Jane Clarke | CEO, Managing Director

CIMM TAXI Initiative Trackable Asset Cross-Platform Identification TAXI is about identifying entertainment and advertising assets across distribution platforms, and establishing standards for multi-channel asset tracking.

Why Asset Identification is Important? 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 ID Registration Binding Distribution Consumer UPC SKU Consumer Products Retail and Broadcast TV and Film No guarantee of survivability

Creating an Open Standard for ID-to-Asset Binding Enables 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 and copyright protection tools and methods for video and music Triggering surveys, quizzes or coupons on mobile devices Standardized tracking of assets and audience measurement across media platforms Accelerated digital content locker adoption and complete long-tail content monetization Improved automated content recognition and detection Better second-screen integration and improved multi-screen content discovery On-the-fly media asset assembly Reduced asset storage and transmission costs Simplified and less-costly media reconciliation

SMPTE Collaboration for Open Binding Standard SMPTE – CIMM Study Group: The Society of Motion Picture and Television Engineers completed a CIMM-sponsored report in mid-2014, identifying audio watermarking as the best method to bind Ad-ID and EIDR metadata into video. Report on CIMM and SMPTE sites (video on CIMM site) SMPTE – CIMM Standards Drafting Group: Launched in 2014; issued RFP in March 2015 to find technology partner for open standard watermark (OBID – Open Binding of IDs); issued second RFP in Q2 2016 (OBID-TLC) to bind time stamps and station IDs at time of broadcast. Kantar Media selected in 2/17 to move to next stage in SMPTE standardization!

Timeline for Adoption of Standard OBID Documentation OBID Voting & Publication OBID-TLC Documentation OBID-TLC Voting & Publication Commercial Deployment Q3 2017 Q4 2017 Q1 2018 Q2 2018 Cross-Platform Proof of Concept Pilot Test with NBCU (Track IDs in Linear TV, VOD, Digital Video Players)

Jane Clarke | CEO, Managing Director www.cimm-us.org @CIMM_NEWS