TAXI – Trackable Asset Cross-Platform Identification

TAXI (Trackable Asset Cross-Platform Identification) is an initiative that seeks to track content and ads as they move across multiple screens. Think of it as a UPC code for media. Ernst & Young conducted a Feasibility Study, and have now designed Pilot Tests to demonstrate financial, research and workflow benefits to the media industry supply chain that could flow from the implementation an open and interoperable standard for asset identification.

Video:  CIMM TAXI (youtube)

SMPTE Open Binding of IDs to Video Essence Study

The  SMPTE (Society of Motion Picture and Television Engineers) Study Group selected a technical method to create an open standard for binding media identifiers into the essence of video. Standards in media asset identification will enable greater speed and efficiency throughout the media ecosystem, particularly as it relates to tracking videos for audience measurement purposes as they move across platforms. CIMM has selected two standard media identifiers: Ad-ID for ads and EIDR (Entertainment ID Registry) for content. Ad-ID is a joint venture from the ANA (Association of National Advertisers) and the 4A’s (American Association of Advertising Agencies), and EIDR is a joint venture of the movie studios through MovieLabs, Rovi, and CableLabs.  Both maintain online databases of all registered assets, complete with standardized metadata.



CIMM-EY TAXI Proof-of-Concept Pilot Test

CIMM-EY TAXI Feasability Study