Return-Path-Data Lexicon: EBIF

CIMM is taking a proactive role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with return path data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of this column, which offers a common language for RPD nomenclature that can expedite the rollout of the data for its many industry applications.

Standardization, whether of terms, definitions, edit rules, measurement protocols or watermarking remains an important consideration in RPD measurement rollout progress. To that end, CableLabs has developed EBIF, a format that standardizes content formats to facilitate not only better use of the data for measurement, but also in addressable advertising and interactivity.

Here are all the terms and definitions associated with EBIF:



EBIF abbr Enhanced TV Binary Interchange Format (EBIF Enabled STBs)

CIMM DEFINITION:  A multimedia content format specification that supports the efficient interchange, distribution and decoding of an ETV application across the cable industry’s universe of both legacy and advanced set-top boxes that support the Tru2way® specification. (Source: CableLabs)

2: Standard set-top-box software that enables advanced TV applications (including interactivity and addressability).  Industry standard for all STB manufacturers.

3: A CableLabs-defined standard interactive application format for software and data, adopted by all the large MSOs and many smaller operators. EBIF applications and data are interpreted by EBIF User Agent software deployed by MSOs in STBs. EBIF is the emerging standard for the implementation of interactive advanced advertising, programming enhancements, and third-party software (e.g., TV Widgets). (Source: FourthWall Media)

 NOTE  - Hand in hand with the EBIF standard is the CableLabs Application Messaging (AM) standard, which defines how EBIF programs and data are packaged and transmitted to and from set-top boxes, and how bound applications (e.g., interactive advertising enhancements embedded in a video spot) are “triggered” for execution. (Source: FourthWall Media)

EBIF User Agent

CIMM DEFINITION : The software platform/middleware deployed on both legacy and advanced set-top boxes  to execute applications written with conformance to the EBIF standard. (Source: FourthWall Media) Definition currently under review by CableLabs.

Boxes Using EBIF

CIMM DEFINITION: set-top boxes that are EBIF-enabled and can present Enhanced TV applications and interactive advertising. (Source: CableLabs)

2:  Percentage of Advanced or Legacy set-top boxes  executing an EBIF user agent software supporting interactivity. (Source: FourthWall Media)

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

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