A rule-based system that selects which ads to deliver for OTT VOD or replace in linear channels. It uses parameters like date, time, location, subscriber profiles, or DMP data to make targeting decisions. In Synamedia Iris, this enables real-time ad personalization across all video inventory.

Delivering different ads to specific households or devices watching the same content, based on data signals like location or behavior—across broadcast and streaming—to increase relevance and ROI. Synamedia Iris uniquely enables addressable advertising even on unconnected set-top boxes, unlocking Total TV potential.

A real-time and automated digital marketplace where advertisers and publishers buy and sell ad inventory. It connects demand-side platforms (DSPs) with supply-side platforms (SSPs) to enable efficient, data-driven ad transactions at scale.

A company or platform, acting as an intermediary, that bundles ad inventory from various publishers and sells it to advertisers, often applying its own targeting and optimization before delivery.

A system or component that receives ad requests and determines how to route them to the appropriate ad decisioning engine or server, based on rules such as geography, platform, or campaign criteria. It ensures efficient delivery and optimal selection of ads across different sources or workflows. Iris Ad Router enables flexible demand routing between multiple ad servers while supporting 3rd party tags and macros.

A platform that stores, selects, and delivers ads across digital and TV environments. It makes real-time decisions based on targeting data, inventory availability, campaign objectives, and priority rules to ensure the right ad reaches the right audience. Synamedia Iris provides unified ad serving across all video inventory types.

A system-to-system interface that uses defined rules and protocols (typically over HTTP or file-based delivery) to enable communication between software applications. APIs allow developers to access specific features or data from another service without needing to understand its internal logic.

The process of assigning credit to marketing touchpoints or user actions that lead to outcomes like sales or engagement. It helps marketers identify which creatives, channels, and events drive results and optimize campaigns accordingly.

Free or low-cost video content monetized through ads, offering viewers access without a subscription.

Proprietary Iris capability - Seamlessly replacing multiple consecutive ads in linear broadcast without reverting to original content, ensuring continuous personalized ad delivery.

Protecting a brand’s reputation by ensuring ads appear in appropriate, non-controversial environments. In addressable and programmatic TV, this includes avoiding unsuitable content and managing ad placements through tools like targeting and clash controls. Iris provides comprehensive brand safety controls including competitive separation and content categorization.

Enables addressable advertising on traditional broadcast infrastructure, including unconnected set-top boxes through proprietary TCD technology.

The transition from traditional analog broadcasting to digital technology, enabling higher-quality audio and video, more efficient spectrum use, interactive features, and enhanced content delivery across TV and radio platforms.

On-demand content offered by traditional broadcasters, combining the reach of linear TV with the targeting and flexibility of digital. Synamedia Iris enables broadcasters to monetize BVOD with the same sophistication as pure-play streaming services.

The end-to-end process of planning, executing, monitoring, and optimizing ad campaigns across channels and devices to maximize effectiveness and ROI. Iris Ad Manager provides unified campaign management across all video inventory types.

Ads inserted on the viewer’s device or player, commonly used on set-top boxes and streaming devices. Supported for cable, satellite, and streaming delivery methods, while Synamedia Iris specializes in server-side solutions for superior ad experience.

The merging of broadcast and digital video delivery, enabling unified content, audience management, and advertising across linear, streaming, and on-demand. Synamedia Iris is purpose-built for this converged TV landscape.

Serving ads based on the content being viewed using metadata and program schedules, ensuring brand safety without relying on personal data. Essential for privacy-compliant advertising strategies.

A pricing model where advertisers pay only when a specific action (e.g., purchase or signup) occurs, aligning spend directly with measurable outcomes.

The cost an advertiser pays per 1,000 ad impressions, widely used to measure cost efficiency in brand awareness campaigns.

Ability to serve and manage advertising campaigns across multiple devices and platforms in a unified, consistent way.

Internet-enabled TVs that stream content via apps or devices, blending traditional TV reach with digital targeting, measurement, and interactivity for enhanced audience engagement. While supported, Synamedia Iris specializes in server-side solutions for superior ad experience.

