YouTube & CTV Glossary

Definitions for the YouTube, Connected TV and video advertising terms that come up in a media plan — from 301+ views to view-through rate.

275 terms

0–9

301+ Views: If a newly released video receives a large amount of views, YouTube will cease incrementing the view count at "301+ views" until it can confirm that these views are legitimate.

A

About Page: The section of a YouTube channel with a description of the channel and links to social media accounts and web pages.
Above-The-Fold: On YouTube, the in-view description on a video watch page or in search results.
Ad fraud: Ad fraud relates to advertising that is served but never seen by a user and still has a cost collected against the impression.
Ad Group: One or more ads that shares the same targeting parameters.
Ad Preview: Shown when building a campaign, the preview displays how an ad renders on a user's screen
Ad Scheduling: The process of setting up campaigns to serve during specific hours and days of the week.
Ad Set: A group of ads that share targeting parameters.
Ad targeting: The practice of using technology or other methods to reach specific groups of people or contextually relevant content with advertising.
Ad tech: Advertising technology uses software to help marketer make decisions and execute advertising campaigns, driving efficiency and performance.
Ad-supported streaming video on demand: ASVOD is similar to SVOD (Subscription Video on Demand), but is configured to allow ad-supported streaming.
Addressable TV: TV advertising that allows a degree of targeting of people or households based on characteristics, usually via over-the-top boxes or connected TV platforms.
Affiliate Extensions: Targeting parameter that function like location extensions, however, unlike location extensions, Google My Business Accounts are not required to set up, and include more general retailers.
Affinity Audience Targeting: A highly effective targeting capability that uses search trends and open web activities to determine specific interests, such as "beauty maven" or "technophile".
Application Programming Interface (API): Software programming interface that allows developers to access data, such as analytics data from YouTube.
Asset: A unit of media required for an ad campaign; e.g., a video or image file.
Attribution: Tracking of user behavior before a purchase, such as a tracking link that tells marketers a sale came from an advertiser's ad. Attribution Modeling is used to define how credit for conversions is assigned to different touchpoints along the funnel.
Attribution Window: Length of time between ad view and conversion. Used to calculate conversion metrics.
Auction: Method of ad buying in which advertisers bid against each other to serve ads.
Audience Retention: Measures of a video’s ability to retain its audience. Generally shown as the percentage of viewers who were still watching at different points throughout the video.
Audiences: Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. They’re people you can show your ads to. Data from your audience sources may be used to improve the bidding and targeting of your audience campaigns.
Automated Bidding Tool: A software tool that automatically optimizes bidding for an ad campaign without human interaction.
Automatic content recognition (ACR): Technology that identifies the content displayed on a device, typically on smart TVs.
Avatar: The circular image on a YouTube channel page that represents the channel all over YouTube.

B

Bid: How much an advertiser is willing to pay per ad unit.
Big 6: The major advertising agencies holding companies (WPP, Omnicom, Publicis Group, Interpublic, Dentsu, Havas)
Big data: Refers to analysis of very large information sets to uncover trends.
Boilerplate: Standard unit of writing that can be used over and over again at the end of multiple content pieces. Boilerplates on YouTube are used in video descriptions and typically describe a company.
Bot fraud: Malicious software that drives non-human ad impressions.
Brand Ambassador: Individual paid by an organization to become a spokesperson of the brand. YouTube vloggers are often brand ambassadors.
Brand Lift 2.0: Brand Lift 2.0 is an evolution of Google’s Brand Lift Surveys capabilities including a suite of new features such as continuous measurement, externally accessible Brand Lift study set up and reporting, reporting across campaigns at the Product or Brand Level and more actionable reporting metrics like on Lifted Users and Cost Per Lifted Users.
Budget: The maximum amount an advertiser can spend, whether daily or lifetime.
Bulk Upload: Feature in Google Ads that allows users to make bulk changes to ad campaigns in an Excel sheet and upload to edit multiple campaigns at the same time.
Bumper Ads: Bumper Ads are 6-second, non-skippable preroll ads. This ad type works well for sequential storytelling, remarketing and on mobile devices.
Bumper Machine: A tool developed using Google Machine Learning technology to automate the creation of 6-second video assets from longer-form content.

