An OTT Product & Marketing Glossary

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Updated: May 15, 2019

There’s A LOT of acronyms and buzzwords thrown around in the media and entertainment industry. Because you can’t really be “down with OTT” unless you understand the difference between “OTT” and “Connected TV”.

We’ll be updating this list often but let us know if there are any obvious words we’re missing.


A/B Testing

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a web page or app against each other to determine which one performs better.


Automatic content recognition (ACR) is an identification technology to recognize content played on a media device or present in a media file. Devices containingACR support enable users to quickly obtain additional information about the content they see without any user-based input or search efforts.

Addressable Advertising

the ability to show different ads to different households while they are watching the same program.

App Experience

The sum of interactions and feelings a customer has while using the app, especially in terms of how easy or pleasing it is to use.

App Store Optimization

App store optimization is the process of improving the visibility of a mobile app in an app store. Just like search engine optimization is for websites, app store optimization is for mobile apps.


AVOD refers to ad-based video on demand, and is free to consumers but are ad-supported by adding advertisement in any manner during video playback.


Behavioral Analytics Behavioral analytics are a subset of business analytics which focus on finding out how and why people behave the way they do when using digital products such as e-commerce platforms, social media sites, online games, and OTT apps.



Customer acquisition cost (CAC) is the cost of acquiring a customer to a particular product or service.


A content delivery network or content distribution network is a geographically distributed network of proxy servers and their data centers. The goal is to provide high availability and high performance by distributing the service spatially relative to end-users.


A customer data platform (CDP) is a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems

Churn Rate

The annual percentage rate at which customers stop subscribing to a service or product.

Cord Cutting

Giving up any and all pay services that provide access to linear (e.g. live) ad-supported broadcast and cable TV

Cord Shifting

Switching from a pay service that delivers linear (e.g. live) ad-supported broadcast and cable TV via a cable or satellite connection to a similar service that delivers linear ad-supported broadcast and cable TV via a broadband connection.

Cross-channel marketing

Cross-channel marketing is the combination of multiple promotional methods to ensure that prospects smoothly progress from one stage of the sales funnel to the next.


Stands for “Connected TV” and refers to devices that use a television as a display and can connect to the internet to access content.


Customer-relationship management is an approach to manage a company’s interaction with current and potential customers. It uses data analysis about customers’ history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth

CPI or Cost Per Install In a Cost Per Install campaign, publishers place digital ads across a range of media in an effort to drive installation of the advertised application. The brand is charged a fixed or bid rate only when the application is installed.


“Cost per mille” (CPM), or cost per thousand impressions, is the main pricing model for the sale of advertising space. An advertiser pays the price of an advertising space expressed per one thousand impressions (CPM).

Customer Experience

The product of an interaction between an organization and a customer over the duration of their relationship


D2C or DTC

Short for “Direct to Consumer” and is a term that means when brands sell directly to their end customers without selling through an affiliate, distributor, wholesaler or other outlet.


A DMP is a centralized data management platform that allows you to create target audiences based on a combination of in-depth first-party and third-party audience data; accurately target campaigns to these audiences across third-party ad networks and exchanges; and measure with accuracy which campaigns performed the best across segments and channels to refine media buys and ad creative over time.


A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

Deep Linking

Refers to the use of a link that takes users to a specific location within an OTT app or website rather than simply launching the app or home page.

Deferred Deep Linking

Allows users to deep link to content even if the app is not already installed on their device.



The use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.


Interactive Ads

Interactive ads are digital ads designed for user interaction and they can be used on desktop, mobile, and TV.


IPTV or Internet Protocol television is a service that provides television programming and other video content using the TCP/IP protocol suite as opposed to traditional cable or satellite signals.



The process of adapting a product or content to a specific locale or market.

Lifecycle Marketing

The process of providing your audience the kinds communications and experiences they need, want, or like as they move from prospects to customers then, ideally, to loyal viewers/subscribers.



OTT or “Over-the-Top,” is a term used for the delivery of film and TV content via the internet as opposed to cable or satellite.


An Online Video Platform enables users to upload, convert, store and play back video content on the Internet, often via a structured, large-scale system that can generate revenue.


Programmatic Advertising

“Programmatic” ad buying is basically using machines to buy ads. It’s the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.



The activities and actions companies and organizations take to reduce the number of customer defections



A supply-side platform (SSP) or sell-side platform is a technology platform to enable OTT providers to manage their advertising space inventory, fill it with ads, and receive revenue.


Search engine optimization is the process of increasing the visibility of a website or a web page to users of a web search engine.


SVPD refers to subscription video on demand. With SVOD, users are allowed to consume as much content as they desire at a flat rate per month.


TV Everywhere

TV Everywhere refers to a business model wherein access to streaming video content from a television channel requires users to “authenticate” themselves as current subscribers via an account provided by their participating Pay TV provider, in order to access the content.


TVOD, or transactional video on demand allows consumers to purchase content on a pay-per-view basis. There are two types of TVOD – First is Electronic-Sell-Through, which lets consumers have permanent access to a piece of content once purchased. The other is Download-to-Rent where customers can access the content for a limited time upon renting.


User Flow

The path taken by a prototypical user on a website or app to complete a task. The user flow takes them from their entry point through a set of steps towards a successful outcome and final action, such as signing up for a subscription.


Video CMS

A video content management system, or video CMS, is software that enables an organization to centralize, manage, and deliver video online.

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