The boards of directors of both the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's) have unanimously endorsed Ad-ID as the industry standard for web-based universal coding for digital assets.
Ad-ID can be thought of as the UPC code of the advertising industry. The Universal Product Code (UPC) consists of the numbers and barcode found on products around the world. These codes are used to identify products quickly and easily at grocery store checkout stands and other points along the supply chain. If manufacturers used their own proprietary tracking codes, how would distributers, retailers and others track sales, inventory, customer buying habits and preferences? Similar to the UPC code, Ad-ID streamlines the supply chain, fueling substantial productivity and cost savings for advertisers, agencies, vendors and media companies.
If manufacturers used their own proprietary tracking codes, how would distributers, retailers and others track sales, inventory, customer buying habits and preferences?
In addition to streamlining the supply chain, the Ad-ID system provides a common foundation for developing superior syndicated measurement systems that facilitate the confidential delivery of individual media and cross-platform measurement analyses.
Adoption of a standard coding and tracking system is critical to the long-term health and success of the advertising industry. If the advertising industry does not eliminate the proliferation of nonstandard systems, the media, measurement and other advertising communities will be required to develop costly work around practices to cope.
Ad-ID standardizes the system with a minimal investment, improved productivity and cost savings. It is estimated that universal acceptance of Ad-ID will create $1-3 billion in productivity enhancement across the supply chain.
In 2012, the boards of the 4A’s and the ANA unanimously endorsed Ad-ID as the industry standard for commercial ad coding and implementing file-based workflows across the entire marketing supply chain.
In April 2013, commercials negotiations between the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), and the ANA-4A’s Joint Policy Committee (JPC) representing the advertising industry mandated universal adoption of Ad-ID, the industry standard for identifying advertising assets across all media platforms.
Under the new agreement, all commercials produced for television, radio and digital platforms featuring SAG-AFTRA union members, must now use Ad-ID as the sole standard commercial identifier.