Ad industry trade groups, The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA), today, announced Ad-ID, a universal ad coding standard, has been adopted by more than 300 of the nation’s top marketers. In addition, a total of 875 companies have registered in Ad-ID, and over 14,000 individual codes have been created for various forms of advertising.
Ad-ID provides the foundation for digital trafficking and tracking as well as digital connectivity. It is the equivalent of the retail community’s “UPC code.” By assigning a unique system-generated identification code to all advertising assets, television, online, print and radio, Ad-ID can improve the accuracy and efficiency of advertising processes from delivery through billing, and is said to,ultimately, contribute to tracking and measuring advertising effectiveness across campaigns.
From the release:
Companies currently involved with Ad-ID include: Allstate, Blockbuster, BMW, Capital One, ConAgra, Coors Brewing Company, Discovery Networks, Ford Motor Company, HBO, The Home Depot, Hewlett Packard, Johnson & Johnson, Masterfoods, Nestli, Novartis, Procter & Gamble, Pepsi, Sears Roebuck & Co., SoapNet, Virgin Mobile, and Wachovia.
“Ad-ID is essential in order to fully utilize eBiz for Media, the auditable ‘paperless’ trail for the buying, selling and invoicing of media,” said Chris Rohrs, President, Television Bureau of Advertising.
“Ad-ID promotes Lean Six Sigma principles by linking the Marketing Supply Chain. This coding system creates improvements and cost savings for the advertisers, the agencies, and the media,” said Jim Zambito, Executive Director, Agency Relations & Controller, Johnson & Johnson.
Ad-ID is clearly gaining momentum in the advertising and marketing industry. The four major television networks, ABC, CBS, NBC and FOX, are all fully Ad-ID compliant. Key media associations including the Boards of Directors of the AAAA and the ANA, the Cabletelevision Advertising Bureau, the Television Advertising Bureau, the Interactive Television Alliance, the Internet Advertising Bureau, the Radio Advertising Bureau, and the Outdoor Association of America have also publicly supported Ad-ID. Donovan, Datatech, Harris Corporation, Talent Partners, Vyvx, MediaPlex, Verance, and scores of other industry systems are also Ad-ID compliant.
“We are committed to the industry’s growth in technology and realize that antiquated coding systems and a lack of a common standard are not acceptable,” said Bob Liodice, President and CEO of the ANA. “Ad-ID establishes a common language that not only enables system-to-system communication, but also reduces inefficiencies and wasted dollars.”
“Advertisers, agencies, and the media understand the importance of streamlining the entire advertising and media transaction process,” said O. Burtch Drake, President and CEO of the AAAA. “Ad-ID lays the foundation upon which the future of digital communications in the industry will be built.”
For more information about Ad-ID, visit www.ad-id.org.
