Watermarking Standard Initiative Unveiled by CIMM for Possible Open, Universal Application
The Coalition for Innovative Media Measurement (CIMM) has announced a new initiative aimed at assessing the role of an open, universal watermarking standard across linear and streaming TV platforms. The project, led by Caroline Horner of Lift Analytics, will be supported by an impressive group of seasoned industry participants.
Jon Watts, Managing Director of CIMM, believes that watermarks and robust asset identification could play a vital role in today's TV and video marketplace. He emphasizes that universal watermarking and creative identification can provide transparency, accuracy, and control for cross-platform campaigns.
The CIMM Project Steering Group (PSG) for the feasibility study includes Thomas Morgan (MediaD.tv), Howard Fiderer, Irwin Gotlieb, Myles Parker, Jon Watts, Kevin O'Reilly (XR Extreme Reach), and Harold Geller (VEIL). The group will work closely with an Expert Advisory Group (EAG), which includes Alan Young (Zixi), Benjamin Vandegrift (VAB), Bill Ekstrand (Horizon Media), Brian West (NBCU), Cintia Gabilan (IAB), Deborah Murray (GroupM), Frank Friedman (Scripps), Helen Katz (Publicis), Jeff Ellin (FreeWheel), Jodie McAfee, Joe Winograd (Verance), Larry Allen (Comcast Advertising), Mari Tangredi (Cadent), Maureen Bosetti (IPG Mediabrands), Nada Bradbury (AD-ID), Tom Hicks (Paramount), Tom Sly (Scripps), Vinny Rinaldi (Hersheys), and more.
The goal of the study is to provide an authoritative assessment that can help to align the industry, buy-side and sell-side, around a clear plan for moving forward. The new study will evaluate the options for deployment and the potential role for an industry action plan to accelerate the adoption of an open, universal watermarking standard.
Watermarking is a technique that embeds signals into both content and ads, linking metadata with details about the content and advertising. Widespread adoption of an open, universal watermarking standard could materially help to improve measurement of content and advertising.
Irwin Gotlieb, former chairman and global CEO of GroupM, and VEIL Board member, emphasizes the need for watermarking to address dissatisfaction with measurement processes in the advertising industry. A coordinated industry action plan could play a valuable role in helping to accelerate adoption and streamline execution.
While the specific firms and individuals belonging to the Expert Advisory Group that collaborates closely with the Project Steering Group to test key hypotheses and develop assumptions and recommendations are not explicitly listed in the available search results, some relevant names associated with advisory and leadership roles in related contexts include Simon Vine (Quanergy), Norman Müller and Andreas Schmidt (GENIUS ALLIANCE), as well as consultants like Marieke Witjes and Wesley Olsen (Egon Zehnder), who provide expertise in strategy, leadership, and technology sectors.
The initiative aims to address the need for a more efficient and accurate way to track content and advertising across multiple platforms, ultimately benefiting both advertisers and viewers. The results of the study are expected to provide valuable insights for the industry moving forward.
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