Ad-ID lives at the center of a rapidly-evolving industry. The Ad-ID Blog presents our insights and commentary on a variety of topics. Stay informed with us, and learn how we can impact your business.
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.
Last Thursday, I had the privilege of being on a panel called "YOUR TAXI IS WAITING: Implementing a UPC Code to Track Content and Ads Across Platforms" at the Second Annual Cross-Platform Video Measurement Summit, sponsored by the Coalition for Innovative Media Measurement (CIMM).
This panel discussed the final report of a two-year effort sponsored by CIMM, called Trackable Asset Cross-Platform Identification (TAXI). We will look back upon this report as the turning point in reducing cross-platform media complexity, and unleashing untold innovation for the benefit of marketers.
On Wednesday January 30th 2012, Ad-ID, was awarded the Media Magazine, Media Supplier of the Year award; the selection criteria put emphasis on creating innovation in the industry.
It was a great honor to be joined at the awards dinner by Ad-ID team members, and customers.
We have all heard the phrase, "A chain is only as strong as its weakest link." Truth is, in the current marketing supply chain weak links abound! To successfully create a supply chain which transforms an antiquated linear view to the more apt supply web which a more three dimensional network of partners.
{Bigfoot wants to know: "People have been trying to identify me for decades. How tough can it be to accurately identify commercial spots and programs?"}
We all have a nagging feeling all three could exist. Many would like to believe they could be real. All we need is some proof. Hard evidence. Something that could tangibly demonstrate that their existence is at least possible.
Supply chain leadership means more than low costs and efficiency—it requires an advanced ability to shape and respond to shifts in demand with innovative products and services. Value chain performance translates to productivity and market share leadership.
When I think about efficiency, profitability, and growth within our industry, I immediately question our current practices. I am afraid we may be squandering opportunities for supply chain excellence.
Players in the media business (such as broadcasters, program producers/distributors, ad agencies and commercial producers) don't believe that technologists can integrate all of their systems; in addition, many technologists don't believe that these players know, or care enough. Both are mistaken, of course. This leads to a bit of a chicken-and-egg situation as it applies to a marketing and communications supply chain, and the efficiencies they promise.