Technology that inserts targeted, personalized ads in real time into live, linear, or on-demand video streams. It enables broadcasters to deliver relevant ads based on data like location or viewing behavior, enhancing viewer engagement and monetization without disrupting the experience. Core to Synamedia Iris's value proposition.

An adaptive bitrate streaming protocol to deliver videos over the internet from HTTP web servers. Supported by Iris for seamless ad insertion.

Refers to ad inventory sold directly by the publisher or broadcaster to an advertiser or marketing agency, without involving third-party intermediaries, such as programmatic platforms or ad exchanges.

Provides infrastructure for the housing and capture of user data that acts as a source for building targeting groups, i.e. addressable audiences​. Iris integrates with leading DMPs for enhanced audience segmentation.

Buy-side technology that allows buyers to purchase digital advertising inventory programmatically. Synamedia Iris integrates with 50+ DSPs for maximum demand access.

Leveraging first- or third-party data to improve targeting, personalization, and measurement. Synamedia Iris excels at activating operator first-party data for premium targeting.

Real-time selection of the most relevant ad for a viewer, based on data like behavior, location, and device. It enables personalized, addressable ads across all video platforms. Central to Iris's unified ad serving capability.

The actual revenue earned per thousand impressions, combining both direct and programmatic income. Iris helps maximize eCPM through intelligent yield optimization.

A measure of how actively viewers respond to an ad (e.g., clicks, interactions, completion).

Backup ad delivery options used to avoid blank slates or ad failures in case of decisioning errors. Iris provides robust failover mechanisms to ensure 100% ad fill rates.

Data collected directly by the publisher or broadcaster from their audience, critical for compliant and effective targeting. Synamedia Iris helps maximize the value of operator first-party data.

Prediction of available ad inventory availability and potential revenue over a future date range, often based on historical data and machine learning models to estimate the number of ad opportunities, helping publishers optimise yield and plan campaign strategies.

Limits the number of times a viewer sees the same ad, reducing fatigue and improving experience. Essential feature in Iris for premium ad experience control.

Targeting based on content genres (e.g., sports, drama), often used for contextual relevance and brand alignment.

Delivering ads to specific regions, cities, or even households. Synamedia Iris enables precise geographic targeting even on unconnected devices.

Programmatic deals where impressions and pricing are agreed upon in advance, typically for premium inventory.

A programmatic technique that allows multiple demand sources to bid on the same inventory simultaneously.

A streaming technology that delivers video over the internet by adjusting quality based on the viewer’s connection. Originally created for iOS devices, it is now widely used across many devices including OTT platforms, Android phones, and tablets. Supported by Iris SSAI.

Serving ads to specific households based on set-top box or IP address-level data.

Combines AVOD and SVOD models to offer both ad-supported and ad-free viewing options.

The count of the total number of times advertisements are displayed on consumer devices within the operators broadcast or OTT content network.

The ability of a platform or system to seamlessly connect and work with different partners, tools, and technologies. It ensures smooth data exchange and integration across various components, enhancing flexibility and collaboration within the ad tech ecosystem. Core design principle of Synamedia Iris.

The total amount of advertising space that an advertiser has for ads at any given time.

The delivery of premium video content and ads over the internet using internet protocols, instead of traditional terrestrial, satellite, or cable TV. IPTV supports both live and on-demand streaming, accessible through connected devices.

A service that dynamically packages video content on demand and acts as a CDN origin, enabling the delivery of both OTT linear and VOD streams directly to player applications or devices.

A proprietary Synamedia Iris method for scheduling ads in broadcast linear TV. It loads substitution ads into the set-top box just before they are needed for seamless ad replacement. Applicable only to ad substitution in broadcast linear channels.

A format for structuring data exchanges, commonly used in real-time bidding and ad decisioning.

Metrics used to evaluate campaign success (e.g., completion rate, viewability, revenue per slot).

Ad targeting based on specific words within content, more common in digital but increasingly relevant in smart TV contexts.

Traditional television broadcasting with fixed schedules; now often enhanced with addressable capabilities. Synamedia Iris makes linear TV fully addressable.

