Digital watermarking is the process of embedding information into a digital signal in a way that is difficult to remove. The signal may be audio, pictures or video, for example. If the signal is copied, then the information is also carried in the copy. A signal may carry several different watermarks at the same time.
In visible watermarking, the information is visible in the picture or video. Typically, the information is text or a logo which identifies the owner of the media. The image on the right has a visible watermark. When a television broadcaster adds its logo to the corner of transmitted video, this is also a visible watermark.
In invisible watermarking, information is added as digital data to audio, picture or video, but it cannot be perceived as such (although it may be possible to detect that some amount of information is hidden). The watermark may be intended for widespread use and is thus made easy to retrieve or it may be a form of Steganography, where a party communicates a secret message embedded in the digital signal. In either case, as in visible watermarking, the objective is to attach ownership or other descriptive information to the signal in a way that is difficult to remove. It is also possible to use hidden embedded information as a means of covert communication between individuals.
One application of watermarking is in copyright protection systems, which are intended to prevent or deter unauthorized copying of digital media. In this use a copy device retrieves the watermark from the signal before making a copy; the device makes a decision to copy or not depending on the contents of the watermark. Another application is in source tracing. A watermark is embedded into a digital signal at each point of distribution. If a copy of the work is found later, then the watermark can be retrieved from the copy and the source of the distribution is known. This technique has been reportedly used to detect the source of illegally copied movies.
Annotation of digital photographs with descriptive information is another application of invisible watermarking.
While some file formats for digital media can contain additional information called metadata, digital watermarking is distinct in that the data is carried in the signal itself.
The use of the word of watermarking is derived from the much older notion of placing a visible watermark on paper.