C

Call to Action (CTA): Anything that prompts a viewer to take an action. Could be a banner image, ad copy, scripted line in a video, etc.
Campaign: Container for managing Ad Groups. Typically manages settings like flight date and budget.
Campaign Optimization Engine: Pixability's proprietary algorithm designed to help pace campaigns and achieve better performance.
Captions: Text transcriptions overlayed on videos for the hearing impared and for added SEO value.
Channel: Public page for user accounts on YouTube. Includes uploaded videos, playlists, activity, and an about page.
Channel Art: An image displayed at the top of any YouTube channel page to provide a unique look and feel for the channel.
Channel Description: Copy written for a channel's About page, describing the channel's purpose and helping YouTube index the channel.
Channel Keywords: Metadata tags for a channel for SEO.
Channel Links: Links to your web pages and social media accounts found on channel About pages and overlayed on Channel Art.
Channel Name: The user-generated name given to a YouTube channel.
Channel Recommendations: Allows your channel to appear in other channels' recommendations area. Disabling this removes your channel from other channels' recommendations area.
Channel Trailer: Video displayed at the top of a YouTube channel that is shown only to non-subscribing users. The channel trailer serves as an ad that aims to entice viewers to subscribe and watch more videos.
Checkouts: Number of times a checkout was completed as a result of an ad.
Click Tracking Pixel: A 1x1 pixel image that tracks clicks on an ad. See also Impression Tracking Pixel.
Click-through Rate: The number of clicks an ad received divided by the number of impressions.
Clicks: The number of clicks an ad received.
Comments: Messages posted against a YouTube video or channel. Comments can be hidden, blocked, or responded to. Alternatively, the function can be disabled entirely.
Community Moderation: The process of monitoring and reviewing ad/video comments to ensure a constructive discussion.
Community Settings: Allows you to create automated filters, approve users' comments, ban users, and exclude specific words or phrases.
Companion Banner: Optional 300x60 image included with every TrueView In-Stream ad that appears to the right of a video on the watch page. Clicking drives users to a destination URL.
Completed Views: A paid advertising completed view occurs after 30 seconds of viewing, or if the ad is watched to completion.
Connected TV: Category of media where ads are delivered programatically against living room screens, including on Smart TV platforms, over-the-top networks, and set-top boxes. Connected TV ads are targeted, vieawble, and measurable, and typically displayed as full-screen ads.
Content Calendar: A calendar that outlines the release of produced content, including videos.
Content ID Appeals: Feature that allows you to contest copyright claims against your content.
Conversion: An action that someone took following an ad view. Typically a purchase or in-store visit.
Conversion Funnel: Path a consumer takes between different marketing and advertising touch points before converting to a sale.
Conversion Rate: Measure of how often a view leads to a conversion, found by taking views divided by clicks tracked to conversions.
Conversion Tracking Pixel: A 1x1 pixel embedded in an ad that tracks conversions and behavior for set period of time.
Converted Views: Number of first-time conversions made per one ad view.
Copyright Claims: Action taken when a content owner reports that his/her video has been used without permission.
Cost: Cost refers to how much has budget has been spent across all platforms within the time period specified.
Cost Per Acquisition/Conversion (CPA): How much is spent on ads for each conversion. Total cost divided by Total conversions.
Cost Per Action: The average spend for each action, calculated as the amount spent divided by the number of actions
Cost Per Click: The average cost for each click, calculated as the amount spent divided by the number of total clicks received. Note that clicks refer only to clicks to external websites and apps.
Cost Per Completed View (CPCV): Cost for views that reach 100% completion.
Cost Per Mille (CPM): Cost per mille, also called cost per thousand. It is the cost an advertiser pays for one thousand views or clicks of an advertisement.
Cost Per View: The average spend per view, calculated as the amount spent divided by the number of video views.
Creative: Another word for asset. The actual media dislayed in an ad, typically a video or image.
Creator: An individual who produces videos for a YouTube channel, and may build a career on their YouTube presence.
Creator Studio: Section of YouTube where creators can organize a channel, manage videos, and check Analytics.
CRM Targeting: Targeting based on an advertiser's CRM data.
CTA Destination URL: The actual URL address where you'd like to send viewers.
CTA Display URL: The vanity URL displayed for your ad.
Curated Playlist: YouTube playlist comprised of videos from other channels.
Custom Affinity Audience: Google Ads targeting capability that allows advertisers to create audiences that are more tailored to their brands, compared to more broad, TV-like affinity audiences. Custom affinity audiences are created by using a combination of Interests, URLs, Places, and Apps.
Custom Intent Audiences: Targets viewers as they’re making purchase decisions based on the keywords they’ve recently searched on Google.com.
Custom Thumbnail: A tailored preview image for a YouTube video.
Customer ID (CID): Unique ID number for every Google Ads account. Often used to link accounts to an MCC, YouTube, and Pixability software.

