The language of in-venue advertising

ACR (Automatic Content Recognition)

Automatic content recognition (ACR) is technology in smart TVs that identifies what is playing on screen. Measurement panels use ACR to log exposures and viewing for attribution.

Ad avails

Ad avails are the ad slots forecast to be available to buy over a given period. Buyers use an avails forecast to plan how much inventory a campaign can reach before committing.

Ad pod

An ad pod is the set of ads that run back to back in a single commercial break. Where an ad sits in the pod, especially the first slot, affects how much attention it gets.

Ad recall

Ad recall measures whether viewers remember an ad after seeing it, a common proxy for attention and effectiveness.

In-venue viewers, watching on a big screen in a social setting, are more receptive than at-home viewers, which supports stronger recall.

Addressable advertising

Addressable advertising targets ads to specific households or devices, so different viewers of the same program can see different ads. In-venue advertising is one-to-many instead: everyone in the room sees the same spot.

Always-on campaign

An always-on campaign runs continuously rather than in short bursts, keeping a brand present over time. It is common for programmatic and performance buyers who optimize as they go.

Attribution

Attribution is the practice of connecting an outcome, such as a store visit, a sale, or a tune-in, back to the ad exposure that drove it, so a campaign can be credited for the behavior it caused.

Audience targeting

Audience targeting directs ads toward a defined group based on traits like interests, behaviors, or location. In venues, targeting works at the venue and content level rather than by individual household.

Audio-optional creative

Audio-optional creative is an ad built to work without sound, carrying its message through visuals and on-screen text.

It matters because many out-of-home and in-venue screens play muted, so the creative has to land with the audio off.

Bar TV advertising

Bar TV advertising reaches patrons on the televisions inside bars and sports bars, usually during live sports.

With in-venue advertising, the ads run during the broadcast commercial breaks on the main screens rather than on a separate display.

Brand awareness

Brand awareness is how readily people recognize or recall a brand. It is a top-of-funnel objective that upper-funnel campaigns, including live sports advertising, aim to build.

Brand lift

Brand lift measures the change in awareness, perception, or purchase intent caused by an ad campaign, usually through surveys comparing exposed and unexposed audiences.

Campaign flight

A campaign flight, also called a flight, is the scheduled period a campaign runs, with a defined start and end date. Delivery, pacing, and reporting are all measured against the flight.

Campaign pacing

Campaign pacing is how evenly a campaign delivers its impressions across its flight, so the budget is spent on schedule rather than too fast or too slow.

Category blocking

Category blocking lets a venue keep ads from unwanted categories, such as a competing brand or an off-brand product, off its screens. The venue controls what runs during its commercial breaks.

Co-viewing

Co-viewing is more than one person watching the same screen at once. In bars and restaurants it is the norm, so a single in-venue screen reaches a whole room rather than one viewer.

Commercial-break advertising

Commercial-break advertising shows a brand’s ads during the commercial breaks of live programming. In venues, the platform shows targeted ads on the bar’s screens during those breaks, so the message lands inside the broadcast the room is watching.

Content rotation

Content rotation is the recurring cycle of a venue’s own promos and slides across its screens, so different offers show in turn through the day.

Content schedule

A content schedule sets what plays on a venue’s screens and when, by daypart and day of week, so the right programming and promos run automatically.

Content-aware targeting

Content-aware targeting places ads based on what is happening on screen, such as the sport, the broadcast, or the moment in a live game, so the ad fits the context the room is watching.

Contextual sports targeting

Contextual sports targeting aligns ads with specific live sporting content, so a brand reaches fans during the games, leagues, and events its audience watches.

Control group

A control group is a comparable audience not exposed to a campaign, used as a baseline. Lift is the difference in outcomes between the exposed group and the control.

CPM

CPM (cost per mille) is the price an advertiser pays per one thousand impressions. It is the standard way to compare the cost of reaching audiences across channels.

In-venue advertising delivers live sports inventory at a significantly lower CPM than streaming CTV alternatives.

Creative rotation

Creative rotation is the practice of cycling multiple ad creatives within a campaign, to keep the message fresh and test which versions perform best.

