SMPTE RP 2021-5-2013 Using Ad-ID and EIDR as Alternate Identifiers in SMPTE BXF and ATSC PMCP.pdf

1、 Approved October 11, 2013 Copyright 2013 by THE SOCIETY OF MOTION PICTURE AND TELEVISION ENGINEERS 3 Barker Avenue, White Plains, NY 10601 (914) 761-1100 SMPTE RP 2021-5:2013 SMPTE RECOMMENDED PRACTICE Using Ad-ID and EIDR as Alternate Identifiers in SMPTE BXF and ATSC PMCP Page 1 of 17 pages Table

2、 of Contents Page Foreword 2 Intellectual Property . 2 Introduction 2 1 Scope 3 2 Conformance Notation 3 3 Normative References 3 4 Use in AlternateIdType . 4 4.1 General 4 4.2 Ad-ID 4 4.3 EIDR 4 5 Use in BxfAlternateId 5 5.1 General 5 5.2 Ad-ID 5 5.3 EIDR 5 6 BXF 3.0 Classification Enhancements for

3、 Ad-ID 6 6.1 ParentCompany . 6 6.2 industryGroup 6 6.3 majorCategory . 7 6.4 Subcategory . 7 6.5 productCategory 7 Annex A Bibliography (Informative) 8 Annex B Importance of Ad-ID with New TrafficInstructions Node (Informative) 9 Annex C Recommended Workflow using Ad-ID and BXF (Informative) 10 C.1

4、The Entire Advertising Ecosystem 10 C.2 Spot Creation 12 C.3 Order . 12 C.4 Agency Traffic Instructions 13 C.5 Delivery of Spot to Media Outlet Along with Metadata . 13 C.6 Management of Spot within Media Facility . 15 C.7 Scheduling of Spot 16 C.8 Reconciliation and Billing of Spot 17 SMPTE RP 2021

5、-5:2013 Page 2 of 17 Foreword SMPTE (the Society of Motion Picture and Television Engineers) is an internationally-recognized standards developing organization. Headquartered and incorporated in the United States of America, SMPTE has members in over 80 countries on six continents. SMPTEs Engineerin

6、g Documents, including Standards, Recommended Practices, and Engineering Guidelines, are prepared by SMPTEs Technology Committees. Participation in these Committees is open to all with a bona fide interest in their work. SMPTE cooperates closely with other standards-developing organizations, includi

7、ng ISO, IEC and ITU. SMPTE Engineering Documents are drafted in accordance with the rules given in Part XIII of its Operations Manual. SMPTE RP 2021-5 was prepared by Technology Committee 34CS. Intellectual Property At the time of publication no notice had been received by SMPTE claiming patent righ

8、ts essential to the implementation of this Engineering Document. However, attention is drawn to the possibility that some of the elements of this document may be the subject of patent rights. SMPTE shall not be held responsible for identifying any or all such patent rights. Introduction This section

9、 is entirely informative and does not form an integral part of this Engineering Document. Entertainment ID Registry (EIDR) identifiers are used for global unique identification of movie and TV content. Ad-ID identifiers are used for global unique identification of advertising content. SMPTE ST 2021-

10、1 Broadcast Exchange Format (BXF) allows content to be associated with alternate content identifiers using elements of type BxfAlternateId. BxfAlternateId is derived from the AlternateIdType type defined in ATSC A/76B Programming Metadata Communication Protocol (PMCP). This document provides guidanc

11、e for the use of both Ad-ID and EIDR to identify program and non-program (advertising) content respectively within BXF. SMPTE RP 2021-5:2013 Page 3 of 17 1 Scope This specification specifies the use of an Ad-ID and EIDR Identifiers as alternate identifier in SMPTE ST 2021-1 Broadcast Exchange Format

12、 (BXF) and ATSC A/76B Programming Metadata Communication Protocol (PMCP). 2 Conformance Notation Normative text is text that describes elements of the design that are indispensable or contains the conformance language keywords: “shall“, “should“, or “may“. Informative text is text that is potentiall

13、y 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 keywords. All text in this document is, by default, normative, except: the Introduction, any section explicitly labele

14、d 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 document and from which no deviation is permitted. The keywords, “should“ and “should not“ indicate that, among several po

15、ssibilities, 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 (in the negative form) a certain possibility or course of action is deprecated but not prohibited. The keywords “may

16、“ 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 used, and may be defined in the future. The keyword “forbidden” indicates “reserved” and in addition indicates that t

17、he 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 recommended provisions (“should“) as described. A conformant implementation need not implement optional provisions

18、 (“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: Normative prose shall be the authoritative definition; Tables shall be next; followed by formal languages; then figures;

