Methods and apparatus to generate a tag for media

METHODS AND APPARATUS TO GENERATE A TAG FOR MEDIA FIELD OF THE DISCLOSURE

[0001] The present disclosure relates generally to identifying media content and, more particularly, to methods and apparatus to generate a tag for media content.

BACKGROUND

[0002] Media content is distributed over many different distribution channels. For example, the same media content may be distributed over a broadcast system (e.g., cable, satellite, terrestrial, etc.) and may be distributed over the internet. Media content distributed over broadcast systems is often transmitted with identifying information embedded in or otherwise associated with the media content (e.g., watermarks) so that monitoring of the exposure to the media content at presentation locations (e.g., households) can be performed. Additionally or alternatively, identifying information comprising one or more characteristics of the media content (e.g., signatures) can be collected, labeled with known identifying information, and stored prior to distribution of the media content so that the media content can be later identified by extracting the signatures at a reception site and accessing the identifying information by matching the signatures extracted at the reception site to the stored signatures.

BRIEF DESCRIPTION OF THE DRAWINGS

[0003] FIG. 1 is a block diagram of an example system to generate a tag for media content and to retrieve the tag at a presentation location for analysis at a central facility.

-1CA 2980754 2017-09-29

[0004] FIG. 2 is a flowchart representative of example machine readable instructions that may be executed to generate a tag for media content.

[0005] FIG. 3 is a flowchart representative of example machine readable instructions that may be executed to generate a tag for watermarked content. [0006] FIG. 4 is a flowchart representative of example machine readable instructions that may be executed to generate a watermark and a tag for media content.

[0007] FIG. 5 is a flowchart representative of example machine readable instructions that may be executed to generate a tag using reference identifying information.

[0008] FIG. 6 is a flowchart representative of example machine readable instructions that may be executed to validate a tag that has been generated by the media identifier tool of FIG. 1.

[0009] FIG. 7 is an example processor system that can be used to execute the example instructions of FIGS. 2-5 and/or 6 to implement the example apparatus of FIG. 1.

DETAILED DESCRIPTION

[0010] Advances in technology result in changes to the specifications defining the use of identifying information (e.g., watermarks, signatures, codes, etc.) for media content. In other words, the particular identifying information embedded in, associated with, extracted from, and so forth from media content changes over time. Example methods, apparatus, and articles of manufacture disclosed herein generate one or more identifying tags for media content (e.g., programs or advertising).

-2CA 2980754 2017-09-29

[0011] As used herein, “identifying information” includes information that is inserted in media content for the purpose of identifying the media content (e.g., watermarks, codes, etc.) and/or includes information inherent to one or more aspects of the media content (e.g., the audio, the video, etc.) or to one or more aspects of the signal representing the media content, which inherent information identifies the media content (e.g., signatures, fingerprints, etc.). Such inherent information is not inserted for the purpose of identifying the media content.

[0012] As used herein “attribute data” is information that identifies media content such as, for example, a source identifier (SID), a media asset identifier (MAID), a signature value for media content, a title of the media content, an identification of a creator of the media content, a timestamp indicating when the media content was broadcast, etc. Identifying information may include attribute data. For example, a SID (attribute data) may be included in a watermark (identifying information) inserted in media content. In another example, a signature value (identifying information) generated for media content may be associated with a MAID (attribute data) in a reference database.

[0013] As used herein a “tag” is a string of letters and/or numbers that are associated with media content so that the media content can be identified. In some examples, the tag includes attribute data and/or identifying information that has been extracted from the media content. By associating a tag with media content, the processing needed to determine identifying information (e.g., extracting watermarks, generating signatures, etc.) can be performed once (e.g., prior to distribution) and the media content can be identified (e.g.,

-3CA 2980754 2017-09-29 after distribution) by reading the tag for the distributed media content without, for example, re-extracting the watermark, regenerating the signature, etc. Furthermore, when the tag includes identifying information or attribute data included in the identifying information, records of presentation of the media content collected using the tag can be combined with records from distribution systems that include identifying information in the media content (but do not necessarily use the tags to identify the media content).

[0014] In some examples, identifying information (e.g., watermarks embedded in the media content, signatures collected and labeled for the media content, etc.) for the media content has been previously associated with the media content. In some such examples, the identifying information can be obtained and used to generate the tag(s). The example tag(s) can be associated with media content prior to distribution (e.g., before internet media content is streamed to presentation locations (e.g., households)). For example, the tag(s) may be associated with the media content in a webpage distributing the media content, inserted in metadata of the media content (e.g., in a file containing the media content or a file associated with the file containing the media content), inserted in metadata of a stream, etc. The example tag(s) can later be extracted at presentation location(s) and analyzed to identify the media content and increment records for exposure to the media content. Where the tag(s) are generated based on identifying information used to identify the media content in other monitoring systems (e.g., watermarks or signatures used to identify the media content in a television broadcast system), media content presentation records collected using the tags may be combined with or compared to the records from the other

-4CA 2980754 2017-09-29 distribution systems. In some examples, the identifying information and the tag(s) may be collected at a presentation location. The tag(s) may be compared with the identifying information to validate that the tag(s) are correct (e.g., to confirm that the tag(s) correctly identify the media content). If the format of the previously associated identifying information changes (e.g., technology developments may change the details of the watermarks, signatures, etc.), new tag(s) can be generated using the adaptable tag structure described herein.

