Beyond distribution: The critical role of content tracking

Abstract

In the dynamic landscape of digital asset management (DAM), managing the life cycle of digital assets extends beyond mere storage and retrieval. This paper emphasises the critical importance of content tracking for safeguarding brand integrity and compliance. It outlines the complexities involved in managing digital assets, from pre-production to postdistribution, highlighting the necessity of tracking usage rights and expiration dates across various platforms and geographies. The piece explores advanced technologies such as visual matching and rights management systems that use artificial intelligence to automate tracking and compliance analysis, thereby mitigating legal risks and enhancing operational efficiency. The paper discusses practical scenarios where content tracking is indispensable, such as managing expiring content, avoiding rights violations and maintaining brand consistency during rebranding efforts. It concludes that in a world where digital content predominates, a robust content tracking system integrated with a DAM system is essential for maintaining control over digital assets and ensuring their compliant and effective use. This not only protects the brand but also optimises content performance, ultimately contributing to the brand’s market success.