No one wants the same ad running back to back. If multiple ad servers and supply chain players recognize a common identifier when inserting ads into the same video, it will reduce the possibility of an ad collision.

With hundreds of thousands of ads distributed across many channels and platforms, a single, standard commercial identifier reduces the potential for costly scheduling errors.

Having a unique identifier for each advertisement allows publishers to keep a more accurate inventory of assets and helps avoid the confusion of multiple ads with similar descriptions.