In January 2016 the Interactive Advertising Bureau released VAST 4.0, an update to its Video Ad Serving Template for delivering video ads across multiple platforms (over-the-air, online, over-the-top, mobile, place-based).
Working smarter is the core idea behind the Ad Consortium, a coalition of companies in the advertising supply chain that provide services for trafficking and distributing advertising and for procuring, tracking, and paying for the use of talent and licensed elements in an advertising asset.
The Advanced Television Systems Committee (ATSC) is an international organization developing standards for digital television. ATSC 3.0 is the next generation of local television, Internet Protocol delivery of local broadcast, which is expected to start rolling out in 2018.
Ad-ID has set up system integrations with a number of industry organizations, which allow them to view Ad-ID codes and the related metadata on a permission basis. These integrations help companies eliminate the need to rekey advertising information and provide efficiency by lowering the human effort involved in sharing data between and among systems.
Ad-ID continues to grow and gain traction in the industry. The system 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.
Lots of great and innovative things are happening in the Marketing and Communications supply chain relating to cross-platform advertising, and much has been written about how complex it has gotten. This new Ad-ID white paper outlines the savings and opportunities that are enabled by leveraging unique coding, and description of ads, using Ad-ID. This is especially important given the SAG-AFTRA mandate governing commercial production that went into effect April 1, 2014.
The SAG-AFTRA/JPC commercials contract mandates that all commercials produced for television, radio and digital platforms featuring union talent must use Ad-ID as the sole standard commercial identifier.