In the watermark detection scenario, also known as zero-bit watermarking, a watermark, carrying no hidden message, is inserted in content. The watermark detector checks for the presence of this particular weak signal in content. The article looks at this problem from a classical detection theory point of view, but with side information enabled at the embedding side. This means that the watermark signal is a function of the host content. Our study is twofold. The first step is to design the best embedding function for a given detection function, and the best detection function for a given embedding function. This yields two conditions, which are mixed into one 'fundamental' partial differential equation. It appears that many famous watermarking schemes are indeed solution to this 'fundamental' equation. This study thus gives birth to a constructive framework unifying solutions, so far perceived as very different.