D

Delivery: The status of a campaign (e.g., running or not), or the overall pace of a campaign in regards to the insertion order.
Demand Side Platform: A platform for advertisers which allows them to buy inventory across multiple channels through a single interface, also known as a DSP.
Demographic Targeting: Targeting a specific group of users based on age, gender or parental status
Demographics: Broad, targetable audience segments that include age, gender, and other categories. Often shortened to demos.
Description: YouTube metadata that describes a video and includes links to relevant websites, videos, or social media channels.
Destination URL: The site where a user goes after clicking an ad.
Detailed Demographics: Deeper demographic targeting that includes parenting stages (i.e. children in household 6-12), education, employment, household income, marital status, homeownership, and other categories.
Device targeting: Target users using computers, smart phones, mobile devices, and TV screen devices like Chromecast.
Digital Ad Rating: A Nilesen digital measurement solution for cross platform campaign measurement.
Digital advertising: A broad category of marketing that involves using digital technology to show ads to consumers.
Direct Response: Marketing designed to drive immediate action. Could refer to purchases, lead generation, etc.
Discovery ads: Discovery ads include a thumbnail, headline and two lines of copy - appears next to organic results in related YouTube videos and YouTube search. A view is counted when a user clicks through to the watch page and the video begins playing.
Dislikes: A measure of negative favorability on a YouTube video.
Display advertising: Digital images and video placed against the open web, including banners, sidebar ads, and takeovers.
Duplicate Video: Uploaded files with the same video, audio, and timecode as an exisitng video will be rejected by YouTube.
DV360: Formerly known as DoubleClick, DV360 is Google's ad software built for enterprise solutions.

E

Earned Likes: When a viewer likes a video on a YouTube channel after seeing an ad.
Earned Metrics: Engagment from viewers that is earned after seeing an ad, including likes, shares, and subscribes.
Earned Playlist Additions: When a viewer watches a paid ad, and then adds the video to a playlist within 7 days.
Earned Shares: When a viewer shares a video from a YouTube channel after seeing an ad.
Earned Subscribers: When a viewer watches a paid ad, and then subscribes to the YouTube channel within 7 days.
Earned View Rate/Ratio: Ratio of paid views to earned views.
Earned Views: When a viewer watches a paid ad, and then watches another video from the same YouTube channel within 7 days. Essentially free views.
Effective Click-through Rate: The number of clicks you received divided by the number of impressions.
Effective Cost Per View (eCPV): Cost per view calculated with earned views added in.
Embedded Player: A video player that is built into a web page. YouTube videos are easily embedded by copying code from a video watch page.
End Screens: A custom or pre-built graphic at the end of a video encouraging a viewer to watch more videos, subscribe, etc.
Engagement: Metric of an interaction the viewer takes for a video, including comments, likes, dislikes, favorites, shares, or subscribes.
Engagement Rate: Total number of engagements divided by the total number of times your ad was shown

F

First-Party Data: Data collected directly from your customers such as; site visitors, email list subscribers or other people who are interacting directly with your organization.
Flight Date: Period of time when an advertising campaign will be running.
Follow-On Views: See Earned Views.
Frequency: The number of times your ad was served to a consumer.
Frequency Capping: The practice of setting a limit to the frequency of ads shown to a user for a specific time period.

G

Geo Targeting: Targeting ads to users by location, such as their zipcode or city.
Geographic Locations: Countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics.
Google Ads: Google's ad buying platform.
Google Ads Editor: Offline bulk editing tool for Google Ads campaigns, formerly called AdWords.
Google Analytics (GA): A free analytics platform from Google that provides in-depth reporting for websites and YouTube channels.
Google Display Network (GDN): Google's network of properties and partners that are monetized with AdSense.
Google Preferred: A pre-selected network of premium YouTube videos available for guaranteeed buys. The top 5% of YouTube content that's updated regularly and only available to buy directly from your Google rep.
Guaranteed buy: A direct buy of premium or reserved media inventory.

