1. A method for obtaining associated information for a multimedia content, comprising: receiving a content at a receiver device equipped with a watermark detector; performing watermark detection on the received content to extract a payload of one or more embedded watermarks, the payload including a first field that includes a server identifier and a second field that includes an interval identifier associated with the server identifier, the first field providing a mapping to an Internet address accessible to retrieve metadata associated with content segments identified by the watermark payload; based on the detected watermark payload, forming a query and transmitting the query to a server identified by the Internet address; and receiving a response to the query from the server, the response including metadata associated with the content.