[0015] FIG. 1 is a block diagram of an example system 100 to generate a tag for media content and to retrieve such tag at a presentation location 114 for analysis at a central facility 120.

[0016] In the example system 100, media content is added to a content data store 104. In the illustrated example, some media content is identified in a reference library of the central facility 120 by identifying information embedded in or otherwise broadcast with the media content (e.g., watermarks), some media content is identified in a reference library stored by the central facility 120 based on identifying information inherent in the program (e.g., using media content signatures), some media content is associated with identifying information to enable embedding of the identifying information (e.g., adding watermarks), and some media content is unknown. In other examples, any combination of methods for identifying media content may be used. In the illustrated example identifying information and/or other attribute data is stored with the media content in the content data store 104. Alternatively, the metadata may be stored in another device linked to the

-5CA 2980754 2017-09-29 content data store 104 and/or linked to devices that require access to the metadata.

[0017] The content data store 104 may be any combination of one or more data storage devices. For example, the content data store 104 may be one or more databases, one or more network storage locations, one or more hard drives, one or more files, one or more extensible markup language (XML) files, any combination of the foregoing, etc. In the illustrated example, the content data store 104 provides media content to the media identifier tool 105 for tagging the media content. The example content data store 104 receives media content that has been associated with identifying information (e.g., watermarks, signatures, etc.) from the media identifier tool 105 and/or receives tags that identify the media content from the media identifier tool 105. The content data store 104 provides media content to the content server 112 for distribution to presentation locations (e.g., the presentation location 114).

[0018] The example media identifier tool 105 of FIG. 1 receives media content from the content data store 104 and analyzes the media content to generate a tag for the media content and, in some instances, to embed or otherwise associate identifying information with the media content. The media identifier tool 105 of the illustrated example retrieves identifying information from the central facility 120. In the illustrated example, the media identifier tool 105 includes an identity analyzer 106, a tag generator 108, and a central facility transceiver 110.

[0019] The example identity analyzer 106 of FIG 1 determines that media content is available for analysis at the content data store 104. For example,

-6CA 2980754 2017-09-29 the media content may be transmitted from the content data store 104 to the identity analyzer 106 when new content is received, at periodic or aperiodic intervals, etc. Alternatively, the identity analyzer 106 may periodically or aperiodically query the content data store 104 to determine if there is content to be analyzed (e.g., content that has not yet been tagged, content that has been tagged in error, etc.). For example, the identity analyzer 106 may query the content data store 104 for content that is not yet associated with a tag, for content identified on a list of invalid tags, etc.

[0020] The example identity analyzer 106 of FIG. 1 attempts to identify the content to be analyzed. The example identity analyzer 106 of FIG. 1 uses one or more of the following techniques to identify the media content: extracting identifying information embedded in the media content (e.g., watermarks, codes, etc.) and querying a reference database with the embedded information, determining identifying information which is inherent in the media content or portion(s) of the signal representing the media content (e.g., signatures) and querying a reference database with the characteristic data, and/or reading identifying information and/or attribute information input to the identity analyzer 106 or otherwise provided to the identity analyzer 106 (e.g., an XML file storing identifying information input by a user).

[0021] As used herein, the term “embedded” includes modifying any portion (e.g., the audio, the video, etc.) of the media content to store identifying information (e.g., by amplifying or attenuating portions of the audio portion, by shifting portions of the audio portion, by modifying a video and/or an image portion of the media content to store identifying information (e.g., by

-7CA 2980754 2017-09-29 amplifying or attenuating portions of the video portion, changing colors of portions of the video portion, etc.)).

[0022] In the illustrated example, the identity analyzer 106 accesses the reference database at the central facility 120 via the central facility transceiver 110 to obtain identifying information based on characteristic data representative of the media content (or part thereof) and/or a signal (or portion thereof) representing the media content. After the identity analyzer 106 obtains inherent identifying information (e.g., a signature) from the media content, the identity analyzer 106 queries reference data using the inherent identifying information to obtain attribute data associated with (e.g., mapped to) the inherent identifying information. For example, the reference database can be generated by obtaining inherent identifying information for known media content and storing the inherent identifying information in the reference database in association with known attribute data. Alternatively, a reference database may be stored at the identity analyzer 106 or any other location accessible by the identity analyzer. In some examples, the identity analyzer 106 will not need to access the reference database when the media content has been watermarked.

