The Canada Media Fund (CMF) is in the process of amending all active Rich and Substantial Digital Media tags in order to comply with the technical specifications of the Adobe suite of products. This re-tagging process will be rolled out in three phases (Websites, Applications and then Videos) and is expected to be completed by late 2016.
In order to remain in compliance with their contractual obligations to the CMF, producers of all CMF-funded projects must add the new Adobe-readable tag alongside existing comScore tag. Both tags will remain active during this transition period, which is anticipated to extend into early 2017.
This change comes as a result of Adobe’s acquisition of comScore Digital Analytix. Adobe and comScore will work together to ensure that the business-critical workflows that Digital Analytix customers—such as the CMF—rely upon are not disrupted. With the growth of cross-screen content consumption, particularly through over-the-top (OTT) devices, this merger will allow the CMF to benefit from deep insights into the performance of content across screens. It will provide an accurate measure of how audiences access content across every major IP-connected device, including desktops, smartphones, tablets, game consoles and OTT boxes.
Producers that have not received an Adobe tag for their project can contact us via email at DMreporting@cmf-fmc.ca.