Robust ID-to-Content Binding for Media Ecosystem Efficiency
Addressing the need for an open standard to bind content identifiers to audio/video content robustly across the media ecosystem. Current methods lack survivability, hindering effective distribution and identification. Implementing a reliable method can enhance speed, transparency, anti-piracy, automation, and monetization in media workflows.
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Presentation Transcript
BINDING IDS TO CONTENT A PROGRESS REPORT APRIL 2014 Chris Lennon President & CEO MediAnswers Chair of Open ID Project
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 Consum er Consumer ID Registration ID Registration Binding Binding Distribution Distribution Retail and Consumer Products UPC SKU Broadcast TV and Film No guarantee of survivability
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 Fewer barriers to deploying cross-platform dynamic ad insertion Enablement of new anti-piracy tools and methods More granular and comparable media ratings More complete long- tail content monetization Accelerated digital content locker adoption Better second-screen integration and improved multi-screen content discovery Improved automated content recognition and detection Reduced asset storage and transmission costs On-the-fly media asset assembly Simplified and less-costly media reconciliation
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)
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.
Thank You Questions? clennon@medianswers.tv
