The present invention relates generally to content identification. Examples of content include imagery, video and audio. One claim recites decompressing a compressed encoded signal, the encoded signal comprising plural-bit information hidden therein; determining whether the plural-bit information is sufficiently hidden in the decompressed encoded signal based on first criteria; and embedding the plural-bit information in the decompressed encoded signal if the plural-bit information is not sufficiently hidden. Another claim recites receiving a plural-bit identifier from a content processor that derives the identifier from sample values representing an audio or image media object; providing the identifier to a remote database via the internet; receiving from the database a profile of a proprietor of the media object, the profile including the proprietor's name and contact information. Of course, other combinations are provided and claimed as well.