CTV

Connected TV (CTV) is television streamed over the internet to a smart TV or streaming device, usually watched at home. CTV inventory is bought programmatically with household and device-level targeting.

Daypart targeting

Daypart targeting schedules ads to run during specific parts of the day, such as happy hour or late night, matching the message to when the intended audience is present.

Deal ID

A deal ID is a code that connects a buyer to a specific negotiated programmatic deal, so the agreed inventory, price, and terms apply when the buyer bids.

Demand source

A demand source is where the bids for an ad slot come from, such as a DSP or an ad exchange. Reporting often breaks delivery down by demand source.

Digital signage

Digital signage is content shown on screens in a business, such as menus, promotions, and event listings. Venues use it to promote their own offers on the same TVs that run live programming.

Direct IO

A direct IO is a campaign bought straight from the media owner on an insertion order, rather than through a programmatic auction. It is the simplest way to buy guaranteed inventory.

DOOH

Digital out-of-home (DOOH) is digital advertising on screens in public spaces, such as billboards, transit displays, and standalone venue screens. The defining trait is that the screen exists to show ads, which people glance at in passing.

In-venue advertising is distinct from DOOH because the ad runs inside the live content the room is already watching, not on a separate screen.

DSP

A demand-side platform (DSP) is software advertisers use to buy ad inventory programmatically across many sources from a single interface, with audience targeting and automated bidding.

Dwell time

Dwell time is how long a person stays within view of a screen or inside a venue. The average in-venue visit lasts 82 minutes, so a campaign can reach the same viewers repeatedly in one sitting.

Dynamic creative

Dynamic creative is an ad that updates automatically based on context, such as the live game, the score, the time of day, or the venue, so one campaign stays relevant across many moments.

Fill rate

Fill rate is the share of available ad slots that were actually filled with a paying ad. A high fill rate means most of the inventory sold.

First-party data

First-party data is information a company collects directly, such as venue attributes or customer records. It is used to target and measure campaigns without relying on third-party data.

Footfall attribution

Footfall attribution, or foot traffic lift, measures the increase in store or venue visits driven by an ad campaign, by comparing the visit rate of exposed audiences against an unexposed control.

Frequency

Frequency is the average number of times each person in the reached audience saw a campaign. Long in-venue dwell time means a campaign can build frequency within a single visit.

Full-screen ad

A full-screen ad takes over the entire TV during a commercial break, rather than running in a corner or on a separate looped display, so it commands the room’s full attention.

Geo-targeting

Geo-targeting limits a campaign to specific geographic areas, from a region down to a neighborhood, so spend goes only where the audience is.

Golden Slot

Golden Slot is Taiv’s first-in-pod placement: the first ad shown when a commercial break begins, the position that carries the most attention in the break.

Taiv reports up to a 4x ad recall lift for first-in-pod placement.

Identity graph

An identity graph maps the devices and identifiers that belong to the same household or person, so exposures and outcomes can be connected and deduplicated across screens.

Impression

An impression is a single play of an ad to an audience. In venues, where many people watch one screen, a single play can be seen by a whole room.

In-store digital signage

In-store digital signage is screens inside retail stores, such as gas stations and convenience stores, used to show promotions and advertising. It is distinct from commercial-break advertising in bars and restaurants.

In-venue advertising

In-venue advertising is a digital video channel that shows ads during live TV commercial breaks on the screens inside bars and restaurants, reaching a captive, social audience inside the content they are already watching.

In-venue viewers show 45% greater ad receptiveness than at-home TV viewers, and the average visit lasts 82 minutes.

Incremental reach

Incremental reach is the net-new audience a channel delivers beyond what other channels already reached. For in-venue advertising, it is the people reached in bars and restaurants that a brand’s linear and CTV buys did not.

Incrementality

Incrementality is the share of an outcome that a campaign actually caused, measured by comparing an exposed group against a matched control group rather than crediting every result to the ads.

IO (Insertion Order)

An insertion order (IO) is a contract between an advertiser and a publisher that specifies the ads to run, the dates, the inventory, and the price. It is the traditional, manually negotiated way to buy media, alongside programmatic deals.

