Comcast FreeWheel Endorses Adoption of Universal AD ID, Strengthening the Standards Framework

That was a long time ago Modernizing video ad distribution workflow is a pivotal priority as exponential change has all but wiped out the divisions between traditional and pureplay digital distributionCall it omnichannel Or multiplatform Or multiscreen Whatever the name the video segment of the advertising industry is no longer defined by one or two screens but by a plethora of channels be it TV mobile digital assistant hubs videogame consoles or digital video OOH Add to that an increasing diversity of ad types and the growing use of versioning and dynamic creative married with metadata the legacy systems of keeping track of creative assets have become antiquated and are in serious need of an update These are a few of the reasons why FreeWheel39s Council for Premium Video is encouraging all members of the value chain to adopt AdID Supported by Vast 40 and above the framework can be applied at scale globally as other similar authorities to AdID emergeThe FreeWheel Council for Premium Video amp8212 which represents the majority of large digital pureplays operators and programmers amp8212 sees the Universal AD ID initiative as a vital step forward for the industry according to James Rothwell Comcast Advertising39s vice president global agency brand and industry relations quotThere are countless benefits for all members of the ecosystem to incorporate AdID into creative management workflowsquot Rothwell says quotThe premium video publisher community is aligned in terms of the importance of universal adoption of AdID to drive efficiency and results as well as creating the best viewing experience for engaged audiencesquotAs the advertising world continues its journey into audience targeting the ability to quotknow that you got what you paid forquot is becoming more complicated with each passing day The foundation of tracking ad delivery and attribution is the ability to identify which creative you ran and where In the traditional linear TV years this was a fairly simple process guided by the Industry Standard Coding Identification ISCI coding guidelines which were replaced by AdID in 2007 In those days quotyou had a single advertiser having a relationship with a single agencyquot says Harold Geller executive director of AdID LLC which in the US is coowned by the 4As and the ANAToday however a single advertiser might have relationships with dozens or hundreds of agencies This can make keeping track of advertising assets exceptionally complicated quotIn the past you39d have the one file name and you39d be donequot Geller says quotNow in the onetoone world of advertising you need the ID to be persistent in the file name and in the instructional data You need a system that is unique persistent and associated with metadata that is acceptable through the supply chainquotThat39s why premium video publishers are also embracing the framework quotWe believe AdID is important to both the linear television and the digital ecosystem including AdID in digital creatives will improve our viewers39 experiencequot says Peter Olsen executive vice president ad sales at AE Networks quotFrom our perspective AdID provides the opportunity to streamline the ad serving process and deliver on the promise of the right message to the right person at the right timequotThe ability to fully understand the individual advertising creative throughout the digital ad tech ecosystem is critical Olsen adds noting that it has worked effectively in the linear business for over 50 years quotThis is a decisive step in the right direction for the Digital IP ad delivery worldquot he saysAccording to sources within the agency community FreeWheel39s support of the Universal AD ID framework is a muchappreciated addition to simplifying the creative process Many agencies would welcome a universal and cohesive way of unifying creative management versus having to struggle through the piecemeal way that it is currently handled Several agency spokespeople also pointed out that with several DSPs serving video ads into the same sites once adopted by the majority of advertisers and agencies AdID will go a long way in preventing doublespotting of commercials in the same pod or within a set time frameThere is another crucial element of value the Universal AD ID standard will bring As more media is purchased programmatically across various devices and at times globally a unifying ID that has the veracity of the industry behind it will also serve to strengthen and repair some of the trust issues that have plagued the digital media ecosystemClick here for the FreeWheel Council for Premium Video39s guide to Universal AD ID and go to wwwadidorg or email csadidorgamp160for more information about AdIDClick the social buttons 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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Comcast FreeWheel Endorses Adoption of Universal AD ID, Strengthening the Standards Framework

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Jeff Minsky

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Comcast FreeWheel Endorses Adoption of Universal AD ID, Strengthening the Standards Framework

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