SMPTE RDD 17-2009 for Television Advertising Digital Identification (Ad-ID)《电视 广告数字识别(Ad-ID)》.pdf

1、 SMPTE REGISTERED DISCLOSURE DOCUMENT for Television Advertising Digital Identification (Ad-ID) RDD 17-2009Page 1 of 16 pages This document is a Registered Disclosure Document prepared by the proponent identified below. It has been examined by the appropriate SMPTE Technology Committee and is believ

2、ed to contain adequate information to satisfy the objectives defined in the Scope, and to be technically consistent. This document is NOT a Standard, Recommended Practice or Engineering Guideline, and does NOT imply a finding or representation of the Society. Errors in this document should be report

3、ed to the proponent identified below, with a copy to engsmpte.org. All other inquiries in respect of this document, including inquiries as to intellectual property requirements that may be attached to use of the disclosed technology, should be addressed to the proponent identified below. Proponent c

4、ontact information: Advertising Digital Identification, LLC 405 Lexington Avenue, 18thFloor New York, NY 10174 E-mail: csad-id.org Copyright 2009 by THE SOCIETY OF MOTION PICTURE AND TELEVISION ENGINEERS 3 Barker Avenue, White Plains, NY 10601 (914) 761-1100 Approved October 22, 2009 RDD 17-2009 Tab

5、le of Contents Overview 3 Intellectual Property. 3 1 Scope. 4 2 Conformance Notation. 4 3 Normative Reference. 4 4 Terms and Definitions 4 4.1 Advertising Asset. 4 4.2 Regional Agency 5 4.3 Registrant 5 4.4 Registration Authority 5 5 Structure of the Ad-ID 5 5.1 Company Prefix . 5 5.2 Unique Code 5

6、5.3 Overflow Characters 7 5.4 Media Type Identifier . 7 6 Mandatory Metadata 9 6.1 Medium Television/Radio/Print etc. 9 6.2 Ad Title.10 6.3 Brand .10 6.4 Product.10 6.5 Advertiser.10 6.6 Agency/Office Location10 6.7 Length/Size Length for Visual/Audio Size for Print.10 6.8 SD and HD Flags.10 7 Optio

7、nal Metadata .10 7.1 Job # 10 7.2 Copyright10 7.3 Campaign 11 7.4 Start Date.11 7.5 End Date11 7.6 Ad Status .11 7.7 URL11 7.8 ISAN.11 7.9 HD Format .11 7.10 Notes11 8 Advanced Metadata.11 9 Registration Authority 11 Annex A Informative Reference .13 Annex B Web Services (Informative) .14 Annex C Pr

8、int Representation (Normative) 15 Annex D Development Kits and XML Files (Informative) .16 Page 2 of 16 pages RDD 17-2009 Overview Advertising Digital Identification, Ad-ID, is a Web-based system that generates a unique identifying code for each advertising asset, enabling advertisers, agencies and

9、the media to improve upon current ad-related processes and capitalize on emerging technologies and marketing opportunities. Developed by the American Association of Advertising Agencies (4As) and the Association of National Advertisers, Inc., (ANA), Ad-ID uses the TV standard, ISCI commercial coding

10、 system as the foundation and replaces all other methods used to identify advertising assets. Intellectual Property Potential users of this document are cautioned that one or more entities may hold Intellectual Property essential to the implementation of this document. No assurance has been received

11、 by the Society that licenses to that Intellectual Property will be available under reasonable and nondiscriminatory terms and conditions. The advertising digital identification system, configurations, displays, screens, and all information appearing on or displayed in connection with or contained b

12、y Ad-ID on its Website Ad-IDs domain name, the Ad-ID logo, and the mark and trade name the Advertising Digital Identification, LLC (collectively, “Ad-ID Proprietary Properties“) are covered by various intellectual property right protections, including domestic and international copyright, trademark,

13、 and trade secrecy law. Ad-ID reserves all rights with regard to Ad-ID Proprietary Properties. Page 3 of 16 pages RDD 17-2009 1 Scope This Registered Disclosure Document sets forth the specifications for Advertising Digital Identification (Ad-ID), a system for identification of advertising assets, r

14、egardless of media type. Developed by the American Association of Advertising Agencies (4As) and the Association of National Advertisers, Inc., (ANA), Ad-ID uses the TV standard, ISCI commercial coding system as the foundation and replaces all other methods used to identify advertising assets. ISCI

15、was withdrawn in October 2007. This document does not normatively specify the web services provided by the Registration Authority; some information on these is provided in Annexes B and D. 2 Conformance Notation Normative text is text that describes elements of the design that are indispensable or c

16、ontains the conformance language keywords: “shall“, “should“, or “may“. Informative text is text that is potentially helpful to the user, but not indispensable, and can be removed, changed, or added editorially without affecting interoperability. Informative text does not contain any conformance key