[0023] In some examples, the identity analyzer 106 may embed (or otherwise associate) identifying information that has been input to the identity analyzer 106 in (or with) the media content. For example, the identity analyzer 106 may embed a watermark in the media content using information in a received XML file. When a watermark is embedded or associated with the media content, the media content with the watermark is transmitted to the content data store 104 for distribution. In addition, information about the

-8CA 2980754 2017-09-29 watermark is communicated to the central facility 120 via the central facility transceiver 110. If the media content cannot be identified by any available techniques, the example identity analyzer 106 provides an error message to an operator of the media identifier tool 105 to enable or prompt manual identification.

[0024] The identity analyzer 106 of the illustrated example transmits the information identifying the media content to the tag generator 108 (e.g., information obtained from the media content, information retrieved from the central facility 120, information received from an operator, etc.). The information may be any combination of identifying information and/or attribute data associated with the identifying information.

[0025] In the illustrated example, attribute data extracted from identifying information includes a 4-digit source identifier (SID), a time and date stamp, and an identifier for the type of code (e.g., an indication of whether the media content is from a network television broadcast or a cable television broadcast). Alternatively, any other identifying information and/or attribute data may be transmitted to the tag generator 108 from the identity analyzer 106. Attribute data may include one or more of a station identifier, a channel identifier, a title, a producer, a broadcast time, a serial number, a code identifier, a signature value, website identifier, etc.

[0026] The example tag generator 108 of FIG 1 receives identifying information and/or attribute data for media content and generates a tag for the media content. In the illustrated example, the generated tag is a numeric string having six attribute type identifiers prefixing six attribute data elements. The example tag includes an attribute type identifier and attribute data

-9CA 2980754 2017-09-29 element for each of a tag version, a cyclic redundancy check (CRC) key, a SID, a media asset ID (MAID) identifying the media content in a reference database, a code type, a time and date stamp, and a tick (duration from the start of the media content). According to the illustrated example, the attribute type identifier is a two digit number indicating what type of data follows the attribute type identifier (e.g., attribute type identifier 99 precedes 6 digits indicating the tag version).

[0027] An example generated tag and data used for generating the tag are shown in Table 1. Table 2 illustrates example attribute data from a watermark that may be extracted from the first 9 seconds of a media content file. The example watermark in Table 1 is generated from the last row of the watermark data (i.e., timestamp 788939798 that is 9 seconds into the media content file.

<td></td><td> Example Value</td><td> Attribute Type</td><td> Attribute Data</td>

<td> Tag Version</td><td> 0.0.1</td><td> 99</td><td> 000001</td>

<td> CRC key</td><td> 123456789</td><td> 98</td><td> 09123456789</td>

<td> SID</td><td> 9004</td><td> 02</td><td> 049004</td>

<td> CODE type</td><td> FD</td><td> 06</td><td> 01</td>

<td> Time/Date Stamp</td><td> 788939798</td><td> 03</td><td> 788939798</td>

<td> Tick (Duration)</td><td> 9</td><td> 04</td><td> 019</td>

<td colspan="4"> Tag =“9900000102049004060103788939798040199809123456789”</td>

Table 1: Example tag generation

<td> ENCODE TS (UTC)</td><td> FILE TIME</td><td> SID</td><td> LEVEL</td><td> TYPE</td><td> BLOCK</td><td> STRENGTH</td><td> CHANNEL</td>

<td> 788939791</td><td> 1</td><td> 9004</td><td> FD</td><td> U</td><td> 177</td><td> 16</td><td> 1</td>

<td> 788939792</td><td> 3</td><td> 9004</td><td> FD</td><td> u</td><td> 364</td><td> 11</td><td> 1</td>

<td> 788939794</td><td> 5</td><td> 9004</td><td> FD</td><td> u</td><td> 551</td><td> 17</td><td> 1</td>

<td> 788939796</td><td> Ί</td><td> 9004</td><td> FD</td><td> u</td><td> 738</td><td> 20</td><td> 1</td>

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<td> 788939798</td><td> 9</td><td> 9004</td><td> FD</td><td> U</td><td> 925</td><td> 21</td><td> 1</td>

Table 2: Example attribute data from a watermark

[0028] Table 3 is a description of the attribute types and structure of the example tag generation. Any other attribute types, data formats, tag structures, etc. may be used.

