Why is Ad-ID Important to the Media and Advertising Industry?

In 2002 I wrote my first commentary download it below on AdID the digital advertising identification standard In 2003 I wrote another report download it below commenting quotAdID has the potential to radically alter the dynamics of television measurement trafficking and verification systemsquot That forecast appears about to come true for all digital media after far too many years of effort by the 4A39s Harold Geller the late Barbara Bacci Mirque and others Last week the trade organizations announced the support of Nielsen IAB CAB TVB SNTA plus the Association of Independent Commercial Producers the Advanced Media Workflow Association and other creative and production groups Although slow in coming the industry has finally coalesced around a standard that ANA President Bob Liodice says will assure quotaccurate and reliable digital media measurementquot and streamline steps from production through distribution and airplayAccording to Liodice quotWith AdID now officially recognized as the industry standard for coding digital advertising assets we have taken a major step forward to streamline the marketing supply chain and enable multiplatform content delivery It is imperative that everyone involved in creating and distributing advertising assets across all platforms begin identifying them with AdIDquot Nielsen intends to use AdID for commercial ratings and verification across all platforms Currently AdID is utilized by more than 700 advertisersHere39s what I wrote in 2003 quotInitiated endorsed and developed through a joint venture of the ANA and 4A39s AdID is intended to replace the outdated ISCI coding system that most industry experts consider flawed and outdated The new webbased database generates unique identifying codes for all ads in all media creating a permanent database for sharing and retaining information about every ad and campaignquot An ANA executive expressed the belief that quotthe industry is just six to nine months from the tipping point when all marketers and media suppliers will recognize how important a standard digital advertising identification code is for the future of the industryquot Well eight years later the industry has finally achieved that visionAs I reported in 2003 quotIn the 1980s Walmart deployed UPC scanner technology in every retail operation a trend that was adopted by virtually every major retailer nationwide and now has expanded even to small retailers Prior to the availability of the scanner data retailers controlled all data emanating from consumer purchases Once national marketers were able to access retail sales data in real time through centralized scanner data they were able to employ new marketing and sales tacticsquotSimilarly the availability of national computerized webbased data on advertising placements will not only enable improved realtime verification but has the potential to open the market for detailed data on the impact of specific advertising messages targeted to homogeneous audiences As all sales data ratings and advertising messages are digitized they can be crosscatalogued to provide a broad array of insightsquotMirque noted in 2003 that quotit has begun to dawn on people that quotcurrent systems do not work with addressable and videoondemand technologies and emerging forms of advertising will require a zero defect identifierquot Although it has taken to 2011 Barbara Bacci Mirque39s passion and work is being validated

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Why is Ad-ID Important to the Media and Advertising Industry?

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Read our important reports

Commentaries from 2002 and 2003

Jack Myers

We Are the Outliers - By Jack Myers

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Why is Ad-ID Important to the Media and Advertising Industry?

Read our important reports

Commentaries from 2002 and 2003

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Jack Myers

We Are the Outliers - By Jack Myers

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