Glossary*

TV Terminology

Addressable Linear TV - targeted TV ads delivered on a home-by-home basis via cable and satellite boxes.
AOV - Average Order Value Average dollar amount spent per online order
Attribution - Attribution helps track which media channels impact customer engagement. This can be via website, app events and/or conversions, which are associated as a result of a unique impression
Brand Awareness - An ad strategy focused on establishing the brand’s image and value proposition to consumers
CT-URL - Click Through URL The URL of a site where the visitor lands (on the advertiser's website) following the click of an ad
CTV - Connected TVs Smart TV’s that are equipped with active internet connection allowing certain user data to be available to advertisers. (ie: Roku, Vizio…)
DR - Direct Response An ad strategy that aims for the audience to take immediate action

Frequency - The number of times a consumer is exposed to an ad
Impressions - A metric used to count the number of instances an ad is consumed
Program - The particular TV show on a given network
Rotation - A designated time frame one can purchase inventory exclusively on linear networks. Rotations vary in pricing depending on day of the week and time frame.
Reach - The number of individuals that are exposed to a single ad
Upfront Commitments - Highly sought after media purchases that are locked in at a particular rate for a committed period of time. Networks offer advertisers a better rate for buying bulk inventory “up front” than they would throughout the season. The main purpose is to allow marketers to buy television commercial airtime up front, or several months before the television season begins. These types of media buys guarantee a number of impressions. Upfront purchases can include: Program pilots and finales. Streaming publishers do not participate in upfronts.

Media Buying Terminology

Accelerated Logs - Media buys that have to be placed earlier than normal due to market conditions (ie: National holidays)
Baseline - The number of visitors or installs that would occur without TV advertisement at that time
Booked Rate - The gross rate at which one 30s spot is purchased. Networks only provide rates for 30s spots, so the rate for a 15s spot would be half the booked rate and the rate for a 60s spot would be double
Clearance - The percentage of purchased media that actually airs on TV
Deterministic Match - Deterministic matching aims to identify the same user across different devices by matching the same user profiles together. Common profile identifiers include: First Name, Last Name, Email Address, Phone Number and Date of Birth
Drag Factor - Tatari’s proprietary incremental measurement tool.Tatari deploys a DragFactor to translate "immediate lift" into "total ad lift". We use smart TV data to track who sees a TV ad and when they see it. The DragFactor is then calculated by seeing how many people responded to the ad in the immediate lift window of 5 minutes, vs how many responded over 30 days
Fire Sale - Opportunities where inventory is sold at a reduced rate. Typically one will need to act fast to take advantage of a firesale deal.
Incremental - A measurement that separates net new visitors from existing visitors (even if they have not engaged with the ad)
In Flight - Refers to the period when advertising is being run
IO - Insertion Order A confirmation of receipt for a media purchase
Lift - A metric used to measure the traffic driven to a website that is above the established baseline
Net Booked Rate - Total net booked rate of all units combined (15s, 30s, 60s and 120s) that are booked on a given network/rotation.
Probabilistic Match - A statistical approach that aims to identify the same user across multiple devices. This approach involves matching records based on the degree of similarity between two or more datasets.
- Funnel Metric - The stages customers go through when making a purchase
  - Upper Funnel Metric - Awareness, Interest, Consideration, Intent, Evaluation, Purchase
  - Down funnel metric - Awareness, Interest, Consideration, Intent, Evaluation, Purchase, Retention
Publisher - Streaming platforms (Hulu, Tubi …)
Quoted Rate - The gross rate that is assigned by the network to book a single 30s spot
Response Rate - The percentage of viewers who responded to the ad
ROAS - Return on Ad Spend The amount of revenue earned for each dollar spent on advertising
Shave Rate - The percentage of the discounted rate from booking a media buy below the network’s quoted rate
Syndication - A particular program that is sold to multiple TV networks and aired at the network’s discretion (ie: Judge Judy)

