The Society of Motion Picture and Television Engineers (SMPTE) July 9 announced it has published new standards around binding Ad-IDs to commercials and Entertainment ID Registry (EIDR) codes to programming content, with both standards using open-source audio watermarking technology.
SMPTE said the standards create “a fundamental building block” for advancing cross-platform measurement and content integration, by enabling faster, more accurate tracking of content and ads across media platforms.
“This standard has been called the media industry’s equivalent of the Universal Product Code (UPC) code,” said Jane Clarke, CEO and managing director of the Coalition for Innovative Media Measurement (CIMM). “Similar to the standardized ID that improved accuracy and efficiency for the retail consumer packaged-goods industry, Ad-ID and EIDR will enable advertising and content identifiers to remain embedded throughout the media distribution ecosystem.”
The standards use Kantar Media’s open-source audio watermarking technology, and aim to support real-time identification of both content and ads across TVs, set-tops, smartphone apps and more, with the goal of reducing inefficiencies in cross-platform distribution and measurement. The joint standards initiative, dubbed Trackable Asset Cross-Platform Identification (TAXI) Complete, was first launched by CIMM in 2013, with support from Ad-ID, EIDR and others.
“The ability to embed standardized identifiers throughout the media ecosystem will have a significant impact on the efficiency of cross-media workflows for ad agencies, media companies, and marketers,” SMPTE said in a statement. “Television networks and digital content publishers will also be better equipped to create integrated multiscreen experiences.”
The new standards could also help accelerate digital content locker adoption, improve multiscreen content discovery, and enhance services like coupon offerings, and targeted quizzes and survey, SMPTE said.
The new SMPTE standards can be found here.