White Papers

VAST 2.0
Best Practices for VAST 2.0

The IAB Tech Lab released VAST 4.2 in June 2019, however, adoption of the newest version of VAST has been limited.  For this reason, Ad-ID, in partnership with A+E, Hulu, and NBCUniversal, developed a stop gap solution to use the UniversalAdId in VAST 2.0.



Identification: It's as Easy as ABC

The  Brand Safety Institute published this white paper to educate the industry on the standard methods of identification that have been successful in fighting fraud, improving brand safety and privacy issues, delivering a better experience to consumers, and supporting measurement and attribution.



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3C's of Addressable TV

Tom Morgan, Principal of Media D.tv released this white paper to highlight how the industry can deliver universal TV addressability which would allow any household watching a live broadcast, on any TV platform, to see household targeted ads. Addressable advertising is important as it allows advertisers to pick the audience and deliver ads specifically tailored to that audience.


TAXI Complete 

TAXI Complete is a standard in Trackable Asset Cross-Platform Identification created by CIMM. The TAXI initiative helps establish an open standard audio watermarking system for identifying entertainment and advertising assets across distribution platforms and for setting standards for multi-channel asset tracking.



Metadata for Addressable Advertising
Addressable advertising is becoming an important source of new revenue for broadcasters as it is a more efficient way to reach the advertiser’s intended audience.  An important part of addressable advertising is using a unique identification system for advertising assets across all media.
Ad Clouds

A collaboration between Ad-ID, Extreme Reach, and Adstream that explores the benefits of providing a single, secure location for creative assets on ad clouds.



VAST Use Cases

We collaborated with the IAB Tech Lab to put together different use cases that demonstrate the importance of including Ad-ID as a registry value inside the UniversalAdId element in VAST 4.0.  The use cases also show how Ad-ID serves that role in the U.S. market.