The Ties That Bind: SMPTE, CIMM Move Forward on Content ID Initiative

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Sep 23, 2014, 5:11 PM EDT by Phil Kurz


What is the best technological solution for attaching digital identifiers for advertising and entertaining to commercial and program content?

SMPTE logoThat’s what the Society of Motion Picture and Television Engineers, SMPTE, and the Coalition for Innovative Media Measurement, CIMM, set out to investigate in December 2013 with the release of a Request for Information.

This month during IBC 2014, the organizations released the results of their efforts to find the best open-standard technical solution for binding Ad-ID and Entertainment Identifier Registry, or EIDR, coding to ads and programs.

After a review of the RFIs by the working group SMPTE and CIMM created to investigate the matter, the group determined audio watermarking seems to hold the most promise. The group recommended SMPTE begin standards work on technologies to bind the identifiers to the essence of ad and program content.

According to Jane Clarke, CIMM managing director, binding the identifiers to programs and ads will give the creative community and distributors a way to track and eventually measure content.

At IBC 2014 in Amsterdam, Clarke called the developments “a huge step forward.”



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