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Ad-ID Announces Digital Video Ad Serving Template Integration and New Study of Embedded Metadata in Digital Video Ads

Monday, November 3, 2014

New York, NY – Today, at the Interactive Advertising Bureau (IAB) Ad Operations Summit in New York, Ad-ID announced that the IAB will start to evaluate standardized, embedded advertising metadata (e.g., digital ad slate) from Ad-ID in all digital video ad assets as part of the new IAB Research & Development Tech Lab. Ad-ID also announced that an IAB digital video task force will develop best practices for integrating Ad-ID into the Video Ad Serving Template (VAST).

“For a publisher to truly scale across all screens, they must be able to efficiently identify, manage, and track creative assets. In today’s landscape, digital video ad asset data, coding, and distribution are extremely fragmented with no standards or process in place. Ad-ID’s unique codes and standardized metadata will simplify the workflow and strengthen advertisers’ capabilities for measuring cross-platform performance,” said Scott Cunningham, IAB Vice President of Technology & Ad Operations.

The embedded metadata standard that is being evaluated in the IAB’s Research & Development Tech Lab is the Extensible Metadata Platform (XMP), an open international standard originally developed by Adobe. Ad-ID has developed a schema for embedding metadata in advertising assets using XMP.

The IAB’s Video Ad Serving Template (VAST) specification is a universal XML schema for serving ads to digital video players. Integration with Ad-ID enables the unique identification of assets and ensures that digital video assets are always delivered appropriately.

“These commitments from the digital advertising community are a vital step toward greater transparency and standardization in the industry. Wider adoption of Ad-ID will drive operational efficiencies that will spur innovation and save money that can be reinvested in working media,” said Harold S. Geller, Chief Growth officer of Ad-ID.

For more information and to download the XMP demo visit:

About Ad-ID
Ad-ID is the industry standard for identifying advertising assets across all media platforms. The web-based system is a central, secure source for the industry’s asset identification information and ensures that all assets are delivered correctly to media and consumers. Ad-ID is a joint venture of the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA) and serves close to 1,800 advertisers of all sizes and most advertising agencies in the United States. For more information visit or follow Ad-ID on Twitter @Adidentify.

Press Contact:
Meredith Topalanchik