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Background

How does this impact other companies, besides advertisers and agencies?

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All companies should adopt best practices and be sure that any advertising assets that use union talent are consistently using Ad-ID codes.

Has the contract been ratified?

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The contract was ratified on May and the contract is retroactive to April 1. Per the contract, while there is a grace period through March 31, 2014 to allow the conversion, best practices clearly dictate against such brinkmanship. To ensure consistency with the SAG-AFTRA contract provisions, we strongly recommend that the transition to Ad-ID codes for all television, radio and digital commercial production begin as soon as possible.

Is everyone aware of this requirement? Who has been notified?

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The Ad-ID requirement has been, and will continue to be, broadly communicated throughout the marketing ecosystem.

What led the union to agree to require Ad-ID?

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During a 2012 pilot test, it was found that commercial identifiers are not used consistently, which resulted in the need to estimate a significant percentage of the use fees calculated. A uniform digital identifier ensures more accurate accounting
than today’s system of varied identifiers and manual calculations. Full adoption of Ad-ID will allow accurate tracking and measurement by advertisers of their advertising assets across all platforms.

What is the Clearinghouse Initiative?

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The ANA, 4A's and SAG-AFTRA have agreed to jointly undertake the Clearinghouse Initiative - designed to ensure more accurate tracking and accounting of talent residual payments. It will be a centralized, secure database to manage, aggregate and report upon commercial airplay. As the project moves forward in the coming year, more details about the Clearinghouse Initiative will become available.

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