1. Jane Clarke | CEO, Managing Director

2. 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.

3. 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

4. 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

5. 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 Q (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!

6. 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)

7. Jane Clarke | CEO, Managing Director
@CIMM_NEWS