Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
Programmatic advertising is the automated buying and selling of digital ad inventory using data-driven technology and real-time bidding instead of manual ad placements.
Programmatic advertising refers to the use of software platforms and algorithms to automatically buy, sell, and deliver digital advertisements based on data, audience targeting, and real-time decisioning.
In OTT and connected TV environments, programmatic advertising uses real-time bidding (RTB) to select ads during playback. When an ad opportunity occurs, demand-side platforms compete to serve the most relevant ad.
Programmatic ads are commonly delivered using server-side ad insertion (SSAI) or client-side ad insertion (CSAI) to ensure seamless playback and reduced ad blocking.
Programmatic advertising enables scalable monetization, precise audience targeting, and real-time optimization, helping content owners maximize ad revenue while improving ad relevance.
OTT platforms often combine programmatic advertising with direct ad sales to balance yield optimization, advertiser demand, and viewer experience.