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BINDING IDS TO CONTENT
A PROGRESS REPORTAPRIL 2014
Chris LennonPresident & CEO
MediAnswers
Chair of Open ID Project
What Problem Are We Trying To Solve?
Currently, there is no open method for embedding persistent content identifiers (e.g., watermarks, fingerprints, etc.) into content, so that it survives, no matter how that content gets to the consumer
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Content creators and distributors need an effective way of reliably binding content identifiers to audio/video content that will robustly and reliably transit an end-to-end media ecosystem
Existing identifiers, such as EIDR and Ad-ID, rely on binding an identifier to a file container, data streams within a file container, or structural metadata of the file itself, which can be destroyed during processing or delivery.
Research suggests that the only reliable approach is to bind the identifier within the audio/visual essence, so that it can survive throughout the end-to-end lifecycle.
Binding technologies exist – watermarks, fingerprints and wrappers – but today these are either proprietary, are not capable of surviving transit through the end-to-end ecosystem, or both.
Content creators and distributors need an effective way of reliably binding content identifiers to audio/video content that will robustly and reliably transit an end-to-end media ecosystem
An open standard for ID-to-asset binding can enable a wide array of capabilities:
Increased speed, transparency and accountability
in video content and advertising measurement
Improved media workflow automation
within and between M&E entities
Enablement of new anti-piracy tools and methods
Reduced asset storage
and transmission costs
More complete long-tail content
monetization
On-the-fly media asset
assembly
More granular and comparable media
ratingsAccelerated digital content
locker adoption
Improved automated content recognition and detection
Simplified and less-costly media reconciliation
Better second-screen integration and improved multi-screen content
discovery
Fewer barriers to deploying cross-platform dynamic ad insertion
• Where is this work being done?
What Has Happened Up To Now?
• Meetings every other week since group formed in July of 2013
• Use Cases , and then Requirements created
• RFI issued Dec 15, 2013• RFI closed Jan 31, 2014• Face To Face Meeting Feb 11, 2014 (6
formal, 2 informal replies)
Some Use Cases The Group Identified
Cross Platform Measurement
Second Screen Applications
Audience Measurement
4 Rs: Rights, Research, Royalties, Reconciliation
Targeted Ad Insertion (Advanced Advertising)
Requirements
• At the RFI’s core were a set of requirements. These came out of use cases discussed on the previous slides.
Requirements
• Payload– Must be able to carry representations of
Ad-IDs and EIDRs
Requirements
• Survivability Across Platforms– Must survive distribution to consumers across
all distribution platforms
Requirements
• Recording And Playback– Must survive recording and playback at a
later time (DVRs)
Requirements
• Granularity– Need to be able to detect the IDs during
short commercials, as well as longer programs.
Requirements
• Synchronization Across Platforms– Must be able to retrieve IDs simultaneously across
different platforms (second screen)
Requirements
• ID Replacement– Must be able to replace the ID if content is
repurposed within another program (e.g. SportsCenter)
Requirements
• Quality– Must not degrade the quality of the
content for the consumer
What Kind of Responses Did We Get?
• Most solutions focused on audio watermarking, although other solutions were presented (fingerprinting, XDS carriage, Time Reference Label, whistles, video watermarking)
What Kind of Responses Did We Get?
• Although watermarking was dominant technology presented, there may be advantages to coupling this with fingerprinting or other technologies
• Example: audio watermark establishes that ad played, and fingerprinting verifies that entire ad played
Next Steps• Group to focus on full report to SMPTE,
outlining suggested standardization work to achieve Open ID binding to essence.