Glossary: V is for…


Welcome to our glossary of online advertising terms!

Find out more about online advertising terms that start with the letter V.

 


Value Add

Value Add refers to the actual impressions given as free to an advertiser as Value Added to a campaign.

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Value Added

In online advertising Value Added refers to extra inventory added to a sale (for free) to sweeten the deal for the buyer.

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VAST

VAST is the equivalent of IAB Standard Ad sizes for Video Advertising, meaning that an advertiser can make a video ad which can be shown in many places online easily. VAST stands for Video Ad Serving Template.

 


VI

VI stands for Viewable (or Viewed) Impression, which means an Ad Impression that was actually seen by a user (as opposed to an ad which was loaded onto a page Below The Fold and never seen by anyone). Usually at least 50% of an ad has to be on screen for at least one second for an Ad Impression to count as a Viewable Impression.

 


Video Ad

A Video Ad is an ad in video format, usually as a Pre-Roll or a Video MPU.

 


Video MPU

A Video MPU is simply an MPU which contains a video in it.

 


Video Network

A Video Network is a Platform which delivers Videos. This can also be applied to a platform which delivers video ads (many companies do both).

 


Video On Demand

Video On Demand (or VOD) is a catch-all term for videos on the internet. In online advertising it is often used to describe video advertising inventory and is mainly interchangeable with the term Pre-Roll.

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Viewability

Viewability in online advertising is the measure of whether an ad has been seen or not, and differs between Ad Servers and Analytics Platforms.

 


Viewability Rate

Viewability Rate is the percentage of Ad Impressions available which count as viewable.

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Viewable Impression

Viewable Impression (or VI) means an Ad Impression that was actually seen by a user (as opposed to an ad which was loaded onto a page Below The Fold and never seen by anyone). Usually at least 50% of an ad has to be on screen for at least one second for an Ad Impression to count as a Viewable Impression.

 


Viewed Impression

Viewed Impression means the same as Viewable Impression, but in the past tense. A Viewed Impression is defined as one that appeared at least 50% onscreen for one second.

 


View-Through

View-Through refers to seeing an ad all the way through to the end. It orginally only referred to video ads, but now display ads sometimes also have their View Through measured (as in the amount of people who saw the whole of an animated gif).

 


View-Through Conversion

A View-Through Conversion is another way of describing a Post-Impression Conversion – a conversion which occurred after a user has seen an entire ad, but not clicked on it (i.e. they went to the advertisers website later and converted).

 


View-Through Conversion Rate

View-Through Conversion Rate is the percentage of users who saw an ad all the way through (but didn’t click on it) and then later went to the advertisers website and converted.

 


View-Through Rate

The View-Through Rate (or VTR) is the percentage of users who saw an ad all the way through out of all the people who had the ad load on their computer.

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Viral Video

A Viral Video means a video which people share with each other at a high rate. Video Ads which are shared virally in this way are considered to be a great success as they are gaining advertising exposure without having to pay to have the video shown.

 


VOD

VOD stands for Video On Demand and is a catch all term for videos on the internet. In online advertising it is often used to describe Video Advertising inventory and is mainly interchangeable with the term Pre-Roll.

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VTR

VTR stands for View-Through Rate and is the percentage of users who saw an ad all the way through out of all the people who had the ad load on their computer.

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