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.