How is addressable TV (ATV) defined, what does ADB2 mean, how do switch-in and dynamic ad insertion differ?
The topic of ATV is ubiquitous, but at the same time it is still a relatively young field where there is a need for clarification on technical terms so that everyone uses the same language and understands what is meant. German industry association Deutsche TV-Plattform has compiled a comprehensive glossary on ATV in German and English language to clarify and define expressions.
The glossary provides an overview of the currently relevant fields. ATV is not limited to advertising, but the term is currently predominantly used and applied in this context. Therefore, the version 1.0 of the glossary focuses on expressions relevant to advertising. In the first section, the glossary explains some basic terms. The second section deals with important content and forms of advertising. The third section forms the core of the glossary and describes essential terms of advertising technology (ad tech). The glossary is rounded off by naming important technological standards that play a role in the context of ATV.
The glossary was compiled by the association’s smart media working group in cooperation with broadcasting groups, internet companies and research institutions. It can be obtained free of charge via the website of Deutsche TV-Plattform.
“The share of internet-capable TV sets is continuously increasing – last year, 89% of all TV sets sold were smart TVs. This opens up the opportunity for broadcasters and advertising companies to gain additional reach and use targeted advertising methods. Our glossary provides market participants with assistance in leveraging this potential and bridging the gap between the wide reach of classic TV and online advertising,” said Carine Chardon, Managing Director of Deutsche TV-Plattform.
