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Audio watermarks gain ground for video audience measurement

Audio fingerprinting has been widely employed in content recognition for some years, especially in the mobile advertising sector, but audio watermarking has been much slower to gain traction. Use cases were less clear and cost of deployment was greater, with challenges in exploiting the technology for deriving meaningful insights. That has been gradually changing as the big audience measurements groups, particularly Nielsen and WPP’s Kantar Media, have recognized the technology’s longer-term potential and incorporated it within their core platforms. The latest endorsement comes from transcoding vendor Hybrik, which has just announced its cloud-based media processing now supports the embedding of Nielsen audio watermarks in on-demand content. The growing interest in audio watermarking can be explained by its applicability to tracking…

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