Glossary
A-E
A/B Testing
A method of comparing two versions of an ad or webpage to determine which one performs better. A/B testing helps optimize ad effectiveness.
Ad Inventory
The total amount of advertising space available for sale across a publisher’s platforms, including TV, radio, digital, and out-of-home. Inventory can be sold directly, programmatically, or through third-party networks.
Ad Server
A technology platform that stores, delivers, and tracks advertisements across websites, mobile apps, and other digital environments. Ad servers manage the distribution of creatives and collect performance metrics.
Ad-exchange
A digital marketplace where advertisers and publishers buy and sell ad space through real-time auctions. Ad exchanges facilitate programmatic advertising.
Addressable Audio
Enables brands to dynamically insert digital audio ads into live linear programming (simulcasting) and on-demand content (podcasting, music playlists etc.) with targeting at a device level, leveraging Bell First Party Data.
Addressable TV
Ability to show different ads to different households based on audience insights such as interests, while viewers in different households are watching the same TV content across on demand, live streamed and linear viewing environments.
Ads on Crave
Advertising placements on Crave, Bell Media’s premium streaming service, where brands can reach engaged audiences through targeted video ads displayed during on-demand content and select live streaming events. Ads on Crave can be purchased directly via a Bell Media Sales representative or programmatically, via The Trade Desk.
Advanced Advertising
A term used to describe the use of advanced technologies and data analytics to deliver targeted and personalized advertising across various platforms. Advanced advertising techniques include programmatic buying, addressable TV, and dynamic ad insertion.
Advertiser
A person or organization responsible for crafting and executing promotional initiatives aimed at showcasing products, services, or concepts to a designated audience.
Advertising-based Video on Demand (AVOD)
AVOD refers to a model of delivering digital video content to viewers over the internet, where users can access the content for free but are shown advertisements during breaks in the programming. This model generates revenue through advertising sales rather than subscription fees paid by users.
Attribution
Measurement solutions to assess the effectiveness of marketing tactics and campaigns, in particular how ad exposure drives conversions.
Audience
A specific group of individuals or users with shared characteristics or interests, targeted for marketing or communication purposes.
Audience Suppression
Excluding an audience in targeting to optimise ad dollars and reach net new users. E.g. Users who have already converted/performed the intended action are excluded to optimise ad dollars.
Audio Advertising
Advertising delivered through audio channels, such as radio and podcasts.
Average Minute Audience (AMA)
The average number of people watching or listening to a program or advertising message during an average minute. Commonly used by Numeris for TV and radio ratings.
Banners
A form of display advertising that appears as a rectangular graphic at the top, bottom, or sides of a website. Banners can be static or animated and often include text, images, and call-to-action buttons.
Behavioral Targeting
Targeted ads based on users’ previous online behavior, such as websites/apps visited.
Bell Ads for Business
Digital advertising platform for local advertisers that makes the advertising process easy. With data driven precision targeting and measurement tools, advertisers can create and launch their ads in five easy steps.
Bell Analytics (BA)
Product suite that houses Bell’s first party data from mobile, internet and Fibe TV connections and offers data enabled products like Bell Audience Manager (BAM) and Bell Attribution Insights (BAI).
Bell Attribution Insights (BAI)
Part of Bell Analytics, BAI gives users the ability to analyze the performance of their campaigns, by providing exclusive metrics and consumer insights from campaign exposure and conversions.
Bell Audience Manager (BAM)
Capability within Bell Analytics where you can build custom audience segments with Bell’s premium, privacy-compliant, first party data powered by more than 22 million customer connections.
Bell Custom Segments
A tailored audience segment created using Bell First Party Data and advanced analytics. These segments are customized based on specific criteria such as demographics, behaviors, interests and viewing habits enabling advertisers to target precise audiences with personalized and relevant messaging.
Bell First Party Data
Bell First Party Data (BFPD) is fueled by over 22 million customer connections across more than 8 million Canadian households. Our data is derived from near real-time app and web usage, as well as TV consumption data, including programs, channels, and viewed ad campaigns. Bell FPD is 100% Canadian, privacy-compliant data that can be leveraged across our advanced advertising tools for better targeting.