Markets

Linear - Traditional TV (Broadcast and Cable networks)
Streaming - (also known as OTT - Over the Top) Digital distribution of television content delivered over the internet. Streaming publishers include: Hulu, Pluto, Peacock, HBO…
NPE - Non Preemptible Inventory that is guaranteed to air and is sold at a fixed rate
Remnant - Remaining TV inventory that a network has been unable to sell and is then reduced in pricing in an effort to fill. This type of inventory is purchased a week before airing and sometimes even in the same week
Scatter - Media buys that are placed on a month-to-month or quarterly basis

Networks

DMA - Designated Market Area A region of the United States that is used to define television and radio markets
National Broadcast Networks - ABC, CBS, The CW, FOX, NBC
National Cable Networks - Example: CNN, National Geographic
Local Broadcast Networks - Broadcast network affiliates. Example: KTLA (The CW affiliate)
Local Cable Networks - MSO’s (Multiple System Operators): Spectrum, Cox, Comcast
ROS - Run of Schedule An airing time of an ad left to the discretion of the network

Key Acronyms

CPA - Cost Per Acquisition Cost of advertising to acquire a single customer
CPC - Cost Per Click Cost of advertising to acquire a single click
CPI - Cost Per Install Cost of advertising to acquire a single customer via App download.
CPM - Cost Per Mille/Cost per thousand Cost of advertising to achieve 1,000 impressions.

CPV - Cost Per Visitor Cost of advertising to acquire a single visit to a webpage.

Creatives + ISCI Codes

Creative/spot - These words are interchangeable and signify a single advertisement intended for both linear and/or streaming. Creatives/spots are typically produced with a duration of 15s, 30s, 60s and 120s (with 15s and 30s being most common)
DirecTV ISCI code - Unique identifier used for DirecTV stations. These codes are always signified with a “D” as the first character. Example: DATTRI1A30H

ISCI code - Unique identifier for a specific creative that allows other key information such as spend and analytics to be tracked within the client’s dashboard
Local Airing - A spot that is sold by a network affiliate or an MVPD (Multi-Channel Video Programming Distributor) like Comcast. These local spots air on the same network as the national spots, but they air during what is called a “local break,” which is a pod of commercials that the network allows to be sold in local markets.
National Airing - A spot that can be viewed by the entire country, typically sold by the cable network or broadcaster directly
National-Local Airing - A spot that is purchased to air across the country (US and Canada markets) during local break time slots. However, assuming the local stations were successful in filling their inventory, national-local spots would not air over these local spots. This type of spot can be understood as acting like a national spot, however, it will likely be aired over by local spots in 70-80% of the markets.
National - Local ISCI code - Unique identifier used for National - Local TV networks. These codes are always signified with an “L” as the first character. Example: LATTRI1A30H

Tatari Partners

BVS / BVS Encoding - Broadcast Verification Services. An encoding applied exclusively to creatives running on Linear TV that allows Kantar to track the airing of spots. Not all linear networks are “BVS tracked” but most major networks are. BVS encoding allows spot data to be auto-ingested into our proprietary system and reflected in the client dashboard.
ER - Extreme Reach Tatari’s third party creative delivery partner who handles all creative logistics such as: ensuring all assets meet proper TV specs/requirements and sending creatives to TV networks.
Kantar - A Tatari partner who handles the tracking of linear creatives on networks

Booking Tool Terms

Plan View: This portion of the Booking Tool offers a look at your current media plan for a given week and allows you to build it out or make changes to your media plan.

Column Drop-Down Menu

Combined/Separate - This feature will adjust your plan view’s layout. Whether it is organized via Network and Rotations as a combined column or as two separate columns
Network Friendly Name - An easily recognizable title given to a network that is not abbreviated Example: Animal Planet or BBC America
Day of Week - Displays the days of the week that are booked for a given linear network/rotation
Quoted Rate - The gross rate that the network has assigned for a 30s spot to air
Booked Rate - The gross rate that you purchased for a 30s spot to air
- - Red indicates your booked rate exceeds the quoted rate
  - Green indicates your booked rate is below the quoted rate
  - Hovering over the amounts highlighted in green will show how much you’ve effectively shaved off in rate
  - Grey indicates your booked rate matches the quoted rate
15 / 30 / 60 / 120 - This column indicates how many units for a particular duration (15s, 30s, 60s and 120s) are booked on a given network/rotation/publisher
Allocated - Total net booked rate of all units combined (15s, 30s, 60s and 120s) that are booked on a given network/rotation.
CPM - The CPM assigned to this particular network/rotation
Strategy Tags - A tool to categorize bookings for in-depth analysis
Creative Group - A tool to combine a mix of different creatives under a common label

