Set-Top-Box Lexicon:The Common Advertising Language

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 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.

A visitor to a new world may be able to make themselves known with common words like "yes" and "no." In the STB data world there also exists common advertising terms that are shared with the established standard ad marketplace and the STB / Addressable ad marketplace. Speaking a common language in the fine art of buying and selling ad time helps to facilitate business and fosters understanding and acceptance of results.   



In our discussion of Augmentation (Set-Top-Box Lexicon: Augmentation) we posed a question about how the marketplace can best address the measurement of multi-platform advertising opportunities made possible by Advanced Advertising. Should we adapt the current standard metrics or do we need to create a new set of metrics? Perhaps the best way to start is with those terms that are commonly acknowledged and understood by all players in the space. 

Ad Avails

CIMM DEFINITION : Advertising spots available to an advertiser, national broadcaster,  cable operator or other seller of advertising time to insert advertising on a television  network, whether cable or broadcast. 

Ad Content

CIMM DEFINITION : Content provided by advertisers.  

Ad Occurrence Data

CIMM DEFINITION : Data points that indicate when an ad has aired as-run as opposed to when a program or other content has aired.  

2 : Includes metadata. (Source: TIVO)

NOTE - What is the finest level of granularity desirable to report ad occurrence - one second, 5 seconds or more. (Source: TRA)


CIMM DEFINITION : A marketing term to indicate the product or service "essence," market position, competitive profile and/or personality in the mind of the consumer. 

2 : Also used to refer to advertisers. (Source: TIVO) 

Please refer to the CIMM Lexicon online at for additional information on these and other terms.

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