Real-time broadcasts (e.g., sports, news) with unique ad break constraints and high value for advertisers.

Delivering regionally or locally relevant ads, particularly important for national broadcasters with regional footprints. Supported across all Iris delivery methods.

The process of modifying a video manifest file to deliver customized content, such as addressable TV ads, by enabling targeted ad insertion for OTT VOD based on audience segmentation.

The environment (open or private) where buyers and sellers transact programmatic ad inventory.

A network device that connects traditional broadcast infrastructure with IP-based delivery systems, enabling efficient distribution, processing, and management of video streams at the network edge for streaming, content delivery, or hybrid broadcast-IP workflows.

Data that describes and provides information about other data. In video and advertising, metadata includes details like title, description, genre, duration, or audience targeting information, helping systems organize, find, and deliver relevant content or ads.

Using content metadata (e.g., program title, actors, themes) to refine ad relevance.

Ads shown in the middle of content. Often have higher engagement due to viewer immersion.

Flexible platform allowing operators to deploy specific modules independently or together, adapting to unique business requirements and strategies. Synamedia Iris design principle.

A one-to-many delivery method where a single video or ad stream is sent simultaneously to multiple viewers. Often used in traditional broadcast or managed IPTV, multicast is bandwidth-efficient but less flexible for individual targeting.

Ads that viewers must watch before continuing content; often used in premium environments.

Ads designed to match the look and feel of the content or platform they appear on.

A programmatic environment where publishers make their ad inventory available to multiple buyers, allowing them to place bids and compete in a real-time auction.

A standardized protocol enabling real-time bidding between SSPs and DSPs, supporting efficient and transparent programmatic ad transactions. Supported by Synamedia Iris for maximum interoperability.

A moment when ad space is available to serve an ad, typically tied to a time slot, impression, or content placement. It can be filled via direct sales or programmatic bidding.

Video content delivered directly to consumers over the internet bypassing traditional broadcast infrastructure. OTT includes both VOD and live (linear) streaming on devices like smart TVs, mobile apps, and set-top boxes.

A traditional TV channel streamed over the internet using unicast delivery. Fully supported across all devices including unconnected set-top boxes by Synamedia Iris with addressable capabilities.

Grouping multiple ads together in a single break. Used to control ad order, frequency, and competitive separation for a premium viewer experience. Advanced podding controls available in Iris.

Video ads that play automatically after VOD content finishes.

Video ads that play automatically before VOD content starts.

Professionally produced, broadcast-grade content delivered through trusted channels such as pay-TV platforms, OTT services, and broadcasters. Premium video offers high viewer engagement, brand-safe environments, and superior ad experiences—making it a valuable asset for targeted, high-impact advertising across linear and digital platforms.

A closed, invitation-only programmatic auction where premium inventory is made available to select buyers. Prices and delivery terms are agreed upon like direct sales, but transactions occur via real-time bidding (RTB) instead of traditional ad serving protocols (e.g., VAST).

Automated buying and selling of audience-targeted TV and digital ad inventory through software platforms, often using real-time bidding (RTB). Synamedia Iris brings programmatic capabilities to broadcast TV.

Overall standard and integrity of ads delivered to viewers, including creative execution, user experience, brand safety, technical compliance, and contextual relevance. High ad quality ensures ads are non-intrusive, well-formatted, aligned with the platform’s values, and valuable to viewers and advertisers. To maintain it, publishers use creative validation and verification tools, brand safety filters, frequency capping, compliance measures, contextual targeting and monitor performance via dashboards and audits.

Traditional broadcast metric used to report the average number of viewers over a 15-minute period.

A part of a URL used to pass parameters to web applications, often used in targeting or reporting ad requests.

The total number of unique viewers exposed to an ad or campaign.

A metric that measures how well an audience remembers an ad, collected through surveys or estimated using digital engagement signals.

Tailoring and delivering ads based on viewers’ geographic location to ensure relevance to local audiences, languages, and market conditions, boosting engagement and effectiveness.