Bell Pre-Built Segments
A collection of 70 ready-made audience segments created using Bell’s extensive First Party Data and analytics. These segments are designed based on common demographic, behavioral, and interest criteria, enabling advertisers to quickly and effectively target relevant audiences.
Bid Request
A signal sent from an ad exchange or supply-side platform (SSP) to demand-side platforms (DSPs) during the real-time bidding process, containing information about the user and the available ad inventory.
Billboard (OOH)
A large-format outdoor advertising structure typically positioned in high-traffic areas for maximum visibility. Billboards can be static or digital.
Bounce Rate
The percentage of website visitors who leave after viewing only one page, without taking any further action. High bounce rates may indicate low engagement or irrelevant targeting.
Brand Lift
A measure of the direct impact of an advertising campaign on consumer perceptions and attitudes towards a brand.
Brand Recall
A measure of how well consumers remember a brand after exposure to advertising. Can be aided (prompted) or unaided (unprompted).
Brand Safety
Measures and strategies to ensure that advertisements do not appear in contexts that could harm the brand’s reputation.
Budget
How much the advertiser has allocated for ad spend (in money or impressions).
Call to Action (CTA)
A prompt on a website or advertisement that encourages the user to take a specific action, such as “Buy Now,” “Sign Up,” or “Learn More.”
Campaign
A campaign refers to a coordinated series of strategic actions and activities designed to achieve specific goals or objectives within a defined timeframe. These activities often include various promotional efforts such as advertising, public relations, social media engagement, and other forms of communication aimed at reaching and influencing a target audience.
Campaign Flight
The specific time period during which an advertising campaign runs.
Clean Room
A secure and neutral environment, enabling two or more parties to match, query, enhance and activate their first party data without compromising consumer privacy.
Click-Through
When a user clicks on an online advertisement and is redirected to the advertiser’s website or a specific landing page.
Click-Through Rate (CTR)
The ratio of users who click on an ad to the number of total users who view the ad (impressions). CTR is used to measure the effectiveness of an ad.
Connected TV
Connected TV refers to a device, (usually a TV) that is connected to the internet (i.e. a Smart Television or in some cases a smart phone). Connected TV inventory serves primarily premium video content with completion rates as high as 90%.
Contextual Advertising
Advertising that is targeted based on the content of the webpage or media being viewed. Contextual ads are placed based on keywords and topics relevant to the surrounding content.
Conversion Rate
The percentage of users who take a desired action after clicking on an ad, such as making a purchase or filling out a form.
Cookie-less
Refers to online tracking and advertising strategies that do not rely on traditional cookies. This approach often involves using alternative methods like first party data, contextual advertising, or device fingerprinting. Bell’s strong relationship with millions of Canadians enables access to comprehensive data from diverse sources including: Telcom Data Signals, Interest & Behavioural Signals, Environics Prizm Signals and Premium Contextual Signals.
Cookies
Small pieces of data stored on a user’s device by a website to remember information about the user, such as login status or browsing activity. Cookies are used for tracking and personalization in digital advertising.
Cost Per Click (CPC)
A pricing model where advertisers pay each time a user clicks on their ad. CPC is common in search and display advertising.
Cost Per Thousand (CPM)
CPM is a pricing model used in advertising. It is the average cost a company pays for 1,000 advertisement impressions. (Total Media [and or data cost] / Total Impressions) x 1000 = CPM.
Cost Per View (CPV)
A pricing model where advertisers pay when a user watches a video ad to a defined point (e.g., 30 seconds or completion).
Creatives
The visual and design elements of an advertisement, including images, graphics, videos, and text. Creatives are essential for capturing user attention and conveying the advertising message.
Cross-Device Tracking
Monitoring and identifying a user across multiple devices to deliver consistent and personalized advertising.
Data Lake
A centralized repository that allows for the storage of structured and unstructured data at any scale, enabling more complex data analysis and machine learning.
Dayparting
The practice of scheduling ads to run during specific times of the day to reach audiences when they are most likely to engage.
