A Progress Report April 2014 Chris Lennon President amp 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 eg watermarks fingerprints ID: 385699
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Slide1
Binding IDs to ContentA Progress ReportApril 2014
Chris Lennon
President & CEO
MediAnswers
Chair
of
Open ID ProjectSlide2
What Problem Are We Trying To Solve?Slide3
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
Retail and Consumer Products
SKU
UPC
Distribution
Binding
Broadcast TV and Film
ID Registration
Consumer
No guarantee of survivability
Distribution
Binding
ID Registration
ConsumerSlide4
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 ecosystemExisting 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.Slide5
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 ecosystemAn 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 ratings
Accelerated
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 insertionSlide6
Where is this work being done?Slide7
What Has Happened Up To Now?Meetings every other week since group formed in July of 2013Use Cases , and then Requirements createdRFI issued Dec 15, 2013RFI closed Jan 31, 2014
Face To Face Meeting Feb 11, 2014 (6 formal, 2 informal replies)Slide8
Some Use Cases The Group IdentifiedSlide9
Cross Platform MeasurementSlide10
Second Screen ApplicationsSlide11
Audience MeasurementSlide12
4 Rs: Rights, Research, Royalties, ReconciliationSlide13
Targeted Ad Insertion (Advanced Advertising)Slide14
RequirementsAt the RFI’s core were a set of requirements. These came out of use cases discussed on the previous slides.Slide15
RequirementsPayloadMust be able to carry representations of Ad-IDs and EIDRsSlide16
RequirementsSurvivability Across PlatformsMust survive distribution to consumers across all distribution platformsSlide17
RequirementsRecording And PlaybackMust survive recording and playback at a later time (DVRs)Slide18
RequirementsGranularityNeed to be able to detect the IDs during short commercials, as well as longer programs.Slide19
RequirementsSynchronization Across PlatformsMust be able to retrieve IDs simultaneously across different platforms (second screen)Slide20
RequirementsID ReplacementMust be able to replace the ID if content is repurposed within another program (e.g. SportsCenter)Slide21
RequirementsQualityMust not degrade the quality of the content for the consumerSlide22
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)Slide23
What Kind of Responses Did We Get?Although watermarking was dominant technology presented, there may be advantages to coupling this with fingerprinting or other technologiesExample: audio watermark establishes that ad played, and fingerprinting verifies that entire ad playedSlide24
Next StepsGroup to focus on full report to SMPTE, outlining suggested standardization work to achieve Open ID binding to essence.Slide25
Thank YouQuestions?
clennon@medianswers.tv