Spanish-language media giant Univision has agreed to license the ad industry’s Ad-ID advertising assets coding system to identify, track and “significantly improve targeting and delivery” for ads aimed at its Hispanic viewers. The deal follows NBC Universal’s agreement announced last summer, and provides new impetus for the advertising asset management system jointly owned by the American Association of Advertising Agencies and the Association of National Advertisers.
The deal builds on the success of peacock relationship, helping to manage and deliver a pristine viewing experience across all screens.
Looking to find standard data formats for ad campaigns, the Coalition for Innovative Media Measurement, along with Ad-ID, Advertising Research Foundation, IRI, and Kantar, will launch a joint initiative.
SAG-AFTRA is holding off on filing grievances against advertisers who have not yet adopted the standard digital identifier — dubbed Ad-ID — mandated for ads using union members.
The Coalition for Innovative Media Measurement and Society of Motion Picture and Television Engineers continue to work toward joining a pair of identifiers for ad and video content, Ad-ID and EIDR. The goal is to create an industry coding standard using the two, which identify advertising and movie/TV content, respectively.
George Musi: “A few months ago, the ad industry had a wakeup call. The SAG-AFTRA and the ANA-4A’s Joint Policy Committee released a mandate for universal adoption of Ad-ID — a critical step forward for the advertising industry in advancing standards across all platforms for identification, tracking and measurement. The advertising ecosystem needs to coalesce around common methodologies. Ad-ID should be implemented by March 31, 2014.”
SAG-AFTRA and the ad industry will begin using a standard digital identifier — dubbed Ad-ID — in a little less than a year, assuming that members of the performers union ratify the tentative deal. The basic idea is to replace the multiple methods used to track performers compensation — which is based on how many times and where an ad airs — with a single system.
The Nielsen Co. said on Thursday that it would adopt Ad-ID, a system of digitally coding commercials that would give ratings on a commercial-by-commercial bases. The system will be administered by the Association of National Advertisers and the Four A’s, formerly the American Association of Advertising Agencies.