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40+ Immersive Technology Terms

Cutting through the tech jargon.

The world of immersive technology can be confusing because of all the terms involved. To simplify our compiled list of terms, it is useful to define the definitions of each term.

Want to download the whole list as a downloadable spreadsheet? CLICK HERE and get the resource for FREE.

Augmented Reality (AR)

Augmented Reality (also known as AR) is a kind of futuristic technology that adds virtual elements as an overlay to the real world.

Ad Tech

Ad Tech is defined as a range of software and tools that brands, marketers, and advertising agencies use to strategize, set up, and manage their digital advertising activities.

Artificial Intelligence

Artificial Intelligence is sometimes called a machine intelligence that typically requires human intelligence. AI algorithms are designed by humans with intentionality and make decisions, often using real-time data.


Algorithm is a set of instructions designed to perform a specific task. It is often created as a function.


A Chatbot (short for chatterbot) is a bot that uses artificial intelligence and simulates conversation without human intervention. It is equipped with special algorithms and built on personalization and customization.

Conversion Funnel

Conversion Funnel (also known as Sales Funnel) is a term of your buyer’s journey. It details the steps a potential visitor to your website & landing page might take to complete a desired action or series of actions. 

Device Motion

Device Motion is a part of the Device Orientation API. It allows web applications to access the accelerometer data expressed as acceleration and gyroscope data expressed as rotation angle change for each of the three dimensions, provided as events.

Emerging Technology

Emerging Technology is a new technology that will substantially alter the business and social environment and considered an emerging technology.

First Party AR Ad Delivery

First Party AR Ad Delivery – A branded AR experience that is delivered through a brand’s proprietary app (IAB).


Gaze-Through is when a user views a VR advertisement and accepts a call to action. It is the functional equivalent of a click-through and helps measure ad effectiveness.

IAB Compliant

International Advertising Bureau provides the rules & regulations of digital advertising and therefore, as a marketer or an advertiser, your ads must be compliant to their standards.

Immersive Advertising

Immersive Advertising is an example of giving advertisers a way to not just hawk their product or service, but invite people to actively engage with it while creating their own content. It is more effective and focusing directly on the customer’s needs. 

Immersive Media

Immersive Media is an umbrella term for VR, AR, mixed reality, and 360-degree video; where the physical world is emulated through a digitally simulated world. 

Immersive Technology

Immersive Technology refers to technology that attempts to emulate a physical world through the means of a digital or simulated world by creating a surrounding sensory feeling, thereby creating a sense of immersion.

Interacted View Time (IVT)

Interacted View Time (IVT) is the length of time viewed with interactivity to get an “active” length of time viewed metric.  

Interaction Rate

Interaction Rate is a number of times the ad was displayed.

Live VR

Live VR (often 360-degree video) that can be viewed as the event or experience is actually happening through apps such as Facebook, YouTube, and other compatible 360 players.

Mixed Reality (MR)

Mixed Reality (MR) is a combined aspect of virtual reality (VR) and augmented reality (AR). It is considered an advanced form of AR. It is a blend of physical and virtual worlds that includes both real and computer-generated objects. 

Mobile Optimization

Mobile Optimization is the process of adjusting your website content to ensure that visitors that access the site from mobile devices have an experience customized to their device.

Monoscopic VR

Monoscopic VR is capable of producing 360-degree content that the viewer is free to explore. It can be viewed without a headset. It is great for 360 videos for which a headset is not required.

Programmatic Advertising

Programmatic Advertising is the process of automating the buying and selling of ad inventory in real-time by targeting specific audiences and demographics. It enables brands or agencies to purchase ad impressions on publisher sites or apps. It is also known as programmatic marketing or programmatic media.

Predictive Analytics

Predictive Analytics is a branch of advanced analytics used to make predictions about unknown future events.

Real-Time Bidding (RTB)

Real-Time Bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis. RTB is a real-time auction of advertising space on a web-page. It is also known as programmatic marketing or programmatic media. 

Room Scale VR

Room Scale VR is an immersive VR experience where the user can explore the experience as though they were physically present. The user is able to move in all directions with 6 degrees of freedom motion tracking (i.e. forward/backward, up/down, left/right).

Six Degrees of Freedom (6DOF)

Six Degrees of Freedom (6DFOF) refers to the freedom of movement of a rigid body in three-dimensional space. It defines the number of independent parameters that define the configuration of a mechanical system. 

Smart Ad

Smart Ad by definition has intelligence. This can mean intelligence along many dimensions, but at a fundamental level, a Smart Ad must adapt to its surroundings and work across the Internet. Smart ads turn the ambiguous and highly subjective process of advertising into one that is surprisingly predictable and far more efficient.

Speech Recognition

Speech Recognition is the ability of a machine or program to identify words and phrases in spoken language and convert them to a machine-readable format. Siri, Google Voice, Amazon Alexa all leverage examples of speech recognition.


Stitching is the combination of two or more images or videos in order to create a product that is larger and/or has a higher resolution than the original. This technique is often used to create 360 videos. Stitching can be done manually or automated.

Supply-Side Platform (SSP)

Supply-Side Platform (SSP) is a technology platform to enable web publishers and digital out-of-home media owners to manage their advertising space inventory, fill it with ads, and receive revenue. It is also called a sell-side platform.

Total Brand Time (TBT)

Total Brand Time (TBT) is the total number of seconds viewers spent actively interacting with branded content. This number is used to determine the cost per engagement value of the campaign vs. other campaigns and advertising medium.

Virtual Reality (VR)

Virtual Reality (VR) is the use of computer technology to create a simulated environment. It is referred to as the computer-generated simulation in which a person can interact within an artificial three-dimensional environment using special electronic devices, such as special goggles with a screen or gloves fitted with sensors.

Virtual Room

Virtual Room is a virtual reality native ad format in which the viewer can choose to enter a room filled with sponsored advertising content. Key components of a virtual room include the environment (the world the user sees in the room), the objects (interactive 3D, 2D and 360 video ads, audio tracks represented in the room), and interactions.

Volumetric Capture

Volumetric Capture is a technique used to film footage in three dimensions for viewing in a virtual or mixed reality headset.

VR Adds In-App

VR Adds In-App are advertisements that sit inside of virtual reality app experiences. These are in contrast to Immersive Ads for Mobile that have VR mode because the latter are ads that can be delivered to traditional apps, the mobile web, and desktop browsers that happen to have an optional 1-touch VR mode where users can consume the ad content via a mobile VR headset.


WebGL is a JavaScript API for rendering interactive 2D and 3D graphics within any compatible web browser without the use of plug-ins. WebGL is the springboard that started the exploration of additional 3D technologies such as WebVR and WebAR.

Extended Reality (XR)

Extended Reality (XR) is a term referring to all real-and-virtual combined environments and human-machine interactions generated by computer technology and wearables. It includes representative forms such as augmented reality (AR), mixed reality (MR), and virtual reality (VR).

360 Video

360 Video is also referred to as immersive videos or spherical videos, these are video recordings where a view in every direction is recorded at the same time, shot using a 360-degree camera or a collection of cameras.

Want to download the whole list as a downloadable spreadsheet? CLICK HERE and get the resource for FREE.

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