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About Ad-ID/History

About Ad-ID

Ad-ID is the industry standard for identifying advertising assets (broadcast, print and digital) across all media platforms. It’s similar to the UPC code of the packaged goods industry in that it generates a unique identifying code for each advertising asset, and applies throughout the lifecycle of the asset. Using Ad-ID greatly improves workflow between agency, advertiser, media and their associated vendors, and removes the need for excessive human intervention and mistakes.

The Ad-ID system is accessible 24 hours a day, seven days a week, and helps the advertising industry become more efficient and valuable in almost everything it does: from asset management, error reduction and resolution, to measurement and accounting.

The Ad-ID system was developed by the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA), and is the only asset identification system supported by the two trade associations and is the preferred advertising identification of the major TV networks.

Under the April 2013 agreement between SAG-AFTRA and the JPC, all commercials produced for television, radio and digital platforms featuring SAG-AFTRA union members, must now use Ad-ID as the sole standard commercial identifier. For more information, view the press release.

History

Ad-ID was started in 2003 to bring more accuracy to the coding process, consistency to ad identification, and to provide the foundation for digital convergence. It is the only asset identification system supported by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's).

In 2013, Ad-ID became a production requirement for all commercials that feature SAG-AFTRA talent.

Ad-ID began with fewer than 100 users. That number has since grown to more than 800, including the largest advertisers and retailers in the world. Today, Ad-ID is the preferred ad identification system of the major TV networks.

In 2012, a year-long pilot test by the advertising industry’s Joint Policy Committee (JPC) revealed that commercial identifiers are not used consistently, which resulted in the need to estimate a significant percentage of the use fees calculated. As a uniform digital identifier, an Ad-ID code ensures more accurate accounting than a system of varied identifiers and manual calculations. Full adoption of Ad-ID will allow accurate tracking and measurement by advertisers of their advertising assets across all platforms.

Also In 2012, both the 4A’s and the ANA boards unanimously endorsed Ad-ID as the industry standard for commercial ad coding and implementing file-based workflows across the entire marketing supply chain.

In April 2013, commercials negotiations between SAG-AFTRA and the JPC representing the advertising industry, mandated universal adoption of Ad-ID, the industry standard for identifying advertising assets across all media platforms. Under the new agreement, all commercials produced for television, radio and digital platforms featuring SAG-AFTRA union members, must now use Ad-ID as the sole standard commercial identifier.