Demand Side Platform (DSP)
A technology platform that allows advertisers to buy digital advertising inventory programmatically across multiple sources, optimizing their ad placements and targeting in real time.
Digital Advertising
A broad term that encompasses all forms of advertising delivered through digital channels, including websites, social media, search engines, mobile apps, and more. Digital advertising includes display ads, video ads, search engine marketing, and social media ads.
Digital Out-of-Home (DOOH)
Out-of-home advertising delivered through digital screens in locations such as transit hubs, malls, and roadside billboards. Allows for dynamic content changes and targeted scheduling.
Display Advertising
A type of online advertising that includes graphics, logos, videos, or other visual elements on websites, apps, or social media. Display ads can appear in various formats, such as banners.
Dwell Time
The length of time a person spends engaging with an ad or media environment, often used as an indicator of ad effectiveness.
Dynamic Ad Insertion (DAI)
Technology that allows advertisers to replace traditional ads with targeted ads delivered to specific audiences during live or on-demand content streams.
Earned Media
Publicity gained through organic coverage, such as news stories, social media mentions, or word-of-mouth, rather than paid advertising.
Engagement Rate
Metric that measures the level of interaction an ad receives, such as clicks, likes, shares, and comments.
Exposed and Acted
Audiences who were exposed at least once to the campaign and visited the advertiser’s website.
Exposed and Not Acted
Audiences who were exposed at least once to the campaign but did not visit the advertiser’s website.
Eye Tracking
A measurement technique used to determine where and how long a person focuses their visual attention, often applied in creative testing.
F-L
FAST Channel
Free advertising supported television (FAST) is a category of streaming television services, akin to traditional television with an uninterrupted stream of programming.
First Party Data
Information collected directly by a company from its customers through interactions such as website visits, app usage, purchase history, and subscriptions. This data is considered highly valuable for its accuracy and relevance, as it is gathered firsthand from the company’s own audience.
Frequency Capping
A feature that limits the number of times ads are displayed to the same person.
Geo-Targeting
Delivering content or advertisements to users based on their geographic location. Geo-targeting can be as precise as targeting users within a specific radius of a store.
Gross Rating Point (GRP)
A standard measure in advertising that quantifies impressions as a percentage of the target audience. GRPs are calculated by multiplying reach by frequency.
Impression Share
The percentage of total possible impressions an ad receives compared to the total available for a given audience or placement.
Impressions
The total number of times an advertisement is displayed or shown to a user, regardless of whether the user interacts with it or not. Impressions are counted each time the ad is served or displayed on a website, app, or other digital platform, and they are often used to gauge the overall visibility and reach of an advertising campaign.
Incremental Reach
New unduplicated audiences reached through the addition of another channel; e.g. additional users reached through a digital campaign following a TV campaign.
Influencer Marketing
A type of marketing that leverages individuals with large followings on social media or other platforms to promote products or services.
Interactive Advertising Bureau (IAB)
IAB is a trade association that sets industry standards for digital advertising and marketing.
Inventory
The ad space available for purchase on television, audio, out-of-Home, or digital platform.
Landing Page
The web page a user arrives at after clicking on an advertisement. A landing page is designed to encourage a specific action, such as making a purchase or filling out a form.
Lift
Ratio of unique households exposed to the campaign (exposed group) that visited the advertiser website(s) during the campaign versus the proportion among households not exposed to the campaign (control group). Bell Attribution Insights offers lift metrics for campaigns run through and SAM.
Linear Television
Traditional broadcast TV where viewers watch scheduled programs at specific times on specific channels, as opposed to on-demand or streaming services. This format includes live broadcasts, such as news or sports, and pre-scheduled shows.
Log Level Data
Logs contain granular information about every ad impression, click, conversion, or other relevant actions taken by users in response to an advertisement. Log-level data typically includes data points such as timestamps, user IDs, IP addresses, device information, ad IDs, and other metadata related to the ad-serving process. Analyzing log-level data allows advertisers to gain deeper insights into the performance, effectiveness, and efficiency of their advertising campaigns at a very detailed level.
