Ad Groups Back Ad-ID Adoption

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By: John Consoli

(Mediaweek) The Association of National Advertisers and the American Association of Advertising Agencies late Tuesday urged all media companies, advertisers, agencies and vendors to embrace Ad-ID, which generates unique codes that accurately identify and track advertising. Ad-ID is a collaborative database managed by the ANA and the 4A’s.

It enables media buyers on behalf of their advertisers to make sure ads run according to schedule, in the right publications or TV shows, and that billing is accurate and verified.

“Ad-ID helps all advertisers manage their assets and ultimately will facilitate an actionable return-on-investment analysis,” said Jim Speros, chief marketing officer of Ernst & Young and board chairman of the ANA.

Among the major marketers using Ad-ID are Johnson & Johnson, Procter & Gamble, Con Agra, Pepsico and Nautica International.

In addition to the two major ad associations, the Cabletelevision Advertising Bureau, the Television Advertising Bureau, the Interactive Television Alliance, the Internet Advertising Bureau, and the Outdoor Advertising Association of America all have endorsed Ad-ID and are encouraging their members to adopt its usage.

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