Ad-ID: Advertising Digital Identification

January 1, 2005

As we crank up the new year, let's get a glimpse at Ad-ID's exciting plans for 2006, and look back on some of the accomplishments that Ad-ID made in 2005.

As a result of more support and recognizing a need for its benefits, a significant number of users joined the Ad-ID system in 2005. In December '04, there were 230 user groups. At the close of 2005, there were nearly 400 advertisers and agencies using the system; a 74% increase from 2004. This will jump exponentially for 2006 when at least two of the largest global marketers who are currently using the system, roll out Ad-ID to their international agencies. And from the flip side, Ad-ID has started catching international attention. The system has been used by the UK, France, Portugal, Switzerland, and Australia. There has also been interest from Germany, the Netherlands, and Asia. They recognize the need for an industry standard coding system as well, so as this picks up globally, it's very possible that Ad-ID will become the international coding standard.

In 2006, Ad-ID is planning to streamline the verification process, as well as the trafficking process. The goal is to help reduce, possibly eliminate, the errors that take place with manually re-keying traffic information. Plans include adding the capability of exporting your Ad-ID Code and slate information directly to your dub house or station, where they can then pull the information into their own system without needing additional manual re-keying from the dub house or station. Similarly, through web services (API), the station or dub house system can call out to Ad-ID, grab the code and slate information, and ingest it into their own system. This will not only help reduce the errors made with time-consuming manual re-keying, but will also help with confirming that the correct ad ran. Though Ad-ID is a coding system for all media, it has been used mostly for coding TV and radio ads. But a growing number of advertisers and agencies have started using the system to create codes for their print ads. Partnering with several agencies, the goal is to be able to embed the Ad-ID code and its metadata into the digital ad file. This would be done when the API is used between Ad-ID and the print work flow systems. These systems could call out to Ad-ID, create a code, and bring it back to them so it can populate their system. This would also include slug information. Unique codes could be assigned to each ad without needing to add to the number of systems currently being used. Other enhancements to Ad-ID would be to expand on the traffic instruction capabilities.  


Ad-ID: Advertising Digital Identification - Brochure. ANA/ AAAA, 2005.