The Coalition for Innovative Media Measurement (CIMM) and the Society for Motion Picture and Television Engineers (SMPTE) have issued a formal industry-wide Request for Information (RFI). The RFI is seeking technologies for the open-standard technical solution binding Ad-ID and Entertainment Idenitifier Registry (EIDR) coding to all advertising and programme content assets. The RFI is available on the CIMM website and technical solution providers are encouraged to participate.
In August 2013 CIMM and SMPTE formed a study group comprising CIMM members and representatives from media organisations, advertising agencies, and vendors. The aim of the group was to formulate an understanding of technologies and future standards requirements that can be applied to content identification. Authoring this RFI was part of the group's charter.
"Our hope with this RFI is to tap into the minds of some of the best and brightest in the industry and bring them into the fold of what continues to be a collaborative industry-wide effort," explained CIMM managing director Jane Clarke.
"Given the continually expanding array of delivery platforms and the increase in targeted delivery of content, being able to identify advertising and programme material as it is consumed over the plethora of devices out there has become critical," added MediAnswers president and CEO Chris Lennon, study group chair. "The RFI reflects the work of many different stakeholders contending with this issue, and the response we receive will play a fundamental role in ensuring that the methodology ultimately adopted best serves the industry's content identification requirements."
It is hoped that participating media companies will better monetise video assets across distribution platforms, increase efficiency and accuracy of media workflows and improve cross-platform media measurement by making it easier to track assets across television, broadband, and mobile video.