Industry Groups Work Toward Content Identification Standard

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The Coalition for Innovative Media Measurement (CIMM) and Society of Motion Picture and Television Engineers (SMPTE) continue to work toward joining a pair of identifiers for ad and video content, Ad-ID and EIDR. The goal is to create an industry coding standard using the two, which identify advertising and movie/TV content, respectively.

The industry lacks an open standard for attaching content identifiers with audiovisual content. CIMM and SMPTE have put together a group with members from across the media ecosystem to help move the binding process along.

CIMM has looked for its Trackable Asset Cross-Platform Identification (TAXI) to drive industry-wide adoption of certain identifying codes, which CIMM says would be similar to Universal Product Codes (UPC) in other businesses.

CIMM says one benefit of the Ad-ID/EIDR coding is that it will ease the process of tracking content across platforms, helping to measure cross-platform consumption.

“Today, the transfer of content throughout the media ecosystem is rife with thousands of siloed, proprietary avenues that have resulted in massive inefficiencies, errors and waste,” stated CIMM Managing Director Jane Clarke. “The growing support for the TAXI initiative is a testament to the frustration with the existing system and a sincere willingness to effect change.”

The CIMM/SMPTE study group is expected to issue a report involving best practices that CIMM says will play an important role in the TAXI initiative and industry adoption of a standard.

 

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