• by Jane Clarke , December 1, 2011

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 Asset Identification Primer (glossary of asset terms). These documents form the basis of this column, which offers a common language for Set-Top-Box nomenclature that can expedite the rollout of the data for its many industry applications.

In continuing in our discussion of privacy and anonymization (Set-Top Box Lexicon: Anonymization) we examine the terms that involve the process of stripping and processing identifying information and creating these anonymized datasets for use in measurement. All of this helps to preserve and insure privacy of the individual.

De-identify

See also: Anonymization

CIMM DEFINITION : A series of systems, processes and controls that remove personally identifiable data components from a data set -- thereby eliminating or reducing the likelihood that certain characteristics or attributes, whether by themselves or in combination with other information, can be mapped to specific identifiable individuals.

Hashed ID

See also: Anonymization, De-Identify

CIMM DEFINITION : The result of anonymizing MAC addresses or other identifying information about the household or Set-Top Box. Results in a STB identifier per each data record that cannot be matched back to the original household, viewer or Set-Top Box.

NOTE - In some cases hashing is carried out daily which destroys ability to do Reach / Frequency / Frequency Distribution / ROI reporting because there is no persistent anonymous household identifier in those cases. (Source:TRA)

Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.