Abstract: The advances in multimedia and networking technologies
have created opportunities for Internet pirates, who can easily
copy multimedia contents and illegally distribute them on the Internet,
thus violating the legal rights of content owners. This paper describes
how a simple and well-known watermarking procedure based on a
spread spectrum method and a watermark recovery by correlation can
be improved to effectively and adaptively protect MPEG-2 videos
distributed on the Internet. In fact, the procedure, in its simplest
form, is vulnerable to a variety of attacks. However, its security
and robustness have been increased, and its behavior has been
made adaptive with respect to the video terminals used to open
the videos and the network transactions carried out to deliver them
to buyers. In fact, such an adaptive behavior enables the proposed
procedure to efficiently embed watermarks, and this characteristic
makes the procedure well suited to be exploited in web contexts,
where watermarks usually generated from fingerprinting codes have
to be inserted into the distributed videos “on the fly", i.e. during the
purchase web transactions.