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Search Begins for Technology Partner to Implement OpenID Standardization With Ad-ID and EIDR


NEW YORK – April 15, 2015 –The Society of Motion Picture and Television Engineers® (SMPTE®) is searching for a technology for an open standard for binding Ad-IDs to commercials and Entertainment ID Registry (EIDR) metadata into programming content. Ad-ID is a joint venture of the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s).  EIDR is a coalition promoting the use of a unique, global identifier for digital entertainment assets, including films and television episodes.


The SMPTE Technology Committee on Television and Broadband (24TB) Drafting Group on Open Binding of IDs released a Request For Proposals (RFP), seeking responses from organizations that want to submit their technology for consideration as a solution that can dramatically improve how video advertising and content are identified, tracked, and measured.


SMPTE Drafting Group Chair Chris Lennon said, “With this RFP, we will identify the technology that can be the basis for an open industry standard so that our industry can finally identify what content or ad is being viewed no matter what device is being used.”


SMPTE is introducing the RFP following a yearlong Study Group that identified the technical solution to bind EIDR and Ad-ID identifying metadata as a critical next step toward establishing an interoperable standard for all professional video throughout the entire media ecosystem. The Study Group recommended an open standard watermark with embedded EIDR and Ad-ID metadata. The Coalition for Innovative Media Measurement (CIMM), a coalition of media buyers and sellers, collaborated with SMPTE on the Study Group and is continuing to participate in the Drafting Group.


“The Drafting Group has taken on an extremely important project for our industry,” said Jane Clarke, CEO and managing director, CIMM. “There is no open binding technology standard such as watermarks or fingerprints for content identification in audio and video. This RFP will identify the technology that can be developed into a solution for content creators and distributors to effectively and reliably bind IDs to media assets.”


The RFP process aims to identify a technology for watermarks that can form the basis of an open standard to be developed and published by SMPTE. Notification of intent to respond is due to the Drafting Group by April 17, with the RFP closing on May 4. The Drafting Group will conduct an online, open Q&A session for respondents on April 20. To attend, please contact Lennon at


The RFP is accompanied by a Draft Test Plan that can be accessed here for an overview of how submissions will be evaluated. The RFP and Draft Test Plan may be accessed here. The Drafting Group may be contacted at


About Ad-ID

Ad-ID is the industry standard for identifying advertising assets across all media platforms. The Web-based system is a central, secure source for the industry’s asset identification information and ensures that all assets are delivered correctly to media and consumers. Ad-ID is a joint venture of the American Association of Advertising Agencies (4A’s) and the Association of National Advertisers (ANA) and serves more than 2,000 advertisers of all sizes and most advertising agencies in the United States. For more information visit or follow Ad-ID on Twitter @Adidentify.


About CIMM

The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement.


About EIDR

The Entertainment ID Registry Association (EIDR) is a not-for-profit industry association that was founded by Movielabs, CableLabs, Comcast and Rovi to meet a crucial need across the entertainment supply chain for universal identifiers for a broad array of audio visual objects. For more information, please visit


About the Society of Motion Picture and Television Engineers® (SMPTE®)

The Oscar® and Emmy® Award-winning Society of Motion Picture and Television Engineers® (SMPTE®), a professional membership association, is one of the leaders in the advancement of the art, science, and craft of the image, sound, and metadata ecosystem, worldwide. An internationally recognized and accredited organization, SMPTE advances moving-imagery education and engineering across the communications, technology, media, and entertainment industries. Since its founding in 1916, SMPTE has published the SMPTE Motion Imaging Journal and developed more than 800 standards, recommended practices, and engineering guidelines.


More than 6,000 members — motion-imaging executives, engineers, creative and technology professionals, researchers, scientists, educators, and students — who meet in Sections throughout the world sustain the Society. Through the Society’s partnership with the Hollywood Professional Alliance® (HPA®), this membership is complemented by the professional community of businesses and individuals who provide the expertise, support, tools, and infrastructure for the creation and finishing of motion pictures, television programs, commercials, digital media, and other dynamic media content. Information on joining SMPTE is available at


All trademarks appearing herein are the property of their respective owners.


Media Contact:


Joe McGurk


(212) 446-1874


Aimée Ricca


(914) 205-2381

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