H

Hashtag: Used across social platforms to create a searchable a topic or keyword with the '#' symbol.
Haul: Collection of products bought during a trip to the mall, or from a large online retail order. Usually fashion and beauty products.
Haul Video: A video that reviews products from a haul.
Homefeed Ads: Ads that appear against the YouTube home feed via TrueView Discovery. Advertisers only pay when a user clicks to watch the video ad.

I

Impression Share: Ratio of ad impressions compared to the total available impression inventory.
Impression Tracking Pixel: A 1x1 pixel image that tracks ad impressions. Also see Click Tracking Pixel.
Impressions: The number of times an ad was served
In-Display: YouTube display ad format. Appears over videos, above recommended videos, and in YouTube search results.
In-market Audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
In-Stream: InStream ads run before or during a YouTube video. With the exception of reservation-based nonskippables, the ad is a forced impression of 5 seconds, and then allows viewers to skip. The ad only registers a paid view if viewers watch 30 seconds, or complete the asset, whichever comes first.
In-Video Static Image: Display ad from Google Display Network that appears over YouTube videos.
Info Cards: Info cards are an additional clickable feature on YouTube videos to drive viewers to other content, a linked website, or to shop for products in a brand's Google Merchant Center. Cards will be visible on the ad and in the organic video, and are strongly recommended for any direct-response assets as they are mobile friendly and expand clickable real estate.
Insertion Order (IO): Document that states the scope, flight dates, and cost of an ad campaign in a media buy.
Interactivity Annotation: YouTube annotation that is collapsible, includes images and buttons, and also works on mobile devices.
Interest Targeting: Targeting based on a users interests as defined by the platform.
Invalid Clicks: Clicks on your ad that deemed illegitimate, whether unintentional or resulting from malicious software

K

Key Performance Indicator (KPI): Performance metrics defined for a specific goal.
Keyword Targeting: Targeting capability for ads that serves based on content related to the specified terms, or user search data.
Kick-Off Call: A meeting to align on campaign details, prior to launch. (KOC)

L

Landing Page: Website page a user visits after clicking an ad or call to action link. Traditionally meant a page with a direct sales element built in, such as a register form.
Large Customer Solutions: LCS Customers are brands or agencies with dedicated Google Pods providing support, buying and planning across all Google products, including YouTube. (LCS).
Last-Click Attribution: Attribution model that tracks all conversions back to a single event, ignoring all other steps that might have occurred previously, also called direct attribution.
Life Events: Targeting tactic around major experiences throughout a consumer's life, like marraige.
Likes: A measure of positive favorability of YouTube videos.
Line Item: The actual specific lines that the Campaign Manager needs to hit in order to fulfill the contract.
Linear TV: Traditional broadcast and network television, with viewers tuning into specific channels for programs that air during traditional timeslots.
Link Clicks: The number of inline link clicks that your ad recieved.
Live streaming: Live video content delivered digitally.
Location Extensions: Shows local business information alongside a TrueView video ad to direct users to your business locations.
Location Targeting: Targeting users in, or who have an affintity for, a particular location
Long-form video: For YouTube advertisers, long-form video refers to videos that are longer than 90 seconds (as most brand video content tends to be 15 or 30 seconds in length).
Lookalike Audiences: Type of audience that's created to reach viewers similar to an already targeted audience.

M

Managed Service: A service that is managed by a team outside of the brands employees. For example, Pixability manages a media buy on behalf of a brand or agency.
Marketing Qualified Lead: An MQL is a lead who exchanged their contact information for content or as part of an inquiry and meets or title and company size requirements.
Media buying: The purchase of advertising surface, such as digital video or linear TV.
Metadata: The textual information that uses keywords to describes a video, channel, or playlist. Video metadata includes titles, tags, and descriptions. Playlist metadata includes title and description. Channel metadata includes a description and channel keywords.
Metrics: Values of performance for specific activities.
Mobile: Refers to targeting smartphone devices.
Monetization: The process of enabling YouTube videos for ads as a way for the content owner to make money.
Multi-Channel Network (MCN): Similar to a TV network, an MCN is an organization that manages talent and programming for YouTube and online video channels.