17、words. All text in this document is, by default, normative, except: the Introduction, any section explicitly labeled as “Informative“ or individual paragraphs that start with “Note:” The keywords “shall“ and “shall not“ indicate requirements strictly to be followed in order to conform to the documen

18、t and from which no deviation is permitted. The keywords, “should“ and “should not“ indicate that, among several possibilities, one is recommended as particularly suitable, without mentioning or excluding others; or that a certain course of action is preferred but not necessarily required; or that (

19、in the negative form) a certain possibility or course of action is deprecated but not prohibited. The keywords “may“ and “need not“ indicate courses of action permissible within the limits of the document. The keyword “reserved” indicates a provision that is not defined at this time, shall not be us

20、ed, and may be defined in the future. The keyword “forbidden” indicates “reserved” and in addition indicates that the provision will never be defined in the future. A conformant implementation according to this document is one that includes all mandatory provisions (“shall“) and, if implemented, all

21、 recommended provisions (“should“) as described. A conformant implementation need not implement optional provisions (“may“) and need not implement them as described. Unless otherwise specified the order of precedence of the types of normative information in this document shall be as follows. Normati

22、ve prose shall be the authoritative definition. Tables shall be next, followed by formal languages, then figures, and then any other language forms. 3 Normative Reference ISO 8859-1:1998, Information Technology 8-Bit Single-Byte Coded Graphic Character Sets Part 1: Latin Alphabet No. 1, published 4/

23、16/1998. 4 Terms and Definitions 4.1 Advertising Asset A communication created for the purpose of persuading or convincing a person or organization to purchase or consume a particular product or service, or to influence the target entitys perception or opinion of a person, organization, concept, pro

24、duct or service. Page 4 of 16 pages RDD 17-2009 4.2 Regional Agency An organization authorized by the Registration Authority to issue and administer Ad-IDs in a specified geographic region or regions. 4.3 Registrant An organization or an individual acting on the organizations behalf that registers a

25、n Advertising Asset with the Registration Authority. As part of the registration process, an Ad-ID is issued that is perpetually associated with the Advertising Asset and may be used to identify it. 4.4 Registration Authority The organization that registers Advertising Assets and issues the Ad-IDs a

26、ssociated with them. The Registration Authority is responsible for maintenance of the Register, the database that associates a particular Advertising Asset with its Ad-ID. 5 Structure of the Ad-ID An Ad-ID shall consist of a twelve character string. This string shall be divided into three parts, a f

27、our-character alphabetic Company Prefix, a seven-character alphanumeric Unique Code and a one-character Media Type Identifier. See Figure 1. Note: In the figures below, the character string Ad-ID has been omitted and spaces have been inserted for clarity. See Annex C for the proper form for print re

28、presentation. ABCD 1234000HCompanyPrefixUnique Code MediaTypeIdentifierFigure 1 Structure of an Ad-ID 5.1 Company Prefix The Company Prefix shall consist of four uppercase letters A-Z from the Latin Alphabet No.1 as specified in ISO 8859-1. All existing ISCI prefixes may be grandfathered into Ad-ID.

29、 5.2 Unique Code The Unique Code shall consist of seven alphanumeric characters (uppercase and lowercase letters A-Z and Arabic numerals 0-9) from the Latin Alphabet No.1 as specified in ISO 8859-1. These are divided into two sets, the first four characters and the following three, which are designa

30、ted as overflow characters Page 5 of 16 pages RDD 17-2009 Ad-ID offers flexibility in the manner an advertiser may have the first four characters generated. The format for a given Ad-ID shall be established at the time the Prefix is initially registered and shall not be changed after it is set. Ther

31、e are four options, which are described in Sections 5.2.1 through 5.2.4 below. Note that it is not necessarily possible to determine from inspection of the Ad-ID which of the format options was used; consequently it is not possible to determine the year the Ad-ID was registered from such an inspecti

32、on. 5.2.1 4-Digit Sequence All 4 characters shall be used to count the number of Ad-IDs registered under this prefix. These shall be assigned automatically when the Ad-ID is registered. Example: ABCD 0001000H, ABCD 0002000H to ABCD 9999000H. Figure 2 4-Digit Sequence 5.2.2 1-Digit Year + 3-Digit Seq

33、uence The first digit shall be the last number in the current year. The last 3 digits shall be used to count the number of Ad-IDs registered under this prefix. These shall be assigned automatically when the Ad-ID is registered. Example (using the year 2008): ABCD 8001000H, ABCD 8002000H to ABCD 8999

34、000H. Figure 3 1-Digit Year + 3-Digit Sequence 5.2.3 3-Digit Sequence + 1-Digit Year The first 3 digits are used to count the number of Ad-IDs registered under this prefix. The last digit shall be the last number in the current year. These shall be assigned automatically when the Ad-ID is registered