<td> Attribute Type</td><td> Attribute Type Description</td><td> Attribute Data</td><td> Attribute Data Description</td>

<td> 99</td><td> Name: Tag structure Version. Description: If there is a change in the structure definition it can be reflected by this attribute so that the conect tag is produced and consumed</td><td> 011053</td><td> Structure: six digit number of the form VVMMNN where: VV = Major Version Number, MM = Minor Version Number, NN = Incremental number Each field will be padded with a leading 0 in case of a single digit number. Example: 1.10.53 = Attribute Data = 011053</td>

<td> 98</td><td> Name: Tag Integrity Description: This tag holds the string that is generated by a CRC type of algorithm.</td><td> 09123456789</td><td> Structure: LLXXXXX...X LL= two digit number indicating the length of the CRC String XXXXX...X = TheCRC String Example: CRC string =123456789 Length =9 Attribute Data = 09123456789</td>

CA 2980754 2017-09-29

<td> 01</td><td> Name: Media Asset ID (MAID)</td><td> 06105600</td><td> Structure: LLXXXX...X LL= two digit number indicating the length of the MAID XXXXX...X = The MAID Example: MAID =105600 Length = 6 Attribute Data = 06105600</td>

<td> 02</td><td> Name: SID</td><td> 041004</td><td> Structure: LLXXXX...X LL= two digit number indicating the length of the SID XXXXX...X = The SID Example: SID = 1004 Length = 4 Attribute Data = 041004</td>

Table 3: Example attribute descriptions and definitions

[0029] In some examples, the tag generator 108 generates the tag by making a call to a tag generation application programming interface (API) and passing the identification information. The API may be made available at the media identifier tool (e.g., as part of the tag generator 108) or may be provided by the central facility 120 via the central facility transceiver 110. [0030] The tag generator 108 of the illustrated example transmits the generated tag to the content data store 104 for storage of the tag in association with the media content. In some examples, the example tag generator 108 also transmits the tag to the central facility 120 via the central facility transceiver 110 for later comparison with tags detected at the presentation location 114. In some examples, the tag generator 108 does not transmit the tag to the central facility 120. For example, the central facility

-12CA 2980754 2017-09-29 may not need to receive the tag because the central facility 120 may obtain and/or decode the identifying information from the tag itself.

[0031] The central facility transceiver 110 of the illustrated example communicatively couples the media identifier tool 105 with the central facility 120. The example central facility transceiver 110 of FIG 1 is a network communication device that is linked to the central facility by one or more networks (e.g., the internet, a local area network, a wide area network, etc.). Alternatively, the central facility transceiver 110 may be any other device to communicatively couple the media identifier tool 105 with the central facility. An example network linking the media identifier tool 105 with the central facility 120 may also link the media identifier tool 105 with the content data store 104.

[0032] The content server 112 of the illustrated example is communicatively coupled with the content data store 104 and the presentation location 114 to provide media content from the content data store 104 to the presentation location 114. For example, the content server 112 may be a web server that provides media content to the presentation location 114 in response to a request for the media content from the presentation location 114. Alternatively, the content server 112 may by any device for media content distribution.

[0033] For media content that has previously been associated with a tag in the content data store 104, the example content server 112 distributes the tag with the media content. In the illustrated example, the tag is inserted in a metadata field of an Adobe® Flash® video file so that the tag is sent to the presentation location 114 when the Adobe® Flash® video file is sent to the

-13CA 2980754 2017-09-29 presentation location. When the presentation location 114 requests media content from the content server 112, the content server 112 transmits an Adobe® Flash® video player to the presentation location 114. The Adobe® Flash® video player executes at the presentation location 114 and requests the particular media content Adobe video file corresponding to the request from the presentation location 114. The content server 112 transmits the Adobe® Flash® video file with the tag in the metadata to the video player. Alternatively, any other arrangement may be used. For example, the tag may be associated with the media content in a markup language file (e.g., a hypertext markup language (HTML).

[0034] The presentation location 114 of the illustrated example requests, receives, and presents media content. For example, the presentation location may be a household, a business, a public location, etc. Typically, the presentation location 114 requests media content that has been requested by a user residing at the presentation location.

[0035] The example presentation location 114 of FIG 1 includes a media presentation device 116. The media presentation device 116 of the illustrated example is the device that requests media content from the content server 112 and receives and presents that media content. In the illustrated example, the media presentation device 116 is a personal computer executing a web browser that can make requests for media content and execute an Adobe® Flash® video player provided by the content server 112. Alternatively, the media presentation device 116 may be any type of device such as, for example, a desktop computer, a laptop computer, a mobile device, a cellular device, a wireless device, a television, a billboard, a projector, etc. While a

-14CA 2980754 2017-09-29 single media presentation device 116 is shown in the illustrated example, any number or type of media presentation device(s) may be located at the presentation location 114.

[0036] The example presentation location 114 includes monitoring instructions 115 and a meter 118 to extract identifying information from presented media content and to transmit the identifying information to the central facility 120 for analysis.

[0037] In the illustrated example, the monitoring instructions 115 are computer instructions (e.g., JavaScript, JAVA, etc..) that are transmitted from the content server 112 to the presentation location 114 along with the Adobe® Flash® video player and/or in association with the video content. The computer instructions 115 extract tags from media content presented at the presentation location 114 and transmit the tags to the central facility 120. In addition, the computer instructions 115 transmit information identifying the presentation location 114 to the central facility 120. For example, the computer instructions 115 may transmit an internet protocol (IP) address, a serial number, an identification stored in a cookie, or any other identifier.