N

Native advertising: Paid content that matches the experience of organic content.
Negative Targeting: Targeting exclusions in a campaign that ensure an ad does not show based on the specified demographics, keywords, placements, etc.
New Consumer Patterns Audiences Beta: A targeting tactic on YouTube that reaches user based on their shopping behavior, lifestyle and consumption habits. (Vehicles & Transportation, Banking & Finance: Credit Card Preferences and Technophiles). It is best suited to deliver Awareness and Consideration.
Non-Skippable Ads: An ad that cannot be skipped by a user action.
Non-Skippable In-Stream Ads: To drive awareness and consideration marketing objectives, many advertisers use non-skippable (forced view) ads to ensure consumers are watching their full message. Today, on YouTube, many advertisers use Standard Reserve (or Google Select) as a way to access a non-skippable ad format. For advertisers that do not need the price and delivery guarantees of Standard reserve, we are now allowing advertisers to buy Non-Skippable in-stream ads on YouTube in Google Ads via the auction. "Non-skippable ads are offered for 15s ads only (20s ads accepted in certain EMEA markets, MX, SG, MY and IN).

O

OKR: Objectives and Key Results — a framework used for defining and tracking objectives and their outcomes.
Optimization: Any action that increases the potential success of a video, channel, playlist, ad campaign, or content strategy.
OTT: “Over the Top” - delivery of content via an internet connection rather than through a traditional cable/broadcast provider.

P

Paid Subscriptions: YouTube channels can create a payment gate after accumulating 10,000 subscribers.
Partner Program: An opt-in program that unlocks additional features on YouTube. Channel must go through verification process over the phone or via text message.
Pay Per Click (PPC): Ad payment model where the advertiser pays only for clicks, not impressions. InDisplay is a TrueView PPC format.
Percentage of Video Played: This shows the number of total video views that occurred at these points in your video.
Performance Deal: Ad spend deal that is negotiated to guarantee a specific number of views at a pre-determined CPV. Pixability is only paid the difference between the agreed CPV and actual CPV.
Placement Targeting: Targeting a specific set of YouTube videos or channels curated by Pixability
Playlist: A playlist is a collection of videos that can be viewed, shared and embedded like an individual video. You can create playlists using any videos on YouTube. Videos can be in multiple playlists. Uploaded videos and favorited videos are default playlists on your channel.
Playlist Description: Copy written about the content of a particular playlist.
Potential Reach: Number of monthly active users on a platform that match the audience defined in campaign targeting.
Private Video: A YouTube video that is not available to watch except by the channel owner, or specific individuals selected.
Programmatic buying: Automated purchasing of media through algorithms for efficiency and scale.
Public Video: A video that is available for anyone on YouTube to watch.

Q

Quality Score: An estimate of the quality of your TrueView ad, keywords, and landing page, based on Google's algorithms.

R

Reach: The number of unique individuals your ad was served to.
Real-time bidding: See programmatic buying.
Realized CPV (effective): See Effective CPV.
Related Videos: See Suggested Videos.
Relevance: Ranking of how relevant an ad is to most of the target audience.
Remarketing: Targeting capability for ad campaigns that serves ads to users who have already interacted with the advertiser in some way (visiting a website, watching a video, etc) and were subsequently added to a remarketing list.
Request for Proposal (RFP): Document that outlines the bidding and contract terms in order to win a proposal when pitching new business.
Reserve Buy: YouTube ad buy that guarantees impressions. These include non-skippable ad formats and masthead takeovers.
Return on Ad Spend (ROAS): Ratio of how much revenue is realized compared to the ad spend.
Return on Investment: Ratio of how much revenue is realized compared to the total cost of any marketing effort.

