Verance Adds Video Watermarking Technology

Verance announced the availability of video watermark technology as part of its Aspect platform. The Aspect video watermark brings enhanced capabilities to the Aspect audio watermark that has already been deployed by Fox, NBC and PBS.  Both the audio and video watermarks support multiple standards and work in the ATSC 1.0 broadcast environment.

Verance says key features of Aspect watermarking include:

  • 100% Reach:  Capable of activating DAI across all devices and distribution paths.
  • Cost-Efficient:  10x cheaper than comparable, fingerprint-based solutions.
  • Match Rate:  100% positive identification of live and time-shifted content, distinguishing between DVR playback and VOD.
  • Frame-Accurate Timing:  Enables the announcement, discovery, insertion and synchronization of ads with 1/500th of a second of timing accuracy.
  • Psychovisual Imperceptibility:  Tuned to be invisible to the viewer.
  • Broad Functionality:  Interoperable with existing and future DAI services including ATSC, HbbTV/DVB-Targeted Advertising & Project OAR.

Both watermarks allow the information required for DAI activation in a television set to pass through any distribution environment seamlessly, including over HDMI links and through existing distribution equipment and set-top boxes.  Without watermarking, viewers receiving television service via cable, satellite and over-the-top distribution paths (over 80% of current U.S. households) will be unable to receive dynamically addressable advertising.

“The pairing of Aspect audio and video watermarks provides our programming and ecosystem partners with an accelerated path to capture revenue from addressable advertising,” said Joe Winograd, EVP & Chief Technology Officer for Verance. “Together, they provide superior reach, reliability and performance capabilities, which is precisely why the ATSC and HbbTV standards include specifications for both watermarks.”

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