08/21/2013 – 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, have mandated universal adoption of Ad-ID. Ad-ID is the industry coding 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. Per the contract, a grace period through March 31, 2014 will be provided for conversion.
Ad-ID is a web-based system that generates and manages a unique identifying code for each advertising asset and applies that code to all media. Valid Ad-ID codes can only be issued from the Ad-ID system and include all basic information regarding the advertising asset. Ad-ID has developed extensive educational materials including webinars, videos and FAQs to help the marketing community make this transition.
"This mandate is a critical step forward for Ad-ID and the advertising industry as a whole," said Bob Liodice, President and CEO of the ANA and CEO of Ad-ID. "Full adoption of Ad-ID will enable greater transparency and accountability and eliminate costly errors associated with the inconsistent use of advertising asset identifiers. 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."
In October 2012, Ad-ID was unanimously endorsed by the boards of directors of the American Association of Advertising Agencies (4A's) and Association of National Advertisers (ANA) as the industry standard for commercial advertising coding.