Set-Top Box Lexicon: Ad Decision Hardware And Software

by Jane Clarke, Jun 16, 2011, 11:45 AM

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CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon (terms and definitions associated with Set-Top Box data measurement) and recently released Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column, which offers a common language for Set-Top Box nomenclature that can expedite the roll-out of the data for its many industry applications.

Ad Decision components -- whether hardware or software -- come into play once the ad inventory is properly watermarked and ready to air. But air where? And how? Ad Decision Managers and Servers help to channel and monitor campaigns:

 

ADM abbr Ad Decision Manager

CIMM DEFINITION : The Ad Management Service defines messages in support of ad insertion activities. The primary user of these messages is an Ad Decision Service (ADS). The message interfaces exposed by an ADM allow for both preconfigured ad decisions as well as real-time fulfillment models. An ADM implementation may incorporate some simple ad selection rules (ex. ad rotations) but more complex ad decisions are the responsibility of an ADS. Definition currently under review by CableLabs.

ADS abbr Ad Decision Servers

See also: Advanced Advertising

(Same acronym for Alternate Delivery System)

CIMM DEFINITION : Part of the addressable advertising application framework that loads, feeds out, traffics and tracks delivered and aired addressable ads. Definition currently under review by CableLabs.

2 : A third party Graphic User Interface (abbr GUI) and client side app that advertisers and ad agencies use to manage their campaigns and place orders in real-time. (Source: BigBand Networks)

3 : Determines how advertising content is combined with non-advertising (i.e. entertainment) content assets. The decisions made by ADS may be straightforward (i.e. specific ad content placed at a specific time in a specific asset) or arbitrarily complex (based on subscriber data, advertising zone, etc.).

 

ADM abbr Ad Manager

See Also: Ad Decision Manager

CIMM DEFINITION : A system that allows the user to manage commercial inventory - loading, scheduling, selling, processing, delivering, measuring - via a SaaS application. Originally coined by Google, the term now extends to Set-Top Box data measurement in the addressable advertising realm.

2 : A server based application owned by the operator; interacts with the Media Services Platform (abbr MSP) to determine information about the real-time opportunity; interacts with the ADS to choose ads. (Source: BigBand Networks)

3: A software or hardware component within the cable's CAAS system with SCTE-130 conformed interfaces. Its primary function is to be broker between ad decision system, ad inventory system, and ad delivery system. Typically, the ADMs are provided by linear ad insertion or VOD system vendors. (Source: FourthWall Media)

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