Ad-ID Aims to Draw in More Small Brands
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Advertisers today face a creative tangle as they push out more content to more places than ever before.
To organize matters, the industry has adopted Ad-ID as a way to index ads. Ad-IDs are numerical tags that can be affixed to each piece of creative in an advertiser’s campaign. This indexing makes it easier for ad buyers and ad sellers to ensure the right ad ran in the right slot the right number of times.
Ad-ID, a joint venture between the 4A’s and ANA, is currently used by more than 2,000 advertisers, including Procter & Gamble, Ford, AT&T and Coca-Cola. Ad-ID’s chief growth officer, Harold Geller, said that 84% of TV network ads use Ad-ID, as do 70% of marketers whose annual budgets total more than $100 million each. The majority of the group’s revenue covers staffing and technology costs, with “any modest profits” divided between the 4A’s and ANA, Mr. Geller said.
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