Advertisers Sign up to Industry Coding Standard

Ad-ID, a universal ad coding standard that paves the way for digital ad measurement and tracking has now been adopted by more than 300 US marketers, plus major TV networks. The system has the support of and media associations including the advertising industry's ANA and AAAA.

By assigning a unique system-generated code to all advertising assets - television, online, print and radio - Ad-ID provides the foundation for digital tracking and measuring advertising effectiveness across campaigns, and promises to improve the efficiency of advertising processes from delivery to billing. So far, more than 14,000 individual codes have been created for various forms of advertising across the USA, the UK, Canada, France, Portugal and Australia.

The four major television networks, ABC, CBS, NBC and FOX, are all fully Ad-ID compliant. Key media associations including the Boards of Directors of the AAAA (the American Association of Advertising Agencies) and the ANA (the Association of National Advertisers), the Cabletelevision Advertising Bureau, the Television Advertising Bureau, the Interactive Television Alliance, the Internet Advertising Bureau, the Radio Advertising Bureau, and the Outdoor Association of America have also publicly supported Ad-ID. Donovan, Datatech, Harris Corporation, Talent Partners, Vyvx, MediaPlex, Verance, and scores of other industry systems are also Ad-ID compliant.

Companies currently involved with Ad-ID include: Allstate, Blockbuster, BMW, Capital One, ConAgra, Coors Brewing Company, Discovery Networks, Ford Motor Company, HBO, The Home Depot, Hewlett Packard, Johnson & Johnson, Masterfoods, Nestle, Novartis, Procter & Gamble, Pepsi, Sears Roebuck & Co., SoapNet, Virgin Mobile, and Wachovia. On top of the 300 already signed up, a further 875 companies have registered with Ad-ID.

Bob Liodice, President and CEO of the ANA, says the organisation is committed to the industry's use of technology, and that 'antiquated coding systems and a lack of a common standard are not acceptable'. He says that Ad-ID 'establishes a common language that not only enables system-to-system communication, but also reduces inefficiencies and wasted dollars'.

More information about the system is at www.ad-id.org.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.