Definition: Digital Fingerprinting Technology enables the content owner to exercise control on their copyrighted content by effectively identifying, tracking, monitoring and monetising it across distribution channels (web, broadcast, radio, streaming, etc.) by converting their content into a compact digital asset or impression by a known fingerprint algorithm. In a fingerprinting algorithm, a large data item (audio or video or any files) maps to a much shorter bit string, i.e. fingerprint of the file which uniquely identifies the original data for all practical purposes. Digital Fingerprints have contents’ characteristics and enough details to identify a content variant upon comparison. Description: Fingerprinting algorithm is based on a variety of content properties (frame snippets, motion and music changes, the camera cuts, brightness level, object movements) which are used for creating a digital asset reference along with content metadata and storing it in the database repository. The system is smart enough to identify whenever any part of audio/video content coming from any distribution sources is compared even in cases of content modification (compression, aspect ratio changes, re-sampling, change in color, dimensions, format, bitrates, equalization) or content degradation (distortion due to conversion, loss in quality, blurring, cropping, addition of background noise etc.) Digital Fingerprinting Workflow: The process involves content owners register their content for fingerprinting and creating reference digital representation of the content which is used for future comparisons. The steps follows are: i) Extraction of unique characteristics- fingerprint of digital content and submission to rights, registry along with metadata of the file. ii) Identification of content – By comparing against fingerprints in the database to check for infringement. iii) Result – Based on comparison take appropriate action under agreed business rules (block, delete, authorize). Common Fingerprinting Algorithms: 1) Rabin’s fingerprinting algorithm. 2) Cryptographic hash functions. Example: Audible Magic, one major digital fingerprinting company, works for huge content providers like NBC Universal, Sony Music and 20th Century Fox. This company claims that its CopySense technology can identify the source of a video clip within five seconds of playback and can identify an audio file within 10 seconds. The company also claims its software can recognize a piece of media which contains recorded off a movie theatre screen with a handheld camera. The identification is based on the perceptual characteristics of audio and video as described by the company. The system can see past transformative changes to audio and video files like transcoding among file formats, equalizing of audio, cropping of an image or even blurring of a picture for analysing it.