Functionality Will Eliminate the Rekeying of Data in the Advertising Ecosystem
November 4, 2015, New York – Ad-ID, the industry standard for identifying advertising assets across all media platforms, today announced a new function of the Ad-ID system – Complete External Access (CEA). The service provides approved companies, such as broadcasters and media vendors, with access to metadata registered with Ad-ID. This access will allow companies to improve their verification abilities, reducing the risk of errors and eliminating confusion related to the identity of advertising assets. These enhancements will also enable more accurate and efficient cross-platform measurement. CEA will launch in January 2016.
ABC, CBS, Fox Networks Group, The NBC Universal Networks, CBS Interactive, A+E Networks (A&E, FYI, HISTORY, H2, Lifetime, LMN) and Viacom support the announcement of CEA and plan to integrate it with their current processes.
“Complete External Access will enable tremendous cross-platform innovation, which is vital for media networks,” said Patrick McGovern, SVP, Strategy and Business Operations at ABC. “The industry needs to embrace standardized metadata practices in order to move us forward.”
CEA simplifies the process by which advertisers and agencies share the advertising identification data required by media networks for cross-platform commercial management and other operational necessities. The identification data that is currently shared with media networks through manual processes is the same data that will be shared with these companies automatically through CEA. Establishing a standard format for sharing information will improve the efficiency and accuracy of measurement in the industry.
CEA will be available to media outlets and online publishers; other companies must apply and be approved. Companies participating in CEA will be given access to all codes created with Ad-ID, but must know the Ad-ID code they are looking for in order to read the associated metadata.
“Complete External Access is a significant step toward reducing – and ultimately eliminating – the rekeying of advertising asset metadata at every point of the advertising supply chain,” said Harold S. Geller, Ad-ID’s Chief Growth Officer. “We look forward to collaborating with media publishers, advertisers, agencies, measurement companies and others in the advertising community to highlight the real value of standardized metadata and interoperable systems.”
Companies that do not qualify for CEA at this time will have access to Ad-ID’s Selective External Access (SEA), which provides users the ability to give specific vendors, such as broadcast commercial delivery companies, access to individual Ad-ID codes and related metadata.
“We have long been an advocate for open standards, so we applaud Complete External Access as it streamlines the sharing of Ad-ID metadata,” said Jane Clarke, CEO and Managing Director of the Coalition for Innovative Media Measurement (CIMM). “Widespread use of Ad-ID and Complete External Access throughout the media ecosystem are central to improving the measurement process, and we look forward to working with our member companies to urge adoption.”
More information about Complete External Access can be found on the Ad-ID website at www.ad-id.org/about/external-access. The first of a series of informational webinars about CEA will take place on November 10. Visit www.Ad-ID.org for additional information.
Ad-ID is the industry standard for identifying advertising assets across all media platforms (broadcast, online, mobile, over-the-top, print and audio). 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 more than 2,600 advertisers of all sizes and most advertising agencies in the United States. For more information visit www.Ad-ID.org.