Digimarc and HP to provide every printed object with a unique identity

Digimarc and HP have partnered to provide a Serialized Global Trade Item Number (SGTIN) for individual packaging items, meaning two otherwise identical units of the same product are uniquely identifiable, making it possible to track and trace for brand protection and product origination.

Using HP’s Link platform, the SGTIN automatically identifies suspicious behavior, including diverted packages, and the information can be tracked through the supply chain to the end consumer via the Cloud.

Greater transparency

Heidi Dethloff, VP marketing, Digimarc, said traceability initiatives are facing the challenge of product fraud, recalls, regulatory compliance and the need for greater transparency across the supply chain.

According to ICC (International Chamber of Commerce), the product counterfeiting and piracy industry is estimated to reach $4.2 trillion by 2022.

“This digital capability from HP allows brands to free-up their package design real estate, while leveraging the full benefits of variable data printing for connected, customized, personalized and serialized packages,​” said Dethloff.

With HP Link, Digimarc Barcode can carry an SGTIN, the combination of a GS1 GTIN and a unique serial number of up to 12 digits.

Digimarc Barcode is a visually imperceptible code that can be serialized during printing on HP digital presses of product packaging, retail labels, point-of-purchase (POP) displays and other print output.

Brand protection

“With HP Link and Digimarc Barcode, consumer brands can protect their brand, track products from origin-to-destination, provide personalized content and coupons, and other benefits,​” said Marvin Gross, head, emerging solutions, HP Business Graphics Solutions.

“Our solution can integrate with enterprise systems to manage inventory at the unique item level as well as enable faster and easier forms of checkout, including traditional, mobile and self-checkout​.”

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