[0038] In some examples, the monitoring instructions 115 may be transmitted to the presentation location at a time other than when the media content and/or video player is transmitted from the content server 112 to the presentation location 114. The monitoring instructions may be implemented in any manner such as, for example, computer instructions in any instruction language, a browser toolbar or plugin, any other type of plugin for a computer, a device installed at the presentation location, etc. The monitoring instructions may transmit tags to the content server 120 for any media content

-15CA 2980754 2017-09-29 available at the presentation location 114 such as, for example, media content that is received at the presentation location 114, media content that is presented at the presentation location 114, media content that is presented at the presentation location 114 but is not viewed or heard, media content that is stored at the presentation location 114, media content that is transmitted from the presentation location 114 to another presentation location, etc. While the example monitoring instructions 115 of the illustrated example transmit the tag and information identifying the presentation location 114 to the central facility 120, the monitoring instructions 115 may transmit any additional or alternative information such as, for example, information about trick play of the media content, information about user input, etc.

[0039] The meter 118 of the illustrated example analyzes media content presented at the media presentation location 116 to obtain identifying information and transmit the identifying information to the central facility 120. The example meter 118 obtains watermarks embedded in or otherwise associated with the media content. At least when analyzed media content does not include a watermark, the example meter 118 extracts signature information from the media content. The example meter 118 also transmits tags associated with the media content to the central facility 120. Because the identifying information (e.g., signatures, watermarks, etc.) are transmitted to the central facility 120 with the tags, the central facility can compare the information to confirm that the tags have been accurately associated with the media content (e.g., to confirm that the wrong tag has not been associated with the media content).

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[0040] In the illustrated example, the meter 118 is implemented in software that is installed on the media presentation device 116 when a user of the media presentation device 116 joins a panel. Alternatively, the meter 118 may be a device that is communicatively coupled to the media presentation device 116, may be software that is distributed to the general public, may be software that is automatically installed on the media presentation device 116 without user interaction, may be software that is installed by a user of the media presentation device 116, etc.

[0041] While, for simplicity of illustration, a single media presentation location 114 is illustrated in FIG. 1, multiple media presentation locations will typically be present. Furthermore, while the presentation location 114 includes the monitoring instructions 115 and the meter 118, presentation locations may include either the monitoring instructions 115 or the meter 118. For example, a first set of media presentation 114 locations may include only the monitoring instructions 115 and a second set of media presentation locations 114 different from the first set may include the meter 118. In other examples, media presentation locations 114 of a panel may include the meter 118 and all media presentation locations 114 (including the media presentation locations 114 in the panel) may include the monitoring instructions 115.

[0042] The example central facility 120 of FIG 1 communicates with the media identifier tool 105 to receive tags and identifying information for media content and to provide identifying information for media content to the media identifier tool 105. In addition the example central facility 120 receives identifying information for presented media content from the presentation

-17CA 2980754 2017-09-29 location 114. The central facility 120 may store the identifying records in any type of data storage (e.g., a database, a log file, etc.). The example central facility 120 of FIG 1 includes a reference database 122 that stores identifying information for known media content (e.g., media associated with a code or signature that has been previously associated with identifying information), a tag access database 124 that stores records of tags received from the presentation location 114, and an identifying information database 126 that stores records of identifying information (e.g., signatures, watermarks, etc.) received from the presentation location 114.

[0043] In the illustrated example, the central facility 120 credits presentation records based on the tags received from the media presentation location 114. For example, if the central facility 120 receives a tag identifying a particular media content by a combination of SID, timestamp, and code type, the central facility 120 will credit the identified media content as having been presented. The central facility 120 may also validate the tags when identifying information and/or attribute data for media content is received with the tags. In other words, the central facility 120 compares the tags (i.e., the information represented by the tags) to other identifying information (e.g., watermarks, signatures) and/or attribute data to identify invalid tags. For example, the central facility 120 may compare an SID retrieved from a tag to an SID extracted from a watermark or code embedded in or otherwise associated with the media content. In another example, the central facility 120 may compare a MAID retrieved from a tag to a MAID determined by querying the reference database 122 with a signature extracted from the media content. The example central facility stores a listing of invalid tags

-18CA 2980754 2017-09-29 (e.g., in the tag access database 124) to prevent those tags from being used to credit presentation records. The central facility 120 may also notify the content data store 104 that an invalid tag is being used. Such notification may be electronically transmitted or may be manually performed by an operator of the central facility.

