July 23, 2012

See also: Digital Tokens

CIMM DEFINITION: An event or a grouping of bits or characters or bits of data that describes a tune-in to an event. A set of data that indicates when an event has occurred.

2: A tracer or tag which is attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users. (Source: IAB)

NOTE – Blank Video tokens are a challenge to measurement.