19、and then any other language forms. 3 Normative References The following standards contain provisions which, through reference in this text, constitute provisions of this recommended practice. At the time of publication, the editions indicated were valid. All standards are subject to revision, and pa

20、rties to agreements based on this standard are encouraged to investigate the possibility of applying the most recent edition of the standards indicated below. ATSC (Document A/76B, 14 January 2008), Programming Metadata Communication Protocol SMPTE ST 2021-1:2012, Broadcast Exchange Format (BXF) Req

21、uirements and Informative Notes SMPTE RP 2021-9:2012, Implementing Broadcast Exchange Format (BXF) SMPTE RP 2079:2013, Digital Object Identifier (DOI) Name and Entertainment ID Registry (EIDR) Identifier Representations SMPTE RP 2021-5:2013 Page 4 of 17 4 Use in AlternateIdType 4.1 General Alternate

22、IdType, specified in ATSC A/76B, is utilized by BXF for defining alternate identifiers to be used to identify content. 4.2 Ad-ID The following shall apply when an Ad-ID Identifier is used as the value of an element of type AlternateIdType, as specified in ATSC A/76: The idType attribute of the eleme

23、nt shall be equal to the string “Ad-ID“ Note: SMPTE RDD 17 provides background on Ad-ID. Table provides an example of an element of type AlternateIdType containing an Ad-ID Identifier. Table 1 Ad-ID Identifier in PCMP example ABCD1234000H 4.3 EIDR The following shall apply when an EIDR Identifier is

24、 used as the value of an element of type AlternateIdType, as specified in ATSC A/76: The value of the element shall be an EIDR Identifier as specified in Section 6 of SMPTE RP 2079. The idType attribute of the element shall be equal to the string “EIDR“. Table provides an example of an element of ty

25、pe AlternateIdType containing an EIDR Identifier. Table 2 EIDR Identifier in PCMP example 10.5240/5FD4-FEE1-22F5-583E-FECC-O SMPTE RP 2021-5:2013 Page 5 of 17 5 Use in BxfAlternateId 5.1 General The recommendations of RP 2021-9 regarding AlternateIdType should be followed. Note: The provisions of th

26、is Section are applicable to versions of SMPTE ST 2021-1 up to and including that referenced herein. Annex B and Annex C specify the use of features specific to the 2013 set of schemas included in the SMPTE 2021 suite, commonly known as “BXF 3.0”. Note: The BxfAlternateId type specified in SMPTE ST

27、2021-1 is derived from AlternateIdType type specified in ATSC A/76B. 5.2 Ad-ID Both the provisions of Section 4.1 of this document and the following provisions shall apply when an Ad-ID Identifier is used as the value of an element of type BxfAlternateId as specified in SMPTE ST 2021-1: The authorit

28、ativeSource attribute of the element shall be present and equal to the string “http:/ad-id.org/“. Table 3 provides an example of element of type BxfAlternateId containing an Ad-ID Identifier. Table 3 Ad-ID Identifier in BXF example ABCD1234000H 5.3 EIDR Both the provisions of Section 4.2 of this doc

29、ument and the following provisions shall apply when an EIDR Identifier is used as the value of an element of type BxfAlternateId as specified in SMPTE ST 2021-1: The authoritativeSource attribute of the element shall be present and equal to the string “http:/eidr.org/“. Table 4 provides an example o

30、f element of type BxfAlternateId containing an EIDR Identifier. Table 4 EIDR Identifier in BXF example. 10.5240/5FD4-FEE1-22F5-583E-FECC-O SMPTE RP 2021-5:2013 Page 6 of 17 6 BXF 3.0 Classification Enhancements for Ad-ID A set of new nodes have been added to the NonProgramDetail XSD as part of the “

31、BXF 3.0”. These new nodes map directly to the Ad-ID registration in the RP210 directory. To help in understanding a real world use of these nodes, an ad for Sudafed will be used in the examples below. 6.1 ParentCompany ParentCompany was added as a new optional element under the Advertiser node of No

32、nProgramDetail. This is the parent company of the advertiser. An example would be “JOHNSON & JOHNSON” as the parent company, but “MCNEIL NUTRITIONALS LLC” would be the advertiser. Figure 1 ParentCompany Structure ProductCode was added as a new optional element under the Product node of NonProgramDet

33、ail. ProductCode in turn contains the following optional attributes, which collectively allow advertising systems to enforce ad separation rules at a variety of levels: 6.2 industryGroup This is a high level category that is used to classify the ad at the highest, most abstract, level. In this examp