[0044] While an example manner of implementing the system 100 has been illustrated in FIG. 1, one or more of the elements, processes and/or devices illustrated in FIG. 1 may be combined, divided, re-arranged, omitted, eliminated and/or implemented in any other way. Further, the content data store 104, the media identifier tool 105, the identity analyzer 106, the tag generator 108, the central facility transceiver 110, the content server 112, the presentation location 114, the monitoring instructions 115, the media presentation device 116, the meter 118, and the central facility 120 may be implemented by hardware, software, firmware and/or any combination of hardware, software and/or firmware. Thus, for example, any of the content data store 104, the media identifier tool 105, the identity analyzer 106, the tag generator 108, the central facility transceiver 110, the content server 112, the presentation location 114, the monitoring instructions 115, the media presentation device 116, the meter 118, and the central facility 120 could be implemented by one or more circuit(s), programmable processor(s), application specific integrated circuit(s) (ASIC(s)), programmable logic device(s) (PLD(s)) and/or field programmable logic device(s) (FPLD(s)), etc. When any of the appended apparatus claims are read to cover a purely software and/or firmware implementation, at least one of the content data store 104, the media identifier tool 105, the identity analyzer 106, the tag

-19CA 2980754 2017-09-29 generator 108, the central facility transceiver 110, the content server 112, the presentation location 114, the monitoring instructions 115, the media presentation device 116, the meter 118, and the central facility 120 are hereby expressly defined to include a computer readable medium such as a memory, DVD, CD, etc. storing the software and/or firmware. Further still, the example system 100 of FIG. 1 may include one or more elements, processes and/or devices in addition to, or instead of, those illustrated in FIG. 1, and/or may include more than one of any or all of the illustrated elements, processes and devices.

[0045] FIGS. 2-6 are flow diagrams representative of example machine readable instructions that may be executed to generate and process tags to implement the example system 100 of FIG. 1. The example processes of FIGS. 2-6 may be implemented using machine readable instructions that, when executed, cause a device (e.g., a programmable controller, processor, or other programmable machine or integrated circuit) to perform the operations shown in FIGS. 2-6. For instance, the example processes of FIGS. 2-6 may be performed using a processor, a controller, and/or any other suitable processing device. For example, the example processes of FIG. 2-6 may be implemented using coded instructions stored on a tangible machine readable medium such as a flash memory, a read-only memory (ROM), and/or a random-access memory (RAM).

[0046] As used herein, the term tangible computer readable medium is expressly defined to include any type of computer readable storage and to exclude propagating signals. Additionally or alternatively, the example processes of FIGS. 2-6 may be implemented using coded instructions (e.g.,

-20CA 2980754 2017-09-29 computer readable instructions) stored on a non-transitory computer readable medium such as a flash memory, a read-only memory (ROM), a randomaccess memory (RAM), a cache, or any other storage media in which information is stored for any duration (e.g., for extended time periods, permanently, brief instances, for temporarily buffering, and/or for caching of the information). As used herein, the term non-transitory computer readable medium is expressly defined to include any type of computer readable medium and to exclude propagating signals.

[0047] Alternatively, the example processes of FIGS. 2-6 may be implemented using any combination(s) of application specific integrated circuit(s) (ASIC(s)), programmable logic device(s) (PLD(s)), field programmable logic device(s) (FPLD(s)), discrete logic, hardware, firmware, etc. Also, the example processes of FIGS. 2-6 may be implemented as any combination(s) of any of the foregoing techniques, for example, any combination of firmware, software, discrete logic and/or hardware.

[0048] Although the example processes of FIGS. 2-6 are described with reference to the flow diagrams of FIGS. 2-6, other methods of implementing the processes of FIGS. 2-6 may be employed. For example, the order of execution of the blocks may be changed, and/or some of the blocks described may be changed, eliminated, sub-divided, or combined. Additionally, one or more of the example processes of FIGS. 2-6 may be performed sequentially and/or in parallel by, for example, separate processing threads, processors, devices, discrete logic, circuits, etc.

[0049] Turning in detail to FIG. 2, initially, the identity analyzer 106 detects media content for tagging (block 202). For example, the identity analyzer 106

-21CA 2980754 2017-09-29 may receive a notification or request from the content data store 104 or may query the content data store 104 for available media content. The identity analyzer 106 then determines if a watermark or other identifying information or attribute data is included in the media content (block 204). If the identity analyzer 106 determines that a watermark or other identifying information or attribute data is included in the media content, control proceeds to block 206 and a tag is generated based on the existing watermark and/or other identifying information and/or attribute data, which is described below in conjunction with FIG. 3.

[0050] If the identity analyzer 106 determines that a watermark and/or other identifying information and/or attribute data is not included in the media content (block 204), the identity analyzer 106 determines if identifying information has been provided for watermarking the media content (block 208). For example, an XML file including an identification of the media content (e.g., by file name) and identifying information (e.g., watermark information) may be input to the identity analyzer 106 or similar data may be input by an operator of the identity analyzer 106. If the identity analyzer 106 determines that identifying information has been provided, control proceeds to block 210 to generate and associate a watermark and/or other identifying information and/or attribute data with the media content and to generate a tag for the watermark and/or other identifying information and/or attribute data, which is described in conjunction with FIG. 4.

