As digital video expanded across platforms, content owners faced a critical challenge: without a universal content identifier, they couldn’t effectively track, monetize, measure or protect the value of their assets. Just prior to launching Morgan Digital Ventures, we mobilized and aligned more than 25 leading media brands, networks, advertisers and agencies to build the business case for a common video identification standard — and to drive adoption across the ecosystem. The effort demonstrated a $2.5 billion market opportunity and led to the ratification of an open-standard video asset ID system that now enables seamless monetization and measurement across owned-and-operated and third-party distribution channels.