Look-a-like
The use of machine learning to scale audiences by finding look-a-likes of the target segment, based on similar characteristics.
Lookback Window
The timeframe during which actions or events are credited to a specific ad or campaign.
M-P
Media Mix Modelling (MMM)
A statistical analysis technique that estimates the impact of various marketing tactics on sales and other performance metrics, helping guide budget allocation.
Mid Roll
Video advertisements that play in the middle of video content, similar to traditional commercial breaks in television programming.
Mobile Advertising IDs (MAIDs)
MAIDs are unique identifiers associated with mobile devices that are used for targeted advertising and analytics most used in apps.
Native Advertising
Ads that blend seamlessly with the content they appear within, often mimicking the format and style of the site or platform.
OOH Traffic Count
The number of potential viewers who pass by an out-of-home advertising location during a given period, often used to calculate reach.
Open Exchange
An open exchange is a digital marketplace where publishers and advertisers can buy and sell advertising inventory through real-time bidding (RTB). It operates in an open and transparent environment, allowing any advertiser to bid on available ad space from a wide range of publishers.
Out-of-Home Advertising
Advertising that reaches consumers while they are outside their homes. OOH advertising includes billboards, transit ads (subways), street furniture (bus shelters, kiosks), and place-based media (airports).
Over-the-top (OTT)
OTT refers to the delivery of video content over the internet, bypassing traditional cable, satellite, or broadcast television platforms. OTT platforms allow viewers to stream video content directly to their devices, such as smart TVs, computers, tablets, or smartphones, using an internet connection.
Pacing
Refers to the distribution or scheduling of ad impressions or budget allocation over a specified period, typically within the duration of an advertising campaign. Pacing ensures that ad delivery is spread out evenly or according to a predetermined pattern throughout the campaign’s duration, rather than being front-loaded or concentrated in certain periods.
Pixel
Refers to a small, transparent image or code snippet embedded on a web page or within an ad creative. These pixels are used to track user behavior, interactions, and conversions across websites and digital platforms. When a user visits a web page or interacts with an ad containing a pixel, it sends information back to the advertiser or platform, such as the user’s actions (e.g. page views, clicks) or conversions (e.g. purchases, sign-ups).
Post-Roll
Video advertisements that play after the main content on a video streaming platform or website. These ads are often used to reinforce a message or provide a call to action after the viewer has consumed the content.
Pre-Roll
Video advertisements that play before the main content on a video streaming platform or website. These ads are typically short, ranging from 15 to 30 seconds.
PRIZM
Environics Analytics’ 67 distinct proprietary segments, encompassing demographics, lifestyles, and consumer behaviors, to gain comprehensive insights into the diverse consumer landscape across Canada.
PRIZM QC
Environics Analytics’ 57 unique proprietary segments tailored specifically for the Quebec region, drawing insights from demographics, lifestyles, and consumer behaviors to provide a nuanced understanding of the diverse consumer landscape in this area.
Private Marketplace (PMP)
In the context of programmatic advertising, a Private Marketplace is an invite-only platform where publishers offer their ad inventory to a select group of advertisers or buyers. Unlike open exchanges where inventory is available to any advertiser, PMPs provide a more controlled environment with premium inventory and exclusive deals.
Programmable Splits
A feature in advertising platforms that allows advertisers to segment or divide their advertising budgets or campaign objectives in customizable ways. With programmable splits, advertisers can allocate their budget or define campaign parameters based on specific criteria such as audience demographics, geographic location, time of day, device type, or other variables relevant to their marketing goals.
Programmatic Advertising
The automated buying and selling of online advertising space in real-time through software and algorithms. Programmatic advertising uses data to target specific audiences and optimize ad placements, e.g. through a Demand Side Platform (DSP).
Programmatic Direct
A method of buying ad inventory where the terms are negotiated directly between the advertiser and the publisher but transacted programmatically.
Programmatic Guaranteed Deals
Ad inventory is bought and sold in advance through automated systems while guaranteeing specific terms such as ad placement, volume, and pricing. In these deals, advertisers and publishers agree on fixed terms, including impressions, targeting criteria, and pricing, before the campaign runs. This approach combines the efficiency of programmatic buying with the assurance of guaranteed inventory.