S

SaaS: Software-as-a-service is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted
Scheduled Video: Private videos can be scheduled for release as a Public video.
Search advertising: Advertising that appears against, or beside organic search engine results.
Second-party data: User data collected by a publisher and delivered to media buyers.
Sections: YouTube organizational components that can be reordered from top to bottom on a channel's main page as a way to better organize videos and playlists. Also referred to as Shelves.
SEO (Search Engine Optimization): Metadata specific to YouTube includes video titles, tags, and descriptions.
Series Playlist: Playlist that is made up of video episodes to be watched in series.
Share: User action to share a video on social media.
Share of Voice: The impact or footprint of a brand on video networks, including owned and earned video content, compared to competitors.
Shelves: See Sections.
Shoppable Video: Video that uses annotations or other interactive elements that allows viewers to shop for products directly from the video.
Shopper marketing: A marketing strategy that uses consumer behaviors to influence spending decisions.
Short Link: Tracking link that is short in length to take up a small amount of text space, such as bit.ly.
Short-form video: Short-form YouTube ad content is less than 90 seconds in length.
Status: Current state of a campaign or ad set, usually 'on' or 'off' (may also be labled 'enabled' and 'disabled').
Subscriber: By subscribing to a channel, users will see that channel’s activity in their homepage feed. Subscribers can also opt into email communication from subscribed channels on a per-upload and weekly digest basis.
Subscriber Gains: Growth of subscribers on a YouTube channel over a specified time period.
Subtitles: Text that appears onscreen for alternative language translation.
Success Metric: The Pixability Success Metrics is a customized blended metric that reports the holistic performance of a campaign for multiple KPIs, as compared to Pixability's benchmarks
Suggested Videos: Video thumbnails that appear in the right-hand column of watch pages and the homepage, or the tiled thumbnails that appear when a video has finished playing.

T

Tags: Words or phrases used to describe the content of your videos. Added to videos at time of upload (see Metadata).
Targeted Audience: The overall audience that can be reached as a result of a campaign's targeting parameters.
Targeting: The tactics used to reach a specific audience.
Targeting Group: Group of targeting specifications in AdWords that allows advertisers to target video ads based on demographics, keywords, interests, topics, placements, and remarketing.
Teaser: A short video that acts as a preview or trailer for longer content. Can be used to promote larger content initiatives or announcements.
Tent-Pole Event: Content creation and publishing strategy that is meant to draft off of the popularity of large cultural events, e.g. NY Fashion Week. Programming and publishing tent-pole content is meant to maximize audience.
Third-party data: Data collected by third-party organizations who distribute or license data to marketers.
Thumbnail: The image you choose will show before the video starts and when it is finished. Thumbnails have a big impact on how people will respond to your ads.
Title: Element of YouTube video SEO that describes the video.
Top Content: The most popular content on YouTube and the Google Display Network.
Top Fans: YouTube feature that provides a list of the most-engaged fans of a channel. Requires a large number of subscribers.
Topics: Targeting option for TrueView campaigns that serves ads based on chosen topics of videos; e.g., videos related to fashion.
Total Engagements: On Google Ads, refers to clicks on interactive elements on your video.
Total Spend: Spend refers to how much has been spent across the time period specified.
Tracking Link: Web URL that contains tracking information such as Google UTM links or click tracking pixel links.
Tracking Pixel: 1x1 cookie used to track ad impressions, clicks, or other metrics. See Click Tracking Pixel and Impression Tracking Pixel.
Traffic Source: The referral source of a video view. The page, module or site that drove a viewer to a video.
Transcription: Word for word text of your video's audio track. Can be created with time codes to properly align captions with video playback. See Captions.
TrueView: YouTube ad format that give viewers the option to watch or skip ads. Advertisers only pay per view.
TrueView for Action: A TrueView, pre-roll ad format with enhanced call-to-action for website clicks and website actions and auto end screen functionality. Optimized delivery to viewers more likely to take actions on a landing page. Target CPA requires a conversion pixel.
TrueView for Reach: Formerly in beta, this ad format was released globally in November. TrueView for Reach uses the skippable in-stream format but with CPM buying. The ability to buy TrueView in-stream on a CPM basis can help you reach your desired audience more efficiently. TrueView for Reach ads are best suited for campaigns with reach and awareness goals and can help deliver significant lift in ad recall.Suggested video asset: 15s or 20s (however any length is accepted).
TrueView for Shopping: A TrueView ad format that allows advertisers to select specific products that are shown in your video for users to easily purchase. Shopping cards are generated from existing Merchant Center data, and up to 6 shopping cards may appear on a video ad at a time.

