Advertising Metadata Standardization Initiative (AMSI) and TAXI Complete

In 2020, CIMM launched AMSI in collaboration with the 4A’s, Ad-ID, the ARF, Comscore, GeoPath, GroupM, IAB/IAB Tech Lab, IRI, iSpot, Kantar, LiveRamp, Nielsen, 9th Decimal and SMI   to standardize nomenclature, metadata and file formats throughout the converged TV-digital ecosystem. The goal is to improve the measurement of ROI/ROAS by bringing more accuracy to inconsistent metadata in omnichannel ad campaigns.  A recommended approach was presented at an ARF Town Hall on 10/20/20.  Work is continuing through the IAB’s finalization of “measurement maps,” which align the recommended naming and metadata standards with Media Rating Council and IAB Tech Lab standards.

AMSI Presentation from ARF Town Hall on 10.20.2020

TAXI Complete

Since beginning this journey in in 2013, the TAXI (Trackable Asset Cross-Platform Identification) initiative has helped significantly advance industry efforts to establish an open standard audio watermarking system for identifying entertainment and advertising assets across distribution platforms and for setting standards for multi-channel asset tracking.

Having successfully created an open standard in SMPTE, TAXI is available for commercial launch.


In July 2018, CIMM and SMPTE realized their goal through the publishing of two standards for the open binding of identifiers. TAXI Complete deploys two audio watermarks from Kantar Media: one for ad and content identification – through embedded Ad-ID and Entertainment ID Registry (EIDR) codes, respectively – and another for identifying the media distribution outlet on which the ad or content appeared, which includes a time stamp.

Interested in learning more about TAXI Complete (Trackable Asset Cross-Platform Identification) and how to implement the SMTPE standards?



Joining the TAXI Complete initiative requires registering content assets with EIDR or advertising creative with Ad-ID. Applications for embedding and detecting the IDs can be licensed from Kantar Media. Submit your information and someone will be in touch shortly with more information.


Benefits of an Open Standard
In addition to enhanced tracking of assets and improved workflow efficiency, an open standard for ID-to-asset binding can deliver a wide array of capabilities, including:

  • Reduced barriers to deployment of cross-platform dynamic ad insertion
  • Better second-screen integration and improved multiscreen content discovery
  • Enhanced automated content recognition and detection
  • Accelerated digital content locker adoption and complete long-tail content monetization
  • An enhanced ability to trigger surveys, quizzes, or coupons on mobile devices

The proliferation of video outlets beyond the first screen has presented both opportunities and challenges for advertisers and content providers. Keeping track of how and where video content and advertising reaches consumers grows ever more complicated, compromised by the execution of video across so many outlets that may differ from both a technological and business entity perspective.

This situation fueled CIMM to reach out to the Society of Motion Picture and Television Engineers (SMPTE) to develop an industry standard to embed unique IDs into each distinct piece of content or advertising creative. When this initiative was launched in 2010, it was dubbed TAXI (Trackable Cross-Platform Identification).

Moving Forward
While adoption of TAXI has been moving in a positive direction, it will take widespread industry participation to deliver the full benefits to the advertising and media ecosystem.

TAXI Complete’s open standard ID structure makes it possible to achieve the same kind of success experienced with UPC codes by creating integrative links across multiple industries. The TAXI “family” includes content producers, studios, advertisers, media agencies, TV networks, MVPD’s, digital publishers and digital ad serving technology firms, and that group is growing larger every day.

Getting Started with TAXI Complete


CIMM-EY TAXI Proof-of-Concept Pilot Test

CIMM-EY TAXI Feasability Study