Programmatic Out-of-Home (pDOOH)
Buying and delivering out-of-home ad placements using automated, data-driven systems, allowing for flexible targeting and real-time adjustments.
Publisher
An individual or organization that creates and publishes content, providing ad space for advertisers on their digital properties.
Q-Z
Qualified Lead
A prospective customer who meets specific criteria indicating a higher likelihood of conversion, based on demographic, behavioural, or engagement data.
Rate Card
A published list of prices for advertising space, often serving as a starting point for negotiations.
Reach
The total number of unique individuals or households exposed to a particular advertisement or campaign within a given period.
Real-time Bidding
Real-time bidding is a method of buying and selling digital ad inventory in an automated, auction-based marketplace.
Reference Audience
Refers to the traditional Numeris audience demos. It is called reference audience for future implementations of Bell’s other platforms. Not all Mediums use Numeris.
Retargeting
Usually done by advertisers or agencies to target previously exposed audiences, whether in another medium or with the same channels but with updated messaging.
Return on Investment (ROI)
A measure used to evaluate the efficiency or profitability of an investment, calculated by dividing the net profit by the cost of the investment.
Seats
Typically refer to the access or permissions granted to specific entities, such as advertisers, agencies, or trading desks, within a demand-side platform (DSP).
Second Party Data
Data shared directly between two parties, often through a partnership, where one party collects data directly from their audience and shares it with another.
Segment
Distinct groups or categories of individuals or entities that share similar characteristics or behaviors. Segments can be defined and identified through data analysis, market research, and audience insights, enabling advertisers to reach the right audience with the right message at the right time.
Sequential Messaging
An advertising strategy where different creatives are shown to the same user in a specific order to tell a story or move them through the conversion funnel.
Share of Voice (SOV)
The percentage of total advertising expenditures for a brand compared to the total market or category in which it operates.
Strategic Audience Management (SAM)
Bell Media’s data driven linear advertising buying platform, which enables users to buy Conventional, Specialty, and Sports TV inventory across English Canada and French Canada in an optimized way, using Bell’s First Party Data. SAM combines the reach of TV with data-fueled precision to help marketers identify, understand and connect with the right audiences.
Subscription Video on Demand (SVOD)
A model of delivering digital video content where users pay a subscription fee to access ad-free streaming content.
Supply-Side Platform (SSP)
A technology platform that allows publishers to manage, sell, and optimize their available ad inventory in an automated fashion, often connecting with multiple ad exchanges and networks.
Television Advertising
A form of advertising that involves running commercials or sponsored content on broadcast, cable, or satellite TV. Television ads can range from short spots (typically 15-30 seconds) to longer infomercials.
Third Party Cookies
Used for web tracking as part of the web advertising ecosystem. This is now facing reduced support in the ecosystem. First party cookies (those placed by the publisher) are still supported.
Third Party Data
Data collected by an entity that does not have a direct relationship with the users it is gathering data from. This data is aggregated from various external sources and is often used to supplement first-party data for targeted advertising.
Third Party Segments
Audience segments that are created and maintained by external data providers or third party companies, rather than being generated directly from first party data collected by the advertiser or publisher.
Time Spent Viewing (TSV)
The total amount of time a viewer spends watching a program or ad, used as an engagement metric in television and digital video measurement.
Transit Shelter Advertising
Out-of-home advertising displayed on bus shelters or other street-level structures, offering high pedestrian visibility.
User Experience (UX)
The overall experience a user has while interacting with a website, app, or advertisement, which can significantly impact engagement and conversion rates.
VAST tag
A Video Ad Serving Template (VAST) tag is a standardized XML script that enables video players to communicate with ad servers. It defines how video ads should be delivered, tracked, and measured across various platforms and devices. VAST tags ensure consistent ad delivery and provide detailed information about ad performance. They are essential for executing programmatic video ad campaigns and ensuring compatibility between different ad servers and video players.
Viewability
Measure of whether an ad is seen by a user, often used to assess the effectiveness of display and video ads.