Just when you thought you knew all the tricky terminology around programmatic ad buying, now you’ve got programmatic TV. Instead of hiding away in the foetal position in the corner of your office, TubeMogul has put together an easy-to-follow jargon-busting list of handy words or phrases to make you look like you know what you’re saying when you have to BS your way through your next meeting. Prepare to look intelligent.
Programmatic TV: The use of software to automate the planning, purchase, delivery and optimisation of advertising. Magna Global defines it as “all spend transacted through a technology platform rather than a traditional I/O process.” Many perceive programmatic TV to be synonymous with real-time bidding (RTB). It’s not. It really is just about using technology and data to make the buying process more automated and data-driven – most agree RTB is unlikely to enter the picture.
You have our permission to use a patronising voice in order to correct anyone who says that programmatic TV is only done for real-time bidding. We’re sure you will make lots of friends every time you tell them they are wrong.
Addressable TV: A form of programmatic TV that uses data to target selective audience segments in order to serve different ads to different households based on geographic, demographic and behavioural parameters. At present, only Sky – through AdSmart – offers addressable TV options to advertisers. Basically, if you are a 50-year old guy watching a lot of ads for feminine hygiene products, you aren’t benefiting from addressable TV.
BARB: No, not the name of your first girlfriend or childhood babysitter. BARB stands for The Broadcasters’ Audience Research Board, a joint industry committee responsible for TV audience measurement in the UK. BARB takes findings from 5,100 panel households to determine programme viewership and allocates ratings figures. Ratings help advertisers determine programme popularity and the markets that watch individual shows.
DSP: Demand-side platform. Software that is utilised to purchase advertising in an automated fashion. That’s what TubeMogul is – and that’s why we were asked to write this column.
Project Dovetail: A hybrid measurement system being developed by BARB that will integrate BARB’s panel-based data with device-based data in order to provide more precise ratings analysis. It is projected that the system will come into effect within 1-2 years. You’ll hear a lot about this when it gets unveiled by BARB. I’m sure another jargon article will then be needed when they reveal their findings.
Zero Rating: A rating given to a programme in the UK that registers no viewership from among the 5,100 panel members that constitute the BARB ratings panel. It is believed that these programmes give the best opportunity for the introduction of programmatic ad buying as they would be ripe for niche audiences. For example, a show about computer games that is broadcast at 3am would be an ideal programme to advertise around if you are targeting the gaming community – or insomnia medication for those who would much rather be dozing in bed.