SMPTE’s new TAXI Complete could make multiscreen ads and content commonplace

CIMM's visualization of TAXI Complete

CIMM’s visualization of TAXI Complete

SMPTE, the standards body for entertainment technology, has issued two new standards that can support online content and ads synchronized between multiple screens.

Additionally, the new standards could make it much easier for marketers to track where their programs or ads appear, either on TV, over-the-top (OTT) TV, websites, apps or elsewhere.

The new standards, issued earlier this month, are called TAXI Complete (a free white paper is available, but registration is required), and its advocates are touting it as the UPC (Universal Product Code, the ubiquitous bar code on virtually every physical product) for tracking video across platforms.

It takes two existing tracking identifiers — Ad-ID for ads and EIDR (Entertainment Identifier Registry) for program content — and specifies how they can become part of the audio track of any video program or video ad. One standard identifies the ad or program, and one identifies where the ad or program is shown.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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