• DPP releases proof of concept IMF workflow for advertising
  • Project aligns with the DPP’s suite of IMF publications
  • DPP: “Advertisers face huge versioning challenges”

DPP IMF in Advertising

DPP: IMF in Advertising

The Digital Production Partnership (DPP) has developed a proof of concept to show how component-based workflows using the interoperable master format (IMF) can be applied to advertising.

The work establishes how an IMF package can be exchanged internationally throughout the advertising ecosystem: from agency, to clearance bodies, to the distributor, through to broadcast transmission. The results of testing will be announced later this year.

The project aligns with the DPP’s suite of IMF publications for programme content by using SMPTE TSP 2121-1 (IMF Application DPP ProRes) and SMPTE TSP 2121-4 (IMF Application Constraint DPP JPEG2000) as its foundation.

Rowan de Pomerai

Rowan de Pomerai

DPP head of delivery and growth Rowan de Pomerai said: “IMF offers great potential for scaling up versioning workflows effectively and efficiently.

“We’ve been working for some time on enabling its use for broadcast and online programme content, yet advertisers also face huge versioning challenges.

“So, it’s extremely exciting to see so many companies in the advertising supply chain supporting this initiative, and we believe that IMF will offer them real operational benefits.”

The proof of concept is summarised in a report The Business Benefits of IMF for Advertising, which provides a business-level overview of the aims of the work, and a common set of working practices for the delivery of adverts using IMF.

The document, which is available for DPP members, has been developed to aid understanding of how IMF could benefit businesses through operational efficiencies, and to learn how shared, component-based workflows could drive yield.

Adstream global broadcast services manager Michael Moorfield said: “Building on what has already been achieved by the DPP and their members around IMF adoption, we are extending the work to support advertising use cases through the development of a proof of concept.

“This is an ideal opportunity to showcase the potential business benefits for the whole supply chain. For me, one of the measures of success would be if the findings became an enabler towards standardising workflows for video advertising distribution and publishing.”