IVT (Invalid traffic)

Invalid traffic (IVT) is ad activity that is not a genuine human view, such as bots or fraud. Verification filters it out so reported impressions reflect real audiences.

L-bracket creative (L-banner)

An L-bracket, or L-banner, is an ad creative shaped like an L around the edge of the screen, leaving the live content visible in the corner. It keeps a brand present without fully interrupting the broadcast.

Linear TV

Linear TV is traditional broadcast and cable television watched on a fixed schedule, as opposed to streaming or on demand. It is bought by program and network and delivers broad household reach.

Live moment targeting

Live moment targeting triggers ads or creative around key moments in a live game, so a brand shows up when attention spikes.

Live sports advertising

Live sports advertising places ads in and around live sporting broadcasts, the rare programming that still gathers a large audience in real time. A growing share of that audience watches out-of-home, in bars and restaurants.

MAID (Mobile Ad ID)

A mobile advertising ID (MAID) is a resettable identifier on a phone used to attribute ad exposure to later behavior, such as a store visit, in privacy-conscious measurement.

Makegood

A makegood is replacement inventory a seller provides when a campaign under-delivers, so the buyer still receives the impressions they paid for. Sports schedules can create the delivery variance that calls for one.

Market-level targeting

Market-level targeting plans and buys a campaign by metro area or DMA, so spend lines up with the cities that matter most.

Matchback

A matchback study links records of who saw an ad to records of an outcome, such as sales, vehicle registrations, or store visits, to measure the lift the campaign drove.

Media kit

A media kit is the document an ad seller shares to explain its audience, inventory, formats, and results, so a buyer can evaluate the opportunity.

Media owner

A media owner is the company that controls the ad inventory being sold, such as a publisher or a venue media network. Buyers reach media owners directly or through an SSP.

Media plan

A media plan is the blueprint for a campaign: the channels, budgets, audiences, timing, and goals. It is where a buyer decides how much weight each channel, including in-venue, should carry.

On-premise sales conversion

On-premise sales conversion measures purchases made at the venue that can be tied to ad exposure, a direct read on whether a campaign moved sales in the room.

One-to-many advertising

One-to-many advertising shows the same ad to everyone in a space at once, like a bar full of fans, rather than addressing one household or device at a time. In-venue advertising is one-to-many by nature.

OOH (Out-of-home advertising)

Out-of-home (OOH) advertising reaches people outside the home, on billboards, transit, and screens in public venues. Digital out-of-home (DOOH) is its digital form, and in-venue advertising is a distinct, content-based channel within it.

OOH viewing

Out-of-home viewing is TV watched away from home, such as in bars and restaurants. Nielsen has reported it can reach 30 to 40% of total audience for the biggest live games, an audience home measurement often misses.

Open exchange

The open exchange, or open auction, is programmatic inventory sold to any buyer in a real-time auction with no fixed floor or guaranteed volume. It offers the broadest reach and the least control of the programmatic deal types.

Partner Portal

The Partner Portal is the dashboard venues use to manage their Taiv screens, including their content schedule, promotions, and reporting.

PMP

A private marketplace (PMP) is an invitation-only programmatic auction where select buyers bid on a publisher’s premium inventory, combining programmatic efficiency with more control than the open exchange.

Post-campaign report

A post-campaign report is the wrap-up a buyer receives after a flight ends, summarizing delivery, verification, and outcomes against the campaign’s goals.

Post-view attribution

Post-view attribution credits an action a person takes after seeing an ad, such as a website visit or a store visit, linking the exposure to the later behavior.

Preferred deal

A preferred deal is a programmatic arrangement where a publisher offers select inventory to a specific buyer at a negotiated fixed price before it reaches the open auction, without a volume guarantee.

Programmatic advertising

Programmatic advertising is the automated buying and selling of ad inventory through software and real-time auctions, rather than manual insertion orders. It brings audience targeting and measurement to media buying.

Programmatic Guaranteed (PG)

Programmatic Guaranteed (PG) is a programmatic deal where an advertiser commits to a fixed volume of inventory at a fixed price, combining the certainty of a direct buy with automated delivery.

Programmatic in-venue advertising

Programmatic in-venue advertising is the automated, auction-based buying of ad inventory on venue TV screens, bringing the targeting and measurement of digital media to bars and restaurants.