Indicates this network is Non-Preemptible (NPE)

Indicates a warning message and/or reminder about a particular network/rotation’s conditions

Indicates a test rotation

Click to view the media plan in an Excel format

Click to download the media plan as a CSV file

Strategy Tags Manager - A tool to create and assign tags to creatives for further in-depth tracking and analysis. Here, you can select from pre-created tags or create your own private tags

Tool Bar

Bulk Action Center - A tool that allows you to apply adjustments and updates to multiple bookings at once

Edit - Allows you to edit within a single booking
Select tags - Allows you to choose from tags and apply them to certain bookings as well as create brand new ones
View Similar Inventory - Allows you to view inventory that is like the inventory of a specified rotation.

Permanently remove a booking from the media plan

Inventory Selector: Within your Plan View, the “Add Linear Buy” option brings you to the Inventory Selector. Here, you can search, filter and select from all networks/rotations to build into your media plan

Clicking “Add Linear Buy” (above) will direct you to the Inventory Selector (below)

Inventory Types - This drop down feature allows you to filter your inventory search by type ie: National, Local, Syndication, NPE ...etc
- Click on one of these two icons to include or exclude certain networks/rotations from your filtered search
Presets - A tool to save your filter settings
Column Drop Down Menu - These columns allow you to filter your inventory search via a variety of metrics and demographics

Quoted Rate - The gross rate that the network has assigned for a 30s spot to air
Quoted Rate Change - A percent comparison of the current quoted rate from previous historical rates
Indicates similar linear/streaming inventory available
Indicates this network/rotation is already in the media plan
Quoted Impressions - The amount of impressions that the network has assigned for this rotation
Quoted CPM - The CPM assigned for this network/rotation
CPV Index - The predicted CPV performance for a given rotation. This prediction assumes a 0% shave rate, so if a media purchase is booked with a strong shave, this number will effectively increase. The higher the number indicates the stronger CPV performance. The pie chart indicates Tatari’s level of confidence in this number (a full pie chart means very high confidence)
Historical - Indicates the last time that this network/rotation was booked
Income - A percentage indicating how many households fall within this particular income bracket
Age - A percentage indicating how many households fall within this particular age bracket
Female Lean - Indicates if a particular network/rotation has an audience that skews female
Male Lean - Indicates if a particular network/rotation has an audience that skews male
Education - Displays the highest level of education post middle school for that particular network/rotation
Child Presence - Indicates the percentage of households that have at least one child

Side Bar Breakdown: A granular breakdown that allows you to analyze the current status of your media plan. There are a couple different ways that you can sort the information in your media plan.

Network - Filter via networks
Network Family - Filter via network families
Rotation - Filter via rotations
New Network - Filter via the networks that are newly added to your media plan
Previously Booked Network - Filter via the networks that have been booked previously
New Network Rotation - Filter via the rotations that are newly added to your media plan
Previously Booked Network Rotation - Filter via the network rotations that have been booked previously
Booking Type - Filter via different buy types (NPE, Syndication, Regular…)
Creative - Filter via ISCI code
Creative Group - Filter via your assigned creative groups
Day of Week - Filter via day of the week
Prechecks - Filter via your prechecks. Prechecks are a way to quickly identify and troubleshoot errors in your media plans. This feature acts as a safeguard to ensure your media plan is error free before sending orders out to networks. Prechecks will appear as a variety of Warnings Messages and can include labels like: Duplicate Rotation, Missing 30s Creative, Missing CTURL, Archived Creative Group ...
Shave Bucket - Filter via how heavy rates are shaved from the network quoted rate
Spot Duration - Filter via the length of creatives