34、le, the industryGroup would be “DRUGS & REMEDIES”. SMPTE RP 2021-5:2013 Page 7 of 17 6.3 majorCategory This is a hierarchical category under the Industry Group that is used to further classify the ad. In this example, the majorCategory would be “MEDICINES & PROPRIETARY REMEDIES”. 6.4 Subcategory Thi

35、s is a hierarchical category under the Major Category that is used to classify advertising at a more detailed level. In this example, the Subcategory would be “COLD, COUGH & SINUS REMEDIES”. 6.5 productCategory This is a hierarchical category under the Sub Category that is used to provide the most d

36、etailed classification of the ad. In this example, the productCategory would be “NASAL DECONGESTANTS”. Figure 2 ProductCode Structure SMPTE RP 2021-5:2013 Page 8 of 17 Annex A Bibliography (Informative) SMPTE RP 210, Metadata Dictionary SMPTE RDD 17:2009, Advertising Digital Identification (Ad-ID) S

37、MPTE RP 2021-5:2013 Page 9 of 17 Annex B Importance of Ad-ID with New TrafficInstructions Node (Informative) The ability to exchange traffic instructions from ad agencies to media organizations has been added to BXF within the “BXF 3.0” release. This new node uses BXFs Content structure to associate

38、 advertising spots with placement instructions sent by agencies to broadcasters. To ensure that the proper spots are played as specified by the agency, it is even more critical that the advertising spot be uniquely identified. For this reason, it is recommended that Ad-ID be used to identify non-pro

39、gram material within BXF messages. SMPTE RP 2021-5:2013 Page 10 of 17 Annex C Recommended Workflow using Ad-ID and BXF (Informative) To fully leverage the value of a unique, managed identifier for commercial material like Ad-ID, the entire lifecycle of an advertising spot should be considered. In th

40、is section is a series of illustrations, showing the role of Ad-ID in BXF, first from a macro view of the entire process, and then micro views of the various transactions using Ad-ID, starting from the initial agency buy, through scheduling and airing of the spot, to its reconciliation and billing.

41、C.1 The Entire Advertising Ecosystem The illustration below shows how all of the transactions that follow in this section fit together to form a workflow from top to bottom where the Ad-ID is utilized to ensure that the correct spot is utilized at all points. SMPTE RP 2021-5:2013 Page 11 of 17 SMPTE

42、 RP 2021-5:2013 Page 12 of 17 C.2 Spot Creation When a spot is first created and shot, it is tagged with an Ad-ID to ensure it is identified properly throughout its lifetime. C.3 Order An order is placed for an advertising campaign on particular media outlets. This often flows from the Ad Agency to

43、the Media Outlet by way of a schema, such as that defined as part of ePort. BXF also has a SalesContract structure that allows for exchange of basic sales contract data. Below is an illustration of the portion of the BXF schema used for exchanging this type of data. Spot tagged with Ad-ID Ad Agency

44、Media Outlet ePort SMPTE RP 2021-5:2013 Page 13 of 17 C.4 Agency Traffic Instructions When the Agency decides when and where to schedule the spot, those “traffic instructions” are sent to each media outlet via BXF, with each spot identified with its Ad-ID. Below is an illustration of the portion of

45、the BXF schema used for exchanging this type of data. C.5 Delivery of Spot to Media Outlet Along with Metadata When the actual spot essence is sent to each media outlet, AS-12 can be used, which provides a full digital slate, including the Ad-ID. Ad Agency Media Outlet BXF Ad Agency Media Outlet AS-

46、12/BXF SMPTE RP 2021-5:2013 Page 14 of 17 Below is an illustration of the portion of the BXF schema used for exchanging this type of data. SMPTE RP 2021-5:2013 Page 15 of 17 C.6 Management of Spot within Media Facility One at the media facility, the spot itself must be moved from offline storage to

47、online storage for playback. BXFs Content Transfer capability can identify the spot with its Ad-ID, along with the spots source and destination, ensuring the correct spot is moved to the correct playback equipment, at the right time. Below is an illustration of the portion of the BXF schema used for

48、 exchanging this type of data. Traffic Automation BXF Content Xfr MXF MXF MXF SMPTE RP 2021-5:2013 Page 16 of 17 C.7 Scheduling of Spot When the spot is actually scheduled to be played out at a particular time and particular playout channel, Traffic utilizes BXFs schedule capability to communicate t

49、his information, including the spots Ad-ID, to playout automation. Below is an illustration of the portion of the BXF schema used for exchanging this type of data. Traffic Automation BXF SMPTE RP 2021-5:2013 Page 17 of 17 C.8 Reconciliation and Billing of Spot Finally, when the spot has played out, BXFs as run capability is used to communicate that fact from playout automation back to the traffic and billing system, which in turn can invoice the ad a