35、. Example (using the year 2008): ABCD 0018000H, ABCD 0028000H to ABCD 9998000H. Page 6 of 16 pages RDD 17-2009 Figure 4 3-Digit Sequence + 1-Digit Year 5.2.4 Custom The sequence of 4 characters may be any combination of uppercase or lowercase letters or numbers and are assigned manually by a user at

36、 the time the Ad-ID is created. The sequence shall be case-sensitive. If a user enters a sequence that is a duplicate of another Ad-ID, the system will increment the overflow characters. Example: ABCD 1Y7W000H, ABCD EI30000H, ABCD 238Q000H, etc. Figure 5 Custom 5.3 Overflow Characters The overflow c

37、haracters shall be assigned by the Registration Authority when it encounters an 8 digit code that is a duplicate of another Ad-ID. The overflow character sequence begins at 100 and shall be incremented by 1 digit. Thus, the overflow characters for the second Ad-ID having the same first 8 digits shal

38、l be 200. The Registration Authority shall continue to increment using uppercase alpha characters A-Z before it overflows to 010. In other words, the three overflow characters represent a three-digit, base-36 integer presented least significant digit first. The 36 digits are 0-9 and A-Z, in order of

39、 increasing magnitude. 5.4 Media Type Identifier The Media Type Identifier shall consist of an alphanumeric character, uppercase letter or the space character from the Latin alphabet No. 1 as specified in ISO 8859-1, as follows: 5.4.1 Standard Definition If the Advertising Asset has moving image ess

40、ence that is standard definition (480 or 576 line formats or lower), the Media Type Identifier shall be the space character. Page 7 of 16 pages RDD 17-2009 ABCD 1234000CompanyPrefixUnique Code MediaTypeIdentifierFigure 6 Standard Definition 5.4.2 High Definition If the Advertising Asset has moving i

41、mage essence that is high definition (720 or 1080 line formats or higher), the Media Type Identifier shall be the uppercase letter H. ABCD 1234000HCompanyPrefixUnique Code MediaTypeIdentifierFigure 7 High Definition 5.4.3 No Motion Image Essence If the Advertising Asset has no moving image essence (

42、i.e., print or radio), the Media Type Identifier shall be the digit 0. ABCD 12340000CompanyPrefixUnique Code MediaTypeIdentifierFigure 8 No Motion Image Essence Page 8 of 16 pages RDD 17-2009 Users are advised that other Media Type Identifiers may be defined by the Registration Authority. 6 Mandator

43、y Metadata The following metadata for the advertising asset shall be provided by the registrant at the time of registration. This and the Optional Metadata (Section 7) comprise the Digital Slate. 6.1 Medium Television/Radio/Print etc. The Medium shall be selected from a list of types provided by the

44、 Registration Authority, as follows. This list is subject to change based on user feedback and industry needs. Television: ALL Television: Network Television: Network Hispanic Television: Spot Television: Spot Hispanic Television: Syndication Television: Billboard Television: On Demand Cable TV: ALL

45、 Cable TV: Network Cable TV: Spot Cable TV: Hispanic Internet Video In Store Video Theaters Digital Cinema Trailer DVD Trailer Internet Video On Demand IPTV (Internet Protocol TV) Direct Response: Video Not For Air: Video Test Spot: Video Other: Video (Describe in Notes) Radio: ALL Radio: Network Ra

46、dio: Spot Radio: Syndication Radio: Billboard Radio: Hispanic Radio: Announcer Copy Print: Magazine Print Print: Newspaper Internet Television: Billboard Copy Direct Response Direct Mail OOH Collateral In Store Test Spot Page 9 of 16 pages RDD 17-2009 Not For Air On Air Test Off Air Test Other (Desc

47、ribe in Notes) Mobile If either Other: Video or Other is selected as the Medium, a description shall be provided in the Notes field; see Section 7.9 6.2 Ad Title The title of the Advertising Asset. 6.3 Brand The brand being advertised in the Advertising Asset. 6.4 Product The product being advertise

48、d by the Advertising Asset. 6.5 Advertiser The entity commissioning the Advertising Asset. 6.6 Agency/Office Location The name of the advertising agency and location of the office of the agency responsible for the Advertising Asset. 6.7 Length/Size Length for Visual/Audio Size for Print If the Adver

49、tising Asset is a video or audio Medium, the length (running time) of the Advertising Asset. If the Advertising Asset is a static visual image with no accompanying audio such as a print Medium, the size of the image, including dimensional units. 6.8 SD and HD Flags If the Advertising Asset has moving image essence that is high definition (720 or 1080 line formats or higher), the HD flag shall be set to 1 and the SD F