The ability to create an identifier (digital fingerprint), which is indivisible from the content itself, enables a digital asset to be tracked as it is distributed and consumed. Some businesses are already using this kind of technology. When used in conjunction with content-aware networks, technologies such as these may help both to protect rights owners and maintain the privacy and trust of their users. With the development of smarter content-aware networks, new tools for analysis and tracking of content usage and user engagement may become increasingly valuable.

Research is still needed to understand better the relative values of aggregated versus individual consumer data, and to ensure utmost respect for privacy and legal requirements. The Technology Strategy Board will support the development of new tools and applications in this area in order to discover new sources of value.