Google Exec on Adding Sanity to Video Asset Management

After a recent webinar on VAST v 40 and the technologies and best practices for serverside ad insertion I was thrilled to hear Abid Dar Manager of Video Solutions at Google say that having a single universal identifier like AdID reduces confusion when identifying creative assets amp160He went even further saying it adds sanity and brings cohesionAdID is the designated UniversalAdId to track assets crossplatform in the USamp160as required by the latest version 40 of the Video Ad Serving Template VAST for delivering video ads across multiple platforms overtheair online overthetop mobile andamp160placebasedWithout such a universal identifier systems from data collection to campaign management to creative tracking start to break down as the ad asset moves crossplatform amp160This makes video operations extremely difficult to manageMy new best friend Abid went into some detail on the struggles he encounters when trying to accurately report without the benefit of a common asset identification registry amp160quotI think that one of the largest challenges we face postimplementation is 39Why did X creative run and why didn39t Y creative run amp160And how can I get more information about what happened39quot he said amp160quotHaving a single ID that we can all reference helpsquotAbid concluded that the solution to resolve a variety of challenging scenarios is to agree on an industry standard unique identifier that would provide commonality throughout the addelivery processQueue the music to my earsVAST 40 created and managed by the IAB Tech Lab requires such an industry standard amp160the UniversalAdId amp160In the US it39s AdID in the UK it39s Clock Number administered by Clearcast amp160These UniversalAdIds track each ad creative and provide a unique creative identifier that is maintained across all platforms amp160When created from a known registration authority such as AdID it establishes consistency and reliably guarantees uniqueness for identifying the assetUsing an AdID code ensures that an individual video ad will have a single unique identifier across publishers and campaigns amp160This improves data collection and reporting for crossplatform campaigns by providing the ability to control trackamp160and measure ads accurately amp160In addition it prevents a stitching service from reprocessing assets that have already been processed and made available for ad delivery amp160The inventory fill rates for both the publisher and the advertiser then are improvedUsing a known registration authority such as AdID or Clearcast delivers universally unique identifiers which benefits the advertising ecosystem by eliminating assetidentity confusion throughout the supply chainI encourage you to attend one of our webinars it39s a great way to learn from others and ensure you39re maximizing the usefulness of AdID amp160To listen to the webinar that Abid Dar attended go hereThat webinar while briefly giving an overview of VAST 40 core features focused on demonstrating the importance of serverside ad insertion using the mezzanine file to deliver a higherquality TVlike experience across platforms amp160It also covered the benefits of UniversalAdId to track assets crossplatformClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Google Exec on Adding Sanity to Video Asset Management

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Google Exec on Adding Sanity to Video Asset Management

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