AdExplainer

Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.

As ecommerce adoption has grown, measurement has shifted away from proxies towards metrics that show business results – a move away from clicks and views towards sales and profitable growth.

The next wave of privacy regulation revolves around data brokers. And while the term “data broker” may have a negative connotation, its legal definition is fairly straightforward.

Return-path data (RPD) is viewing information processed by a TV device. But it’s still convenient to distinguish data from set-top boxes versus automatic content recognition.

“Measurement” and “currency” are often conflated in TV land, but they’re not the same. They have different standards and use cases – and these contrasts matter as the industry looks for a better way to transact TV ads.

For more than a decade, the ad tech industry has tried to replace the term “fingerprinting” with euphemisms, like probabilistic modeling. But too bad for ad tech, because the term stuck.

Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.

One of the most popular technical solutions to streamline campaign flights on connected TV is server-side ad insertion (SSAI). SSAI is technology that stitches together ads within a video stream before the stream loads on a user’s device. Most of the demand is coming from the explosive growth of CTV, but it can be used in any connected or over-the-top (OTT) video environments, including social.

AVOD is the same thing as FAST … right? Not so fast. Despite dozens of streamers, programmers and publishers crowding the space, AVOD and FAST are the only two ways to watch ad-supported TV beyond the set-top box, and the core difference between them comes down to content distribution.

Retail media is the hottest thing in online advertising and one of the most important categories for the future of programmatic growth. And the most important thing about retail media 2.0, a catchall for retailers using first-party data to target and monetize their audiences, is that the real value doesn’t come from the inventory or even who’s making the buy. It’s all about the data.