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Common Ad-ID Misconceptions

Wednesday, July 16, 2014

Common Ad-ID Misconceptions


Ad-ID continues to grow and gain traction in the industry. With the number of users increasing each day  and support from more than a dozen major trade organizations representing the broadcast, marketing and market research industries, Ad-ID is a must-have for all marketers and agencies. It provides essential tracking and measurement tools that benefit marketers and the entire industry.


As more organizations adopt Ad-ID throughout their processes, there are a few common misconceptions about the system:


Misconception #1:  Nobody uses Ad-ID.

·         The number of Ad-ID users continues to grow. Adoption by advertisers has grown 10 percent each year for the past three years.

·         More than half of national advertisers use Ad-ID and more than half of all TV ads are coded with Ad-ID.


Misconception #2:  Ad-ID is going to give all my information to SAG-AFTRA so they can figure out how many non-union commercials I produce.

·         Ad-ID treats all information and data entered into the Ad-ID system as confidential. None of the data that is entered into the Ad-ID system is shared with any third party, including SAG-AFTRA.

·         The only information shared with the union is which advertisers, agencies and vendors are creating codes in the Ad-ID system and which are not. This information is publicly available on the Ad-ID website.


Misconception #3:  Ad-ID makes me input too much metadata.

·         Ad-ID requires basic information about ads in order to accurately track them. This includes 12 mandatory fields: media type, medium, definition, code record type, parent company, advertisers, brand, product, ad title, agency name, length and language.

·         Of the 12 fields:

o   Six fields are selected from a pre-defined list at the time of creating the Ad-ID code

o   Four fields are pre-populated during the Ad-ID onboarding process or selected from a pre-defined list

o   One field must be typed in at the time of creating the Ad-ID code (Ad Title)

o   One field is populated from the user’s profile


Misconception #4:  The process I have now for coding ads works just fine. I don’t need Ad-ID.

·         A centralized registration authority for the advertising industry is needed in today’s complex advertising landscape. While your process may work within your company, you need to be able to track ads as they move throughout the supply chain. Without Ad-ID, ad metadata is exchanged inconsistently.

·         Ad-ID and its metadata are the foundation for measurement improvements. Advertisers today need more timely and granular measurement data as assets are moved across multiple platforms.

·         Ad-ID’s API (application programming interface) allows for permission-based sharing of information about ads. Ad-ID can integrate with many advertising industry vendors, streamlining processes and eliminating errors through the supply chain.

·         If you use SAG-AFTRA union talent, you are now mandated to use Ad-ID.


Misconception #5:  Ad-ID costs too much.

       ·      Ad-ID is appropriately priced for the many benefits it provides and 

           the cost it incurs to provide them. In 2013, Ad-ID introduced a new

           pricing model, benefitting a large majority of customers. The following 

           are details on the Ad-ID cost structure:

o   There is a one-time payment of $500 and each code costs only $40

o   For $15,000, you can get unlimited codes

o   Agency prefixes (“unlocked prefixes”) can now be used by smaller advertisers

o   Credits in an Ad-ID account carry over from year to year

o   501(c)(3) charities receive free prefixes and codes



Still not sold? Read what your industry colleagues have to say about Ad-ID. The benefits far outweigh the cost, and it’s easy to get started. Visit today or reach out to our customer service team with any additional questions.