multiple publishers.
