Addressing Issues in File-Based Workflows: The Joint Task Force on File Formats and Media Interoperability and the World of Advertising

When it comes to media, measurement is what it's all about. We are all in the business of monetizing our media assets, but without accurate measurement of their consumption, we really cannot do a good job. Recently, we have seen some very important advances in technologies that enable not only the management, but also identification and measurement of media consumption. SMPTE has standardized the representation of Ad-IDs and Entertainment Identifier Registry identifiers, as well as how to handle them in Material eXchange Format (MXF) files. SMPTE is also working on the embedding of these identifiers in content in such a way that it can survive all means of transformation and distribution to viewers in its TC 24TB Open Binding of IDs Drafting Group. Coupled with work that has already been done, we are on the cusp of having a very powerful toolset for media management and measurement.