Set-Top-Box Lexicon: Ad Codes, Tags and IDs

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. 

Set Top Box data has two primary applications: 1. Measurement of television viewing and 2. To aid in addressable advertising targeting and measurement. Coding - both program and ad - is important as an identifier via watermarking (embed watermarking column link), fingerprinting or embedding of measurement applications so that content can be accurately permanently identified for measurement purposes.  



In the area of Ad Coding, the Industry Standard Commercial Identifier (or ISCI) code which had been in use since 1969, was retired from the market in 2007 (although it is still in use even if the ID isn't entirely unique). ISCI was eight characters and was updated to a twelve character coding system 

This week we offer the specific terms and definitions for ad coding and tagging. As you will see, there are varying opinions of which terms are inter-changeable and which terms are unique.  

Next week we define Program codes.

Ad Code

See also: Ad-ID, Metadata, Program Code, Watermark

CIMM DEFINITION : Unique identifiers that are added to ads that make them easier to track and measure. Also known as an Ad-ID code. 

2 : Twelve digit identifiers that an advertising agency places on each unique version of ads in their advertising inventory (which must be Inextricably bound to the assets using technology standards which might include watermarks fingerprints, or embedding). This replaces ISCI. The identifiers are available from Advertising Metadata currently stored by Ad-ID includes basic descriptive information-Advertiser Name, product name, commercial title, commercial length (Source: AAAA) 

NOTE - While Visible World's system automatically assigns a unique ISCI or Ad-ID to each unique video version created and ordered for distribution,  (Source: Visible World)

Ad-ID already codes each unique ad version, and allows the version to be connected to the original identifier.


NOTE - Local ads can have ad codes. The practice is just further developed nationally. (Source: TRA)  

Ad Tags

See also: Ad Codes, Ad-ID

CIMM DEFINITION : Unique identifier for an online ad that indicates to the advertiser that their ad has run.

Note: According to Harold Geller, Managing Director of Ad-ID LLC, referring to Ad-ID as an Ad Tag is misleading.  Doubleclick posits that "an ad tag is a piece of HTML or JavaScript code that your webmaster or developer inserts into the source code of a web page. You need to create a separate ad tag for each ad that you want to display on your website."  Ad-ID is an Ad Code, or Ad Identifier.  If the term is just relating to Set-Top box data, then  avoid using the term "tag", because it may be confused with a "dealer or co-op tag" which according to is defined as "Local dealer identification at the end of a national broadcast commercial. Since the name is tagged on at the end of the commercial, it is called a dealer tag." 


See also: Ad Code, Ad Tags

CIMM DEFINITION: Ad-ID upgrades the previous ISCI commercial coding system and generally replaces other methods used to identify advertising assets. Ad-ID is the industry standard identifier for all forms of media.  Developed and maintained by the American Association of Advertising Agencies (4A's) and the Association of National Advertisers, Inc. (ANA). (Source: IAB)

Note: According to the CIMM Asset Identification Primer, the "Ad-ID" is a unique ID advertising asset coding system for use with all forms of Advertising media including display (print and interactive), video and audio.

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