Our resources are a compilation of helpful business and technical information for the Ad-ID system. Use the links above to learn how to integrate your system with Ad-ID, watch step-by-step videos on our top system features, and read why standard identifiers are important and how they impact the industry supply chain. We also work with several industry partners on creating better standards for the advertising workflow.




The Coalition for Innovative Media Measurement (CIMM) is tasked with promoting innovation in audience measurement for television and cross-platform media. They explore and identify new methodologies and approaches to audience measurement through proof-of-concept pilot studies with independent measurement companies.

TAXI (Trackable Asset Cross-Platform Identification) Complete is CIMM’s initiative for the Open Binding of IDs (OBID) which helps identifiers remain embedded throughout the distribution process. This standard, published by the Society of Motion Picture and Television Engineers (SMPTE), will allow for more accurate tracking and audience measurement of content and ads across platforms.

Download the TAXI Complete White Paper


IAB Tech Lab


The Interactive Advertising Bureau (IAB) Tech Lab creates and implements global industry technical standards. The goal of the IAB Tech Lab is to reduce friction associated with the digital advertising supply chain, while contributing to the safe and secure growth of the industry. VAST is a Video Ad Serving Template for structuring ad tags that serve ads to video players. It is part of the IAB Tech Lab’s VSUITE video ad specification. Using an XML schema, VAST transfers important metadata, including the UniversalAdId (Ad-ID® in the US), from the ad server to a video player. This ensures that a unique creative identifier is maintained and tracked across all systems.

Download the latest VAST specification




The Society of Motion Picture and Television Engineers (SMPTE) is the leading technical society for the motion pictures, television, and professional media industries. They have developed thousands of standards, recommended practices, and engineering guidelines, more than 800 of which are in force today. Ad-ID is defined at SMPTE with a Registered Disclosure Document (RDD-17:2009) which describes the Ad-ID platform. Ad-ID also holds a SMPTE class 13 metadata node, which contains various Universal Labels related to the Ad-ID schema. The OBID standards, which include Ad-ID, are referenced in SMPTE Standard ST 2112-20:2018.




The Association of Independent Commercial Producers (AICP) represents, exclusively, the interests of independent companies that specialize in the production and post production of commercials in film, video, and digital for advertisers and agencies. One of the ways AICP assists its members is by developing industry standards and tools. Most recently, AICP released a common master format for standard and high-definition videos that includes the UniversalAdId.

The new AICP file delivery specification is significant because it solves two major industry issues. First, by having a single common format, it reduces or eliminates complexity with transcoding, resolves compatibility issues, and improves video quality. Second, embedding the UniversalAdId enables automation and eliminates manual processes, which helps to reduce the inconsistent use of advertising-asset identifiers throughout the advertising supply chain.

Download AICP File Delivery Specification



The Advanced Television Systems Committee, Inc. (ATSC), develops voluntary standards for digital television. They are defining the future of television with the ATSC 3.0 next-generation broadcast standard. ATSC 3.0 supports delivery of content identifiers including the Ad-ID® from television broadcasters to TVs and other receiver devices in support of the personalization, interactivity, addressability, and measurement capabilities in the NextGen TV system. ATSC 3.0 enables delivery of Ad-ID and other identifiers via broadcast, broadband, and watermarking.

Download the ATSC A/331 Standard: Signaling, Synchronization and Error Protection

Download the ATSC A/336 Standard: Content Recovery in Redistribution Scenarios