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Where We’ve Been and Where We’re Going

Thursday, February 8, 2018

Ad-ID Celebrates 15th Anniversary

In 2003, when Ad-ID launched, the Association of National Advertisers (ANA) was quoted in the Jack Myers Media Business Report as saying, “It has begun to dawn on people that current systems do not work with addressable and video-on-demand technologies, and emerging forms of advertising will require a zero-defect identifier.” The ANA pointed out that Ad-ID provides a common digital identification system that applies across all media platforms. 

Around the same time as the ANA’s comments, a former executive at Coca-Cola said, “We will look back at the launch of Ad-ID in the same context as when Ted Turner went live on satellite with CNN, when Wozniak and Jobs first introduced Apple, and when Marc Andreessen created the browser. The information stored in Ad-ID will enable power to shift to those who have the mechanisms for one-to-one communications.”

Both the ANA and Coca-Cola were among the industry leaders which led the charge for standardization and highly interoperable systems. John Palfrey and Urs Gasser, in their book Interop: The Promise and Perils of Highly Interconnected Systems, wrote, “The benefits and cost savings of interoperability are most apparent when technologies work together so that the data they exchange prove most useful at the other end of the transaction. We need highly interoperable systems at the technology, data, human, and institutional layers.”

Engineers can develop the tools needed to make the technology and data layers work, but the human and institutional layers are more complex. There will be a variety of announcements in 2018 that will provide the basis for more universal adoption of Ad-ID by addressing the real barriers to adoption and overcoming the perceived ones.

ANA CEO Bob Liodice recently said, “Ad-ID is the industry standard for coding digital advertising assets. The industry has taken a major step toward streamlining the marketing supply chain and enabling multi-platform content delivery. It is imperative that everyone involved in creating and distributing advertising assets across all platforms begin identifying them with Ad-ID.”

The Ad-ID team has consistently been at the center of the industry dialogue, and I look forward to continuing the discussion.

Harold S. Geller
Executive Director