STB Data Journey

From Set Top Box to

Web-based Audience Metrics

May 1, 2008
STB Data
• Where is the Data Collected?
• Generally a piece of software is deployed on a set top box
• The box records tuning and other viewing related behavior

• How is the Data Transmitted from the STB?

• Generally, tuning and other viewing related behavior data
is stored in short term memory on the box
• At a specified time or when triggered, the data is encrypted
and sent down the operator’s network
• A computer server decrypts the packet and then correlates
the viewing data with basic billing information.
• The server then removes any personally identifiable
information such as a STB ID
• Finally, the fully anonymized data is dumped into a data
warehouse
 Overview
Data Flow Data Flow Overview
STB

TCPIP • The STB app collects data and cues it for

over
HFC transmission
• The STB app packetizes the data, encrypts it and
sends it down the HFC network
 Overview
Data Flow Data Flow Overview
STB

TCPIP • The STB app collects data and cues it for

over
HFC transmission
Demodulation
& Routing • The STB app packetizes the data, encrypts it and
Private sends it down the HFC network
TCPIP
Net
DISF Store
• The encrypted, packetized data is received and
& Forward sent to the Data Integration Store and Forward
(DISF) server.
Private
LAN/WAN
Or VPN
• The DISF server decrypts the packet and MAC
address then integrates information associated
with the MAC address such as Zip Code,
Anonymous Household ID, and service tier level.
• The DISF server then strips the MAC address from
the integrated data and replaces it with a
persistent, unique and anonymous STB ID and
forwards it the data storage facility.
 Overview
Data Flow Data Flow Overview
STB

TCPIP • The data storage facility organizes the data and

over
HFC makes it available to those entities authorized by
Demodulation
& Routing the cable operator.
Private
TCPIP
• Such access is controlled by secure socket layer
Net
DISF Store
(SSLv3) operating between the application layer,
& Forward such as FTP, and the TCP/IP protocol of the
network layer.
Private
LAN/WAN
Or VPN
Privacy
Compliant
Data Storage
Private/
Public
WAN
 Overview
Data Flow Data Flow Overview
STB

TCPIP • The data storage facility organizes the data and

over
HFC makes it available to those entities authorized by
Demodulation
& Routing the cable operator.
Private
TCPIP
• Such access is controlled by secure socket layer
Net
DISF Store
(SSLv3) operating between the application layer,
& Forward such as FTP, and the TCP/IP protocol of the
network layer.
Private
LAN/WAN
Or VPN
• Once at the research partner, the privacy
Privacy compliant data is aggregated at the zip code level
Compliant
Data Storage and combined in a database with demographic
Private/
Public data also aggregated at the zip code level.
WAN
Research
• The research partner then provides
& Analytics demographically rich audience analysis for the
SSL3
WWW cable operator as well as media buyers and other
interested parties such as television stations,
User Interface networks and 3rd Party Processors.
 Detail
Data Flow STB Data Components
STB • Unique and Persistent ID
• STB State Change Data
•
TCPIP
over STB Tuning: On/Off, Mute, Volume, Ch Up/Down
HFC
• EPG: Direct Tune, Guide Navigation
• iTV: Microsite Activity, Ad Views, Navigation
• On Demand/DVR Commands: FF, REW, STOP,
Pause, SKIP
• Time Stamp
 Detail
Data Flow STB Application Role
STB • Collect and Package Data
• Cue Multiple Packages
•
TCPIP
over Encrypt Packet
HFC
• Send Packet through HFC Network and Confirm
Packet Reception
 Detail
Data Flow Upstream Demodulator
STB
and IP Router
TCPIP
over • Accepts TCPIP over HFC
•
HFC
Demodulation
& Routing Converts to IP over Ethernet
Private • Routes Packet to a Data Integration Store and
TCPIP
Net
Forward Server (DISF)
DISF Store
& Forward

Private
LAN/WAN
Or VPN
 Detail
Data Flow DISF Server
STB
• Data Integration Store and Forward Server (DISF)
TCPIP decrypts data and associates Unique ID with MAC
over
HFC
Demodulation
• DISF Integrates ZIP, TIER, Anonymous Household
& Routing ID with Unique STB ID
Private • DISF Replaces MAC Address with Unique STB ID
TCPIP
Net
DISF Store
• Encrypts Privacy Compliant Tuning Data
& Forward

Private
LAN/WAN
Or VPN
 Detail
Data Flow Privacy Compliant Data
STB
Storage
•
TCPIP
over Anonymous STB ID associated with raw linear
HFC
Demodulation
& Routing
tuning data, On Demand/DVR data as well as iTV
and EPG data.
•
Private
TCPIP The subscriber data is aggregated by cable
Net
DISF Store
system and operator
•
& Forward
Within the cable system, strand map information
Private is also available
•
LAN/WAN
Or VPN
Privacy
Television programming schedules by network
Compliant and time are also available for researchers
Data Storage
Private/
Public
WAN
 Detail
Data Flow Privacy Compliant Data
STB
Storage
TCPIP
over Example of privacy compliant data available for third
HFC
Demodulation
& Routing
party research partners:
Private
TCPIP
Net
DISF Store
& Forward

Private
LAN/WAN
Or VPN
Privacy
Compliant
Data Storage
Private/
Public
WAN
 Detail
Data Flow Research Analytics
STB
• Auditing and Error Checking
TCPIP • Compares tuning data to strand map for data
over integrity
HFC
Demodulation
& Routing
• Linear STB tuning data is assembled and errors
noted
Private
TCPIP • Tuning associated with errors is corrected or
Net
DISF Store discarded
& Forward
• Cable Operator Marketing
Private
LAN/WAN
• Linear and Non-Linear viewing relationships
Or VPN • EPG Navigation statistics
Privacy
Compliant • High Definition analysis
Private/
Data Storage • Ad Supported, Digital and Movie networks
Public
WAN
• Cable Operator Ad Sales
•
Research
& Analytics Local network ratings by SYS Code for all insertable
SSL3
WWW
networks
• Additional analysis to support ad sales initiatives
User Interface
 Detail
Data Flow Research Analytics
STB
• Networks and Local Stations
TCPIP • Evaluate audience reaction to content
over • Evaluate effectiveness of promotional activity
HFC
Demodulation
& Routing
• Measure the effect “trick play” availability has on
audience behavior
Private
TCPIP
Net • Media Buyers
•
DISF Store
& Forward Commercial ratings
• Media planning, buying and posting tools
Private
LAN/WAN
• Audience sharing, program comparison tools,
Or VPN commercial avoidance metrics by program and
Privacy
Compliant network
Data Storage
Private/
Public • User Interface
WAN
• Web-based reporting
•
Research
& Analytics Customized dashboard functionality
SSL3
WWW

User Interface
Original Study Commissioned by:
Comcast Communications

Study Contributors:
Michael Vinson, PhD Bill Nemanick, PMP
Gordon Greenfield Brad Danaher
Frank S. Foster
 Questions or
Comments?
Frank S. Foster, Sr. Consultant
foster.frank@evadconsulting.com
646.435.1568 New York
312.285.0751 Chicago
813.571.7830 Tampa