With the world of digital asset management exploding with everyone wanting to manage their assets somehow and over 400 companies offering software/web based solutions to do it, how many of them actually allow you to track the use of your content outside of your DAM?
I’ve been interested for sometime about this subject and whether or not the information you can gain is useful, lets look at entertainment to start with. Both Music and Film have incredible priacy problems with more and more people able to use the internet with P2P applications allowing this content to be made available to thousand or millions of people. But outside the P2P people create sites to sell and advertise the material that they are illegally selling. It’s easy to just think of the final copyrighted material as all that matters, but this material is what would actually be shipped/downloaded and may not be available to the crawlers and bots that trawel the web. What if the images/promo material provided by our DAM’s could be invisibly (digitally) watermarked in order for us to find out who and where our content is ending up….
We have all seen the DVD man walk into our local pub/bar or hand around in the car park of the local supermarket selling our DVD’s for £3, some of which are direct copies of the originals, but look at the quality of the print…. someone somewhere has been able to get their hands on the original artworks from a studio somewhere in the world, wouldn’t it nice to know where it has come from. The P2P networks are continually monitored for transmissions of illegal content and those submitting large volumes of content are placed on watched lists, some are even arrested as we have seen in some high profile cases.
So how can we protect this content and to what cost is it worth doing?
Looking at my daily spam folder it will always contain some phishing emails from banks that want to take you to a replica site and get you to enter your details, could they not benefit from digital watermarking of their web images allowing the banks to intercept the site before any of it’s unsuspecting customers are ripped off (well I guess the bank is ripped off when it happens)
Of what of fine art artists who have their creations replicated and sold but the sellers use the original files from the artists site?
There are so many ways that content can be misused and I for one would like to see more integrations of digital watermarking and tracking in place.
Think of just the powerful analytical information you can gain internally at a Pre-media company when they are spread across multiple geographic locations and content is used across multiple campaigns, just knowing this type of information could help better design brand imagery for what works and what doesn’t.
There are plenty of companies providing solutions for this take a look at Digital Watermark World they provide information and links to solutions/services that could help, but closer collaboration with DAM vendors is a must for the future.
The usecases for digital tracking are endless and this author hopes to hear more about their integrations in the future.
Author: Gary George