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Advertising Interoperability

Interoperable systems can make us more efficient by lowering the human effort involved in sharing data between and among systems. Ad-ID is involved in a variety of media and entertainment interoperability efforts to vastly improve the tracking and measurement on online assets across all platforms and the entire advertising supply chain.

Ad-ID is involved in interoperability efforts with the Advanced Media Workflow Association (AMWA), Coalition for Innovative Media Measurement (CIMM), Interactive Advertising Bureau (IAB), The Society of Motion Picture and Television Engineers (SMPTE) and The Extensible Metadata Platform (XMP). For further information about Ad-ID interoperability efforts, please contact Ad-ID Executive Director, Harold Geller (

RESTful Web Services

Ad-ID offers Representational State Transfer (RESTful) web services for both the creation, and retrieval of Ad-ID data. Documentation of these web services can be requested here.

Ad-ID Metadata

There are two main classifications of Ad-ID metadata, the “full”, and “slate metadata”. The “slate metadata” primarily consists of the mandatory fields, and those which are important to interoperability, i.e. audio / color specifications, or video formatting (AFD). The Ad-ID XML schema Definition (XSD) of “slate metadata” is published here.

Complete External Access (CEA)

Complete External Access (CEA) provides approved companies with access to all Ad-ID codes and metadata in the Ad-ID system. Companies using CEA must know the Ad-ID code they are looking for in order to read the associated metadata. CEA simplifies the process by which advertisers and agencies share the advertising identification data required by media networks for cross-platform commercial management and other operational necessities. Ad-ID information cannot be modified in any way through CEA. More detailed information about CEA can be found here. The CEA specifications can be found here.

Ad-ID participates in many advertising related interoperability and standards efforts:

Advanced Media Workflow Association (AMWA) focuses on file-based workflows to benefit content creators including film, television, advertising, Internet and post-production professionals, to enable content creators to easily exchange digital media and metadata across platforms.

The AMWA strives for compatibility between AAF (Advanced Authoring Format), BXF (Broadcast eXchange Format), Material eXchange Format (MXF) and Extensible Markup Language (XML).

AMWA AS-12 is an MXF format optimized for the delivery of finished commercials to broadcast stations. AS-12 adds advertising identification metadata to an advertisement contained in compliant MXF files. AS-12 supports Ad-ID for the United States market.  More information about AS-12 is available here.

Coalition for Innovative Media Measurement (CIMM) membership includes leading television content providers, media agencies and advertisers with a mandate to promote innovation in audience measurement for television and cross-platform media by exploring and identifying new methodologies and approaches to audience measurement through proof-of-concept pilot studies with independent measurement companies.

TAXI – Trackable Asset Cross-Platform Identification is a CIMM initiative designed to spark widespread adoption of existing open-standard asset registries (EIDR and Ad-ID) for professional video content and advertising. More information about CIMM-TAXI is available here. Read Why Ad-ID is important for Audience Measurement here.

Interactive Advertising Bureau (IAB)  The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry.
VAST is a Video Ad Serving Template for structuring ad tags that serve ads to video players. It is a part of the IAB TechLab’s VSUITE video ad specifications. Using an XML schema, VAST transfers important metadata about an ad from the ad server to a video player. Initially launched in 2008, VAST has since played an important role in the growth of the digital video marketplace. With VAST4.0 (released in Jan 2016), the focus has been on improving the quality of Video ads by adding support for features like Server Side Ad Insertion, Mezzanine file support and Universal Ad-Id. The Ad-ID is used to provide a unique creative identifier that is maintained and tracked across all systems.

International Digital Enterprise Alliance (IDEAlliance) advances core technology to develop standards and best practices to enhance efficiency and speed information across the end-to-end digital media supply chain - creation, production, management and delivery of knowledge-based multimedia content - digitally and in print. More information about IDEAlliance is available here.

The IDEAlliance ADAM specification is at the center of the cross platform publishing workflow, called Media Workflow, which specifies the fields to be used by ad portals and embedded in the PDF using XMP. Included are fields that are derived from Ad-ID. Marrying standardized, unique digital asset identification such as Ad-ID with XMP helps reap the full benefits of file-based magazine advertising workflows. More information about ADAM is available here.

IDEAlliance PRISM 3.0 defines XML metadata fields and controlled vocabularies for managing, aggregating and delivering publishing content for magazines. This new document features advertising metadata elements drawn from AdsML, the Ghent Workgroup and Ad-ID.

The PRISM Advertising Metadata Specification includes references to unique identifier, and refers to Ad-ID. More information about PRISM is available here.

The Society of Motion Picture and Television Engineers (SMPTE), is the leading technical society for the motion imaging industry.

Ad-ID is defined at SMPTE with a Registered Disclosure Document (RDD-17:2009) which which describes the Ad-ID platform. More information about RDD-17:2009 can be found here. Ad-ID also holds a SMPTE class 13 metadata node, which contains various Universal Labels related to the Ad-ID schema.

SMPTE's BXF 3.0 released in Q4 of 2013, will introduce revolutionary advertising workflow improvements to the business, with Ad-ID as a central component. BXF 3.0 consists of three SMPTE documents, including the new SMPTE RP 2021-5, which provides recommended methods of "Using Ad-ID and EIDR as alternate identifiers in SMPTE BXF and ATSC PMCP". BXF 3.0 also has at is core an updated set of schema, which allows a standardized means for ad agencies to provide traffic instructions to media outlets.  This is a first in advertising, where these traffic instructions are currently exchanged in a completely manual way via fax and email attachments.

Without Ad-ID, this dramatic improvement in advertising workflows would not be possible. It is expected that real-world implementations of capabilities found in BXF 3.0 will begin to appear very soon after its publication by SMPTE in its online store in late 2013.

The Extensible Metadata Platform (XMP) is an ISO standard, originally created by Adobe Systems Inc., for the creation, processing and interchange of standardized and custom metadata for all kinds of resources.

XMP standardizes a data model, a serialization format and core properties for the definition and processing of extensible metadata. It also provides guidelines on how XMP should be embedded into a number of popular image, video and document file formats (e.g. JPEG and PDF) without breaking their readability by applications that aren't aware of XMP.

Ad‐ID and Adobe have collaborated on the development of the Ad-ID Digital Ad Slate for XMP Version 1.0.

The use of the Ad‐ID Digital Slate for XMP Version 1.0 enables the following:

  • Improved interoperability by allowing media to more easily and efficiently identify which ad should run on which platforms (e.g., radio, print, online, mobile, over the top, place based)
  • The automatic embedding of an advertising asset’s identification information directly into the asset, eliminating the time and errors associated with manual data re‐entry
  • Simplified workflow for everyone in the marketing supply chain through a consistent digital standard that all platforms can recognize
  • More efficient and accurate tracking and measurement of key advertising assets throughout their cross‐platform lifecycle
  • An established operational cross‐platform compliance with the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG‐AFTRA), and ANA‐4A’s Joint Policy Committee (JPC) mandate to use Ad‐ID as the sole standard commercial identifier for radio and digital commercial production

Click here for instructions on how to download and use XMP Panels and Adobe Bridge for Digital Ad Slate for XMP.

Click here to download the creative cloud XMP panels.

Click here to download the Ad-ID XMP schema.