Proof of play

Proof of play is verification that an ad actually ran on a screen, with the time and place recorded. It lets in-venue campaigns report verified delivery rather than modeled exposure.

Proximity targeting

Proximity targeting focuses a campaign on venues or screens near a specific location, such as stores, dealerships, or neighborhoods, useful for retail, auto, and convenience campaigns.

Reach

Reach is the number of unique people or households exposed to a campaign at least once, a core measure of how broad an audience a buy delivered.

Revenue share

Revenue share is the cut of ad revenue a venue earns from the ads that run on its screens. Taiv is free for venues and shares a portion of ad revenue back to them.

RFP (Request for Proposal)

An RFP, or request for proposal, is the brief a buyer sends to media sellers asking how they would meet a campaign’s goals, budget, and audience. Sellers respond with a proposed plan and avails.

ROAS (Return on Ad Spend)

ROAS, or return on ad spend, is the revenue generated for every dollar spent on a campaign. It is a core efficiency metric for performance-minded buyers.

RTB (Real-Time Bidding)

Real-time bidding (RTB) is the automated auction that decides which ad shows on a given impression, with buyers bidding in the milliseconds while a screen loads. It powers open-exchange and many private-marketplace deals.

Run of network

Run of network (RON) is a buy that runs across the seller’s eligible inventory rather than a narrow target, trading precision for broad, efficient reach.

Sales lift

Sales lift measures the increase in product sales attributable to an ad campaign. Venues that promote an item on their own screens see a 10 to 30% sales lift on that item.

Share of voice

Share of voice (SOV) is a brand’s portion of all the advertising in a category or a given placement, a measure of how dominant its presence is.

Smart TV management

Smart TV management is software that controls the TVs across a venue or a chain, handling what shows on each screen, when, and on which input, from one place.

Sports Parting

Sports Parting is a media strategy that targets live sports advertising to specific games, leagues, teams, and events across a nationwide network of venue TVs, reaching fans in real time during the matchups they care about.

Sports signals

Sports signals are live data about games, such as which contests are on, their timing, and key moments, used to schedule and target ads around the right matchups.

SSP

A supply-side platform (SSP) is software publishers and media owners use to sell their ad inventory programmatically and connect it to many buyers at once.

Takeover

A takeover is a package where one brand owns all or most of the ad inventory in a moment, a screen, or a venue, for maximum presence and no competing ads.

Tentpole

A tentpole is a marquee event that draws an unusually large audience, like a championship game or a major awards show. Tentpoles concentrate out-of-home viewing and command premium ad demand.

Tune-in lift

Tune-in lift measures whether people exposed to a campaign were more likely to watch the advertised show, sport, or premiere, compared against a matched control group.

TV automation

TV automation sets a venue’s screens to show the right content automatically: the game during game time, promos between breaks, and menus in slow hours, without staff touching the remote.

TV input control

TV input control switches a screen between sources, such as a live broadcast and the venue’s own content, so the right input is showing on every TV without manual swapping.

VAST

VAST (Video Ad Serving Template) is the industry standard that tells a player which video ad to show and reports back when it plays, so video campaigns serve and track consistently across platforms.

Venue media network

A venue media network is a connected group of TV screens across many bars, restaurants, and other venues, sold to advertisers as a single addressable inventory. Taiv operates a venue media network of more than 6,000 venues.

Venue tags

Venue tags are labels that describe a venue, such as its type or features, so advertisers can target the right kinds of places without managing individual locations.

Venue-level targeting

Venue-level targeting delivers ads to specific types of venues, such as sports bars, casual dining, or nightlife, so a campaign reaches the right room rather than a broad, undifferentiated audience.

Viewability

Viewability is a measure of whether an ad had the chance to be seen, rather than served off screen. It is a standard quality check alongside delivery and invalid-traffic verification.

Web lift

Web lift measures the increase in website visits or actions driven by a campaign, by comparing exposed audiences against an unexposed control.

Wrap creative

Wrap creative is an ad treatment that frames or wraps around live content, keeping the broadcast visible while surrounding it with brand messaging. It is closely related to the L-bracket.