[0051] If the identity analyzer 106 determines that identifying information has not been provided (block 208), the identity analyzer determines if the media content is found in a reference library (block 210). The identity

-22CA 2980754 2017-09-29 analyzer 106 of the illustrated example generates a signature for the media content and determines if a matching signature can be found in the reference database 122 at the central facility 120 (block 211). If the identity analyzer 106 determines that the media content is found in the reference library, control proceeds to block 214 to generate a tag using the identifying information from the reference library, which is described in conjunction with FIG. 5.

[0052] If the media content is not found in a reference library (block 210), the example identity analyzer 106 provides an error indicating that a tag could not be generated (block 216). Alternatively, the identity analyzer 106 could prompt an operator of the identity analyzer 106 to input identifying information and/or attribute data so that a tag could be generated in a similar manner to the process described in FIG. 3 in which identifying information is retrieved based on a watermark associated with the media content. After providing the error (block 216), the process of FIG. 2 terminates until additional media content for tagging is detected.

[0053] Turning to block 218, after block 206, block 210, or block 214 complete, the tag generator 108 transmits the generated tag to the content data store 104 (block 218). Metadata associated with inherent information (e.g., a signature) generated in block 214 may also be transmitted to the content data store 104. Then, the process of FIG. 2 terminates until additional media content for tagging is detected.

[0054] FIG. 3 is a flowchart of example machine readable instructions that may be executed to implement block 206 of FIG. 2. The identity analyzer 106 extracts embedded identifying information (e.g., a watermark or an

-23CA 2980754 2017-09-29 identification code) from the media content (block 302). Example watermark information extracted from example media content is shown in Table 2. The tag generator 108 generates the tag from the extracted identifying information (block 304). The example tag generator 108 generates the tag by concatenating several sets of attribute type values and data values as shown in Table 1. Control then returns to block 218 of FIG. 2.

[0055] FIG. 4 is a flowchart of example machine readable instructions that may be executed to implement block 210 of FIG. 2. The identity analyzer 106 retrieves watermark and/or other identifying information, metadata, and/or attribute data from the content data store 104 for watermarking the media content (block 402). For example, the identity analyzer 106 may receive an XML file with attribute data for the media content. The identity analyzer 106 then associates the watermark with the media content (block 404). Any desired watermarking technique may be employed. The identity analyzer 106 then transmits the watermarked media content to the content data store 104 for storage (block 406). The identity analyzer 106 then generates a watermark data output of information about the media content and the watermarks that have been inserted therein (block 408). The example identity analyzer 106 generates an XML watermark data output that includes the identifying information and/or other identifying information and/or attribute data for the media content and information about the watermark(s) that were embedded in the media content. The example identity analyzer transmits the watermark data output to the content data store 104 (block 410). Metadata associated with the watermarking may also be transmitted to the content data store 104. Then, the tag generator 108 generates a tag using the

-24CA 2980754 2017-09-29 identification information from the watermark (block 412). The example tag generator 108 generates the tag by concatenating several sets of attribute type values and data values as shown in Table 1. Control advances to block 218 of FIG. 2.

[0056] FIG. 5 is a flowchart of example machine readable instructions that may be executed to implement block 214 of FIG. 2. The identity analyzer 106 extracts inherent information (e.g., characteristic information) from the media content (e.g., a signature) (block 502). The example identity analyzer 106 retrieves attribute data and/or identifying information for the media content from the content data store 104 based on the inherent information (block 504). In the illustrated example, the identity analyzer 106 queries the content data store 104 to match the extracted signature information to reference signature information in the content data store 104 to retrieve the attribute data and/or identifying information. Then, the tag generator 108 generates a tag using the attribute data and/or identifying information associated with the media content by the signature (block 506). The example tag generator 108 generates the tag by concatenating several sets of attribute type values and data values as shown in Table 1. Control then advances to block 218 of FIG. 2.

[0057] FIG. 6 is a flowchart of example machine readable instructions that may be executed to validate tags that have been generated by the media identifier tool 105. The central facility 120 receives tag response data from the presentation location 114 (block 602). For example, the central facility 120 may receive tag response data from the meter 118 for media content that has been presented on the media presentation device 114. The central facility 120 also receives identifying information and/or attribute data extracted -25

CA 2980754 2017-09-29 from the media content corresponding to the received tag (block 604). For example, the example meter 118 transmits extracted watermark or signature data for the media content that has been presented on the media presentation device 116. The central facility 120 then compares the tag data and the identification information to determine if they both identify the same media content (block 608). In the illustrated example, the identifying information is a stream of watermarks and/or signatures. The central facility 120 determines whether any of the watermarks and/or signatures in the stream substantially match the watermark and/or signature information in the tag. For example, the central facility 120 may check whether the SID and/or MAID in the tag matches the SID and/or MAID from watermark or signature information embedded in or associated with the media content. Tags may substantially match identifying information from a signature or watermark when they include the same values, when the majority of the values match, when the tag more closely matches the identification information than any other identifying information, when one or more values from the tag match attribute data associated with the identifying information, or when the identifying information more closely matches the tag than any other tag.