U

Unique Viewers: Number of distinct viewers who were served and viewed an ad.
Unlisted Video: Video that is only available to view for anyone with the direct link. Will not show up in search or recommended videos.
Upload Defaults: Set the default privacy, category, metadata, comment moderation, monetization, location, and more for all of your uploaded videos
URL Tags: URL parameters you specify here will be appended to or replace existing parameters in URLs. For example, if the URL parameters are specified as key1=val1&key2=val2 and this ad includes the URL www.example.com?key1=test, then the URL will be updated to www.example.com?key1=val1&key2=val2. Learn More.
User Fatigue: Similar to frequency capping. A measure of users seeing an ad too many times within a time period.
User Generated Content (UGC): Content created by anyone that is not a company or organization, including vloggers.
UTM Link: Google tracking link that attaches several tags to the end of a URL for analytics reporting.

V

Verification: Unlocks new YouTube features and adds your channel as a YT Partner. Verification takes place over phone or text.
Vertical Video Ads: An ad format that allows “vertical” videos (2:3, 1:1 and 9:16) to appear true to their intended dimensions by adjusting the video player in the YouTube app when a device is held vertically.
Video: Moving visual media.
Video Advertising: The use of video to deliver an advertiser's message.
Video Completion Rate: VCR is calculated as Video Completions/Impressions, a measure of impact on engaged audiences.
Video Manager: Section of YouTube that allows users to upload and manage video content.
Video on demand (VOD): Allows users to watch media at the click of a button, and not at a specific broadcast time.
Video Remarketing: The process of reaching viewers based on their past interactions with your videos, TrueView ads or YouTube channel.
Video Thumbnail (confirmation): The image you've chosen will show before the video starts and when it is finished. Thumbnails have a big impact on how people will respond to your ads.
View: A measure of whether an impression was seen in a meaningful way on a user. For YouTube TrueView in-stream, a view is measured as 30 seconds or to the end of the video (whichever is shorter), or if an interactive card/element clicks occurs.
View Conversion Rate: Ratio of converted views to total views, or how often an ad resulted in a conversion.
View Quartiles: Measure of the percentaged watched by users for a video ad, reported in 25%, 50%, 75%, and 100%.
View Rate: A measure of ad impact, found by dividing the total number of views by impressions.
View-Through Conversion: Conversion that occurs when a viewer sees an impression of an ad instead of a view.
Viewability: An online advertising metric that aims to track only impressions that can actually be seen by users.
Vlogger: A video-blogger who creates user-generated content. A casual, conversational video format or genre featuring a person talking directly to camera.

W

Walled Gardens: A platform that offers premium advertising opportunities, but retain more control of data and targeting as compared to DSP inventory.
Watch History: YouTube keeps a log of your prior viewing habits and recommends other videos based on this data.
Watch Page: The page where the majority of YouTube video viewing happens.
Watch Time: The amount of time in aggregate that viewers are watching a channel's videos.
Watermark: Semi-transparent branded logo placed over a video or image that prevents copyright infringement.
Website Clicks: The number of clicks on links appearing on your ad or Page that direct people to your website as a result of your ad.
Website CTR: The number of website clicks received divided by the number of impressions.

X

XFN Team: Cross-Functional team

Y

YouTube Analytics: A tool in all YouTube accounts that provides information across various metrics for videos, channels and audience.
YouTube Community Guidelines: YouTube's proposed guidelines for a constructive social community. https://www.youtube.com/t/community_guidelines
YouTube Kids: Created as a separate, stand-alone app in 2015, YouTube Kids is intended for users under the age of 13. We’re always updating the app to make it better and easier to use for parents and kids, and last year we launched new tools, including: parent-approved content mode; content collections from trusted partners; improved search-off controls; and more.
YouTube on TV Screens: Device targeting available in AdWs that allows us to target CTV screens, chromecast devices and OTT hardware (like gaming consoles, Roku ect). This is auction based inventory that we can target with almost all of the same targeting opportunities as the other devices on AdWs, but it’s on the largest screen in the living room and it is a fraction of the cost of traditional OTT buying. (See this slide for more details)
YouTube Search: YouTube's discovery system similar to Google Search. Results include videos, playlist, channels, and InDisplay ads.
YouTube TV: An app or “streaming service” that lets viewers subscribe to the major TV broadcasters, popular cable networks and local news live, or record for later consumption.