A study group was convened to encourage widespread...
A study group was convened to encourage widespread adoption of universal codes for all professional video content and ads, said the Coalition for Innovative Media Measurement (CIMM) and the Society for Motion Picture and Television Engineers in a news release…
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Tuesday (http://bit.ly/15A6SDt). CIMM’s Trackable Asset Cross-Platform Identification (TAXI) calls for all media to use codes similar to UPCs, provided by Ad-ID, which is used to identify advertising assets across all media platforms, or Entertainment Identifier Registry, a global registry for unique identification of movie and TV content, said the organizations. “The transfer of content throughout the media ecosystem is rife with thousands of siloed, proprietary avenues that have resulted in massive inefficiencies, errors, and waste,” said CIMM Managing Director Jane Clarke. “The growing support for the TAXI initiative is a testament to the frustration with the existing system and a sincere willingness to effect change."