Four years and over 1000 terms later,
CIMM has released an update to its media measurement industry Lexicon, called
Lexicon 3.0.
The CIMM Lexicon, first introduced in 2010,
collected all terms and definitions for return path data media measurement. Two years later in 2012, it
expanded to include terms for cross platform, dynamic advertising, connected
TV, iTV and Automatic Content Recognition. But the media world has evolved so
dramatically and so rapidly with new technology, IoT, digitaization, virtual
and augemented reality and programmatic, that the expansion of the media
vocabulary required a further update in 2016. What first appeared as a clear
cut simple update soon became almost a Sisyphean task as the number and types
of terms exponentially increased and new terms coined and introduced daily.
“The challenge of updating the Lexicon has grown vastly
more difficult since 2010,” says Jane Clarke, Managing Director and CEO of
CIMM. “Even as this Lexicon was being
updated, new terms and definitions were emerging almost daily. But with this rapid change, the need for
having a common language that we can all align on and understand is even more
essential to the continued evolution of cross-platform media measurement.”
The rapid expansion of data sources, types of selling and
delivery systems and expanding consumer options results in new descriptors and makes
the need for an ongoing update of the CIMM Lexicon necessary. As before in
previous versions, the updated CIMM Lexicon 3.0 remains true to its original
purpose of creating a common language, even as that language expands. “This is not a final document but a work in progress
that will be continually updated,” states Clarke.
Terms like Brogrammer (a portmanteau of bro and
programmer, is a satirical, slang term for a male programmer in a
fraternity-like milieu), Blockchain (a critical part of the bitcoin
peer-to-peer payment system) and Romance Scam (a form of internet scam where
thieves use online services to pretend to be romantic companions) have even
become part of the language of the culture at large.
Other terms such as Daisy Chain (a programmatic term for
the linking of ad networks in order to ensure that an ad will be served in
order to optimize revenues), Digibabble (erroneously treating anything digital
as a magical marketing tool) and Script Kiddie (an unskilled individual who
uses scripts or programs developed by others to attack systems or deface sites)
are fairly media-centric.
"It's ironic that digital technology should have
streamlined media measurement and have created a common language for
cross-platform analytics - but what it has done instead is to create a whole
new, inconsistent and ever-changing vocabulary and a measurement Tower of
Babel," says Jonathan Steuer, Chief Research Officer at Omnicom Media
Group. "Until we one day reach that communication and measurement nirvana,
the CIMM Lexicon serves as an interim Rosetta Stone to help sort it all
out."
Interested in expanding your media vocabulary? A full of
copy of CIMM’s Lexicon 3.0 can be downloaded at http://cimm-us.org/cimm-whitepaper/.
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