Viewing data collected from set-top boxes, used for targeting and performance measurement.

A programmatic, on-the-spot auction process where individual ad impressions are offered for bid in real time, similar to financial markets. RTB enables addressable advertising by allowing advertisers to target consumers based on demographic, psychographic, or behavioral data.

A cloud-based software model where providers host and manage applications and users access them via the internet. It allows for easy scalability, regular updates, and reduced need for on-premise infrastructure.

Ability of a technology, platform, or campaign strategy to handle large and growing volumes—of data, traffic, inventory, or audience—efficiently and effectively, without compromising performance.

A standard that defines how to insert markers into video streams to signal where dynamic ad substitution can occur, mainly used in linear broadcast services.

The process of dividing audiences into distinct groups based on attributes such as demographics, location, interests, viewer behavior or device. This segmentation enables targeted, personalised and relevant advertising by allowing different ads to be delivered to different audience groups within the same content stream.

Ads that viewers can skip after watching for a few seconds. These are common in digital environments but are not supported by Synamedia in VOD, OTT linear, or broadcast content.

A method of inserting ads into video streams on the server side, creating a seamless viewing experience and reducing the risk of ad blockers. It delivers content and ads as one continuous stream. Advanced SSAI options offered by Synamedia iris for seamless ad experiences.

A platform that helps publishers manage, sell and optimise their ad inventory programmatically. It connected to multiple Demand Side Platforms (DSPs) to maximise revenue.

A video service model where users pay a regular subscription fee for unlimited access to content, such as Netflix or Disney+.

A proprietary Synamedia technology that delivers content by downloading it within a broadcast data stream to the targeted set-top box’s volatile memory, non-volatile memory, or internal disk drive.

The process of selecting specific audiences for ad delivery based on data, context, or behaviour.

External data sources used to enrich targeting, often regulated and increasingly scrutinized.

Refers to the combined measurement and reach of TV content across all platforms and formats, including linear broadcast, time-shifted viewing, and digital/OTT streaming. It reflects the full TV audience, regardless of how or where they watch.

A service model that lets subscribers access TV content across devices using their credentials.

Audience measurement data from a sample of households with tracking devices to monitor TV viewing. Provided by firms like Nielsen or BARB, it estimates audience size, demographics, and viewing habits for broadcast linear services.

A video-on-demand model where viewers pay for individual transactions or titles, rather than through a subscription. Also known as Pay-Per-View.

A one-to-one streaming method where video or ads are sent individually and separately to each viewer’s device, enabling personalized content but using more bandwidth as each stream is separate. Common in OTT and VOD.

The number of distinct users who were exposed to an ad at least once.

Analysis that shows how much an ad campaign increased desired outcomes (e.g., brand awareness, conversions).

The overall quality of interaction a viewer has with content and ads; critical for engagement and retention. Synamedia Iris prioritizes premium UX across all delivery methods.

An IAB standard that defines how video players and ad servers communicate to deliver, track, and measure video ads consistently across digital and connected TV platforms.

Percentage of viewers who watched the full ad. A key engagement indicator.

Online TV services (e.g., YouTube TV, Sling) that aggregate content similarly to traditional pay TV providers.

A service that lets viewers choose and watch video content at any time, instead of following a fixed broadcast schedule. Formats include SVOD (subscription), TVOD (transactional), and AVOD (ad-supported).

When an ad is shown to an irrelevant audience or an ad spot goes unfilled, leading to lost impact or value. It reflects inefficient delivery, such as targeting the wrong demographic or replacing ads with promos.

A sequential method of selling inventory, often replaced by header bidding in digital environments.

The percentage of auctions won by a bid in a programmatic environment.

Used in ad serving protocols like VAST to describe ad metadata and structure.

The process of maximizing ad revenue through dynamic pricing, fill optimization, and strategic inventory allocation. Core capability of Synamedia Iris platform.

The act of switching channels to avoid ads — one of the behaviors addressable TV seeks to counter.

Starting targeting strategies from a clean slate, often using first-party data to define new segments.

Delivering ads based on specific geographic zones or broadcast regions.