[0058] When the tag substantially matches the watermark or signature information (block 606), the tag may be marked as valid and/or reporting of exposure data using that tag will continue (block 610). For example, presentation of the media content may be credited based on the received tag data.

[0059] When the information in the tag does not match the watermark or signature information (block 606), the tag is added to an invalid tag list (e.g.,

-26CA 2980754 2017-09-29 in the tag access database 124) to remove the tag from exposure log data (block 612). Control then returns to block 602 to await reception of the next tag.

[0060] In some examples, the meter 118 is included at a subset of all presentation locations 114 (e.g., a set of presentation locations 114 selected for a panel) and other presentation locations 114 do not include a meter (i.e., are not panelists) but nonetheless receive the monitoring instructions 115. Accordingly, the presentation locations 114 that include the meter 118 will send both identifying information (e.g., watermark, signature, etc.) and tag information to the central facility 120. Upon receiving the first combination of tag information and identifying information from the meter 118, the central facility 120 performs the validation described in FIG. 6. If a tag is identified as valid, the example central facility 120 records that the tag has been validated and, in the illustrated example, the validation is not performed again for that tag. If a tag is identified as invalid, the example central facility 120 records that the tag is invalid and, in the illustrated example, the validation is not performed again for that tag. Alternatively, validation may be performed every time a tag/identifying information combination is received or may be performed at some interval (e.g., a random interval, a periodic interval, etc.). Accordingly, because the central facility 120 has recorded whether a tag is valid or invalid, when a tag is later received (e.g., a tag is received without identifying information), the central facility can determine whether the tag data should be trusted for use in reporting or should be ignored. In other words, when a tag has been marked as invalid, the media content identified (incorrectly) by the tag will not be credited as an exposure.

-27CA 2980754 2017-09-29

[0061] FIG. 7 is a block diagram of an example processor system 710 that may be used to execute the example instructions of FIGS. 2-6 to implement the example apparatus, methods, and/or systems described herein. As shown in FIG. 7, the processor system 710 includes a processor 712 that is coupled to an interconnection bus 714. The processor 712 may be any suitable processor, processing unit, or microprocessor. Although not shown in FIG. 7, the system 710 may be a multi-processor system and, thus, may include one or more additional processors that are identical or similar to the processor 712 and that are communicatively coupled to the interconnection bus 714.

[0062] The processor 712 of FIG. 7 is coupled to a chipset 718, which includes a memory controller 720 and an input/output (I/O) controller 722. A chipset provides I/O and memory management functions as well as a plurality of general purpose and/or special purpose registers, timers, etc. that are accessible or used by one or more processors coupled to the chipset 718. The memory controller 720 performs functions that enable the processor 712 (or processors if there are multiple processors) to access a system memory 724, a mass storage memory 725, and/or a digital versatile disk (DVD) 740. [0063] In general, the system memory 724 may include any desired type of volatile and/or non-volatile memory such as, for example, static random access memory (SRAM), dynamic random access memory (DRAM), flash memory, read-only memory (ROM), etc. The mass storage memory 725 may include any desired type of mass storage device including hard disk drives, optical drives, tape storage devices, etc. The computer-readable instructions

-28CA 2980754 2017-09-29 represented by the flow charts described above may be stored in the system memory 724, the mass storage memory 725, and/or the DVD 740.

[0064] The I/O controller 722 performs functions that enable the processor 712 to communicate with peripheral input/output (I/O) devices 726 and 728 and a network interface 730 via an I/O bus 732. The I/O devices 726 and 728 may be any desired type of I/O device such as, for example, a keyboard, a video display or monitor, a mouse, etc. The network interface 730 may be, for example, an Ethernet device, an asynchronous transfer mode (ATM) device, an 802.11 device, a digital subscriber line (DSL) modem, a cable modem, a cellular modem, etc. that enables the processor system 710 to communicate with another processor system.

[0065] While the memory controller 720 and the I/O controller 722 are depicted in FIG. 7 as separate functional blocks within the chipset 718, the functions performed by these blocks may be integrated within a single semiconductor circuit or may be implemented using two or more separate integrated circuits.

[0066] Although certain example methods, apparatus and articles of manufacture have been described herein, the scope of coverage of this patent is not limited thereto. On the contrary, this patent covers all methods, apparatus and articles of manufacture fairly falling within the scope of the claims of this patent.