An embodiment of the present invention includes a technique to identify a piece of content. A content identifier is embedded into the piece of content in a pre-determined format. The content identifier identifies the content. The content embedded with the content identifier is encoded into a packaged content to be transmitted from a content provider to a content delivery operator via a transmission medium. The packaged content is delivered to a subscriber by the content delivery operator free of obfuscation according to a contractual agreement between the content provider and the content delivery operator such that the content identifier is preserved for identification of the content.;In another embodiment, an interface to a delivering unit receives a piece of content embedded with a content identifier in a pre-determined format. The content identifier identifies the content. The content is transmitted from a content provider to a content delivery operator and delivered by the content delivery operator free of obfuscation according to a contractual agreement between the content provider and the content delivery operator such that the content identifier is preserved for identification of the content. The content identifier is extracted from the piece of content according to the pre-determined format.
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