What does ROV stand for in digital advertising?

The term ROV stands for "Run of Vertical" in digital advertising. This concept refers to a type of advertising placement where ads are distributed across a specific category or vertical of websites rather than being targeted to specific sites. Essentially, when advertisers utilize Run of Vertical, their ads can appear across multiple publishers within a particular vertical (such as sports, health, or technology), maximizing their reach and exposure to audiences interested in that category.

This approach is beneficial for advertisers looking to increase brand awareness and visibility across a wider audience without limiting their ads to a single site. It contrasts with more targeted advertising strategies, which focus on specific placements or audiences. Understanding ROV is essential for digital advertising operations as it illustrates how ad placements can vary in terms of targeting and reach, aiding in the effective planning and execution of ad campaigns.