SMPTE’s new TAXI Complete could make multiscreen ads and content commonplace
The newly issued standards specify identifiers within the audio track of any video program or ad, whether shown on TV, OTT or online.
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.