When the Society of Motion Picture and Television Engineers (SMPTE) published new standards earlier this month around binding Ad-IDs to commercials and Entertainment ID Registry (EIDR) codes to programming content (using open-source audio watermarking technology), the group said the endeavor created “a fundamental building block” for advancing cross-platform measurement and content integration.
On July 24 at the Media & Entertainment Day at the Microsoft Conference Center in New York, some of the top minds behind the endeavor will take part in a panel discussion — “How OBID Transforms Unique Identifiers” — to share just how revolutionary the standards may prove to be.
Jane Clarke, CEO and managing director of the Coalition for Innovative Media Measurement (CIMM) — which took the lead on the standards — will moderate the panel, which includes Steve Davis, global product director of Kantar Media, Brian Hughes, SVP of audience intelligence and strategy for Magna Global, and Will Kreth, executive director of EIDR. The panel will be part of the Smart Content Summit East program.
The panel will look at how the Open Binding of Identifiers (OBID) open standard for ID-to-asset binding will enable a wide array of capabilities by improving media workflow automation within media and entertainment companies. Specifically, the panel will tackle the impact on advanced advertising, and how OBID will drive new measurements and reduce time and cost for partners in the ecosystem.
“I think it’s most important to talk about how the work that went into the new SMPTE standard will make the new CIMM … project possible,” Kreth said. “That’s the story here. Yes, the new standard is great, but it’s nothing without a plan, and the CIMM team (with help from EIDR, Ad-ID, Kantar, and the many member companies of CIMM) are working on it with calls and meeting almost every week.”
The 2018 Media & Entertainment Day is presented by Microsoft, with sponsorship from IBM Watson Media, Amazon Web Services, IBM, LiveTiles, Microsoft Azure, NAGRA, NeuLion, Ooyala, EIDR, GrayMeta, MarkLogic, Qumulo, Avid, Cloudian and SoftServe. The event is produced by the Media & Entertainment Services Alliance (MESA), the Content Delivery & Security Association (CDSA), the Hollywood IT Society (HITS) and the Smart Content Council.
To register, click here. For regular program updates visit the event website at MESAlliance.org/MICROSOFTME. And to showcase your company’s solutions and services at Media & Entertainment Day contact Christian Calson at Christian@MESAlliance.org, 310-945-6284.