Digital marketing glossary

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Term Definition

SCTE-35 (ANSI/SCTE 35 2013) is a joint ANSI/Society of Cable and Telecommunications Engineers standard that describes the inline insertion of cue tones in mpeg-ts streams. The full standard name is 'Digital Program Insertion Cueing Message for Cable.'SCTE-35 is used in the US to signal a local ad insertion opportunity in the transport stream and in Europe to insert local TV programs (e.g. local news transmissions)

second price auction
An auction type in which the bidder who submitted the highest bid pays a price equal to the second highest bid. Also known as a Vickrey auction. This auction type has been in use for over a century for the purchase and sale of a variety of goods and services and is based on game theory as applied to auction dynamics. It's a commonly used auction type in online ad trading.
second screen

Second screen refers to smartphones or tablets used while whatching TV. The use of a second screen is a growing phenomenon and has huge potential for digital marketing traditional TV advertising and TV program promotion.

second-party data

Second-party data which is basically first-party data that you are getting directly from the source. You can make a deal with a particular publisher whether through your DMP or elsewhere to offer specific data points audiences or hierarchies to that other company. 

A group composed of members of a target audience identified based on the webpages they visit the actions they take such as making a purchase or completing a sign-up form or data such as gender or geographical region.
segment data
See user data and contextual data.
segment pixel
A pixel that marks a user as belonging to a certain segment. For example an advertiser might place a segment pixel on the homepage and mark all visitors to the homepage as 'homepage visitors.'
semantic targeting
In theory semantic targeting means figuring out what the content on a webpage is really about and being able to place ads based on that content. For example if a website says 'sunny weather

Server-side ad insertion (often referred to as “ad stitching”) is the process of stitching video content and ads together on the server side level rather than on the browser level (Client Side Ad Insertion). Videos and video ads are coming from different places—videos typically come from a content delivery network (CDN) and ads from an ad server (video ads can also be served from CDNs although content CDNs and ad CDNs often differ). These are then combined on the fly when people start watching videos. With server-side ad stitching that combination of video and advertising happens on the backend.

Server-side ad insertion allows for smoother ad user experiences as users do not have to wait for players to fetch ads and render them in real time. The stitching is all done prior to the user getting the ad break/pod. In the ad stitching process ad specs are matched with content specs resulting in more consistent viewer experience as the ad quality will match the content quality.

SSAI also allows publishers to mitigate ad blocking as video content and ads are stitched together as a cohesive stream on the server side which allows them to bypass browser or device-level detection/blocking. When a browser or device-level script makes a call to the ad-decisioning system the ad blocker can identify that signal as opposed to a server-side script where the ads are already stitched into the player’s content making it impossible to distinguish an ad from content.

This is a great solution for a publisher however advertisers may have concerns with measurement being made server side and request such delivery to be distinguished in reporting.

Set-Top box

An electronic device that connects to a TV providing connectivity to the Internet game consoles or cable systems.


Secure Interactive Media Interface Definition

skin creative
A creative that wraps acts as a wallpaper or otherwise surrounds page content with ad content.
sponsored content

An advertisement that is written by the publisher for the brand to increase brand awareness. Roadblocks or full-page takeovers may be set up to heighten brand recognition but there isn’t a clear call to action. The editorial style of the article matches that of the publication so these ads are required by law to carry the label “sponsored content” (or a variation thereof).

sport sync

Trigger digital ads across screens based on live sports moments like scores score changes wins overtimes penalties

See supply side platform (SSP).